Matsuya to Launch 'Hiyajiru' Nationwide on August 4, Following May's Limited-Store Trial

Matsuya will launch its new menu item, Hiyajiru, from 10:00 a.m. on Tuesday, August 4, 2026. At 6:00 p.m. on July 31, Matsuya’s official X account (@matsuya_foods) announced, “Hiyajiru launches from 10:00 a.m. on Tuesday, August 4.” Billed as a summer dish that is “rich yet refreshing,” it will also be offered in discounted sets paired with regular menu items. Hiyajiru was trial-sold at select stores this past May, making this its nationwide debut roughly three months later.

Hiyajiru Set: Pair It with Gyumeshi, Rice Bowls, or Set Meals for Up to 70 Yen Off

The announcement image posted by the official X account shows a bowl of Hiyajiru alongside three tiers of discounts: “30 yen off when paired with Gyumeshi,” “50 yen off when paired with a rice bowl,” and “70 yen off when paired with a Set Meal.” The bowl itself contains crumbled tofu topped with thinly sliced cucumber, chopped scallions, and white sesame seeds, all covered in a cold, miso-based broth. To the right of the image is the note, “Great value when paired with a regular menu item!”

According to Matsuya’s official announcement, the item will be available at Matsuya locations nationwide, excluding Okinawa (with some stores excluded). Hiyajiru alone costs 390 yen, while the “Hiyajiru Vegetable Set,” which adds vegetables, costs 730 yen. Sets combining it with any of the 15 Gyumeshi-type dishes are discounted by up to 70 yen off the regular price.

From May’s Limited-Store Trial to a Nationwide Regular Menu Item

Hiyajiru was first trial-sold on May 5 this year as a store-limited menu item at 70 locations nationwide, introduced as a regional specialty from Miyazaki Prefecture. At the time, Chicken Nanban was also sold alongside it as another Miyazaki specialty. The store-limited listing lasted only a short period, ending around May 11, and during the trial, on May 7, the official X account itself reported having eaten Hiyajiru.

About three months later, Matsuya is now moving to launch it nationwide as a regular menu item. Notably, Chicken Nanban, which was trial-sold alongside Hiyajiru in May, is not included in this announcement.

Handover from Samgyetang-Style Soup, with ‘Mini Cold Udon’ Also Arriving the Same Day

In a post at 7:00 a.m. on the same day, July 31, the official X account noted that the summer menu item Samgyetang-style Soup was “ending soon,” and teased, “Next up is finally… the long-awaited Hiyajiru.” The formal launch announcement then followed 11 hours later, at 6:00 p.m. Samgyetang-style Soup has been Matsuya’s summer soup offering since late June, and the shift from a warm dish to a cold one reflects a handover in step with the season. That said, the end of Samgyetang-style Soup was only announced via the official X account; as of July 31, it was still listed on Matsuya’s official menu page.

Also on August 4, Matsuya announced the store-limited launch of “Mini Cold Udon” (290 yen), marking a summer lineup in which cold menu items are being rolled out one after another.