Matsuya Official Tries the Store-Limited 'Beef Bowl topped with Four Cheeses': "Can't Eat It Anymore?"

At 7:56 p.m. on October 8, Matsuya posted from its official X account (@matsuya_foods) to say it had tried the store-limited, limited-quantity “Beef Bowl topped with Four Cheeses.” The bowl is the regular “Beef Bowl topped with Cheese” with cottage cheese added. The post reads “I think I’m going to get hooked on this… and yet I can’t eat it anymore? 😢” (translated), hinting that the sale is about to end.

Beef Bowl topped with Four Cheeses, with Cottage Cheese on Top

The image attached to the post shows a white bowl of beef bowl generously covered with white, crumbly cottage cheese. In the center sit white and orange shredded cheese and green parsley. A black bowl of miso soup is placed on the right. In the lower right corner, a stamp shows Matsuya’s official mascots Macky & Yakky peeking out with a “chira” (peek-a-boo) look.

The “Beef Bowl topped with Four Cheeses” went on sale at limited stores at 10:00 a.m. on October 6, 2026. It is the regular “Beef Bowl topped with Cheese” with cottage cheese added, and it is available at 568 stores. At the October 6 launch, it was announced at 690 yen with miso soup included, with an “Extra Cottage Cheese” option for adding more cottage cheese at 80 yen. The base “Beef Bowl topped with Cheese” is a standard menu item that went on sale on May 26, 2022 alongside the “Beef Bowl topped with Kimchi and Cheese,” and it is still on sale.

Wording Carried Over Almost Verbatim from the Previous Day’s Launch Announcement

The wording of this post overlaps with the launch announcement the same official account posted at 11:54 a.m. on October 7, the previous day. That announcement read: “‘Beef Bowl topped with Four Cheeses’ is now on sale at limited stores in limited quantities!! It’s a Beef Bowl topped with Cheese with cottage cheese added, available only for now. Sales will end within one week.” (translated) The new post carries over the phrases “available only for now” and “Beef Bowl topped with Cheese with cottage cheese added,” rearranging them as “I had the ‘Beef Bowl topped with Four Cheeses,’ available only for now (╹◡╹)” and “Cottage cheese ON the Beef Bowl topped with Cheese!” (translated).

The “Beef Bowl topped with Four Cheeses” is not listed in the news section of Matsuya’s official website. It is announced only on the store-limited page and in these two posts on the official X account. The eating-report post can be read as building on the company’s own announcement from the previous day.

The crying-face emoji in “and yet I can’t eat it anymore? 😢” has rarely been used in the official X account’s past posts, and the few times it appeared were all in posts about endings, such as store closures and discontinued items. The smiling emoticon (╹◡╹), on the other hand, is a signature repeatedly used in eating-report posts that close with “I had it,” and it appears in both this report and the launch announcement.

Cottage Cheese Debuted Two Weeks Earlier in a Curry

The cottage cheese used in the “Beef Bowl topped with Four Cheeses” was first introduced by Matsuya in the “Spinach and Cottage Cheese Curry and Rice,” which went on sale nationwide on September 22, 2026. The four authentic Indian curry items, including that curry, were discontinued at 2:20 p.m. on October 6, and the store-limited sale of the “Beef Bowl topped with Four Cheeses” began at 10:00 a.m. the same day. An ingredient that debuted in a nationwide curry release is thus also used in a store-limited beef bowl that started on the very day the curry was discontinued.

Note that, as of October 8, no end to the listing of the “Beef Bowl topped with Four Cheeses” had been announced. It remains listed on the official website’s store-limited page, so “can’t eat it anymore?” in the post appears to refer to the sale ending soon.