Matsuya's Official X Revises Discontinuation Notice From "12 Years" to "Over a Decade" Just 4 Minutes Later

At 8:27 PM on September 6, Matsuya’s official X account (@matsuya_foods) announced that a certain menu item was nearing discontinuation. The post consisted of a single line: “A certain menu item that has been on sale for 12 years is apparently nearing the end of its run (╹◡╹),” without naming the product. Four minutes later, at 8:31 PM, the official account reposted the same message, revised to read: “A certain menu item that has been on sale for over a decade is apparently nearing the end of its run (╹◡╹).” The only change was swapping “12 years” for “over a decade” — the product name remained withheld, the emoticon at the end was unchanged, and the sentence structure carried over as well.

The Only Clue — “12 Years” — Was Blurred Into “Over a Decade”

The one concrete clue the first post gave readers was the length of time the item had been on sale — “12 years.” But in the revision four minutes later, that “12 years” was rounded off to “over a decade.” With the sales duration already one of the few clues in a notice that withheld the product name, even that numerical specificity was then dialed back. The product name remains undisclosed in both posts, and its identity is still unknown. As of this writing, Matsuya’s official website carries no corresponding announcement of a discontinuation or renewal.

Past Discontinuation Notices Named the Product Directly

Matsuya’s official X account has posted discontinuation notices several times before, and in every case, the post named the target menu item directly.

Target Menu Item	Post Date	Reference to the Target Menu Item
Salt-based Green Onion Bowl series	May 8	“An announcement regarding our hugely popular staple, the ‘Salt-based Green Onion Bowl’ series.”
Butter Chicken Curry and Rice	May 26	“Butter Chicken Curry and Rice will be discontinued soon, so if you’re interested, get it while you can.”
Shkmeruli	June 22	“The revival release, ‘Shkmeruli.’”
Demi-glace Egg Hamburg Steak	June 25	“Demi-glace Egg Hamburg Steak will be discontinued soon.”
Samgyetang	July 31	“Samgyetang, ending soon…”
Twice-cooked Pork	August 2	“‘Twice-cooked Pork,’ discontinuing soon.”
New Grilled Beef Bowl	August 5	“‘New Grilled Beef Bowl,’ discontinuing soon!”

By contrast, the September 6 posts referred only to “a certain menu item,” never revealing the product name across either post. The emoticon at the end, “(╹◡╹),” also appeared in the discontinuation notices for Shkmeruli on June 22 and Demi-glace Egg Hamburg Steak on June 25, so it isn’t a device unique to this occasion. Aside from avoiding naming the product and swapping out the stated timeframe, the overall construction of the post isn’t much different from past discontinuation notices.