Matsuya App's Launch Notification for "Neo Kashmir Curry and Rice" Rephrases the Official Announcement

On October 6, Matsuya announced the launch of “Neo Kashmir Curry and Rice” via a push notification on its official app. The product reconstructs a popular curry from My Curry Shokudo in Matsuya’s own style, and all six items went on sale today at 10 a.m. The notification’s title reads “10/6 (Tue) From 10:00 — " Neo Kashmir Curry and Rice " Launch Begins🍛✧,” with half-width spaces inserted before and after the product name and the emoji 🍛 and ✧ added at the end.

The Notification Text Condenses a Line from the Official Announcement

The notification text reads: “A smooth-textured curry🍛 with deep richness and an irresistible kick of spice!!💨 A flavor that’s a little different from your usual curry, and one you’ll get hooked on🫣🔥.” This sentence is a condensed rephrasing of a line from the official announcement dated October 1: “The curry sauce is arranged to let you enjoy both the deep richness of long, slow simmering and a kick of spice that gradually builds afterward, on top of its signature smooth texture.” The notification keeps the three phrases “smooth texture,” “deep richness,” and “kick of spice” intact while tightening the sentence and adding expressions like “!!” and “hooked on.”

The phrase “a little different” (一味違う) in the notification text uses the same expression as “a little different” (ひと味違う) found in the lead sentence of the same announcement: “"Neo" Kashmir curry keeps the authentic spiciness while also pursuing ease of eating. A spicy experience that’s a little different, with deep richness and a slowly spreading kick.” The notification simply swaps in the kanji spelling. That said, “a little different” is also a common set phrase, so it’s not possible to tell for certain which source it was drawn from.

“Date + Time + ‘Launch Begins’” — the Same Format for Three Weeks Running

The format this notification title takes — date (day of the week) + 10:00 + product name in corner brackets + “launch begins” — has been used repeatedly in recent new-product announcements. The notification on September 22 read “9/22 (Tue) From 10:00 — “Spinach and Cottage Cheese Curry and Rice” Launch Begins✨,” and the one on September 29 read “9/29 (Tue) From 10:00 — " Black Mapo Tofu Set Meal " Launch Begins🔥🖤,” both announcing a Tuesday 10 a.m. launch with the same structure. Counting today’s October 6 notification, the same format has now appeared for three consecutive weeks of Tuesday 10 a.m. new-product announcements.

Earlier new-product notifications, such as the August 25 one — “Stamina Charge💪 “Pork & Kimchi Set Meal” Launches❗️” — didn’t place the date or time up front, instead closing with “…launches.” This differs in structure from the current format, which puts the date and time at the beginning.

The number of emoji has also increased compared to before. Counting the title and body together, this notification uses around six emoji, putting it on par with the September 22 notification (around five) and the September 29 notification (around six). That’s more than the roughly one to four emoji used in new-product notifications before August 25. The 🫣 (a face peeking through covering fingers) at the end of the body text is an emoji that hasn’t appeared in previous new-product notifications.

The Second Curry to Carry the “Neo” Name

This isn’t the first curry from My Curry Shokudo to carry the “Neo” name. On June 9, a new series of five items including “Neo Tomato Chunky Chicken Curry and Rice” went on sale. The six curry items from that lineup, including “Neo Tomato Chunky Chicken Curry and Rice,” were delisted on July 14. Ahead of this launch, an official announcement for “Neo Kashmir Curry and Rice” was posted on October 1, followed by a teaser on the official X account on October 2, and the day before launch, on October 5, an announcement went out for a campaign granting 50 Matsuya Points on eligible items.