In one of the most unexpected anime collaborations to date, Pizza Hut China has teamed up with the massively popular mobile gameFate/Grand Order, and the results are surprisingly creative. To celebrate the game’s ninth anniversary in China, Pizza Hut has rolled out themed décor, limited-edition merchandise, and an actual sword-shaped pizza. Yes, really.
What might sound like an over-the-top marketing stunt is actually a smart cultural play.By tapping into the immense popularity ofFate/Grand Order, Pizza Hut is not just feeding hungry fans, it’s giving them a fully immersive otaku experience, according toEssential Japan. The partnership highlights just how deep anime fandom runs in China and how brands are evolving to meet that passion.
The Curry Stick Pizza No One Saw Coming from Pizza Hut and Fate
Only Fate Fans Would Turn a Legendary Sword Into a Cheesy Curry Slice
The highlight of the entire collaboration is undeniably the “Promised Victory Sword Curry Pizza,” modeled after the legendary weapon Excalibur. This is not just a regular pizza, it is literally shaped like a sword, a culinary nod to Artoria Pendragon, the iconic Saber from the Fate series.
What makes this even more amusing is the pun driving its creation.In Chinese, the word “Calibur” sounds a lot like “curry stick,” leading fans to jokingly refer to Saber’s blade as such.Rather than ignoring the joke, Pizza Hut embraced it and turned it into the centerpiece of the campaign.
The pizza itself is not just for show either. Featuring a Japanese curry cheese blend, it blends novelty with a surprisingly appetizing flavor profile. ForFatefans, it is a humorous inside joke brought to life in edible form, and for casual customers, it is just a wild menu item to have to try at least once.
Inside the Fate/Grand Order x Pizza Hut Experience
Yell “Excalibur!” for Merch in the Wildest Pizza Hut Event Yet
The collaboration does not stop at food. All Pizza Hut locations in China aredecked out withFate/Grand Orderart and decorations, turning an ordinary restaurant visit into something like an anime pop-up café. Customers are even encouraged to take part in a hilarious “Curry Stick ‘Oath’ Challenge.”
To win exclusive merch, fans must declare “Excalibur!” with gusto while holding a sword, or any stick-shaped object, inside the store. It’s theatrical, it’s ridiculous, and it’s exactly the kind of event that turns a meal into a fandom experience.
Of course, the merchandise is just as over-the-top as the campaign itself. From plushies and acrylic stands to mini figurines and an umbrella shaped like Excalibur,the collab has something for everyFate/Grand Orderfan. It is a collector’s dream and a marketer’s masterstroke rolled into one.
