Matsuya's Official X Account Reveals Silhouettes of San-X's "Devilish" Characters

On September 26 at 10:00 a.m., Matsuya’s official X account posted a single image depicting four rounded characters in silhouette, accompanied by the caption “Some cool ‘devilish’ kids have arrived too!” At the bottom of the image is the notice “©2026 San-X Co., Ltd. All Rights Reserved.,” indicating the characters are a San-X property. The post follows one made the previous evening, September 25 at 6:00 p.m., which read “Some really adorable ‘angelic’ kids are coming…?” As part of this ongoing series of posts, the characters’ names, the timing, and the purpose of the campaign have not been disclosed.

From “Angel” to “Devil,” Two Posts Form a Pair

The two posts share the same sentence structure. The previous day’s post referred to “‘angelic’ kids,” and this one to “‘devilish’ kids” — both use the same phrase “kids,” and both end with a form of “coming”/“has come.” The punctuation at the end of each sentence contrasts: the previous day’s post ended with a question, “coming…?”, while this one shifts to a declaration of arrival, “has come!” This post’s sentence also includes the word “too,” as in “the ‘devilish’ kids have come too,” which reads as a continuation from the “angelic” kids that appeared the day before.

Matsuya’s official X account is known for posts accompanied by round-faced emoticons, but neither the “angel” nor the “devil” post includes any emoticons.

Devilish Motifs Scattered Throughout the Silhouettes

The released image sets four plump, rounded characters as purple silhouettes against a pale lavender background. Small horn-like protrusions can be seen on their heads, and small bat-like wings are visible at their sides, but details such as faces and patterns are filled in solid, leaving their identities unknown. Of the four characters, two are large and two are small: a large one is placed at upper left, a small one at upper right, a small one at lower left, and a large one at lower right.

Devil-themed items are scattered around them. A forked trident appears at the upper right, alongside a lightning bolt mark, several bats, line-drawn stars and sparkles, and at the lower left, a small winged heart with a face drawn on it. Whereas the previous day’s “angel” image depicted silhouettes wearing halos and wings, this time the “devil” side is depicted through horns, bat wings, and devilish accessories.

Collaboration Name Withheld, Awaiting Further Announcements

Matsuya has in recent years partnered with numerous character franchises for collaborations. However, neither this “devil” post nor the previous day’s “angel” post includes any mention of a collaboration name, campaign name, or hashtag in the body text. Aside from the fact that the characters are a San-X property, no details have been disclosed about which characters will appear at Matsuya or in what form, leaving their identities to be revealed in a future announcement.