Matsuya's Official X Teases Arrival of San-X's "Angel" Characters

Matsuya Foods, which operates Matsuya, posted a new teaser on its official X account (@matsuya_foods) at 18:00 on September 25. The post was accompanied only by a short three-line message — “Super cute / ‘angelic’ characters are / coming…?” — without mentioning any specific product name or campaign name. A single image depicting the silhouettes of characters whose identities remain hidden was attached to the post. Matsuya’s official X posts are often accompanied by emojis or emoticons, but this teaser used neither.

Silhouettes Scattered with Halos and Bows and Arrows

The image is rendered entirely in pale pink, with four characters, large and small, depicted as silhouettes in a slightly deeper shade of pink. Each wears a halo above its head, with small wings peeking out at its sides. Scattered around them in line art are a winged heart, Cupid’s bow and arrow, a ribbon, and four sparkling stars — a design that ties together with the “angelic” theme of the caption. While the soft, rounded outlines remain visible, the facial features and patterns are filled in solid, making it impossible to identify which characters they are.

In small text at the bottom of the image is the notice “©2026 San-X Co., Ltd. All Rights Reserved.” San-X is a company known for characters such as Sumikko Gurashi and Rilakkuma, and this notice indicates that the “angelic” characters set to appear are a San-X property. However, the specific character names, the details of any products or merchandise, and the timing remain undisclosed along with the silhouettes.

An Extension of a String of Character Collaborations

In recent years, Matsuya has rolled out a string of collaboration campaigns with characters and anime titles. Looking back at past announcements, collaborations with Kobito Zukan, Chiikawa, Miitsuketa!, PAW Patrol, and Paddington’s Adventures have followed one after another, each offering original merchandise through Kids’ Menu orders or lottery draws. Currently, Part 2 of the collaboration campaign with the TV anime ONE PIECE is underway through 9:59 a.m. on October 6, featuring items such as the Original Name Charm (12 varieties total) as a Kids’ Menu prize. The San-X property teased this time also appears to be part of this ongoing string of collaborations.