Matsuya Previews October 6 Launch of 'Neo Kashmir Curry and Rice' on Official X

On October 2, Matsuya announced on its official X account (@matsuya_foods) that it will release “Neo Kashmir Curry and Rice” on Tuesday, October 6 at 10 a.m. The product reimagines “Kashmir Curry and Rice,” the signature dish of My Curry Shokudo, the group’s curry specialty chain, in Matsuya’s own style. The announcement follows a notice posted to the official website the previous day, October 1. It will be available nationwide, excluding some stores.

Second Curry to Carry the “Neo” Name, Pricing Matches June’s Tomato Version

The “Neo” brand of curry marks its second appearance, following “Neo Tomato Chunky Chicken Curry and Rice,” which was announced on June 4. Neo Tomato launched on June 9 and was removed from Matsuya’s official website menu listing about five weeks later, on July 14.

The prices given in this announcement match those of Neo Tomato. The regular Neo Kashmir Curry and Rice (680 yen), its Only version (560 yen), the Chunky Chicken Curry and Rice (1,050 yen), and the Hamburg Steak Curry and Rice (890 yen) are all priced the same as June’s Neo Tomato, carrying over the “Neo” brand’s pricing structure.

Based on My Curry Shokudo’s “Kashmir Curry and Rice”

Kashmir Curry and Rice is a popular menu item served at My Curry Shokudo, the curry specialty chain within the Matsuya Foods Group. Matsuya has previously brought a My Curry Shokudo curry into its own lineup, releasing “Chunky Vegetable Soup Curry and Rice” in October 2021.

The preview image shows a deep brown curry roux in a white bowl, with large chunks of meat, onion, and what appears to be eggplant submerged inside. A white creamy sauce is drizzled across the surface in streaks, surrounded by cardamom, garlic, and other spices. At the top sits the copy “A Kashmir Curry and Rice that’s easy to eat is here!” alongside a large “Neo” logo accompanied by a red “新” (new) character.

Full Lineup of 8 Items and Prices

According to the announcement, Neo Kashmir Curry and Rice will be offered in the following lineup.

Menu	Price
Neo Kashmir Curry and Rice	680 yen
Neo Kashmir Chunky Chicken Curry and Rice	1,050 yen
Neo Kashmir Hamburg Steak Curry and Rice	890 yen
Neo Kashmir Karegyu	950 yen
Neo Kashmir Cheese Curry and Rice	880 yen
Neo Kashmir Curry Lunch (11 a.m.–3 p.m. only)	780 yen

In addition, two Only versions (560 yen and 860 yen) are also available.

App Coupon for Up to 50 Yen Off Available From Launch

The announcement also states that a coupon for up to 50 yen off will be distributed via the Matsuya official app. The distribution period runs from 10 a.m. on October 6, the launch date, through 10 a.m. on October 13.

Official X Announcement Reuses Part of the Notice’s Headline

The official X post opens with the launch date and time, “‘Neo Kashmir Curry and Rice’ launches October 6 (Tue) at 10 a.m. 🎉,” follows with “A deep richness and a slowly spreading kick — a spicy experience with a different edge!” in the middle, and closes with “Be sure to give it a try on this occasion 📷 ✨.”

That middle line matches the headline of the notice posted the previous day, October 1 — “A deep richness and a slowly spreading kick — a spicy experience with a different edge.” — with the closing “を。” swapped for “！”. The notice’s own closing line, meanwhile, reads “please enjoy,” so the post’s “give it a try” is not a quote from the notice. The closing phrase “Be sure to give it a try on this occasion” is a set expression Matsuya has repeatedly used in its new-menu launch posts. The camera emoji at the end also appeared in the launch announcement for the Black Mapo Tofu Set Meal on September 28.