Japan bento chain’s ‘no rice’ April Fool’s joke goes down the wrong way

Takeaway rice bowl chain Hokka Hokka Tei admitted that it “showed a lack of consideration” by pretending it was not serving rice any more as an April Fool’s joke.

“We feel that we have upset everyone who regularly enjoys our freshly cooked rice,” it said in a social media post on Tuesday.

“Although the price of rice continues to rise, Hokka Hokka Tei will keep serving freshly cooked rice made from domestic rice at all of our stores. We hope that anyone who is worried can rest assured.”

The chain posted on its social media account on Tuesday midnight that it was terminating rice sales.