Joyfull Doubles Down on Demon Slayer for Its 50th Anniversary
Joyfull, a family restaurant chain based in Oita Prefecture with locations across Japan, announced on June 26 that its Demon Slayer: Kimetsu no Yaiba collaboration campaign will return starting July 14 at 3:00 PM. The chain is celebrating its 50th anniversary this year, and the expanded collab reflects that milestone: 13 limited menu items (up from the previous run's lineup), newly commissioned artwork from animation studio ufotable (Demon Slayer, Fate/Stay Night: Unlimited Blade Works), and exclusive merchandise.
The first Joyfull x Demon Slayer campaign, which ran from November 2024 through January 2025, moved over one million servings of its character-themed dishes. Those sales earned the campaign a larger return.
Two Phases, 13 Dishes
The campaign splits into two waves. Phase 1 runs from July 14 at 3:00 PM through July 28 at 3:00 PM and features dishes inspired by Tanjiro, Nezuko, Shinobu, Inosuke, Genya, Muichiro, and Sanemi. Phase 2 picks up on July 28 and runs through August 18, adding dishes themed around Kyojuro (Rengoku), Tengen, Kanao, Douma, and more.
Prices range from around ¥699 to ¥1,199 before tax (roughly $4.50 to $8). The menu items span burgers, pancakes, parfaits, and soup, each designed around a character's personality or visual motif. Muzan, named in the original Oricon News headline, is among the characters represented.
Merchandise and a Pop-Up in Osaka
Every collab menu purchase comes with a chance at exclusive merchandise distributed on a first-come, first-served basis: clear files in 12 designs (330,000 units total) and acrylic keychains in 20 designs (370,000 units total). The chain is also selling "fun bags" with limited-edition collaboration goods and running an app-based stamp collection campaign with original designs.
A four-day pop-up store runs July 17 through 20 at OSAKA FOOD LAB in the Umeda district, offering select menu items and exclusive merchandise outside the restaurant chain.
Joyfull's in-restaurant drink bar stations will also feature original artwork from ufotable, plus character design panels displayed at participating stores.
Looking Ahead
The collaboration launches nationwide on July 14 at 3:00 PM local time. International visitors to Japan can walk into any Joyfull location during the campaign window, though the chain does not operate outside Japan. For context, Joyfull is often compared to Denny's in format: a 24-hour family restaurant with large illustrated menus and meals typically priced under ¥1,000.
Demon Slayer continues to generate major commercial tie-ins across Japan. The Infinity Castle theatrical film released in 2025, and character goods and food collaborations continue to perform across restaurant chains, convenience stores, and retail. Joyfull's million-serving track record from the 2024 collab suggests this round will sell through quickly.
(C) Koyoharu Gotouge / Shueisha, Aniplex, ufotable