Matsuya Adds "Hiyajiru" and "Yatarazuke" to Store-limited Menu

At 12:15 PM on May 5, two new entries were added to Matsuya’s store-limited menu: Hiyajiru, a cold Japanese-style soup, and two variations built around Yatarazuke — Yatarazuke Beef Bowl and Yatarazuke Hamburg Steak Set Meal. Both entries went on sale at 70 stores starting at 10:00 AM the same day, May 5 — the same moment the Taco Rice lineup itself launched. That makes today’s 10:00 AM menu addition at Matsuya a combination of three Taco Rice items plus two store-limited entries.

Two New Entries Added

Entry	Number of Stores	Target Stores	Start Date/Time
Hiyajiru	70 stores	Target Stores	10:00 AM, May 5, 2026
Yatarazuke Beef Bowl / Yatarazuke Hamburg Steak Set Meal	70 stores	Target Stores	10:00 AM, May 5, 2026

Hiyajiru and Yatarazuke: Japanese-style Items for Summer

Both entries share a common theme: Japanese-style dishes designed to support appetite during the summer months.

• Hiyajiru: A cold miso soup known as a regional specialty of Miyazaki Prefecture, traditionally made by adding cucumber, shiso leaf, and myoga ginger to a chilled dashi broth.
• Yatarazuke: A regional pickle from the Shinshu/Hokushin area, made by finely chopping and pickling a variety of vegetables. “Yatara” is a local dialect word meaning “any which way” or “indiscriminately.”

Taco Rice (580 yen), which also went on sale at 10:00 AM today, is likewise a summer-oriented item marketed under the tagline “A summer feast that suits the sun” — meaning Matsuya rolled out summer items on both the core menu and the store-limited menu at the same time.

Recent Moves in the Store-limited Menu

Matsuya’s store-limited menu has seen a continuous wave of large-scale additions and discontinuations since March. Today’s two-entry addition marks the first store-limited menu move of May.

Date	Event
March 24	Five items, including Poke Bowl, Kinugasa-don, and Egg-Simmered Beef Bowl, added all at once (up to 70 stores)
March 30	Seven store-limited menu items discontinued all at once
April 3	Soy Milk Pudding discontinued after about 17 days, having launched at 200 stores
April 7	Four items added — Marry Me Chicken Set Meal, Diavola-style Grilled Chicken, New Miso Soup with Pork & Vegetables, and Pork & Kimchi Set Meal (up to 100 stores)
April 15	Marry Me Chicken Set Meal and two other items discontinued just 8 days after launch
April 24	“Matsu Shake” launched at just 5 stores nationwide
May 5 (this report)	Hiyajiru and Yatarazuke Beef Bowl / Yatarazuke Hamburg Steak Set Meal added (70 stores)

Between the wave of mass additions and mass discontinuations in March, the short-lived run of the Marry Me Chicken lineup in April — added and then gone again after just 8 days — and the mysterious “Matsu Shake,” limited to a rare 5 stores nationwide in late April, the store-limited menu has been an active proving ground for test sales. Today’s two new entries may likewise be positioned as a summer-themed experimental rollout.

A 70-Store Rollout, in Perspective

Both entries went to 70 stores — the same scale as the five-item simultaneous addition on March 24 (up to 70 stores), and somewhat smaller than the four-item addition on April 7 (up to 100 stores). Against Matsuya’s nationwide footprint of over 1,000 stores, this falls within the typical range for a mid-sized test rollout.

End Date Not Yet Set

Neither entry has an end date registered in the store-limited menu listing data, so the timeline remains undetermined. Based on past patterns for store-limited items, outcomes could range from a short run of roughly 6 to 17 days to a longer-lasting run, depending on store performance and customer response.