Matsuya's Official X Announces July 7 Launch of 'Yatara Beef Bowl,' First Appearance of Shinshu Local Dish

On July 3, Matsuya’s official X account (@matsuya_foods) announced that ‘Yatara Beef Bowl,’ made with the Shinshu local dish ‘Yatara,’ will launch on Tuesday, July 7 at 10:00 a.m. The post states, ‘Yatara, a local dish from Shinshu, makes its first appearance at Matsuya!’ and notes that alongside the beef bowl, ‘Yatara Japanese-style Hamburg Steak’ will also be introduced.

‘Yatara, Umai’ — A Refreshing Take on Chopped Vegetables

The accompanying announcement visual draws the eye with large text reading ‘Yatara, Umai.’ At the center, a glass bowl is piled high with ‘Yatara’ — cucumber, daikon radish, carrot, and other vegetables finely chopped and tossed with dashi — showing off their glistening cross-sections. The post touts ‘the texture of chopped vegetables and a refreshing savory flavor,’ positioning it as a refreshing dish for the hot season. The visual also shows two items: the ‘Yatara Beef Bowl’ at 650 yen and the ‘Yatara Japanese-style Hamburg Steak Set Meal’ starting at 830 yen.

Shinshu’s Local Dish ‘Yatara’ Makes Its First Appearance at Matsuya

‘Yatara’ is a traditional Shinshu dish in which finely chopped summer vegetables are combined with a dashi of kombu, soy sauce, and other seasonings, then served over rice. This marks the first time Matsuya has featured ‘Yatara’ as a nationwide menu item. The ‘Yatara Beef Bowl,’ which tops a beef bowl with the chopped vegetables, comes in multiple sizes, and a ‘Yatara Japanese-style Hamburg Steak’ pairing it with hamburg steak will also be offered. The launch begins Tuesday, July 7 at 10:00 a.m. at Matsuya locations nationwide, excluding some stores. ‘Yatarazuke’ appeared as a store-limited item in May, but this marks the first nationwide rollout of ‘Yatara.’