Matsuya Official X Announces Nationwide Launch of Hiyajiru: "It's Finally Here" on Release Night

At 7:16 p.m. on August 4, 2026, Matsuya’s official X account (@matsuya_foods) posted, “It’s finally here! Hiyajiru has arrived at Matsuya! 🎉,” once again spreading the word about Hiyajiru, which had joined the menu nationwide that same day at 10:00 a.m. The post pitched the dish for the hot season, saying, “Even in the sweltering summer heat when your appetite fades, a chilled bowl of Hiyajiru goes down easily,” and invited customers to “pair it with your favorite menu item and enjoy!” At the end, the account added a playful aside — “It’s been a little cooler than usual lately 🤫” — as if the weather had cooled down just in time for the launch.

A Thick, Chilled Bowl Captured in the Post’s Photo

The photo attached to the post shows Hiyajiru served in a white bowl bearing the Matsuya logo on its rim. The chilled, miso-based broth, thickened with ground sesame, is topped with a generous mound of chopped green onion at the center, along with sliced cucumber, crumbled tofu, and white sesame seeds floating on top. Hiyajiru is a cold soup long enjoyed in areas such as Miyazaki, and because it’s eaten cold without any cooking, it’s known as a dish that goes down easily even when summer heat saps the appetite.

Nationwide in Three Forms, Starting at 390 Yen for the Standalone Order

Hiyajiru joined the nationwide menu today, August 4, at 10:00 a.m. It’s offered in three forms: Hiyajiru Only without rice for 390 yen, the Hiyajiru Vegetable Set for 730 yen, and Hiyajiru Only (Choice of Side) for 310 yen as part of the lunchtime “Choice of Side” lineup. As the post’s suggestion to “pair it with your favorite menu item” indicates, it’s positioned as a chilled dish to accompany items like the Beef Bowl or a Set Meal.

A Nationwide Debut About Three Months After May’s Store-Limited Release

This isn’t the first time Hiyajiru has appeared on Matsuya’s menu. It debuted as a store-limited item in May 2026, and that same month the official X account itself posted about actually trying the store-limited Hiyajiru. About three months later, it has now arrived nationwide.

In the run-up to this nationwide launch, the official X account rolled out the announcement in stages. On the morning of July 31, it previewed the release with “Hiyajiru has finally arrived,” followed that same evening by a post announcing the date and time: “Hiyajiru on sale from 10:00 a.m. Tuesday, August 4.” Then, on the night of the release itself, came this post reporting “it’s finally here.” The dish, mentioned repeatedly over several days, has finally made it to store shelves.

Swapping In for the Samgyetang-style Soup, with Mini Cold Udon Also Added the Same Day

Hiyajiru’s arrival comes with a changeover in Matsuya’s summer soup lineup as well. In the lunch “Choice of Side” category, Samgyetang-style Soup Only (Choice of Side), which had been on offer, disappeared on the morning of August 4, and Hiyajiru Only (Choice of Side) took its place in the same slot. It marks a handoff of the summer bowl from a warm, medicinal-style soup to a chilled, miso-based one. The official X account had also mentioned on July 31 that the Samgyetang-style Soup was “ending soon,” and on August 2 announced that Twice-cooked Pork, released on July 9, was likewise “ending sale soon” — a string of posts signaling the close of the summer’s Chinese- and medicinal-inspired menu items.

At the same time as Hiyajiru — 10:00 a.m. on August 4 — Mini Cold Udon also went on sale at select stores (634 locations). Together with Hiyajiru, cold menu items suited to the hot season arrived in stores on the same day.