Matsuya's ¥390 Beef Bowl "X Coupon" Ends Tomorrow, August 18, at 10 AM

On the afternoon of August 17, Matsuya’s official X account once again announced that using the X Coupon brings the Regular Serving of Beef Bowl down to 390 yen. The post included the line “As a token of our everyday gratitude,” and emphasized that the offer runs “until 10:00 tomorrow,” with the expiration approaching at 10 a.m. the following day, Tuesday the 18th. The coupon isn’t limited to the Regular Serving — it applies a 70-yen discount across all Beef Bowl sizes.

Offer Ends Tomorrow, August 18, at 10 a.m. — “70 Yen Off All Beef Bowl Sizes”

The Regular Serving of Beef Bowl, normally 460 yen, drops by 70 yen to 390 yen, and every other size of Beef Bowl receives the same 70-yen discount. This is strictly a limited-time discount tied to using the X Coupon — the regular price of 460 yen for the Regular Serving itself has not been lowered.

To use it, customers hold up the QR code shown in the announcement image to the scanner on the in-store ticket vending machine. Matsuya states it can be used “at all Matsuya locations except some stores.” The offer expires at 10 a.m. on Tuesday, August 18, 2026, with the deadline now just one morning away.

New Announcement Image Built Around a “Thank-you Price”

This post came with a new image, different from previous announcements for the same campaign. Against a yellow radiating background scattered with confetti, a large red “390 yen” sits at the center, layered with the words “Thank you!” and “It’s a thank-you price!” Words of gratitude are placed front and center — “With our thanks! A thank-you price!,” “Thank you as always!,” “Fill up your stomach and your heart, too.” — and a banner reading “Summer Vacation Support Project!” alongside a fan motif adds a seasonal summer touch.

The mascot Macky appears on the left side of the screen and again in the bottom right, where Macky spreads both arms and sends out flying hearts. At the center sits a bowl of Beef Bowl topped with meat and onions, and the red banner at the bottom of the image prominently displays “Actually, all Beef Bowl sizes are 70 yen off!” and “Valid until 2026.8.18 (Tue) 10:00,” spelling out both the discount amount and the deadline.

Ninth Straight-Day Announcement Since Taking Effect on August 11

This X Coupon took effect at 10 a.m. on August 11. The official X account began that morning with a post reading “Effective in one hour,” and today’s post on August 17 marks the ninth post over seven consecutive days announcing the 390-yen Regular Serving of Beef Bowl. Each day’s announcement has varied in wording and presentation — from a quiz-style post asking “How many seconds did it take you to find the ‘390’?” that had readers search for the number within the image, to a sugoroku-style ad format, to a lighthearted post declaring “I’m really good at Old Maid” — cycling through different angles while repeating the same price.

In a preview post on August 9 before the campaign began, Matsuya said this marks “the first time in two years that Matsuya has activated an X Coupon,” suggesting it’s a rare occurrence. The density of varied announcements over seven days shows how much weight Matsuya is putting behind this campaign.

August 18, 10 a.m. Is Also a Turning Point for Matsuya

The coupon’s 10 a.m. deadline on August 18 also coincides with several other changes at Matsuya. The “Hiyajiru Chicken Nanban Set” (1,300 yen) is scheduled to go on sale at 10 a.m. that same day, and the switch to the second round of the ONE PIECE Collaboration’s “Original Name Charm” is set for the same moment. For anyone hoping to grab the 390-yen Beef Bowl, this switchover marks the last chance before it’s gone.