Matsuya's Official X Account Asks 'How Many Times Will You Visit Matsuya?' for Silver Week

On the morning of September 19, 2026, Matsuya’s official X account posted a message encouraging visits during the five-day Silver Week holiday. It is a single short line addressed directly to readers on the first day of the break, with no product name, campaign name or link.

What the Post Said

The post consists of one line: “Silver Week: How many times will you go to Matsuya? (╹◡╹)”. The holiday runs from Saturday, September 19 to Wednesday, September 23. Tuesday, September 22 falls between Respect for the Aged Day (Monday, September 21) and Autumn Equinox Day (Wednesday, September 23), making it a National Holiday and turning the stretch into a five-day weekend. The post was timed to this break.

The attached image shows a classic Matsuya meal on a black tray: a plate of beef and onion simmered together, a small dish with a raw egg cracked into it, white rice, and miso soup with wakame and fried tofu pouch. Rather than promoting a specific new item, the post pairs the question with an everyday Matsuya table.

The Official X Account’s Pattern of Holiday Questions

The emoticon “(╹◡╹)” at the end is not a one-off touch. It is a regular sign-off on the official X account’s posts, appearing on roughly one in three recent posts. Its frequency does not seem to change with the season or holidays, so it appears to be a standard part of the account’s everyday tone.

This is also not the first time the account has asked readers a question around a holiday. On June 4, it asked how many of the service coupons distributed around Golden Week readers still had left, and on July 18, the first day of a three-day weekend, it asked whether readers had settled on their plans. Posing a question to readers at each holiday is one of the official account’s habits, and this time a new variation was added: asking how many times readers will visit.

New Curry Goes on Sale Mid-Holiday

The day before this post, at 18:00 on September 18, the official X account announced that the new menu item “Spinach and Cottage Cheese Curry and Rice” will go on sale at 10:00 on Tuesday, September 22. That date falls right in the middle of the five-day holiday, so a new dish is lined up to encourage visits during the break.

On September 18, besides the new curry announcement, the official X account put out four posts in a single day: the prize items in the kids’ menu for the second round of the “ONE PIECE” collaboration, a report on the discontinuation of Soy Milk Pudding, and a report on the opening of the Kagoshima Tenmonkan Store. The Silver Week post the next morning follows that run of daily posts.

Other offers are also running during the holiday, including the Tsukimi DE Trio Campaign, themed around moon viewing (through October 6), and Matsuben Net Yorutoku Double Points (through September 28), so there is no shortage of reasons to keep count of how many times you go.