Matsuya's Official X Hints at Rooting for Something — But Won't Say What

On the night of August 4, Matsuya’s official X account posted a short line reading only, “Maybe I’ll cheer it on.” The single line carried no product name, date, link, image, or quote, and gave no indication of what it was cheering for.

A One-Line Post With No Named Target

The post went up at 8:50 PM on August 4. Its text consisted of nothing but the phrase “Maybe I’ll cheer it on,” standing alone without a quoted post, a reply target, or an attached image. Unlike Matsuya’s usual announcements, which carry a product name, date, and URL, this read more like a private aside that revealed only a feeling. It’s unusual for the official account to post a solitary line like this without naming what it’s about.

A Second “Aside” From the Same Voice

Four days earlier, on July 31, the person behind the official X account revealed they had transferred from the Matsunoya team and called out to voice actress Mie Sonozaki, who narrates the in-store broadcast “Oishisa Marumie Channel,” asking her to “keep providing the voice from above.” This latest line follows in that same personal, conversational tone — a second post in a row that lets the account holder’s personality show through.

Matsuya’s Recent Activity

Nothing in the post itself points to what the “cheering” is about. Still, several things were happening around Matsuya that same August 4.

• At 10:00 AM that day, Hiyajiru, a local dish from Miyazaki, launched nationwide, with the item alone priced at 390 yen among other options. About an hour and a half before this post, at 7:16 PM, the official X account had already reported the nationwide launch, writing, “It’s finally here! Hiyajiru has landed at Matsuya!”
• The same day, five items — Yatara Only, Grilled Eel Plate, Eel & Simmered Beef & Onion Plate, Fluffy Egg Grilled Eel Plate, and New Grilled Beef Bowl — newly gained the note “*To be discontinued successively.” The list includes several eel dishes such as the Grilled Eel Plate, and the timing overlaps with the winding-down of the Day of the Ox sales push.
• Among them, New Grilled Beef Bowl was also confirmed that same day to be heading toward discontinuation roughly eight months after it debuted as the successor to the top pick in the Beef Bowl general election.

Which of these, if any, the “cheering” refers to — or whether it points to something else entirely — can’t be determined from the post alone. If the target is ever revealed, it will have to come in a follow-up post.