The Japanese fast food giant, McDonald's, has seen a significant increase in online auctions for its "Happy Sets," traditionally a children's meal. The overwhelming demand has resulted in a series of intense bidding wars, showcasing a surprising trend in the consumer market. This sudden surge in increased interest and demand seems to coincide with limited edition toys and collectibles offered with the Happy Sets.

The "Happy Sets" in question are notably popular items in Japan. Offering popular toys and collectibles with meals, the phenomenon has transcended childhood nostalgia, becoming a valuable commodity for collectors. The fervor echoes Japan's interest in "Kawaii Culture" and the Japanese society's fondness for limited edition collectibles.

Similar to the frenzy for collectibles and rare items seen in the US and Europe, Japan's Happy Sets craze showcases a shared global phenomenon. The phenomenon can be paralleled to the demand for limited edition toys from fast food chains in the US or the craze for collectible items found in special edition cereal boxes in many parts of Europe.