Matsuya's Official X Account Reports Trying the 200g '100% Beef Hamburg Steak Set Meal,' First in Its Test-Sale Festival

On the night of July 22, 2026, Matsuya’s official X account posted footage of actually eating the store-limited “100% Beef Hamburg Steak Set Meal,” the first installment in a serial feature dubbed “This Week Is Test-Sale Festival.” The post described the experience with, “The 200g hamburg steak was big, and I couldn’t get enough of its meaty texture,” introducing the dish as one to enjoy with a “rich umami tomato sauce.”

200g Hamburg Steak Served in an Iron Pot with “Rich Umami Tomato Sauce”

The photo accompanying the post shows a sizzling iron pot filled with plenty of tomato sauce, with a large hamburg steak set at its center. Layers of onion slices, cooked down to a caramel color, are piled on top of the hamburg steak, and parsley is scattered across the surface of the red sauce. The image even conveys the bubbling texture of the simmering sauce.

The tray also includes a bowl of steamed rice, a fresh vegetable salad of shredded cabbage topped with corn, and miso soup. At 200g, the hamburg steak is substantial, meant to be enjoyed coated in sauce kept hot by the iron pot.

Released July 21, Store-Limited Test Sale at 70 Locations Nationwide

The “100% Beef Hamburg Steak Set Meal” is a store-limited menu item that went on sale at 10:00 a.m. on July 21. Priced at 1,280 yen, it comes with the 200g hamburg steak, rice, a fresh vegetable salad, and Matsuya’s signature miso soup (miso soup is not included with takeout orders). Availability is limited to 70 stores across 26 prefectures nationwide, making it a test-sale item in the truest sense. Matsuya’s official website had announced the set meal’s release on July 17, ahead of launch.

The announcement visual prominently features the phrase “100% BEEF with Tomato Sauce,” paired with an image of vivid red tomatoes and a steaming hamburg steak in an iron pot. The copy, “enjoy it with the overflowing meat juices,” emphasizes the richness of the sauce. At the same 10:00 a.m. slot on July 21, two other store-limited items — including the “Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl” — also launched simultaneously at 70 stores nationwide, positioning this dish as one entry in a same-day, same-scale store-limited lineup.

Third Time the “Test-Sale Festival” Call Has Appeared

This marks the third time the phrase “Test-Sale Festival” has appeared on the official X account, following May 26 and 28. The previous round began on May 26, when the official account posted about eating three items — “Black Carbonara Sauce Hamburg Steak,” “Rich Umami Stew Hamburg Steak Set Meal with Mushroom Duxelles,” and “Yulinji Set Meal” — over the course of several days, reporting on each in turn. This time, too, the post opened with “first up,” suggesting more test-sale menu items are likely to follow later this week.

Store-limited test sales are positioned to gauge sales performance at target stores, and their listing periods are limited. The two hamburg-steak items that began on May 26 in the previous round were pulled from Matsuya’s official website’s store-limited menu roughly two weeks after launch. As is typical for store-limited items, how long the “100% Beef Hamburg Steak Set Meal” will remain available is hard to predict, so it’s worth keeping an eye on both its listing status and the stores where it’s offered.