Matsuya's Official X Account Posts Macky & Yakky Dressed as Grandparents for Respect for the Aged Day

To mark Respect for the Aged Day on September 21, Matsuya (Matsuya Foods)'s official X account published a themed post at 11:50 a.m. the same day. It included no discount, coupon, or new product announcement—just text expressing gratitude to grandparents and encouraging family visits, paired with a single original illustration.

The Post’s Text

The post opens with the following line.

September 21 is “Respect for the Aged Day” ( ¯꒳¯ )

The body text goes on to explain the day’s meaning—“A day to express gratitude to the grandpas and grandmas who always take care of us✨”—before proposing a family outing: “Why not go to Matsuya together as a family this Respect for the Aged Day?” It closes with, “Gather around a delicious meal and enjoy a fun time together!” The post contains no campaign name, target product, or URL, and the same wording does not appear on Matsuya’s official news page, suggesting it was written specifically for the X account.

Macky & Yakky Dressed for Respect for the Aged Day

The post is accompanied by a single illustration of Matsuya’s official mascots, Macky & Yakky. Set against a Japanese-style room with shoji screens, a latticed window, and wood-paneled walls, the two characters stand side by side, each dressed for the occasion. One sports curly silver hair, the other a white beard, and both are smiling with rosy cheeks. Matsuya’s logo mark appears on their bodies, and a tray in the foreground holds a Beef Bowl, Miso Soup, and red chopsticks, with a single fallen autumn leaf on the floor. In the upper right, large white vertical text reads “Respect for the Aged Day.”

The Standard Format of “◯◯ Day” Posts

Matsuya’s official X account has repeatedly posted about commemorative days using the opening format “Month/Day is ‘〜 Day,’” with numerous examples since April 29 alone, including Meat Day, Yakiniku Day, Vegetable Day, Nutrition Day, Rest Day, and Big Eater’s Day. This Respect for the Aged Day post falls into that same series. The emoticon “( ¯꒳¯ )” placed at the opening is a recurring element common to these commemorative-day posts, and it appears here in the same form. This time the subject is Respect for the Aged Day, a national holiday, and the post links the family occasion of expressing gratitude to grandparents with the idea of visiting Matsuya as a family.

Around the same time, the official X account has continued posting about concrete initiatives, such as advance notice of an Indian curry launching September 22 and app-exclusive point grants, but this Respect for the Aged Day post names no discount or target product, limiting itself to an invitation to visit.

For the Family Table During Silver Week

Respect for the Aged Day falls within September’s five-day holiday stretch (Silver Week). Two days earlier, on September 19, Matsuya’s official X account had also published a post asking, “How many times will everyone visit Matsuya?” encouraging visits during the holiday. During Silver Week, the Indian curry “Palak Paneer (Spinach and Cottage Cheese Curry and Rice)” is also set to launch on the 22nd, and the app-exclusive “Tsukimi DE Trio Campaign” grants 70 Matsuya Points on five target bento items—among other options lined up for families stopping by together.