Matsuya, Matsunoya, and Sushimatsu Launch Second Kobito Zukan Collaboration on May 12

Matsuya Foods announced on May 7 that it will hold the second round of its “Kobito Zukan” collaboration at Matsuya, Matsunoya, and Sushimatsu from 10:00 a.m. on Tuesday, May 12, 2026 to 9:59 a.m. on Tuesday, June 30. Following the first round’s Original Towel giveaway, this second round newly distributes an “Original Kobito Pouch,” with all 6 designs given out at random. My Curry Shokudo is not included.

Campaign Overview

Item	Details
Campaign Period (Matsuya, Matsunoya)	10:00 a.m., Tuesday, May 12, 2026 – 9:59 a.m., Tuesday, June 30, 2026
Campaign Period (Sushimatsu)	11:00 a.m., Tuesday, May 12, 2026 – closing time, Monday, June 29, 2026
Eligible Stores	Matsuya, Matsunoya, and Sushimatsu locations nationwide (My Curry Shokudo not included; 4 Sushimatsu stores excluded)
Giveaway Item	Original Kobito Pouch (6 designs total, chosen at random)
Redemption Condition	One pouch per order of an eligible menu item
End of Distribution	While Supplies Last

Eligible Menu Items

The collaboration covers a total of 7 Kids’-menu items across the three brands.

Brand	Eligible Menu Items
Matsuya	Kids’ Beef Bowl Waku Waku Set / Kids’ Curry and Rice Waku Waku Set
Matsunoya	Kid’s Plate / Kid’s Pancake Plate
Sushimatsu	Kid’s Nigiri Set / (For Older Kids) 5-Piece Nigiri Platter with Choice of Drink Set / Kid’s Nigiri Bento

Orders placed through Matsuya Bento Web Reservation and the official Matsuya app are also eligible. Matsunoya and Sushimatsu do not support Matsuben Delivery. The “Kid’s Nigiri Bento” is takeout only.

Changes from the First Round (Towels)

The first round, which began on March 31, distributed Original Towels in 6 random designs. The second round switches to pouches, but carries over both the random-distribution format and the “6 total designs” count.

Round	Giveaway Item	Number of Designs	Start Date
First Round	Original Towel	6 random designs	March 31, 2026
Second Round (this one)	Original Kobito Pouch	6 random designs	May 12, 2026

The first round’s towel giveaway was paired with a campaign running from April 25 that priced Kids’ Menu items at 400 yen while awarding 50 points (an effective price of 350 yen). A similar pairing may well continue into the second round, suggesting the density of campaigns built around the Kids’ Menu is set to remain at a high level.

Replacement Gifts After the Pouch Supply Runs Out Are Also Specified

This announcement also spells out what happens once the collaboration’s limited original merchandise runs out. After distribution ends, stores switch to the following replacement gifts:

Brand	Replacement Gift After the Collaboration Ends
Matsuya	Original Matsuya Papercraft
Matsunoya	The regular in-season giveaway
Sushimatsu	Gacha Coin

The “Kid’s Nigiri Bento” (Sushimatsu) comes with no giveaway item.

Follow & Repost Campaign Also Runs May 12–24

Alongside this second collaboration round, Matsuya’s official X account is also running a Follow & Repost Campaign. There are two prize types, in the same format used when the first round began on March 31.

Item	Details
Period	10:00 a.m., Tuesday, May 12, 2026 – 11:59 p.m., Sunday, May 24, 2026
Prizes	A giant plush toy of “Kakuremomojiri” / 5,000 Matsuya Points
How to Enter	Follow Matsuya’s official X account (@matsuya_foods) and repost the target post

A Follow & Repost Campaign offering a chance to win a giant plush toy also ran when the first round began on March 31; this time, 5,000 Matsuya Points have been added to the prize lineup within that same framework. Against the backdrop of the standard new-menu-launch Follow & Repost format of “1,000 points to 30 winners,” the prizes for this collaboration — a giant plush plus 5,000 points — are considerably larger.

About “Kobito Zukan”

The children’s book series began with the 2006 picture book “Kobito Zukan” (written by Toshitaka Nabata, published by Rokurinsha). It marks its 20th anniversary this year, 2026, with cumulative sales having passed 3.2 million copies. Across its 13 volumes, a total of 444 kinds of Kobito are introduced. Since the collaboration began on March 31, Matsuya’s official X account has kept up a near-weekly pace of posts introducing individual characters, reaching the fifth one, “Benikinokobito,” as of May 2.

Second-Round Announcement Comes Just Before the First Round Ends

No explicit end date had been announced for the first round’s towel giveaway, but today’s May 7 announcement, which explicitly labels this as the “second collaboration round,” effectively sets May 11 as the cutoff for the first round. There’s no gap between the two rounds — the handover runs almost seamlessly from towels through May 11 to pouches starting May 12.