No: Kura Sushi announced its ¥110 minimum price on August 20, 2026, before the Chiikawa collab was cancelled on September 5. The separate 10% apology discount on September 6–7 did stack on top, making a ¥110 plate work out to about ¥99.
One weekday lunchtime, a loud red poster inside Kura Sushi was impossible to miss: "Our founding price is back: ¥100 (¥110 with tax)." It also made a big deal of "50 years of thanks."
The timing looked fishy, though. Kura Sushi had just pulled the plug on its Chiikawa collab after finding out an employee had done something wrong. If you didn't know the timeline, it was hard not to think: "Did they mess up, cut prices, and then dress it up as a nostalgic anniversary deal?"
It's a funny theory. It's also wrong.
1. The ¥110 price was decided before the Chiikawa collab was cancelled
On August 20, 2026, Kura Sushi officially announced that it would change some prices from September 4. At stores where the cheapest plate had been ¥115, the new lowest price would be ¥110.[1]
There would be 37 items at ¥110, including albacore tuna, tuna with green onion, tamagoyaki (sweet egg omelet), hamburger steak sushi, corn, and half-and-half plates. Meanwhile, 33 other items, including regular salmon, actually went up from ¥115 to ¥120.[1]
So the ¥110 deal started on September 4 exactly as planned. The collab cancellation wasn't announced until September 5.
This was not "something went wrong, so now everything is ¥110."
Sorry for doubting you, poster. Not guilty.
2. But the very next day, a totally separate discount really did show up
This is where things got confusing.
On September 5, Kura Sushi said its investigation had found misconduct by an employee and that the Chiikawa campaign would end from opening time on September 6.[2]
On top of that, as an apology for ending the collab early, it reportedly took 10% off everything at the register for two days, September 6 and 7.[3]
Here's the timeline:
- Aug. 20: Kura Sushi announces the ¥110 minimum price starting Sept. 4
- Sept. 4: the ¥110 prices start
- Sept. 5: the Chiikawa collab cancellation is announced
- Sept. 6–7: 10% off everything as an apology
For whoever made that poster, it's pure bad luck.
Right next to a poster saying "¥110 to thank you for 50 years!", the register was quietly saying "…and here's another 10% off."
3. Do the ¥110 price and the 10% off stack? Yes, because it's not a double coupon
The big question: does the 10% off also apply to the ¥110 plates?
¥110 isn't a coupon price. It's the regular menu price from September 4.[1] The "10% off everything" on September 6 and 7 was applied when you paid.[3]
So for a ¥110 plate, the simple math is:
¥110 × 0.9 = about ¥99.
Of course, the register may take the discount off your whole bill and round things its own way, so your receipt won't necessarily show each plate as ¥99. Still, eating ¥110 items on a bill that gets 10% off definitely works.
The result is a weird situation: right after advertising its founding price, Kura Sushi's apology discount pushed the number even lower, at least on paper.
The poster is innocent. The timeline is hilarious enough to be guilty.
But when I actually paid for what I ate that day, the 10% off only saved about ¥100. That's when reality kicked back in.
"If it's only ¥100 off, I'd rather have the collab."
"¥110 becomes ¥99" sounds big, but for one person's lunch the real benefit was around ¥100. At that point, keeping the Chiikawa collab would probably have made people happier than an apology discount. Not a very glamorous ending.
4. My weekday lunch somehow turned into a salmon taste test
If you come on a discount day, the smart move is to go after the ¥110 plates. But the first five things on my order screen were:
- seared cheese salmon: ¥180
- grilled salmon belly: ¥200
- fatty salmon: ¥200
- salmon: ¥120
- Hokkaido salmon: ¥270
I came to check out the cheap stuff and ended up running a salmon tasting club.
Regular ¥120 salmon was the baseline, and the seared, fatty, cheesy, and Hokkaido versions were the upgraded models. The ¥270 Hokkaido salmon was also officially part of the "Hokkai" fair running at the same time.[4]
Those five plates add up to ¥970. With a simple 10% off, that's about ¥873.
I came "to eat ¥110 sushi," and not a single ¥110 plate was in my first order.
The price check had turned into a salmon showdown.
5. Fine, let's try every ¥110 plate. Now the real test begins
That leads to the obvious conclusion:
"While I'm here, why not try all the ¥110 plates?"
According to the official announcement, there were 37 items at ¥110.[1] Prices and stock vary by store, so the realistic approach is to go through whichever ¥110 items your store's menu actually shows.
If all 37 were available at ¥110 and you ordered one of each, the menu total would be ¥4,070. With a simple 10% off, that's about ¥3,663. At that point it's not lunch anymore. It's a full inspection of the ¥110 lineup.
But there's a catch. Regular salmon isn't ¥110. It went up to ¥120.[1]
So even on a "try every ¥110 plate" mission, salmon lovers will drift over to ¥120 without thinking.
My first order had already proven it.
6. The verdict: Kura Sushi's poster is not guilty, but the timing is way too perfect
Here's what I first suspected:
"Did they mess up with the Chiikawa collab, cut prices, and then pretend it was a founding-price comeback?"
Turns out, no. The ¥110 price change was announced on August 20 and started on schedule on September 4.[1] The collab cancellation came on September 5, and only after that came the separate 10% apology discount on September 6 and 7.[2][3]
So the verdict is:
Kura Sushi's "founding price is back" poster: not guilty.
Still, this chain of events:
¥110 prices start → collab cancelled the next day → 10% apology discount → ¥110 plates work out to about ¥99
is not something anyone could plan on purpose.
And in the middle of those two strange days, one customer walked in at weekday lunch, compared five kinds of salmon, and finally decided: "Let's try every ¥110 plate."
It's not every day that a company's crisis response, a price change, a 50th anniversary campaign, and a sushi taste test all line up.
And the actual discount for one person was only about ¥100. So my final takeaway wasn't "wow, ¥99 sushi!" but "for ¥100, I'd rather have kept the collab."
Sorry I doubted you. You're innocent. Now let's go through those ¥110 plates.
References (4)
- Kura Sushi Co., Ltd., 2026-08-20, “寿司メニュー価格改定のお知らせ 最低価格を115円から110円に値下げ お得な“相盛り”商品も初登場 ―9月4日（金）より実施― kurasushi.co.jp
- Kura Sushi Co., Ltd., 2026-09-05, “「ちいかわ」コラボキャンペーンの中止について kurasushi.co.jp
- ORICON NEWS, 2026-09-06, “くら寿司、「ちいかわ」キャンペーン中止→「お詫びの気持ち」割引を発表 oricon.co.jp
- Kura Sushi Co., Ltd., 2026-09-01, “「北海」フェア…北海道サーモン…9月4日（金）より期間・数量限定で販売 kurasushi.co.jp
