Matsuya's Official X Teases June 16 Release of 'Shkmeruli' as Worldwide Simultaneous Sale with 60th Anniversary Key Visual

At 6:00 PM on June 12, 2026, Matsuya’s official X account (@matsuya_foods) posted a teaser with an image for ‘Shkmeruli,’ set for worldwide simultaneous release across Matsuya locations from 10:00 AM on Tuesday, June 16, 2026, to mark the chain’s 60th founding anniversary. The post text read, ‘“Shkmeruli” goes on sale for a limited time starting 10:00 AM on Tuesday, June 16, 2026 🎉,’ ‘Sold simultaneously at Matsuya locations worldwide to mark our 60th founding anniversary!’ and ‘Please enjoy this Georgian regional dish, arranged Matsuya-style!’ — reiterating the release date and worldwide simultaneous sale already spelled out in the official notice dated June 11. The X-exclusive key visual incorporated a ‘60 Years Anniv’ logo alongside the copy lines ‘Sold simultaneously at Matsuya worldwide,’ ‘Said to be the world’s most delicious garlic dish,’ and ‘Made with 100% Domestic Rice,’ a design built to emphasize the milestone feel of this revival release.

Post Text

“Shkmeruli” goes on sale for a limited time starting 10:00 AM on Tuesday, June 16, 2026 🎉

Sold simultaneously at Matsuya locations worldwide to mark our 60th founding anniversary!

Please enjoy this Georgian regional dish, arranged Matsuya-style!

Observations on the X-Exclusive Key Visual

The key visual centers on a food photo of ‘Shkmeruli’ served in a black earthenware pot, with a faint world-map-like pattern layered over the dark background to stage the ‘worldwide simultaneous sale’ theme.

Position	Content
Top	Yellow band: “Matsuya 60th Founding Anniversary Commemoration [Shkmeruli] Limited-Quantity Revival Sale”
Top right	“60 Years Anniv” logo
Left	“Sold simultaneously at Matsuya worldwide. Shkmeruli” (large gold text)
Right (vertical text)	“Said to be the world’s most delicious garlic dish. Delivered by Matsuya.”
Center	Shkmeruli served in a black earthenware pot (with steam), white sauce, sweet potato, chicken, melted cheese
Bottom right	“Made with 100% Domestic Rice” badge
Bottom left	Matsuya logo

With the ‘60 Years Anniv’ logo, ‘Limited-Quantity Revival Sale,’ and ‘Sold simultaneously at Matsuya worldwide.’ placed front and center, the visual consistently positions this not as a routine limited-time release but as a ‘60th anniversary commemorative special.’ In the food photo itself, the white sauce rims the edge of the earthenware pot, and the composition lets the sweet potato’s orange and the cheese’s yellow pop against the sauce’s white surface, with rising steam completing the piping-hot presentation.

Timing: From Official Notice to Official X Teaser

Shkmeruli’s formal announcement went out via the official notice dated 10:00 AM on June 11, 2026, making today’s official X teaser a launch roughly 32 hours later. This staged rollout — official notice first, X teaser second — follows the same pattern as the six Neo Tomato Curry and Rice items released June 9 (notice on 6/4, official X teaser on 6/5).

Date & Time	Channel	Content
June 3, 2026, 7:44 PM	Official X	Quote-retweet teasing a recording session with the Georgian Ambassador and Mie Sonozaki
June 9, 2026, 8:12 PM	Official X	“60th Founding Anniversary Shkmeruli Festival — official announcement coming soon” teaser
June 11, 2026, 10:00 AM	Official Notice	Formal announcement of “Shkmeruli”'s worldwide simultaneous revival release on 6/16 (all 5 items plus Extra Cheese, two weeks of 100-yen-off coupons)
June 12, 2026, 6:00 PM (this post)	Official X	Teaser for the 6/16 release with 60th anniversary key visual

The X teaser serves both as a supplement to the detailed official notice and as a way to re-emphasize the 60th anniversary key visual’s worldview specifically for X users.

Countdown to Launch

Milestone	Date & Time	Time Remaining
Today’s official X teaser	June 12, 2026 (Friday), 6:00 PM	—
Sale begins	June 16, 2026 (Tuesday), 10:00 AM	About 3 days, 16 hours remaining
100-yen-off coupon, week 1 ends	June 22, 2026 (Monday)	—
100-yen-off coupon, week 2 ends	June 29, 2026 (Monday)	—

The plan to distribute 100-yen-off coupons for two consecutive weeks from the sale’s start was already flagged in the June 11 notice. Today’s X teaser re-emphasized the scale of the worldwide simultaneous release, marking a moment when SEO capture and social media amplification begin ramping up ahead of launch week.

Emoticon Watch: This Post Is Emoji-Only, No Text Emoticons

Recently, Matsuya’s official X account has used text emoticons like ‘（╹◡╹）,’ ‘( ¯꒳¯ ),’ and ‘(´∀｀)’ in both “tried it” posts and announcement posts. But today’s 6:00 PM teaser used no text emoticons at all, relying solely on ‘🎉’ for a purely promotional tone.

Date & Time	Post	Emoticon/Emoji
June 12, 2026, 1:11 PM	Quote-retweet celebrating the Sushimatsu Mitaka Minamiguchi Store opening	（╹◡╹） + “、、、”
June 12, 2026, 5:39 PM	Quote-retweet of the line at the Matsuya PREMIUM Ginza store	(´∀｀) alone
June 12, 2026, 6:00 PM (this post)	Shkmeruli 6/16 release teaser	🎉 only (no text emoticons)

Today’s third post shifts character from the earlier string of quote-retweets covering sister brands (1:11 PM Sushimatsu, 5:39 PM PREMIUM line), switching instead into a strict promotional mode built for a product-launch announcement. It reads as a deliberate move to dial back the humor-tinged, personable tone and align the language with an announcement style befitting a 60th-anniversary commemorative campaign.