Matsuya's Official X Account Highlights the Well-Received 'Fluffy Egg Grilled Eel Bowl' with a Charcoal-Grilled Eel Video, Calling It 'Sinfully Fluffy'

Matsuya’s official X account (@matsuya_foods) posted an approximately 12-second video on June 25 of the well-received Fluffy Egg Grilled Eel Bowl. It shows everything from eel kabayaki being basted with sauce and grilled over charcoal to the finished bowl layering eel and fluffy egg over rice, urging viewers with the question, ‘Have you experienced the sinfully fluffy yet?’

From Charcoal-Grilled Eel to Fluffy Egg

The video opens with a close-up of eel kabayaki lined up over charcoal. Skewered fillets glisten with glossy sauce, followed by steaming sizzle shots of the eel grilling over the charcoal’s red heat.

The latter half moves to the bowl, where the Fluffy Egg Grilled Eel Bowl appears — eel kabayaki and fluffy yellow egg layered over white rice. A shot of chopsticks lifting the sauce-covered egg and rice showcases the fluffy texture that gives the dish its name. Throughout the video, on-screen text reads ‘Fluffy Egg Grilled Eel Bowl,’ accompanied by the note ‘*Image is for illustrative purposes only.’

Lineup and Pricing

The video closes with a summary of the product lineup. Under the tagline ‘Sinfully Fluffy,’ three items are shown with prices: the Fluffy Egg Grilled Eel Bowl at 1,180 yen, the Grilled Eel Bowl at 980 yen, and the Eel Combo Beef Bowl at 1,180 yen, each served with a small packet of sansho pepper. Sales began at 10:00 a.m. on Tuesday, June 23.

The Fluffy Egg Grilled Eel Bowl is an established summer eel menu item, launched nationwide on June 23. On the day of release, Matsuya officially noted that this year’s version comes standard with extra sauce in addition to sansho pepper.

MATSUYA PASS Goes on Sale Tomorrow, the 26th

The post’s caption also read ‘#MATSUYAPASS also goes on sale starting tomorrow,’ announcing that the Subscription Pass called MATSUYA PASS would go on sale the day after the post, on Friday, June 26. The final screen of the video also noted that the pass is priced at 200 yen, offers up to 100 yen off eligible items, and is valid from Wednesday, July 1 through Friday, July 31.