Matsuya and Matsunoya to Hold First Sumikko Gurashi Collaboration in About 3.5 Years on October 6

On September 30, Matsuya and Matsunoya announced on their official X account the launch of a collaboration campaign with the popular character franchise “Sumikko Gurashi,” titled the “Sumikko Gurashi Gyutto Gohobi Campaign” (a “Sumikko Gurashi Big Hug♪ Rewards” campaign). It begins at 10:00 a.m. on Tuesday, October 6. Customers who order from the Kids’ Menu at Matsuya or Matsunoya will receive original merchandise on the spot, first-come, first-served. According to the announcement image, the campaign runs from 10:00 a.m. on Tuesday, October 6 through 9:59 a.m. on Tuesday, December 22, and will end early once the merchandise runs out.

The post frames its headline with decorative brackets reading “＼ #SumikkoGurashi Collaboration Campaign Confirmed ／” and closes with the hashtags “#Matsuya” and “#Matsunoya.”

The September 25 “Angel” Teaser Turns Out to Be Sumikko Gurashi

On September 25, Matsuya’s official X account teased the appearance of an “angelic” character from a San-X franchise using a pink silhouette image that concealed its identity. At that point, neither the character’s name nor the details of the project had been revealed, but this latest post confirmed it was a collaboration with Sumikko Gurashi.

In the announcement image, the Sumikko Gurashi characters are lined up in a row wearing angel halos or devil horns and capes, surrounded by heart motifs. The Matsuya/Matsunoya logo and the Sumikko Gurashi logo appear side by side at the top.

Kids’ Menu Prizes Shift From Random Distribution to First-Come, First-Served

Campaigns bundling prizes with Matsuya’s Kids’ Menu have run continuously for roughly the past six months. Looking back at past announcements, they began with Kobito Zukan designs (randomly selected from 6 patterns), then moved on to a collaboration with the TV anime “ONE PIECE,” whose second installment distributed an “Original Name Charm” randomly selected from 12 varieties.

Whereas all of those were random distributions, this Sumikko Gurashi campaign clearly states in both the post text and the announcement image that it is “first-come, first-served,” that customers “receive it on the spot,” and that it “ends once supplies run out” — a different distribution method. Rather than a chance to win one of several designs, it comes down to first-come, first-served until stock runs out.

The currently running second installment of the “ONE PIECE” collaboration is scheduled to end at 9:59 a.m. on Tuesday, October 6, and the Sumikko Gurashi campaign begins immediately after, at 10:00 a.m. that same day. The Kids’ Menu perk will transition seamlessly from one campaign to the next.

The Kids’ Menu itself was announced via an official app notification in mid-September as effectively priced at 350 yen after a 50-point grant, keeping it in a price range accessible to families.

First Sumikko Gurashi Collaboration in About Three and a Half Years

Looking back through past announcements, Matsuya’s collaborations with Sumikko Gurashi began with a giveaway campaign tied to the film’s release in October 2021, followed by an A4 clear file giveaway in March 2022, further campaigns in the summer, fall, and winter of that year, and a “Spring Collaboration Campaign” in March 2023 — multiple collaborations were held each season. No Sumikko Gurashi-branded announcements have appeared since March 2023, making this its first revival in about three and a half years.

Sumikko Gurashi now joins the lineup of anime and character franchises — such as Chiikawa and “ONE PIECE” — that Matsuya’s Kids’ Menu collaborations have partnered with so far. The campaign runs until December 22 at year’s end, spanning the stretch from Halloween through Christmas.