Matsuya's Official X Reports the Yatara Beef Bowl Is "Crunchy and Super Refreshing"

On the night of July 7, Matsuya’s official X account (@matsuya_foods) posted a taste-test report on the limited-time Yatara Beef Bowl, released that same day. Introducing yatara as “a local dish from Shinshu,” the post shared its impressions of the flavor: “You can enjoy the beef bowl in a super refreshing way thanks to its crunchy texture!” It went on to note, “Yatara Only is also available, so it looks like it would taste great paired with other menu items!” and called on readers, “If you have any recommended pairings, please share them with a quote repost!”

A Bowl Piled High with “Yatara” in the Taste-Test Photo

The accompanying image is a taste-test photo of the Yatara Beef Bowl served in a white bowl bearing the Matsuya logo. Glossy beef is topped generously with a fresh, juicy helping of yatara—diced cucumber, carrot, onion, wakame seaweed, and white sesame seeds—coated in savory liquid for a refreshing look. Alongside it sits a bowl of miso soup with fried tofu and wakame seaweed. In the bottom right of the bowl photo, Matsuya’s official mascot Macky appears with arms spread wide, smiling and exclaiming “Yatta~!!” (“Hooray!!”), adding to the post’s upbeat mood.

Released Today: Suggestions for Pairing with Yatara Only

The Yatara Beef Bowl is a limited-time menu item released at 10:00 a.m. on July 7 at Matsuya locations nationwide, excluding some stores. It is priced at 650 yen for a Regular Serving, with five size options ranging from Small Serving to Extra-large Serving. This marks the first time a menu item featuring yatara has been rolled out nationwide. The same day also saw the debut of the Yatara Japanese-style Hamburg Steak Set Meal, along with Yatara Only and Mayonnaise as standalone items, both mentioned in the report. The post posed the idea of pairing Yatara Only with other menu items as a question for readers to answer.