For 25 years, this seasonal favorite has been a hit in Japan. There is always a big ad campaign and people seem to sincerely look forward to it. Tsukimi 月見 means moon viewing and the name comes from the round shaped sunny side up fried egg which forms the essential element of this burger. You might also note the rabbit image by the moon. This comes from Japanese traditionally having an image of a rabbit on the moon, instead of the western man in the moon. This comes from the Japanese fairy-tale Tsuki no Usagi 月の兎 or Moon Rabbit.
This year's varieties are the regular Tsukimi Burger (egg, slab of bacon), Tsukimi Burger with Cheese, and the Full Moon Tsukimi Burger with Cheese (ham slice instead of bacon, a tomato based sauce aurore, and buttery, fluffy, round moon-shaped buns made with fresh cream).
Photo is a web capture for explanatory purposes, copyright belongs to the company.