Matsuya Sells Six Items, Including the 980-Yen Grilled Eel Bowl, on the Day of the Ox

On the morning of July 26, 2026, Matsuya’s official X account (@matsuya_foods) marked the actual Day of the Ox with the post, “Today is the Day of the Ox! Let’s eat Grilled Eel Bowl at Matsuya.” After noting, “We also have an affordable Grilled Eel Bowl Bento Bulk-Buy Set available,” the post closed on a lighter note: “I wonder how many pieces of eel I’ll eat today.”

Two Weeks of Day-of-the-Ox Promotion Building Up Since the June 23 Launch

This year’s Day of the Ox falls on a single day, July 26. Since launching all six items in the Grilled Eel Bowl series at once at 10 a.m. on June 23, Matsuya’s official account has built up its promotion in stages toward this day. On July 16, it opened advance reservations on Matsuben Net for the takeout-only “Grilled Eel Bowl Bento Set,” and around July 20 it announced a point-boost promotion for orders placed through the app. Advance reservations for the bento set closed late on the night of July 23, and the previous day, July 25, brought a teaser post reading, “Tomorrow is the Day of the Ox.” Today’s post serves as the finishing touch to this string of promotions, delivered on the day itself.

In-Store Grilled Eel Bowl Starts at 980 Yen, Six Items Across Bowls and Plates

The image accompanying the post features a light blue wave pattern in the background, with “Let’s eat Matsuya’s Grilled Eel Bowl” rendered large in brush-style lettering, and “Today is the Day of the Ox” displayed in the upper right. Three items are pictured: the Grilled Eel Bowl (980 yen) served on a plate, the Eel Combo Beef Bowl (1,180 yen) with eel placed atop Beef Bowl, and the Fluffy Egg Grilled Eel Bowl (1,180 yen), with eel layered over a fluffy thick omelet. All come with Matsuya’s signature miso soup, though the bottom of the image notes that “the Grilled Eel Bowl is not eligible for MATSUYA PASS” and that “miso soup is not included with takeout orders.”

The Grilled Eel Bowl series launched on June 23 consists of six items in total: three bowl dishes with eel served over rice, and three plate dishes sold as standalone sides. As of July 26, all six remain on the in-store menu, with prices unchanged since launch.

Menu Item	Price (tax included)
Grilled Eel Bowl	980 yen
Fluffy Egg Grilled Eel Bowl	1,180 yen
Eel Combo Beef Bowl	1,180 yen
Grilled Eel Plate (side only)	760 yen
Eel & Simmered Beef & Onion Plate (side only)	960 yen
Fluffy Egg Grilled Eel Plate (side only)	960 yen

The Takeout “Bulk-Buy Set” and App-Order Point Bonus

The “Grilled Eel Bowl Bento Bulk-Buy Set” mentioned in the post is a takeout-only product allowing customers to buy multiple Grilled Eel Bowl bentos at once, normally priced at 1,960 yen for a set of two and 2,940 yen for a set of three. Advance reservations through Matsuben Net came with perks: a 320-yen discount plus 200 Matsuya Points for the set of two, and a 400-yen discount plus 300 points for the set of three. These advance reservations closed at 11:59 p.m. on July 23, with today, the 26th, as the pickup day.

Alongside this, a point-boost promotion for app orders is also underway. From midnight on July 21 through 11:59 p.m. on July 27, ordering eligible Grilled Eel Bowl menu items (Grilled Eel Bowl, Fluffy Egg Grilled Eel Bowl, Eel Combo Beef Bowl, the Grilled Eel Bowl set of two, and others) through Matsuben Net or Matsuya Mobile Order earns 100 Matsuya Points per meal. Matsuben Delivery is excluded. Today, the Day of the Ox itself, falls within this promotional period.