Matsuya's Official X Announces May 12 Start of Kobito Collaboration Part 2
At 18:00 on May 8, 2026, Matsuya’s official X account (@matsuya_foods) announced that Part 2 of the “Kobito Zukan” collaboration would begin at 10:00 on Tuesday, May 12.
The post text consists of two lines: “Kobito Zukan x Matsuya/Matsunoya/Sushimatsu Campaign Part 2 starts 5/12 (Tue) at 10:00!” and “The original collaboration-exclusive goods are changing‼️” It withholds the specific name of the giveaway item and only teases that “it’s changing.”
The official announcement of Part 2 was preceded by an official notice at 10:00 on May 7, 2026 and an official app notification at 10:29 the same day; today’s X post is positioned as the third channel to announce it, following those two.
Comparison with the Part 1 Announcement (March 31)
When Part 1 of the collaboration began (March 31, 2026), Matsuya’s official X account also announced the start with a launch post. Comparing the timing and content of the X announcements for Part 1 and Part 2 side by side:
| Round | Campaign Start Date | Official X Announcement Date | Lead Time | Mention of Giveaway Item |
|---|---|---|---|---|
| Part 1 | Tuesday, March 31, 2026, 10:00 | Around 10:00, March 31, 2026 | Same-day announcement | Explicitly named “Original Kobito Towel” |
| Part 2 (this time) | Tuesday, May 12, 2026, 10:00 | 18:00, May 8, 2026 | Announced 4 days in advance | “The goods are changing” (no specific name) |
Part 1 was a launch-style announcement on the very day it started, declaring “The campaign has started!” and naming the giveaway towel specifically. Part 2 has switched to a reminder-style announcement four days early, withholding the specific name of the giveaway item (the Kobito Pouch) and instead using “it’s changing” to pique interest.
Comparison of Wording with the Official Notice and App
The official notice and official app notification that preceded this on May 7, 2026 both featured the specific name of the giveaway item, “Original Kobito Pouch.” Comparing the wording across channels:
| Channel | Announcement Date/Time | Wording for the Giveaway Item |
|---|---|---|
| Official Notice | 10:00, May 7, 2026 | Explicitly named “Original Kobito Pouch” |
| Official App Notification | 10:29, May 7, 2026 | “Switching to the ‘Original Kobito Pouch’” |
| Official X (this time) | 18:00, May 8, 2026 | “The goods are changing” (no specific name) |
The official X account, aimed at a broad, unspecified follower base, leans toward a teaser-style presentation that withholds specifics, while the notice and app, aimed at readers seeking details, provide the specific name.
Timing Relative to the Kobito Series
Since the collaboration began on March 31, 2026, Matsuya’s official X account has continued posting “Kobito Zukan” character introductions at a pace of roughly once a week, with “Benikinokobito” on Saturday, May 2, 2026 being the fifth character so far. This Part 2 announcement post came six days after the May 2 character introduction, inserted into a gap in the character series to make room for the campaign update.
Editor's Note
Part 1 was a same-day launch post packed with specifics; Part 2 is a four-day-early teaser that says only "it's changing." It's a case of X alone leaning fully into the teaser approach.
