Matsuya's Official X Promotes 'Chicken Nanban' Again With a Video, Two Days After Launch

Around 6:00 PM on August 20, Matsuya posted a 15-second vertical video introducing “Chicken Nanban” on its official X account (@matsuya_foods). The post included the caption, “Have you tried the Beef Bowl shop’s ‘Chicken Nanban’ yet? (╹◡╹) Now on sale and popular!!!” — promoting the items launched on August 18 again, two days after their release.

The video opens with the actual “Hiyajiru Chicken Nanban Set.” On the upper plate, golden-fried chicken is topped with white tartar sauce and chopped parsley, served Nanban-style over a bed of sweet vinegar sauce, alongside a salad of corn, shredded cabbage, cucumber, and purple cabbage. The lower bowl holds hiyajiru with diced tofu, cucumber, cabbage, scallion, and white sesame seeds floating in it. Midway through, a spoon is shown scooping up the tofu and cucumber from the hiyajiru, and the latter half switches to a promotional visual featuring the catchphrases “Miyazaki’s summer in a single dish.” and “Rich, yet refreshing.” alongside a price chart showing rice, the Chicken Nanban Set Meal, and hiyajiru.

Three Price Points, Starting at 780 Yen for Chicken Nanban Only

The visual in the latter half of the video shows the sales start time — 10:00 AM on Tuesday, August 18 — along with three price points.

Menu	Price
Chicken Nanban Only	780 yen
Chicken Nanban Set Meal	980 yen
Hiyajiru Chicken Nanban Set	1,300 yen

According to a note in the visual, the hiyajiru uses boiled mackerel cooked until the bones are soft enough to eat. It also states that the Hiyajiru Chicken Nanban Set does not come with miso soup, and that miso soup is not included with takeout orders of the Chicken Nanban Set Meal either. Hiyajiru is a summer local dish representative of Miyazaki Prefecture, and both the Chicken Nanban Set Meal and the Hiyajiru Chicken Nanban Set, launched on August 18, are listed as limited-time menu items.

A “Now on Sale and Popular” Post, Two Days After Launch

This post follows one from August 18, the day of the launch. On that day, Matsuya posted things like “We tried the ‘Hiyajiru Chicken Nanban Set’ that just went on sale today” and “Matsuya’s Chicken Nanban… makes you want to shout… Tartar Chicken!!!”, conveying reactions from launch day itself. This time, on August 20, the caption “Have you tried it yet?” calls out to those who haven’t eaten it yet.

This pattern of following up a few days after launch with “Now on sale and popular! (╹◡╹)” has also appeared for past new menu items. Matsuya made similar posts asking “Have you tried it yet?” or “For those who haven’t tried it yet” after the June launch of the Fluffy Egg Grilled Eel Bowl, the May launch of the Butter Chicken Curry and Rice, and the August launch of the Twice-cooked Pork. The emoticon “(╹◡╹)” is a frequently used expression on the official X account, and the “!!!” at the end of the caption is a stronger-than-usual exclamation. It’s also notable that the post opens by referring to itself as a “Beef Bowl shop.”