McDonald’s Japan teams up with Love Live!’s AiScReam for new promotion
McDonald’s Japan has taken a unique approach to promote its “HiruMac” lunchtime menu.
They have released a promotional video that features a parody of “Ai♡Scream!”, a popular song by the “Love Live!” cross-franchise unit AiScReam.
The video, shared on X (formerly Twitter) on July 3rd, creatively replaces the original lyrics with references to McDonald’s HiruMac menu items.
The “Love Live!” multimedia franchise, co-developed by ASCII Media Works, Lantis, and Sunrise, revolves around groups of teenage schoolgirls who become “school idols” to save their schools from shutting down or to simply pursue their passion for music and performance.
It encompasses anime series, music CDs, video games, manga, and live concerts, cultivating a massive and dedicated global fanbase.
AiScReam is a special unit within the “Love Live!” universe, formed from members across different sub-groups of the franchise: Ruby Kurosawa from Aqours, Ayumu Uehara from Nijigasaki High School Idol Club, and Shiki Wakana from Liella!.
Their debut single, “Ai♡Scream!” was released in January 2025 and became a viral sensation on social media platforms like TikTok thanks to its catchy melody and a memorable call-and-response segment from live performances.
Its widespread appeal made it a recognizable tune, particularly among anime and J-pop enthusiasts.
The parody video aims to create a memorable and humorous association between the popular song and the HiruMac menu.
The HiruMac menu is a special lunchtime offering from McDonald’s Japan, available daily from 10:30 AM to 2:00 PM.
It provides customers with a cost-effective way to enjoy popular McDonald’s set meals during these hours.
For instance, a Big Mac set, which typically retails for 750 yen (approximately £3.85), is offered at a discounted price of 680 yen (approximately £3.50) during the HiruMac period.
This strategic pricing is designed to encourage lunchtime traffic by offering extra value to customers who choose to eat a McDonald’s during lunch hours.
McDonald’s Japan’s decision to leverage this viral song for its advertising demonstrates a keen understanding of current pop culture trends and a willingness to engage with online communities.
You can watch the full promotional video below:
McDonald’s Japan has a history of collaborating with major pop culture brands, however, they do not always turn out as planned.
A recent disastrous collaboration with Chiikawa resulted in a huge volume of food abandoned in McDonald’s restaurants and saw the promotion cancelled after just two weeks.
Source: Official X Account
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