Matsuya/Matsunoya's Official X Posts Guess-the-Character Quiz on Sumikko Gurashi's 'Ebi Furai no Shippo'

Matsuya/Matsunoya’s official X account (@matsuya_foods) posted a character-guessing quiz at 10:00 a.m. on October 17, 2026, tied to its ongoing “Sumikko Gurashi” collaboration. The post showed three silhouettes and asked, “Which one is ‘Ebi Furai no Shippo’? Let us know the number!” The hashtags “#松屋 #松のや #すみっコぐらし” were appended at the end.

“Ebi Furai no Shippo” (the tail of a fried shrimp) is one of the characters that appear in San-X’s “Sumikko Gurashi” franchise, known for its small frame covered in the breading of a fried shrimp.

Three Silhouettes Side by Side, Differing in Size and Tail Shape

The posted image shows three silhouettes numbered ①, ②, and ③ against a pale purple background. All three share a round body with a bumpy, breading-like texture, two pointed protrusions rising from the top of the head, small wings on the sides of the body, and a thin tail, unified by angel-and-devil-themed costumes. What sets the three apart is their size and the shape of the tail tip: ① is the smallest of the three, with a small, ball-shaped tail tip; ② is the largest, with a heart-shaped tail tip; and ③ is medium-sized, with a tail tip that also leans toward a heart shape.

Given that Ebi Furai no Shippo is known for its small build, ①—drawn as the smallest of the three—appears to be the leading candidate. The correct answer had not been revealed by the official account as of this posting, though comparing the designs against all six varieties of the “Sumikko Gurashi Reflector Keychain” collaboration giveaway makes it easier to tell them apart.

A Quiz Within a Collaboration Revived After About Three and a Half Years

This quiz is not a one-off post but one entry in a series of announcements tied to the “Sumikko Gurashi” collaboration, which was revived after an absence of about three and a half years. A look back at past announcements shows that the Matsuya/Matsunoya collaboration with Sumikko Gurashi ran from October 2021 to March 2023, then went quiet for a while before a new collaboration was announced on September 30, 2026.

This collaboration campaign runs from 10:00 a.m. on October 6, 2026 through 9:59 a.m. on December 22, 2026. Customers who order the Kids’ Beef Bowl Waku Waku Set, Kids’ Curry and Rice Waku Waku Set, or Matsunoya’s Kid’s Plate receive one of all six varieties of the “Sumikko Gurashi Reflector Keychain” at random (from 10:00 a.m. on October 6, 2026 through 9:59 a.m. on November 17, 2026, while supplies last). A second round is also planned starting November 17, 2026.

Alongside this, on October 6, 2026—the same day the collaboration began—a Follow & Repost Lottery Campaign was also announced, offering a complete set of the keychains plus 5,000 Matsuya Points to 10 winners. The entry deadline is 11:59 p.m. on October 18, 2026, placing this quiz post one day before that deadline.

Since the September 30 announcement, the official X account’s posts had included emoji signaling a giveaway, but this post carries no emoji—only the hashtags. The format of a character-guessing quiz answered by number is also something not seen before in this collaboration’s series of posts.