Matsuya Official X Reminds Fans One Hour Ahead of Today's Kobito Collaboration Part 2 Launch

At 9:00 AM on May 12, Matsuya’s official X account (@matsuya_foods) posted a reminder one hour ahead of today’s 10:00 AM launch of the “Kobito Zukan” Collaboration Part 2. The post spans the moment Part 1’s Original Kobito Towel distribution ends at 9:59 AM the same day, with Part 2’s Original Kobito Pouch distribution beginning at 10:00 AM.

Original Post

Starting today at 10:00! Kobito Zukan x Matsuya/Matsunoya/Sushimatsu Collaboration Part 2 is about to begin! Get an Original Kobito Pouch (6 random designs) at the store!

The text is structured in three lines. The first line leads with “today at 10:00,” emphasizing the start time up front; the second line summarizes the collaboration; the third line highlights the Original Kobito Pouch distribution. With little pre-launch teaser flavor, the text reads as a straightforward, direct reminder just before the launch.

The attached image is a campaign visual set against a green forest background, featuring six Kobito characters lined up — Benikinokobito, Takenokobito, Amakurisotsu, Sumomo no Uchi, and Ichigo Kurenai, which have appeared in the series so far, plus what appears to be the main character Kakuremomojiri. Text reading “Part 2: Tuesday, May 12, 2026, 10:00 – Tuesday, June 30, 2026, 9:59” and “Get an original item on the spot!” emphasizes the campaign period and immediate distribution. The upper right also carries the “Kobito Zukan 20th Anniversary 2006-2026” logo.

Seamless Switch from Part 1’s End to Part 2’s Launch

At 10:00 AM today, May 12, the Kobito collaboration campaign switches from Part 1 to Part 2.

Part	Item Distributed	Period
Part 1	Original Kobito Towel (6 random designs)	March 31, 2026, 10:00 – May 12, 2026, 9:59
Part 2	Original Kobito Pouch (6 random designs)	May 12, 2026, 10:00 – June 30, 2026, 9:59

The two are structured to switch over consecutively without a single minute’s gap, and today’s X post is a reminder posted right before the switch from Part 1’s end (9:59) to Part 2’s start (10:00).

The Climax of the Part 2 Announcement Series

The Part 2 announcement began with an official notice at 10:00 AM on May 7 and has been repeated multiple times across different media. Today’s X post is the climax of that announcement series — the “just before launch” dispatch.

Date & Time	Medium	Content
May 7, 10:00	Official Notice	Announcement of Part 2’s May 12 launch
May 7, 10:29	Official App	Part 2 announcement push notification
May 8, 18:00	Official X	Part 2 announcement (“The item is changing”)
May 9, 9:00	Official X	Reminder 3 days before Part 1 ends
May 9, 10:18	Official App	Part 1 end push notification
May 12, 9:00 (this post)	Official X	Reminder 1 hour before Part 2 launch

Over roughly five days, a total of six announcements (one official notice, two app pushes, three X posts) led up to today’s launch reminder.

Major Matsuya Menu Changes at 10:00 AM on May 12

Today, May 12 at 10:00 AM, is a day when major changes converge across the entire Matsuya menu, not just the launch of Kobito Collaboration Part 2.

Change at 10:00 AM on May 12	Details
Kobito Collaboration Part 2 launch	Original Kobito Pouch distribution begins (through 6/30, 9:59)
“Butter Chicken Curry and Rice” release	Returning for the first time in about 20 months
“Cream Butter Curry and Rice” release	Batachiki’s budget-priced line
“Chunky Stewed Chicken Curry and Rice” discontinuation	Points still awarded until discontinuation
App-exclusive Curry 50-Point Boost begins	8 eligible items, through 5/18, 23:59
App coupons for 3 Taco Rice items end	The 7-day limited offer from 5/5 expires

Menu restructuring, campaign launches, and store campaign switchovers all kick off in parallel at 10:00 AM, making this one of May’s biggest milestone mornings.