Hong Kong diners can immerse themselves in a vibrant fusion of sushi and J-pop culture starting July 21, 2026.
Hong Kong’s beloved sushi chain, Sushi Express, has officially announced its first-ever collaboration with the blockbuster mobile rhythm game Project Sekai: Colorful Stage! feat. Hatsune Miku. Running from July 21 to August 20, 2026, the crossover will transform three flagship outlets across Hong Kong Island, Kowloon, and the New Territories into themed dining destinations, while offering exclusive menu items, collectible merchandise, and immersive decor inspired by the game’s beloved virtual singers and bands.
Three Themed Stores to Host the Celebration
With over 39 million global downloads, Project Sekai has captivated a massive youth audience across Asia. To bring its musical universe to life, Sushi Express will deck out three locations with larger-than-life character displays, standing cutouts, and thematic table settings. These spaces will feature the game’s virtual singer Hatsune Miku alongside five distinct musical groups: Leo/need, MORE MORE JUMP!, Vivid BAD SQUAD, Wonderlands×Showtime, and 25-ji, Nightcord de.. Iconic scenes from the game’s narrative will be woven into the decor, allowing fans to step directly into the story.
The three designated outlets are:
- Causeway Bay Plaza 2 (3A, 3/F, 463-483 Lockhart Road)
- Kai Tak Retail Arcade 2 (M2-302, 2-3/F, 38-39 Shing Kai Road, Kai Tak Sports Park)
- Tsuen Wan Plaza (301-302, 3/F, 4-30 Tai Pa Street, Tsuen Wan)
Exclusive Menu Items with Collectible Freebies
From July 21 onward, all Sushi Express branches in Hong Kong will roll out four limited-edition dishes, each accompanied by randomly assigned, highly collectible merchandise.
Large Salmon Belly (HKD $17)
Featuring rich, fatty salmon belly cut in generous portions, this item comes with a limited-edition character pick (seven designs, random). Characters are dressed in exclusive Sushi Express-themed outfits in red, black, and white, including members of VIRTUAL SINGER, MORE MORE JUMP!, and Vivid BAD SQUAD.
Seared Albacore and Lean Tuna with Minced Tuna (HKD $17)
This layered dish combines albacore and lean tuna, topped with silky minced tuna and flying fish roe. It includes a character pick (six designs, random) featuring members from Leo/need, Wonderlands×Showtime, and 25-ji, Nightcord de.
Chocolate Lava Cake (HKD $27)
A soft chocolate cake with a molten center, this dessert comes with a transparent collector card (seven designs, random). The cards depict six popular characters—including Hatsune Miku, Hoshino Ichika, Hanasato Minori, Kozakura Kohane, Tenma Tsukasa, and Yoisaki Kanade—enjoying sushi in adorable poses. These cards are designed to fit perfectly into the multipurpose card holder included with the drink set.
Collaboration Drink Set (HKD $69)
A refreshing soda beverage paired with a multipurpose card holder and a mini standee (six designs, random). The card holder features a hook and color-coded to match each musical group’s signature palette. The standee, complete with a detachable base, can be displayed separately.
Limited-Edition Add-On and Free Sticker Offer
For diners spending HKD $200 or more on a single dine-in or takeaway receipt, a collaboration group standee charm can be purchased for HKD $99 (five designs, random). Each unit features five to six character mini-standees on a base, recreating a miniature musical stage. The standees can be detached and worn as bag charms. Customers may buy up to two charms per HKD $200 spent, with a maximum of four per HKD $400 receipt.
Additionally, a free limited-edition sticker (six designs, random) is available at all branches except Kowloon Bay Amoy Plaza and Lohas Park. To qualify, guests must spend HKD $300 or more, follow Sushi Express’s official Facebook or Instagram page, and show the page at checkout. Stickers are available while supplies last, with one per receipt.
Why Hatsune Miku and Project Sekai Matter
For those unfamiliar, Project Sekai is a rhythm game developed by SEGA and Colorful Palette. Its storyline follows five groups of teens who, driven by their passions, stumble into a virtual world called SEKAI. There, they are guided by Hatsune Miku and fellow Piapro characters—including Kagamine Rin and Len, Megurine Luka, MEIKO, and KAITO—as they search for their true desires.
Hatsune Miku herself, originally a vocal synthesis software developed by Crypton Future Media, has become a global cultural icon. Her name means “the first sound,” symbolizing a starting point, while “future” represents the endless possibilities of music. Revered by fans as the “world’s number one princess,” her appeal remains undiminished after more than a decade.
What This Means for Fans
The collaboration marks a significant moment for both brand and fan community. For Sushi Express, it taps into a passionate, youth-driven demographic eager for immersive, experiential dining. For players of Project Sekai, it offers a rare chance to physically engage with the game’s world in a tangible, tasty way.
With limited-time menus, exclusive merchandise, and photo-worthy store designs, this is a campaign designed to generate buzz, drive foot traffic, and deepen emotional connection with a loyal fanbase. Whether you’re a seasoned collector or a newcomer curious about the hype, the Sushi Express x Hatsune Miku collaboration promises a sensory feast that bridges the digital and the delicious.
Note: All offers are subject to terms and conditions set by Sushi Express. Quantities are limited and available while stocks last. Prices and details are accurate as of publication date. For the latest updates, follow official Sushi Hong Kong social media channels.