Matsuya's Official X Previews Indian Curry "Palak Paneer" Ahead of Tomorrow's Launch

On the night of September 21, Matsuya’s official X account (@matsuya_foods) previewed the Indian curry “Spinach and Cottage Cheese Curry and Rice,” commonly known as “Palak Paneer,” ahead of its launch the following day. The product’s release date and pricing had already been announced in an official notice on September 17, making this the second post from the official X account, following the launch announcement on September 18.

Two-Line Post Uses the Nickname “Palak Paneer”

The post consisted of just two lines.

Starting tomorrow, Palak Paneer

goes on sale〜（╹◡╹）

Rather than the official product name “Spinach and Cottage Cheese Curry and Rice,” the short post uses only the nickname “Palak Paneer.” Whereas the September 18 launch announcement followed the standard format — “‘Spinach and Cottage Cheese Curry and Rice’ launches September 22 (Tue) at 10:00 🎉” complete with emoji — this time the post is written in a casual, conversational style using only a kaomoji (╹◡╹) and an elongation dash “〜,” omitting both the official product name and the launch time. Day-before previews beginning with “Starting tomorrow” have appeared before; a post on July 6 carried the same kaomoji.

Cottage Cheese Scattered in the Bowl, India’s Flag in the Background

The promotional image accompanying the post shows a deep green spinach sauce poured into a white two-handled bowl, dotted with white cottage cheese pieces on top. The word “MATSUYA” appears on the side of the bowl. In the background, India’s flag (orange, white, and green with the Ashoka Chakra) is displayed, with vertical copy on the right reading “The Indian curry only insiders know — Palak Paneer” and “The sweetness and umami of spinach, with the creamy texture of cottage cheese.” A band at the bottom of the image shows the launch date, “9/22 (Tue), on sale from 10:00,” along with the product name and its 780 yen price.

Palak Paneer is an Indian dish characterized by a sauce made from pureed spinach combined with cheese, simmered with fragrant spices. Matsuya describes its version as a spinach sauce infused with aromatic spices, “with the mellow richness of cheese added,” finished with a generous amount of cottage cheese for a smooth, mellow flavor.

Four Price Options, Launching Nationwide Except at Some Stores

According to the official notice on September 17, the pricing breaks down into the following four options (tax included).

Menu Item	Price
Spinach and Cottage Cheese Curry and Rice	780 yen
Spinach and Cottage Cheese Karegyu	1,050 yen
Spinach and Cottage Cheese Chicken Curry and Rice	960 yen
Spinach and Cottage Cheese Curry Only (no rice)	660 yen

A “Karegyu” version pairing the curry with Matsuya’s signature Beef Bowl is also available, along with a chicken-topped option. The launch begins at 10 a.m. on September 22 (Tuesday) at Matsuya locations nationwide, excluding some stores. Takeout is available, though miso soup requires an additional charge in that case, and miso soup is not included at stores co-located with My Curry Shokudo. Shareholder benefit vouchers can also be used.

Matsuya’s First Spice Curry Since Early Summer

Matsuya previously sold “Butter Chicken Curry and Rice” and “Cream Butter Curry and Rice” as limited-time items from mid-May to early June this year. This marks the first spice curry bearing an authentic regional name since then. No end date has been given for Palak Paneer at launch, and it carries no “limited-time” label.