Matsuya and Matsunoya Open Sumikko Gurashi Giveaway: 10 Winners to Receive All Reflector Keychains Plus 5,000 Matsuya Points

Matsuya and Matsunoya’s official X account (@matsuya_foods) launched “Part 1” of a follow-and-repost campaign at 10:00 a.m. on October 6, 2026, to mark its collaboration with the character franchise Sumikko Gurashi. By following the official account and reposting the target post, entrants are eligible for a random drawing in which 10 winners will receive the “Sumikko Gurashi Reflector Keychain Complete Set” and 5,000 Matsuya Points. Entries close at 11:59 p.m. on Sunday, October 18, 2026.

A Separate, Social-Media-Only Giveaway Apart From In-Store Distribution

The Sumikko Gurashi x Matsuya/Matsunoya collaboration, the “Sumikko Gurashi Gyutto Gohobi Campaign,” kicked off on the same day, October 6, 2026, at 9:00 a.m. In stores, all six designs of the reflector keychain are distributed at random as a bonus for purchasing items from the Kids’ Menu (distribution runs from 10:00 a.m. on October 6 through 9:59 a.m. on November 17, 2026, or while supplies last).

This follow-and-repost campaign runs as a separate, social-media-only giveaway apart from the in-store distribution. While the in-store giveaway hands out a random design with no choice involved, the prize in the X drawing is the “complete set” of all six designs — making this the only route to getting every design at once.

Entries close on October 18, 2026, about a month earlier than the in-store distribution’s end date of November 17. The entry window itself is short, running only about 12 days from October 6.

The Prize Designs: Sumikko Characters Dressed as Angels and Devils

The giveaway prize consists of six reflector keychain designs, each depicting Sumikko Gurashi characters dressed as either an angel or a devil. The campaign image shows Shirokuma wearing an angel costume with a halo above its head, alongside other characters dressed as winged angels and others sporting devil horns.

In late September 2026, ahead of this collaboration announcement, Matsuya’s official X account had posted a series of silhouettes shaped like an “angel” and a “devil.” The angel and devil motifs teased at the time have become the designs used for this merchandise. The image is captioned, “*Image for illustrative purposes only.”

A Collaboration-Only “Special Tier”: 10 Winners and 5,000 Points Have Been the Standard Since June

Matsuya’s official X account runs two kinds of follow-and-repost campaigns. One is a regular tier held almost every week to mark new product launches, offering 1,000 Matsuya Points to 30 winners. The other is a special tier limited to character collaborations, which adds original merchandise on top of 5,000 Matsuya Points and has fewer winner slots. This Sumikko Gurashi campaign falls into the latter category.

Looking back at the winner counts for past collaboration-tier campaigns: Kobito Zukan (March–May 2026) awarded 5 winners for both Part 1 and Part 2; ONE PIECE Part 1 (June 30, 2026) expanded that to 10 winners; Oi Ocha (September 15, 2026) and now this Sumikko Gurashi campaign have both followed suit with 10 winners. The combination of 5,000 Matsuya Points and 10 winners has been the standard for the collaboration special tier since June 2026.

Note that the winner count of 10 is not stated in the body of the official announcement released on September 30, 2026 about this same collaboration — it is information conveyed only through this post and the campaign image.

How the Post Itself Is Written

The post opens with “#SumikkoGurashi Collaboration Celebration🎉” and lays out the entry steps under a “▼How to Enter▼” marker, in two steps: “① Follow @matsuya_foods” and “② Repost this post.” It uses just a single 🎉 emoji, matching the format also used in the Kobito Zukan and ONE PIECE collaboration follow-and-repost announcements.

On the other hand, the previous three collaboration-celebration posts (two for Kobito Zukan, one for ONE PIECE Part 1) wrote the account handle in the entry steps as “@ｍatsuya_foods,” mixing in a full-width character, whereas this post writes it in standard half-width as “@matsuya_foods.” The point total also differs in notation: the linked official announcement writes it with a comma as “5,000pt,” while the post itself omits the comma, writing “5000pt.”