Matsuya's Official X Account Urges Fans to Use Up Their 'MATSUYA PASS' With About 10 Days Left Before Expiration

Matsuya’s official X account (@matsuya_foods) posted at 5:00 p.m. on July 21, noting that “about 10 days remain” before the MATSUYA PASS expires and urging fans to use it up. “Everyone, are you making good use of it?” the post asked. “Even if you’re thinking, ‘I haven’t used mine lately…,’ there’s still time!” — encouraging users who purchased the pass but forgot to use it to make the most of it before it expires.

The July edition of MATSUYA PASS is valid from 12:00 a.m. on July 1 through 11:59 p.m. on July 31, consistent with the “about 10 days” remaining as counted from July 21, when the post was made.

From “Get It Fastest” to “About 10 Days Left”: A Month of Ongoing Calls to Action

The July edition of MATSUYA PASS went on sale on June 26, and the official X account has kept up a steady stream of related posts ever since, nearly every day or every few days. In early July, the posts centered on encouraging purchases, referencing stock levels with hashtags like “#EndsWhenSoldOut.” But starting with the “20 days left” post on July 10, the tone shifted to a countdown toward the usage deadline.

On July 13, a post styled after a smartphone notification screen warned users not to forget to use the pass, and today’s “about 10 days left” post is an extension of that same push. The focus of the messaging has shifted from urging purchases before stock runs out to encouraging users who already bought the pass to use it up before it expires.

“The More You Use It, the More You Save” — Expressed Through a Video Game Leveling-Up Motif

The image accompanying this post has a retro design reminiscent of a pixel-art video game screen, with the copy “The more you use it, the more you save!” framing how much you use MATSUYA PASS as a “level.”

The screen shows three levels in a row. At EXP 10/100, “Lv. 1 Beginner” has one star each in the three categories of “Value,” “Satisfaction,” and “Love for Matsuya.” After an arrow, at EXP 200/1000, “Lv. 20 Intermediate Player” rises to three stars in each. At the top, “Lv. 99 Matsuya Master” carries the title “MAX LEVEL,” with all categories filled to five stars. At the bottom, sword and treasure chest icons accompany the closing line: “Now, here’s today’s chance to level up! Use your MATSUYA PASS!” The presentation translates the pass’s core trait — the more you use it, the more you save — directly into a video game’s growth mechanics.

A “Comeback” Following the March Edition — There’s Still Time for a Last-Minute Push

As explicitly stated in the title of Matsuya’s official announcement — “It’s back!” — MATSUYA PASS is a returning promotion. A pass of the same name was previously sold in February 2026 under the tagline “Enjoy Matsuya meals as many times as you like at a discount in March,” making this reappearance roughly four months later. The July edition costs 200 yen and is notable for expanding its scope to affiliated brands such as Matsunoya.

On the usability side, an announcement on July 4 noted that an improvement was under development to a system in which “a single scan keeps the discount active until the expiration date.” As the post urges, there are still days remaining before the July 31 deadline, leaving room even for users who “haven’t used it lately” to make a last-minute push and get their money’s worth.