The article discusses changes in the sales strategy and quantity limits for one of the most popular kid's meals offered in Japan, widely known as "Happy Set". The fast-food giant has decided to alter the way these kids meals are sold, imposing new restrictions on the quantity one can purchase. The reason behind this decision and its possible implications are discussed, along with its reception by customers.

In Japan, Happy Sets are immensely popular, not just among children but also among adults who are ardent collectors of the toys that come along with the meals. The limitations and changes in sales strategy touch not only the economic aspect but also drastically affect the cultural and societal values, tapping into the Japanese tradition of collecting and fascination with limited-edition items.

In contrast, in the U.S and EU, meal quantity limits are uncommon. However, given the unique case of the Happy Set craze, such innovative measures could inspire fast food chains globally, and may result in similar changes in other countries, adding a novel aspect to the fast-food retail landscape.