Matsuya to Release 'Nebutazuke Beef Bowl' at 44 Stores Across Tohoku's Six Prefectures on July 21 at 10 AM

It has been learned that Matsuya will release the store-limited ‘Nebutazuke Beef Bowl,’ featuring Nebutazuke, Aomori’s local pickle, from 10 AM on Tuesday, July 21, 2026. Priced at 650 yen, it comes with Matsuya’s signature miso soup (miso soup is not included for takeout). The rollout is a regional-limited offering, confined to just 44 stores across Tohoku’s six prefectures.

44 Stores Across Tohoku’s Six Prefectures — Miyagi Leads, Aomori Limited to Just 4

The 44 target stores are spread across Tohoku’s six prefectures. Despite being named after Aomori’s local pickle, the prefecture with the most stores is not Aomori but Miyagi, with 16 — 12 of which are within Sendai city alone. Next come Yamagata with 8, Iwate with 7, Fukushima with 7, Aomori with 4, and Akita with 2. In Miyagi, Yamagata, Iwate, Fukushima, and Aomori, every currently operating Matsuya store is included, making this a rollout that blankets the entire Tohoku region.

Akita, however, is the exception: of its four existing stores, only two — the Hanawa SA Up-line and Hanawa SA Down-line locations at service areas on the Tohoku Expressway — are included, while the Akita Hiromo and Yokote stores in Akita City are excluded. The full list of participating stores can be checked on Matsuya’s official store search page.

Participating Stores by Prefecture

Miyagi Prefecture (16 stores): Sendai Chuo, Sendai Minamimachidori, Sendai Kashima, Sendai Jozenjidori, Sendai Yaotome, Sendai Yamatocho, Sendai Ogimachi, Sendai Itsutsubashi, Sendai Nakanosakae, Sendai Higashiguchi, Sendai Ichibancho, tekute Nagamachi, Furukawa, Ishinomaki Emino, Kasuga PA (Up-line), Kasuga PA (Down-line)

Yamagata Prefecture (8 stores): Yamagata Fukamachi, Yamagata Ekimae, Kaminoyama, Sakata, Tsuruoka, Yonezawa, Sagae, Higashine

Iwate Prefecture (7 stores): Morioka Ekimaedori, Morioka Odori, Morioka Aiina, Morioka Mitake, Across Plaza Morioka, Ichinoseki, Oshu Mizusawa

Fukushima Prefecture (7 stores): Koriyama Ekimae, Koriyama Haga, Koriyama Cosmos-dori, Motouchi, Sukagawa, Shirakawa, Eight Town Motomiya

Aomori Prefecture (4 stores): Aomori Kankodori, Hirosaki Takada, Hachinohe Joka, Hachinohe Tamukai

Akita Prefecture (2 stores): Hanawa SA (Up-line), Hanawa SA (Down-line)

Aomori’s Local Pickle Nebutazuke, Now on the Beef Bowl

The announcement poster features a warrior illustration from Aomori’s Nebuta Festival, accompanied by the copy ‘The spirit of Nebuta dwells in the Beef Bowl’ and ‘A bowl filled with Aomori’s burning heart.’ The bowl is built on the classic Beef Bowl, topped with chopped Nebutazuke and white sesame seeds, finished with a scattering of finely sliced Scallion on top. Nebutazuke (a Tsugaru-region local pickle of chopped herring roe, dried squid, and kelp marinated in soy sauce) is expected to lend its crunchy texture and stickiness to the broth-soaked bowl.

The bottom of the poster clearly states that the Nebutazuke used in this item is Yamamoto Foods’ ‘Nebutazuke®.’ By incorporating a regional food maker’s product directly into the Beef Bowl, the menu item puts its local character front and center.

Other Store-Limited Items Launching the Same Day, and the Trend of Regional Pickles Meeting the Beef Bowl

At the same 10 AM launch time on July 21, two other store-limited items will also debut: the ‘Hot Water-Seared and Soy-Marinated Tuna Bowl’ and the ‘Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl.’ However, both of these are rolling out at roughly 70 stores nationwide, including locations in Tokyo, Osaka, and Kanagawa, making their coverage far broader than the ‘Nebutazuke Beef Bowl,’ which is confined to 44 stores across Tohoku’s six prefectures.

As for Beef Bowls featuring regional pickles, the store-limited ‘Yatarazuke Beef Bowl,’ made with Yatarazuke, Niigata’s local pickle, debuted in May. This Nebutazuke offering follows in that line, putting a local specialty pickle center stage once again.