From burgers to cream puffs, Japan puts the moon on the menu for autumn

TOKYO -- Japan's restaurant industry has kicked off its annual tsukimi season, a beloved autumn tradition. Companies are introducing a range of moon-inspired products, from fried eggs to desserts that replicate the lunar look. Major fast-food chain Kentucky Fried Chicken Japan Ltd. (KFC) launched five toro-ri tsukimi (melting moon-viewing) burgers and pies on August 26.

The toro-ri triple tsukimi wafu katsu burger features three layers of omelet, mimicking fried eggs, and is priced at 990 yen ($6) including tax. Beard Papa, a popular cream puff chain, introduced its tsukimi shu (moon-viewing cream puff) for 290 yen ($2) on September 1. The moon-shaped pastry, priced at 290 yen ($2), is topped with mochi rice cake and custard cream to resemble a full moon.

Lawson Inc., a convenience store giant, will launch 19 tsukimi-themed products for two weeks starting on August 31. Its offerings include toro-ri tsukimi onigiri (rice balls with fried egg-style omelet) and tsukimi sweet potato pudding, decorated with sweet potato cream. The market for these moon-viewing themed products is estimated to be between 50 billion ($325 million) to 100 billion ($650 million) yen, comparable to the midsummer eel-eating day.