🍽️ Every day, the equivalent of one rice bowl of food per person is thrown away in Japan. Now, your "great deal" can help save the planet.
The world's largest food waste reduction app, used by 120 million people in 21 countries, has finally arrived in Japan. "Surprise Bags" of leftover food at half price or less are changing how we think about food waste.
World's Biggest Food Waste App Makes Historic Japan Debut
On January 28, 2026, Denmark-born food waste reduction app "Too Good To Go" launched its services in Japan. Having already operated in 20 countries worldwide and helped prevent over 500 million meals from being wasted, this marks the company's first expansion into Asia.
The service initially covers Tokyo's Shinjuku, Shibuya, and Meguro districts, with over 80 partner stores including household names like Krispy Kreme Doughnuts, FamilyMart, and NewDays, as well as local favorites like the Instagram-famous "Dream On."
The Revolutionary "Surprise Bag" Model
Too Good To Go's standout feature is its "Surprise Bag" format—a unique approach to selling surplus food.
Partner stores pack leftover food items into bags sold at half the regular price or less, similar to a Japanese fukubukuro (lucky bag). The catch? You don't know exactly what's inside until you open it. This element of surprise and anticipation has become one of the key reasons for the app's global success.
Using the app is simple:
- Find nearby stores - Search participating locations on the map. Japan gets an exclusive "station name search" feature
- Reserve and pay for your Surprise Bag - Check pickup times and book
- Pick up at the designated time - Just show your smartphone screen at the store
A bakery's Surprise Bag, for example, might include 4-5 items—sweet pastries, savory bread—for around ¥1,000 (roughly $7 USD). Some bags offer discounts of up to 70% off retail prices.
Why Japan? The "Mottainai" Connection
Too Good To Go Japan cites the natural alignment with Japan's "mottainai" philosophy as a key reason for choosing this market.
"Mottainai," a uniquely Japanese concept expressing regret over waste, resonates strongly with the company's "win-win-win" business model that benefits consumers, stores, and society. Combined with Japan's massive food service and retail market ripe for transformation, these factors made Japan the clear choice for Asia's first launch.
The Japanese tagline "Oishii Sentaku" (Delicious Choice) encapsulates this vision—choices that are delicious for your taste buds, your wallet, and the environment.
Japan's Serious Food Waste Problem
According to Japan's Ministry of the Environment, food loss in fiscal year 2023 totaled approximately 4.64 million tons. That translates to about 37 kg per person annually, or roughly one onigiri (rice ball) worth of food thrown away every single day.
To put this in perspective, this figure is 1.3 times the amount of food aid sent to people suffering from hunger worldwide (3.7 million tons). The scale of edible food being discarded is staggering.
Furthermore, food waste accounts for approximately 10% of global greenhouse gas emissions—four times the aviation industry's total output. Reducing food loss isn't just an ethical imperative; it's an environmental emergency.
The Japanese government has set targets aligned with the UN Sustainable Development Goals: a 60% reduction in commercial food waste and 50% reduction in household food waste by 2030 (compared to 2000 levels). While progress is being made—231 million tons from businesses and 233 million tons from households in 2023—more action is needed.
FamilyMart Partnership: Combining Forces with "Teary-Eyed Stickers"
A particularly noteworthy development is FamilyMart's pilot program with Too Good To Go.
FamilyMart has launched a partnership across 6 Tokyo stores, combining the app with their "Famima Eco Discount (Teary-Eyed Sticker)" campaign that began nationwide in March 2025.
These "Teary-Eyed Stickers" feature a crying character with the message "Please help me" on discounted items—a creative approach to lowering the psychological barrier to purchasing marked-down products. Combined with other initiatives, store waste has decreased by approximately 5% year-over-year, with projected annual reductions of around 3,000 tons.
On Too Good To Go, FamilyMart uniquely offers both Surprise Bags and individual "Teary-Eyed Sticker" items. The app will even be used for ehomaki (traditional Setsubun sushi rolls) sales.
