Matsuya Announces 390 Yen Beef Bowl X Coupon with 'Sugoroku'-Style Ad

At noon on August 15, Matsuya announced on its official X account (@matsuya_foods) an X Coupon offering 70 yen off all sizes of Beef Bowl, accompanied by an ad styled as a sugoroku board resembling the Game of Life. The post read, “Use the X Coupon and get a Regular Serving Beef Bowl for 390 yen! Would you buy a Matsuya sugoroku if it existed?” — pairing the discount announcement with a question directed at readers.

The ‘Sugoroku’ Board Features a ‘390 Yen Course’ and a ‘460 Yen Course’

The ad uses the entire sugoroku board, laid out as a continuous grid of squares, decorated with illustrations of mountains, houses, cars, and coins. In the upper left, gold three-dimensional lettering wrapped in flames spells out “390 Yen Course,” while blue text in the upper right reads “460 Yen Course.” At the fork between them sits an illustration of a die labeled “Fork of Destiny” and “The Square You Always Land On.” The left and right paths at the fork are marked “Odd” and “Even,” and a large bowl of Beef Bowl topped with onion is pictured on the left side of the board.

On the right side of the board, Macky is drawn wide-eyed in surprise at “The Square You Always Land On,” with a speech bubble beside it reading, “*No luck needed at Matsuya. Anyone can get 390 yen with the X Coupon!” While taking the form of a sugoroku game, the ad is structured around a punchline: rather than leaving the outcome to chance, a single coupon gets everyone to 390 yen regardless.

A red banner at the bottom of the image states, “In fact, 70 yen off all sizes of Beef Bowl!” and “Valid until 10:00 a.m. on Tuesday, August 18, 2026.” For how to use it, instructions direct customers to first hold the dedicated QR code up to the QR code reader on the ticket vending machine, with eligibility listed as “all Matsuya stores except some locations.”

The Question: ‘Would You Buy a Matsuya Sugoroku If It Existed?’

What stands out in this post is the line that follows the board design: “Would you buy a Matsuya sugoroku if it existed?” Riding on the sugoroku-themed ad, it reads as a call inviting reader reaction — asking whether they’d pick one up if a Matsuya sugoroku actually existed. No concrete plans for a product release or merchandise name are given; it comes across as a playful exchange layered onto the discount announcement.

This echoes the fact that the ad itself is built as a sugoroku, suggesting an intent to use the campaign visual directly as a conversation starter.

The 9th Post in 5 Days, Persistently Pushing the 390 Yen Price

This X Coupon went into effect at 10:00 a.m. on August 11, bringing the Regular Serving Beef Bowl down from its usual 460 yen to 390 yen, with 70 yen off all sizes of Beef Bowl across the board. The regular price of 460 yen for a Regular Serving has not changed in recent months, and 390 yen is the price after the 70 yen discount. The coupon is valid until 10:00 a.m. on Tuesday, August 18, leaving three days remaining as of this post.

Starting with an announcement the day before the coupon went into effect, the official X account has posted about this coupon nine times over the five days from August 11 to 15. The posts have kept changing their angle day by day — publishing a how-to-use video, addressing QR code scanning at the ticket vending machines, and running a quiz-style post asking readers to find a hidden “390” — and today’s sugoroku board ad is another entry in that same stream. The same 390 yen price is being presented in a different way each time to keep it from growing stale.

In the announcement post on August 9, Matsuya’s official account stated that this is “Matsuya’s first X Coupon activation in two years,” suggesting the company is putting real effort into this long-awaited measure. Around the same time, the second wave of the Matsuya x ONE PIECE Collaboration project and promotion of the Giant Serving Set have been running in parallel, keeping up a steady stream of posts timed to the Obon homecoming and travel season.