Matsuya and Matsunoya Randomly Give Out All 6 "Reflector Keychain" Designs in Sumikko Gurashi Collaboration

Matsuya Foods announced on September 30, 2026 that it will launch a collaboration with the popular character franchise Sumikko Gurashi, called the “Gyutto Gohobi Campaign,” at Matsuya and Matsunoya locations nationwide starting at 10:00 a.m. on Tuesday, October 6. Ordering an eligible Kids’ Menu item comes with a random one of all 6 collaboration-exclusive “Sumikko Gurashi Reflector Keychain” designs. Looking back at Matsuya’s past announcements, Sumikko Gurashi collaborations ran multiple times from October 2021 to March 2023, but none since — making this the franchise’s first return in about three and a half years.

Eligible Items: 3 Kids’ Menu Items at Matsuya and Matsunoya

For each order of an eligible menu item, customers receive one collaboration-exclusive “Sumikko Gurashi Reflector Keychain,” randomly selected from all 6 designs. The design cannot be chosen. It reflects light in the dark, and the back has space to write a name.

The eligible items are the following 3 dishes.

Store	Eligible Menu Item
Matsuya	Kids’ Beef Bowl Waku Waku Set
Matsuya	Kids’ Curry and Rice Waku Waku Set
Matsunoya	Kid’s Plate

At combined Matsuya/Matsunoya stores, the eligible items are the two Matsuya options: the Kids’ Beef Bowl Waku Waku Set and the Kids’ Curry and Rice Waku Waku Set. Orders through Matsuben Net, Matsuya Mobile Order, and Matsuben Delivery are also eligible, but Matsunoya does not offer takeout or Matsuben Delivery.

Both the Matsuya Kids’ Beef Bowl Waku Waku Set and Kids’ Curry and Rice Waku Waku Set are priced at 450 yen, 10 yen less than a Beef Bowl Only at 460 yen. One keychain comes with each order for one child.

The sample shown, the “Shirokuma” (polar bear) design, has two sides: the front features the character, while the back has a space to write a name along with the Matsuya/Matsunoya logo and the words “NOT FOR SALE.” All 6 designs are arranged around it, each an original artwork of a Sumikko Gurashi character wearing angel wings, a halo, or a ribbon. The size is approximately 50mm (H) × 50mm (W) or less.

Distribution Ends “While Supplies Last” — Part 2 Starts November 17

The first round runs from 10:00 a.m. on Tuesday, October 6, 2026, to 9:59 a.m. on Tuesday, November 17, though it ends while supplies of the collaboration-exclusive goods last. Once distribution ends, Matsuya switches to the “Original Matsuya Papercraft,” and Matsunoya switches to its regular-period giveaway.

The overall campaign runs until 9:59 a.m. on Tuesday, December 22, with Part 2 scheduled to begin at 10:00 a.m. on Tuesday, November 17. For those who want to be sure they get all 6 designs, a lottery campaign described below is also available.

Follow-and-Repost Lottery for a “Complete Set”

In addition to the in-store giveaway, Matsuya is running a follow-and-repost lottery campaign on its official X account at the same time. Following Matsuya’s official X account and reposting the target post enters customers into a lottery for a “Sumikko Gurashi Reflector Keychain Complete Set” and 5,000 Matsuya Points. The entry period runs from 10:00 a.m. on Tuesday, October 6, 2026, to 11:59 p.m. on Sunday, October 18.

Kids’ Menu × Character Collaborations Have Become a Regular Fixture in Recent Years

The first Sumikko Gurashi collaboration was tied to the October 2021 film release. In recent years, Matsuya and Matsunoya have continued running character collaborations in which customers receive original goods with a Kids’ Menu order, most recently featuring ONE PIECE. This latest Sumikko Gurashi campaign joins that ongoing series of kids-focused promotions, which rotates through different franchises.