How It Differs from Japan's Existing "TABETE" Service
Japan already has "TABETE," a similar service that launched in 2018. The key difference lies in their approach:
| Feature | Too Good To Go | TABETE |
|---|---|---|
| Format | Surprise Bag (contents unknown) | Individual items (you choose) |
| Pricing | Half price or less | Set by each store |
| Coverage | Global (21 countries) | Japan only |
While not being able to choose items might seem like a disadvantage, behavioral economics recognizes the "surprise effect"—uncertainty actually increases purchase motivation and satisfaction. The "What's in today's Surprise Bag?" social media posts have driven organic growth, helping power the app's expansion to 21 countries and 120 million users.
The Business Logic: Why Stores Sell at Half Price
There's sound economic reasoning behind stores willingly selling at steep discounts.
The concept of "sunk costs" explains this phenomenon. The cost to make bread or prepared meals has already been incurred regardless of whether items sell. At closing time, unsold products face two options: disposal (which costs money and generates zero revenue) or sale through Too Good To Go.
Even at half price, the store generates revenue while eliminating disposal costs. The rational calculation is clear: selling beats throwing away every time.
Additionally, food waste reduction initiatives boost companies' ESG (Environmental, Social, Governance) credentials and appeal to increasingly sustainability-conscious consumers.
A Certified "B Corp" Social Enterprise
Too Good To Go holds B Corp certification, an international recognition for companies demonstrating high standards of social and environmental performance.
The company now operates in 21 countries across Europe, North America, and Asia-Pacific, with over 120 million registered users and 180,000+ partner stores. Global partners include major brands like Starbucks, McDonald's, IKEA, Domino's Pizza, and PAUL.
Conclusion: "Delicious Choices" Are a Global Imperative
Japan generates 4.64 million tons of food waste annually. Too Good To Go offers a practical tool to transform individual feelings of "mottainai" into concrete action.
While currently limited to parts of Tokyo, nationwide expansion is anticipated. The combination of "excitement opening a Surprise Bag" and "satisfaction knowing you're helping the planet" may be this service's true appeal.
What food waste reduction initiatives exist in your country? Have you used apps or services that let you purchase surplus food? Share your experiences in the comments below!
References
Reactions in Japan
Tried Too Good To Go right away! Got a Krispy Kreme Surprise Bag for ¥490 with 5 donuts inside 🍩 It's fun like a lucky bag! Only sad part is it's just in Tokyo... Hope it comes to other areas soon
So the food waste app finally lands in Japan. I used it during European business trips, but I'm watching to see if it can work with Japan's strict expiration date culture and perfectionism about food quality
I'd consider this for my small restaurant, but worried about fees and operational burden. Do I have capacity to handle this before closing? Feels like a service mainly for convenience stores and chains
Been using TABETE but also downloaded Too Good To Go 🌱 Love the name 'Surprise Bag' - sounds so much better than 'discarded food.' The power of words really matters
Happy about half-price deals, but honestly not knowing what's inside is iffy. Tough for people with allergies, and if there's something you can't eat, you end up wasting it anyway
The 'mystery contents' of Surprise Bags is perfect for TikTok. Makes you want to film unboxing videos, could go viral as UGC. Smart marketing move, honestly
Back in the day we just called these 'clearance items' and sold them normally. You can do the same thing by going to supermarkets near closing time without an app. Guess young people like this kind of thing
Food waste reduction is great, but this is ultimately for people who can pay. Those truly struggling need food banks. Both can coexist, but let's not confuse the two purposes
Love being able to pick it up quickly on my way home from work! Today's FamilyMart Surprise Bag had onigiri and sandwiches for ¥390. Perfect amount for solo dinner ✨
FamilyMart's doing pilot tests, but I'm with a different franchise so I'm jealous. Disposal losses aren't covered by HQ, so as a franchisee, I really want systems like this
Only Tokyo huh... 😢 Rural areas need services like this even more. Food waste in Hokkaido is serious too. Waiting for nationwide expansion!
