Matsuya's Aug. 4 'Hiyajiru Set' Takes Up to 70 Yen Off Main Dishes

Matsuya Foods will launch the “Hiyajiru Set” at 10 a.m. on Tuesday, August 4, 2026, at Matsuya stores nationwide except in Okinawa Prefecture (some stores excluded). The set pairs with regular menu items. It is a seasonal offer built around a chunky Hiyajiru: a dashi-based broth with tofu and crisp vegetables. Add it to a main dish of your choice and you pay up to 70 yen less than the regular prices.

390 Yen Standalone, 730 Yen Vegetable Set: Hiyajiru Can Be Ordered on Its Own

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

Placing it next to the current side menu shows where Hiyajiru sits. At 390 yen, Hiyajiru Only costs more than any of Matsuya’s soup-type sides (Miso Soup at 90 yen, Miso Soup with Tofu Only at 140 yen, Miso Soup with Pork and Vegetables at 240 yen, and Samgyetang-style Soup Only at 330 yen), making it one of the priciest soups on the menu. The 730-yen Vegetable Set with rice and salad comes close to the Grilled Eel Plate at 760 yen, the most expensive side, and matches the 730-yen Lunch Sets for the Beef Curry & Rice and the Beef Bowl topped with Cheese. That is an unusual price for a soup side, suggesting the dish is built as a full item rather than a mere accompaniment.

Discounts Are Tiered by Main-Dish Category

The discount is not a flat amount. It comes in three tiers depending on the category of the main dish: 30 yen off Beef Bowls, 50 yen off Bowls and 70 yen off Set Meals. The pricier the main dish, the bigger the discount.

Main-dish category	Discount	Eligible items
Beef Bowls	30 yen off	Beef Bowl / Beef Bowl topped with Green Onion and Soft Boiled Egg / Beef Bowl topped with Grated Radish ＆ Ponzu Citrus Soy Sauce / Bowl of Mixed Simmered Beef and Kimchi / Beef Bowl topped with Cheese / Beef Bowl topped with Tomato and Cheese
Bowls	50 yen off	Boneless Short Rib and Kimchi Bowl / Beef Bibimbap Bowl / Salt-based Green Onion Pork Loin Bowl / New Grilled Beef Bowl (*)
Set Meals	70 yen off	Set Meal of Grilled Beef / Set Meal of Grilled Boneless Short Rib / Yakiniku Pork Loin Set Meal / Stir-fried Pork with Ginger Soy Sauce Set Meal / Tomato Hamburg Steak Meal / Cheese Tomato Hamburg Steak Meal / Set Meal of Hamburg Steak in Brown Sauce / Hamburg Steak with Brown Sauce and Sunny-side Up Set Meal / Hamburg Steak with Brown Sauce and Cheese Set Meal / Seared Grilled Salmon Set Meal

(*) The “New Grilled Beef Bowl” is not sold at stores co-located with Matsunoya or My Curry Shokudo. Shareholder benefit vouchers can be used with all of the items above.

Based on current standalone prices, the set with a Beef Bowl (regularly 460 yen) should come to about 820 yen including tax, and about 1,020 yen with the Beef Bowl topped with Cheese (660 yen). Among the Set Meals, pairing with the cheese-type Hamburg Steak Set Meal (1,380 yen) should be the most expensive, reaching around 1,700 yen. Actual prices will be confirmed by in-store displays after launch, but the set appears designed to be reliably cheaper than ordering the items separately.

A Miyazaki-Rooted Dish, Previewed at 70 Stores in May

Hiyajiru is not a sudden newcomer. It was sold in advance at just 70 stores nationwide from May 5 to May 11, 2026. About three months later, it is expanding to stores nationwide except in Okinawa as a set that can be paired with regular menu items. Known as a regional dish of Miyazaki, Hiyajiru has moved from a trial at a limited number of stores to a nationwide rollout.

This is the first announcement in Matsuya’s past news archive to carry “Hiyajiru” in a product name. The tagline “Rich, yet refreshing.” is also without precedent, a fresh angle for a summer menu that sells coolness. That said, dashi-driven cool menus are a Matsuya staple, and items such as the Yamagata Dashi Beef Bowl have appeared on and off in past summers. This Hiyajiru follows that summer tradition, but a soup served cold with the broth poured over differs from earlier dashi-based items. It is not a revival of a same-named product but a completely new arrival.

The Eligible Mains Include Recently Buzzed-About Items

Many of the eligible mains have already drawn attention individually this summer. Among the Bowls, the Salt-based Green Onion Pork Loin Bowl was just named a hot-weather “secret ace” by the official X account on July 23, which fits neatly with the heat-beating theme of this set. The Boneless Short Rib and Kimchi Bowl is a staple that the official X account introduced on July 17 in an eating report, saying its taste is “unchanged since my high school days.” Among the Set Meals, the Stir-fried Pork with Ginger Soy Sauce Set Meal was a discount target in the July 29 Meat Day Campaign, so it has appeared in several promotions in quick succession. Pairing them with Hiyajiru makes these popular items even easier to try.