Matsuya's Official X Reacts to the Unveiling of 'Kobe Beef Green Onion & Egg Bowl,' Releasing 8/19

At 5:44 PM on August 18, Matsuya’s official X account quote-reposted a new product announcement from Matsuya PREMIUM, reacting with “Negitama has arrived at Matsuya PREMIUM!!! (╹◡╹).” The quoted post was a “reveal” announcement Matsuya PREMIUM’s official X account had posted the same day, introducing the Kobe Beef Green Onion & Egg Bowl, set to release at 11 AM on Wednesday, August 19.

The Quoted Post: A “Reveal” Announcement the Day Before Release

The Matsuya PREMIUM announcement being quoted opened with “＼The reveal is finally here! ✨🎉／,” stating that the Kobe Beef Green Onion & Egg Bowl would release at 11 AM on Wednesday, August 19. It’s described as a bowl combining Kobe beef with Kujo green onion and the soft-boiled egg from “Maximum Koitamago.”

According to a notice published on the official website the same day, two new items exclusive to the Matsuya PREMIUM Ginza Store were set to release that day. Alongside the Kobe Beef Green Onion & Egg Bowl (1,650 yen; 2,340 yen for double-meat), the Duo Pork with Kujo Green Onion in Salt Sauce Box (1,300 yen) would also go on sale at the same time. The official X quote repost, however, named only the Kobe Beef Green Onion & Egg Bowl, with no mention of the Salt Sauce Box.

Unveiled After a Teaser Four Days Earlier

Matsuya PREMIUM’s new products have been announced in stages. Four days earlier, on August 14, Matsuya’s official X account had also quoted a teaser post from Matsuya PREMIUM. That teaser withheld both the product name and release date, offering only the line: “Fragrant Kujo green onion. Meat overflowing with flavor. And our signature salt sauce.” The product name and release date were revealed in the August 18 “reveal” announcement, leading to today’s reaction post.

Three Exclamation Points, One Sentence

This post strings together three exclamation points in “has arrived!!! (╹◡╹).” Counting this one, Matsuya’s official account has quote-reposted Matsuya PREMIUM announcements five times, using the (╹◡╹) emoticon in four of them. Where the previous four posts topped out at two exclamation points each, this one carries three. The text itself is also just a single sentence, shorter than the two-to-four-line posts that came before it.

“Maximum Koitamago” Returns From the Prepared Foods Lineup

The “Maximum Koitamago” topping the Kobe Beef Green Onion & Egg Bowl shares its name with an item sold for 190 yen on its own, one of three prepared-food dishes Matsuya PREMIUM Ginza Store released on August 1. Those August 1 dishes were sold individually and included Simmered Kobe Beef (1,080 yen) and Umatoma Hamburg Steak with Domestic Japanese Black Wagyu Beef (1,280 yen on its own); this time, an egg bearing that same name appears as a topping in a beef bowl. Matsuya PREMIUM Ginza Store is a permanent shop that opened in early June on the basement floor of Matsuya Ginza, serving its signature Kobe Beef Bowl from opening day. After adding the three prepared dishes on August 1, it is now expanding its lineup further.

On Release Day, Both Dishes Introduced Together

On August 19, both dishes went on sale. At 11:39 AM, 39 minutes after the 11 AM release, Matsuya’s official X account quote-reposted Matsuya PREMIUM’s own release-day post, opening with “New menu items have arrived at Matsuya PREMIUM in Matsuya Ginza!! (╹◡╹)” before listing both the “Kobe Beef Green Onion & Egg Bowl” and “Duo Pork with Kujo Green Onion in Salt Sauce Box,” and closing with “Treat yourself to a luxurious moment with our new summer menu!” While only the Kobe Beef Green Onion & Egg Bowl had been named in the previous day’s reaction post, this release-day post introduced both dishes, Salt Sauce Box included.

The quoted Matsuya PREMIUM post announced, “Two of our proudest summer creations arrive together starting at 11 AM today!!,” naming the “overwhelmingly flavorful Kobe Beef Green Onion & Egg Bowl” and the “Duo Pork with Kujo Green Onion in Salt Sauce Box, with its addictive aroma and salt sauce,” adding that “Kujo green onion takes the lead role in both” and inviting readers to “experience this luxury available only at Matsuya PREMIUM this summer.”

The attached promotional image shows the Kobe Beef Green Onion & Egg Bowl (1,650 yen), topped with scallion and a soft-boiled egg, stacked above the Duo Pork with Kujo Green Onion in Salt Sauce Box (1,300 yen), its pork layered with Kujo green onion, alongside the copy: “A refreshing taste of summer, fragrant with Kujo green onion.”