McDonald's Japan is facing a unique challenge as the rarity of some of its items are called into question. The phrase "レアじゃない" translates to "It's not rare," reflecting the consumer sentiment that certain specialities, previously seen as exclusive treats, are now too commonplace. The release of these supposed rarities has become more frequent, causing marketing headaches for the fast-food giant.

For Japanese consumers, exclusivity and uniqueness are huge selling points, particularly when it comes to locally limited or time-limited products. These items create a sense of urgency among consumers to try them before they're gone, contributing to the brand's novelty factor.

In the US or EU, rather than focusing on the rarity, fast-food chains often highlight the quality and affordability of their items to draw the crowd. Promotions and special offers are done frequently, so the exclusivity element might not have as much impact like in Japan.