Royal Host and publisher Treasure will release a "fanbook" featuring discount coupons for the restaurant chain on June 16 [1], [2].
The initiative marks the 55th anniversary of the family-restaurant chain and aims to attract customers through high-value incentives bundled within a publication [2].
Priced at ¥1,320 including tax [2], the fanbook contains up to 25 discount coupons [1]. These perks include one-year discount cards and meal vouchers for 20% off [1]. The 20% discount is applicable for groups of up to eight people [1].
For a family of four spending over ¥10,000 on dinner, a single 20% off coupon provides savings of approximately ¥2,000 [1]. This makes the cost of the book easily recoverable in one visit. Individual menu items, such as the 250g "Kuro x Kuro Hamburg" priced at ¥2,068, are also eligible for these discounts [1].
This release is part of a growing trend of "mooks" — a hybrid of magazines and books — that bundle corporate coupons. According to Sachie Harakawa of Treasure's First Editorial Department, the publisher has released 38 such fanbook titles to date [1].
These publications have seen significant commercial success, reaching cumulative sales of 1.2 million copies [1]. Harakawa said that while a typical hit in this category sells between 10,000 and 20,000 copies, these fanbooks have exceeded that scale.
The collaboration allows Royal Host to leverage the popularity of the fanbook format to drive foot traffic to its nationwide locations [1], [2].
“The fanbook contains up to 25 discount coupons [1].”
The partnership between Royal Host and Treasure reflects a strategic shift in Japanese consumer marketing, where physical publications are used as delivery vehicles for high-value loyalty rewards. By pricing the book lower than the potential savings of a single family meal, the company converts a one-time purchase into a long-term incentive for repeat visits, capitalizing on the 'mook' culture to stabilize foot traffic during a milestone anniversary.
