Matsuya App Announces Kobito Collaboration Part 2 Starts May 12

At 10:29 AM on May 7, 2026, the Matsuya App sent a push notification announcing Kobito Zukan Collaboration Part 2, set to launch at 10:00 AM on May 12. This was a follow-up to the official announcement posted at 10:01 AM the same day, arriving 28 minutes after the announcement went live.

Original Notification Text

• Title: 📚Switching to the “Original Kobito Pouch” from 10:00 AM on 5/12 (Tue)!
• Body: Kobito Zukan Collaboration Campaign Part 2 is starting! Check the app or the official Matsuya website for details!

The title opens with a book emoji (📚), a fitting touch for a collaboration with the children’s book series Kobito Zukan. Notably, the word “switching” explicitly signals the transition from the towels currently being given out (Part 1) to the Part 2 Original Kobito Pouch.

What “Switching” Implies About the End of Part 1

Today’s official announcement at 10:01 AM explicitly stated “Collaboration Part 2,” but did not specify an end date for Part 1 (the towel giveaway) or the timing of the transition. Today’s app notification, however, spells out the exact switch timing: “Switching to the ‘Original Kobito Pouch’ from 10:00 AM on 5/12 (Tue).” This confirms the structure: the Part 1 towel giveaway continues through May 11, with a full transition to the Part 2 pouch giveaway starting at 10:00 AM on May 12.

Period	Item Given Out
Through May 11, 2026	Part 1 Original Kobito Towel (only at stores with stock remaining)
From 10:00 AM, Tuesday, May 12, 2026	Part 2 Original Kobito Pouch (6 random designs)

Comparison with the App Notification for the Part 1 Announcement

When Part 1 of the collaboration launched (March 31, 2026), the Matsuya App similarly sent a push notification announcing the collaboration campaign. The Part 2 push notification arrived roughly 37 days after the Part 1 announcement.

Part	App Notification Date	Main Message
Part 1 Announcement	March 31, 2026	Kobito Zukan Collaboration begins (towel giveaway)
Part 2 Announcement (this one)	May 7, 2026	Switching to Original Kobito Pouch (starts May 12)

While the Part 1 announcement emphasized “the collaboration beginning,” Part 2 uses the word “switching” instead, shifting the emphasis toward the continuity of the collaboration as a whole.

Campaign Overview Recap

Based on today’s 10:01 AM official announcement, the Part 2 overview is as follows.

Item	Details
Campaign Period (Matsuya / Matsunoya)	10:00 AM, Tuesday, May 12, 2026 – 9:59 AM, Tuesday, June 30, 2026
Campaign Period (Sushimatsu)	11:00 AM, Tuesday, May 12, 2026 – closing time, Monday, June 29, 2026
Item Given Out	Original Kobito Pouch (6 designs total, randomly assigned)
Eligible Menu Items	All 7 Kids’ Menu items at Matsuya, Matsunoya, and Sushimatsu
Concurrent Campaign	Follow & Repost Campaign (May 12–24, Giant Plush + 5,000 Matsuya Points)

Where This Fits Among May’s Matsuya App Promotions

Around the Matsuya App in May, promotions have been stacking up thick and fast: PayPay up to 15% cashback (April 29–May 6, ending today), Matsuben Net Double Points (May 1–17), Matsuben Debut (May 1–31), Comeback (May 1–31), and now Kobito Collaboration Part 2 (May 12–June 30). Today, May 7, the cashback rate just switched to a 10% PayPay coupon, and with Part 2 of the collaboration launching on the 12th, app promotions from mid-May onward are shaping up to center on the Kobito Collaboration.

Notification Timing

The 10:29 AM notification time came 28 minutes after the official announcement (10:01 AM), a relatively early hour on a weekday morning. Falling on the first day back after the holiday break (Thursday, May 7), the timing appears designed with the recovery of app usage right after Golden Week in mind.