Official Matsuya X Posts Pork Rice Bowl and Miso Soup with Pork & Vegetables in Late-Night 'Matsuya Now'

Matsuya’s official X account (@matsuya_foods) posted a single late-night meal photo at 11:20 PM on September 19, accompanied only by the line “Late-night Matsuya Now (╹◡╹).” The post text consists of nothing else — no mention of a product name or campaign.

A Late-Night Plate in the Photo

The photo shows three dishes arranged on a tray. In front is a rice bowl topped with nicely browned pork, piled with so much green onion and white sesame seeds that the meat is nearly buried underneath. In the back right, a black bowl holds a reddish miso soup packed with tofu, green onion, and carrot — apparently a hearty serving of Miso Soup with Pork & Vegetables. In the back center, a small dish holds a single soft-boiled egg, its white not quite fully set.

At Matsuya, the miso soup that comes with rice bowls and set meals can be upgraded to Miso Soup with Pork & Vegetables, and a soft-boiled egg can be added as a topping. The combination in the photo appears to be a late-night meal built from these options.

The ‘Matsuya Now’ Opener Returns After Two Days

Posts opening with “Matsuya Now” have continued over the past several days. Two days earlier, at 10:27 PM on September 17, the official account posted with the same opening line, “Late-night Matsuya Now (╹◡╹).” That post went on to introduce two drinks newly available at Matsuya: Relax Jasmine Tea and Oi Ocha Koicha PREMIUM STRONG W. This time, there is no such introduction — the post consists only of the opening line and a single photo.

The “Matsuya Now” opening has appeared even earlier than that. On August 23, it appeared with a photo of a store interior in a quiz format asking “Where is this?” to guess the store name, and on June 18, with a photo of a nighttime underground store in a number-guessing quiz asking “How many underground Matsuya locations do you know?” While the content of each post varies — guessing the store, introducing products, and so on — the “Matsuya Now” opening and the emoticon “(╹◡╹)” are repeatedly used as a set hook whenever the official account posts from inside a store.