Matsuya's Hiyajiru Set, Launching August 4, Cuts Main Dishes by Up to 70 Yen

Matsuya Foods will launch the “Hiyajiru Set,” which can be ordered together with regular menu items, from 10:00 a.m. on Tuesday, August 4, 2026, at Matsuya locations nationwide excluding Okinawa Prefecture (some locations excluded). Adding the vegetable-packed Hiyajiru — a chilled soup that combines the savory depth of dashi stock with tofu and crisp vegetables — to any main menu item brings the price down by as much as 70 yen compared to ordering separately, making it a set-meal measure aimed at the hot season.

Hiyajiru Only for 390 Yen, Hiyajiru Vegetable Set for 730 Yen — Also Available on Its Own

Hiyajiru will also be available in two standalone forms: “Hiyajiru Only” for 390 yen, and the “Hiyajiru Vegetable Set,” which comes with rice and salad, for 730 yen (both tax included). It can also be enjoyed on its own without pairing it with a main dish.

Placing this pricing alongside Matsuya’s existing side menu shows where Hiyajiru stands. At 390 yen, Hiyajiru Only is priced higher than any of Matsuya’s soup-based sides — Miso Soup (90 yen), Miso Soup with Tofu Only (140 yen), Miso Soup with Pork & Vegetables Only (240 yen), and Samgyetang-style Soup Only (330 yen) — making it the most expensive soup item on the menu. The Hiyajiru Vegetable Set with rice and salad, at 730 yen, comes within a narrow margin of the Grilled Eel Plate at 760 yen, the priciest side menu item, and matches the price of the Founding Beef Curry and Rice and Cheese Beef Bowl lunch sets (both 730 yen). This is an unusual price point for a soup-based side, suggesting it has been crafted as a dish in its own right rather than a simple accompaniment.

Discount on the Main Dish Is Tiered by Main Menu Category

The discount on this set is not a flat amount; it is split into three tiers depending on the category of the main dish it is paired with. Beef Bowl items receive a 30-yen discount, bowl items receive 50 yen off, and set meals receive 70 yen off — the higher-priced the main dish, the larger the discount.

Main Dish Category	Discount	Eligible Menu Items
Beef Bowl items	30 yen off	Beef Bowl / Extra Green Onion Spicy-Savory Green Onion & Egg Beef Bowl / Oni-oroshi Grated Radish & Ponzu Citrus Soy Sauce Beef Bowl / Kimchi Beef Bowl / Cheese Beef Bowl / Umatoma Cheese Beef Bowl
Bowl items	50 yen off	Kimchi & Boneless Short Rib Bowl / Beef Bibim Bowl / Pork Loin Salt-based Green Onion Bowl / New Grilled Beef Bowl (*)
Set meals	70 yen off	Beef Yakiniku Set Meal / Boneless Short Rib Yakiniku Set Meal / Pork Loin Yakiniku Set Meal / Stir-fried with Ginger Soy Sauce Set Meal / Umatoma Hamburg Steak Set Meal / Cheese Umatoma Hamburg Steak Set Meal / Brown Sauce Hamburg Steak Set Meal / Egg Brown Sauce Hamburg Steak Set Meal / Cheese Brown Sauce Hamburg Steak Set Meal / Set Meal of “Seared” Grilled Salmon

(*) The New Grilled Beef Bowl is not sold at locations co-located with Matsunoya or My Curry Shokudo. Shareholder benefit coupons can be used on all of the menu items listed above.

Based on current standalone main-dish prices, pairing the set with, for example, Beef Bowl (normally 460 yen) would come to roughly 820 yen including tax, while Cheese Beef Bowl (660 yen) would come to roughly 1,020 yen. Among the set meals, pairing it with one of the Cheese Hamburg Steak set meals (1,380 yen) would be the most expensive combination, working out to around 1,700 yen. The actual posted prices will be confirmed in-store after launch, but the set is designed to be a reliable saving compared with ordering items separately.

A Dish Rooted in Miyazaki, Trial-Sold at 70 Stores in May

Hiyajiru itself is not an abrupt new arrival. It was previously trial-sold on a limited basis at 70 stores nationwide from May 5 to May 11, 2026. About three months later, it has now expanded its reach to nationwide sale (excluding Okinawa) as a set item that can be paired with regular menu offerings. Hiyajiru, known as a traditional local dish handed down in Miyazaki, has moved from a trial at a limited number of stores to a full nationwide rollout.

This is the first time an official announcement has featured “Hiyajiru” in its product name; a search of past announcements turns up no earlier mention. The tagline “rich yet refreshing” is likewise unprecedented, marking new territory for a summer menu item built around the appeal of coolness. That said, dashi-based chilled summer menu items are themselves a Matsuya staple, with items such as the Yamagata Dashi Beef Bowl appearing intermittently during past summers. While this Hiyajiru follows in that same summer lineage, its format — a cold soup eaten chilled with broth poured over it — differs from previous dashi-based items, making it a genuinely new addition rather than a revival of a same-named product.

Set Includes Menu Items That Have Already Drawn Attention This Summer

Many of the main dishes eligible for the discount have already individually drawn attention this summer. Among the bowl items, the Pork Loin Salt-based Green Onion Bowl was named by the official X account as an “unsung ace” for hot days on July 23, 2026 — a description that lines up directly with this set’s focus on beating the heat. The Kimchi & Boneless Short Rib Bowl, also eligible, was featured by the official X account on July 17, 2026 in a taste-test post as a “flavor unchanged since high school,” another long-standing favorite. The Stir-fried with Ginger Soy Sauce Set Meal, among the set meals, was also just featured as a discount item in the July 29, 2026 Meat Day promotion, appearing across multiple campaigns in a short span. The pairing with Hiyajiru makes it easier to reach for these already-popular items.