Conflicted as a bakery owner. If I sell leftovers cheap, customers might think 'I can get deals if I come before closing.' Balancing this with regular-price customers is tricky
Nice that the station name search is Japan-exclusive. Shows proper localization. Was surprised to find quite a few stores when I searched around Shibuya Station
My friends and I already say 'let's TGTG' lol. A bit cringe that the official account asks us to use '#TGTG' but we might use it anyway lol
Support it from a food waste perspective, but nutritionally, just 'eating what's available' might be unbalanced. Ideally combine with planned meals
Good that they're B Corp certified. B Corp awareness is still low in Japan, but I want more social enterprises like this. It's a space I'm watching as an investor
With prices soaring due to weak yen, services like this help a lot. More than environment stuff, I'm just grateful for cheap prices. We've moved past feeling embarrassed about this
Used this all the time in London so happy it's in Japan! Major supermarkets participated there, so if AEON or 7-Eleven join here, it could spread quickly
Good service, but the real issue is not overproducing or overbuying in the first place. App-based rescue is treating symptoms. We need to address structural problems in production and distribution
Bought a donut Surprise Bag for the kids' snack. They had so much fun guessing 'what's inside?' Good for food education too, was a great experience
Been using Too Good To Go in the UK for 5 years. Congrats on the Japan launch! At first you think 'wait, I don't know what's inside?' but you get hooked fast. It's so popular at my local supermarket that it's basically a competition to snag bags.
As a Dane, it's emotional seeing Too Good To Go launch in Japan. What started as a small idea in Copenhagen in 2015 is now in 21 countries. I think it'll resonate well with Japan's 'mottainai' culture.
In France, boulangerie Surprise Bags are super popular. You can get croissants and baguettes for cheap before closing. Japan has an amazing bakery culture too, so I'm sure it'll succeed!
In Germany, awareness about 'Rettet das Essen' (save the food) is growing. Beyond Too Good To Go, we also have community fridges for food sharing. Curious to see how Japan develops its own approach.
Widely used in Barcelona and Madrid here. But Spain with its small shops versus Japan's convenience store culture might differ. FamilyMart joining was a smart move.
Still hasn't come to Australia yet. If Japan is first in Asia, hope Australia or New Zealand is next! Food waste is a serious issue everywhere.
Watching this news closely as a Korean. Food waste is serious in Korea too, and we have similar local apps. A global service entering might spark more competition and innovation.
Using it in Italy too. Pizza and gelato Surprise Bags are amazing! Would be interesting if Japanese ramen shops or sushi places joined. Maybe too difficult with raw items though?
Started using it in the US last year but honestly it hasn't caught on much. Japan has better app payment culture and higher convenience store density, so I think it'll do well there.
As a Chinese person, a bit jealous Japan is first in Asia lol. We have similar services in China but global brand power is significant. Hope it comes to China someday.
India has the paradox of food waste and hunger existing simultaneously. Tech-based solutions like this are interesting, but the reality is many people still don't have smartphones.
Heavy user in Vienna, Austria. What's interesting is discovering new shops through Surprise Bags. Great for customer acquisition so stores benefit too.
Popular in Poland too, especially in winter. Convenient to pick up on the way home from work without going to supermarkets in the cold. Should work well with Japan's train commute culture.
Not in Brazil yet, but if Japan works out, maybe Latin America is next. Food delivery apps are widespread here so the infrastructure exists.
Japanese living in Canada here. Using Too Good To Go here too. Happy I can use it when visiting Japan! Though Japanese consumers are strict about quality so it might struggle initially.
As a Swede, I'm environmentally conscious. Happy to see a Nordic service accepted in Japan. But the real solution is creating systems that don't overproduce food in the first place.
As a New Zealand tourist, would love to use this app while traveling in Japan! Great chance to try diverse convenience store food cheaply. Hope they add tourist-friendly features.
Food waste is a big issue in UAE too. Especially during Ramadan. Looking forward to Middle East expansion. Halal certification might be challenging though.