Matsuya and Matsunoya Begin Sumikko Gurashi Collaboration Today, Return After About 3 Years and 7 Months

At 10:00 AM on October 6, 2026, Matsuya and Matsunoya launched the “Sumikko Gurashi Gyutto Gohobi Campaign,” a collaboration with San-X’s popular character “Sumikko Gurashi,” at stores nationwide. The official X account (@matsuya_foods) also announced the launch at 10:00 AM the same day, posting, “Starting today at 10:00 AM, the #SumikkoGurashi collaboration campaign has begun!” The post encouraged customers to order from the eligible Kids’ Menu items to receive the first-round prize, the “Reflector Keychain,” in stores.

The Last Collaboration Was in March 2023 — A Return After About 3 Years and 7 Months

Looking back through past official announcements, the Matsuya Foods and Sumikko Gurashi collaboration began in October 2021 with a campaign marking a movie release, followed by seasonal rounds in March, July, September, and November of 2022, and again in March 2023 — six installments in total. However, after the spring 2023 collaboration ended on March 10, 2023, the gap widened, and 1,306 days passed before today’s launch on October 6, 2026. This marks a return after about three years and seven months since the previous round.

Three Kids’ Menu Items Are Eligible, One Gift Per Order

The prize is distributed as a purchase incentive tied to kids’ set meals. The following three menu items are eligible:

• Matsuya’s “Kids’ Beef Bowl Waku Waku Set”
• Matsuya’s “Kids’ Curry and Rice Waku Waku Set”
• Matsunoya’s “Kid’s Plate”

At combined Matsuya/Matsunoya stores, the eligible items are the “Kids’ Beef Bowl Waku Waku Set” and “Kids’ Curry and Rice Waku Waku Set.” Customers receive one gift per order of an eligible item, and orders placed through Matsuben Net, Matsuya Mobile Order, and Matsuben Delivery also qualify. However, Matsunoya does not offer takeout or Matsuben Delivery.

The First Round Offers Six Reflector Keychain Designs, Available Through November 17

The first-round prize is the “Sumikko Gurashi Reflector Keychain.” It comes in six designs, handed out at random with no choice of design. The keychain reflects light when shone on it in dark places, and its back can be inscribed with a name. The distribution period runs from 10:00 AM on October 6 through 9:59 AM on November 17; as the official X account notes, the gifts are given out “on a first-come, first-served basis,” so supplies are limited and distribution ends once the prizes run out. After they run out, Matsuya will switch to the “Original Matsuya Papercraft” and Matsunoya will switch to its regular ongoing gift. A second round is planned to begin on November 17, with the overall campaign running through 9:59 AM on December 22.

The announcement image depicts each Sumikko Gurashi character wearing angel wings and a halo over its head. The project that the official X account teased on September 25 with a silhouette of a San-X “angelic” character, without revealing its identity, is believed to have referred to this collaboration.

No Dedicated Collaboration Items — Offered Purely as a Purchase Incentive

This collaboration does not introduce a dedicated Sumikko Gurashi-branded Beef Bowl set or similar item; instead, goods are distributed as a purchase incentive tied to the existing Kids’ Menu. The number of goods designs (six in total) matches the recent Chiikawa collaboration (six designs in both its first and second rounds), and is fewer than the 12 designs offered in the ONE PIECE collaboration. Unlike the ONE PIECE collaboration, which introduced new dedicated collaboration menu items, this campaign differs in that it offers no dedicated products.

The Official X Account Announces Only the Key Points, Using Emoji and Casual Language

The official X post announces the launch with “Starting today at 10:00 AM, the #SumikkoGurashi collaboration campaign has begun!” and closes with a 🎁 gift emoji and the casual line, “Get yours at your nearby Matsuya or Matsunoya store ♪.” The hashtags “#Matsuya” and “#Matsunoya” are added at the end. Where the official announcement spells out the campaign period and eligible menu items in detail, the X post extracts just the key points, “order from the Kids’ Menu” and “gifts given out on a first-come, first-served basis.”