Matsuya to Give Away 1,000 Matsuya Points to 30 Winners by Lottery to Celebrate Launch of 'Matsuya Original Sauce Roast Beef'

On July 28, 2026, Matsuya Foods launched a Follow & Repost campaign on its official X account (@matsuya_foods) to celebrate the same-day release of “Matsuya Original Sauce Roast Beef.” The company said it will give away 1,000 Matsuya Points, usable in the official Matsuya app, to 30 winners chosen by lottery.

Entry requires two steps: following @matsuya_foods and reposting the target post. The deadline is set for Monday, August 3, 2026. The post does not specify how winners will be notified.

Prize: 1,000 Matsuya Points for the Official App, Entries Close August 3

The announcement image prominently features a dish of roast beef served in a white bowl, topped with egg yolk and chopped green onion, flanked by two contrasting sauces — a cream-colored sauce on one side and a darker sauce with chunky ingredients on the other. The composition makes clear that the product name “Original Sauce” refers to this pair of contrasting sauces. At the bottom of the image, the entry conditions and deadline are summarized: “Follow & Repost (RT) for a chance to win 1,000 Matsuya Points!” “30 winners!!” “Entry period: through 8/3.”

‘Matsuya Original Sauce Roast Beef,’ Released Today, Comes in Four Variations

The product featured in the campaign, “Matsuya Original Sauce Roast Beef,” is a new item that just went on sale on the same day, July 28. The lineup consists of four variations: the standalone dish at 880 yen, a version paired with Beef Bowl at 1,150 yen, one combined with Founding Beef Curry and Rice at 1,380 yen, and a Double with an increased portion of roast beef at 1,470 yen. A notable feature of this lineup is the price range spanning from the standalone item to the Double, with options that let customers pair it with a bowl or curry.

Looking back at the run-up to launch, the release was first announced in an official notice on July 23, followed by an advance announcement with photos on the official X account on July 24, and then this campaign post on the launch day itself, July 28. The new product, which had already received repeated exposure before release, is now being given an extra push on launch day through a points lottery.

Launch Follow & Repost Campaigns Are a Staple of Matsuya’s Official X Account

The format of “Follow & Repost for a chance to win 1,000 Matsuya Points among 30 lottery winners to celebrate a new product’s launch” is a standard tactic that Matsuya’s official X account repeats with nearly every new product release. The same combination — 1,000 Matsuya Points, 30 winners by lottery, and a two-step entry process — was also used for the launch of “Twice-cooked Pork” on July 14 and “Yatara Beef Bowl” on July 7. Looking back through past launch campaign posts, the prize amount, number of winners, and entry method are all consistent, showing that this format has become fixed at a pace of roughly twice a month in step with the cycle of new product launches.

What stands out this time within the standard format is the substantial lineup behind it: the campaign covers not just the roast beef on its own, but four variations released together, including versions paired with Beef Bowl, Founding Beef Curry and Rice, and the Double.

‘Mirai no Lemon Sour’ Also Launched on the Same Day, July 28

For Matsuya, July 28 was a day of overlapping moves beyond the roast beef. The July 23 notice also announced the launch of the beverage “Mirai no Lemon Sour,” which likewise went on sale from 10:00 a.m. on July 28, the same day as the roast beef (from 3:00 p.m. on July 29 at some Matsunoya locations). The new beverage and the roast beef thus arrived together at the same time.

Also on July 28, the Founding Beef Curry and Rice series — the standalone curry and its various lunch sets, eight items in total — switched to prices reduced by 100 yen each. Founding Beef Curry and Rice dropped from 780 yen to 680 yen, Cheese Founding Beef Curry and Rice from 980 yen to 880 yen, Founding Beef Karegyu from 1,050 yen to 950 yen, and Hamburg Steak Founding Beef Curry and Rice from 990 yen to 890 yen, with all four lunch sets also reduced by 100 yen each. The background of the price cut is not explained on Matsuya’s official website, and no connection to the roast beef launch is indicated, but it is worth noting that prices moved on the same day.

Separately, on the following day, July 29, a “Meat Day” promotion is also planned, offering a 200-yen discount on the Double size of the Beef Yakiniku Set Meal, Boneless Short Rib Yakiniku Set Meal, Pork Loin Yakiniku Set Meal, Stir-fried with Ginger Soy Sauce Set Meal, and Twice-cooked Pork Set Meal, exclusively for orders placed through the official app. This is a separate promotion covering existing menu items, but it means a run of meat-focused days continues from the roast beef launch through Meat Day.