Hong Kong sushi chain unveils themed stores, exclusive merch, and limited-edition dishes for one-month crossover with mobile game phenomenon Project Sekai.
Beginning July 21 through August 20, 2026, Sushi Express Hong Kong will launch its first-ever collaboration with the blockbuster mobile rhythm game Project Sekai: Colorful Stage! feat. Hatsune Miku. The partnership transforms three branches across Hong Kong Island, Kowloon, and the New Territories into immersive themed venues, while introducing four exclusive menu items bundled with collectible merchandise. Fans who spend HK$200 or more can purchase additional limited-edition standee keychains, and those reaching HK$300 qualify for free sticker giveaways—making this one of the most ambitious anime-food crossovers the city has seen.
Three Themed Stores Bring the Virtual World to Life
The collaboration capitalizes on Project Sekai’s staggering global reach: the game has surpassed 39 million downloads worldwide since its release. Sushi Express has selected three locations for a complete makeover, featuring larger-than-life character murals, life-sized standees, and themed table decorations inspired by the game’s narrative world.
The three designated themed branches are:
- Causeway Bay Plaza 2 – 3A, 3/F, Causeway Bay Plaza 2, 463-483 Lockhart Road, Causeway Bay
- Kai Tak Retail Mall 2 – M2-302, 2-3/F, Kai Tak Sports Park, 38-39 Shing Kai Road, Kowloon
- Tsuen Wan Plaza – 301-302, 3/F, Tsuen Wan Plaza, 4-30 Tai Pa Street, Tsuen Wan
Each store’s visual design centers on the virtual singer Hatsune Miku and her fellow Piapro characters—Kagamine Rin, Kagamine Len, Megurine Luka, MEIKO, and KAITO—alongside the game’s five distinct musical units: Leo/need, MORE MORE JUMP!, Vivid BAD SQUAD, Wonderlands×Showtime, and 25-ji, Nightcord de. Key scenes from the characters’ stories are recreated throughout the dining spaces, offering fans a chance to step directly into the vibrant musical universe.
Exclusive Menu Items with Collectible Bonuses
Starting July 21, all Sushi Express locations across Hong Kong will offer four collaboration dishes, each served with a limited-edition random merchandise item—transforming every meal into a surprise unboxing experience.
The featured dishes include:
- Extra-Large Salmon Belly (HK$17) – Generous cuts of fatty salmon belly served with a random collaboration exclusive standee flag (7 designs available). The characters wear special red, black, and white uniforms designed exclusively for Sushi Express, featuring members from VIRTUAL SINGER, MORE MORE JUMP!, and Vivid BAD SQUAD.
- Layering of Longfin Tuna with Lean Tuna and Minced Tuna (HK$17) – Layers of longfin and lean tuna topped with silky minced tuna and refreshing flying fish roe. Comes with a random collaboration standee flag (6 designs) showcasing Leo/need, Wonderlands×Showtime, and 25-ji, Nightcord de. in their Sushi Express-themed outfits.
- Chocolate Lava Cake (HK$27) – A soft chocolate cake shell with a rich molten center. Each order includes a collaboration limited transparent collector card (7 designs, random). The cards depict Hatsune Miku, Ichika Hoshino, Minori Hanasato, Kohane Azusawa, Tsukasa Tenma, and Kanade Yoisaki enjoying sushi in adorable poses. These transparent cards fit perfectly into the multi-purpose card holder from the drink set.
- Collaboration Drink Set (HK$69) – A refreshing soda beverage paired with a multi-purpose card holder and mini standee (6 designs, random). The card holder features a hook and color-codes matching each musical unit’s signature palette. Each set includes a miniature standee of a character from one of the six groups, complete with a detachable base for display.
Premium Add-On Merchandise and Free Sticker Giveaways
For collectors seeking more, Sushi Express is offering additional purchase opportunities throughout the campaign period.
Collaboration Standee Keychain Set (HK$99 add-on) – Diners spending HK$200 or more on dine-in or takeaway (excluding delivery platforms) can purchase one random standee keychain set. A single receipt of HK$200 allows two add-ons, while HK$400 or more permits up to four purchases. Each set features one of the five in-game musical units, with individual character standees that slot into a shared base to recreate a miniature concert stage. Each set also includes 5 to 6 silver bead chains, allowing fans to detach individual standees and wear them as keychain accessories on bags or backpacks.
Free Limited-Edition Sticker – A special mission rewards customers at all branches except Kowloon Bay Táo Da and Hong Kong Island’s Kornhill locations. To claim one random sticker (6 designs available), guests must: spend HK$300 or more on dine-in or takeaway at participating locations, follow Sushi Express’s official Facebook or Instagram page, and show the followed account at checkout. Stickers feature characters in their exclusive Sushi Express outfits and color schemes, sized perfectly for phone backs or notebooks. Supplies are limited and available on a first-come, first-served basis, with one sticker per receipt.
Why This Collaboration Matters
For those unfamiliar with the phenomenon, Project Sekai represents a cultural force in its own right. Developed by SEGA and Colorful Palette, the rhythm game has amassed a devoted fanbase across Asia, particularly among younger demographics. Its narrative follows five groups of musically passionate teenagers who, driven by intense emotions, inadvertently enter a virtual realm called “SEKAI”—a world born from their true desires. There, they are guided by Hatsune Miku and her fellow virtual singers as they search for their genuine wishes.
Hatsune Miku herself—developed by Crypton Future Media as a voice synthesis software for YAMAHA’s VOCALOID engine and Crypton’s proprietary NT engine—has become a global icon. Her name translates to “first sound” in Japanese, symbolizing a starting point, while “Miku” represents the future of musical possibilities. Revered by fans worldwide as the “World’s First Princess,” her chameleon-like musical versatility and enduring appeal have kept her relevant for nearly two decades.
What This Means for Hong Kong’s Dining Scene
This collaboration signals a growing trend among Hong Kong restaurants to leverage pop culture partnerships as a competitive differentiator. By merging immersive physical branding with digital fandom, Sushi Express is tapping into a lucrative demographic that values experience-driven consumption. For fans who cannot visit Japan for official Project Sekai events, this month-long activation offers a rare local opportunity to collect exclusive merchandise while enjoying accessible Japanese cuisine.
Diners should note that all merchandise is distributed randomly, and availability is limited. Terms and conditions apply, and Sushi Express reserves the right to modify promotional details. Enthusiasts are advised to check official channels for updates and to arrive early at themed branches, especially during peak hours.
For more information, visit Sushi Express Hong Kong’s official Facebook and Instagram pages.