Official Matsuya X Tries "Neo Kashmir Curry and Rice" With "Gorochiki" on Launch Day

On October 6, Matsuya’s official X account (@matsuya_foods) published a post saying it had actually eaten the “Neo Kashmir Curry and Rice” that went on sale that same day. Posted on the evening of launch day, it describes choosing “Gorochiki” from the six-item lineup and includes a line recommending adding cheese.

The Post’s Wording

The text of the post reads as follows.

“Neo Kashmir Curry and Rice” goes on sale today! ㊗️

I had it right away with 【Gorochiki】(╹◡╹)

I really want everyone to taste the deep, rich flavor within the spiciness. Topping it with cheese is also recommended!!

The short text packs in the launch announcement, the actual tasting, and a suggestion for how to eat it—content befitting launch day itself. The emoticon at the end of the text, (╹◡╹), is a staple signature the official account uses as a matter of routine, and it appears here as usual.

The Dish Enjoyed as “Gorochiki”

The photo attached to the post shows a bowl of dark brown curry packed with chunks of chicken and onion. The bowl bears the word “MATSUYA,” and the tray lines up a Matsuya dotted-pattern plate of white rice, miso soup with fried tofu pouch and wakame, and a side salad. Also included are the words “itadakimasu” and an illustration of Macky and Yakky with their hands clasped together.

“Gorochiki” appears to refer to “Neo Kashmir Chunky Chicken Curry and Rice” (1,050 yen), the chicken item among the six Neo Kashmir Curry and Rice products.

“Gorochiki” Is a Term From the Official Announcement

The nickname “Gorochiki” also appears in the official announcement dated October 1 that reported the launch of the same product. The announcement includes the line, “We’re also rolling out plenty of combinations with Matsuya’s signature ingredients, like Gorochiki and Hamburg Steak,” and the wording matches exactly.This abbreviation has also been used in announcements for the curry lineups in April and June.

The post’s line, “I really want everyone to taste the deep, rich flavor within the spiciness,” is also a shortened rephrasing of the announcement’s text: “We’ve pursued a deep richness and easy-to-eat quality where you can sense an addictive umami within the spiciness.” It carries over both the opening phrase “within the spiciness” and the word “richness.”

The post also opens with the ㊗️ (celebration) emoji. Looking at past instances where the official account has attached ㊗️ to food-related topics, it has tended to coincide with milestones such as revivals or anniversaries—for example, the announcement of the Chunky Stewed Chicken Curry and Rice revival, or the Shkmeruli revival announcement tied to the 60th founding anniversary. This time, however, it’s attached to the launch of a new product that is neither a revival nor an anniversary.

What Is Neo Kashmir Curry and Rice?

Neo Kashmir Curry and Rice is a series that reconstructs a popular curry from the Matsuya-affiliated curry specialty chain “My Curry Shokudo” in Matsuya’s own style, and it launched at 10:00 a.m. on October 6. The lineup consists of the following six items.

Product	Price
Neo Kashmir Curry and Rice	680 yen
Neo Kashmir Cheese Curry and Rice	880 yen
Neo Kashmir Hamburg Steak Curry and Rice	890 yen
Neo Kashmir Karegyu	950 yen
Neo Kashmir Chunky Chicken Curry and Rice	1,050 yen
Neo Kashmir Loin Cutlet Curry and Rice	1,070 yen

Matsuya-style curries bearing the “Neo” name follow on from “Neo Tomato Curry and Rice,” which was sold from June 9 to July 14. Neo Tomato Curry and Rice also had the same six-item lineup, and the prices—680 yen, 880 yen, 890 yen, 950 yen, 1,050 yen, and 1,070 yen—all match this time’s as well. The “Gorochiki” the social media team enjoyed is also a dish that carries over its name from June’s “Neo Tomato Chunky Chicken Curry and Rice.”

In a changeover, four items that had been on the menu since September 22, including “Spinach and Cottage Cheese Curry and Rice,” have disappeared.

Matching the “cheese topping” the post recommends, the lineup also includes “Neo Kashmir Cheese Curry and Rice” (880 yen), which comes with cheese already added.