Matsuya's Official X Promotes 'Palak Paneer' as 'Selling Great' with a Photo of the Dish

On the morning of September 24, Matsuya’s official X account posted about “Palak Paneer” (official name: “Spinach and Cottage Cheese Curry and Rice”), the Indian dish Matsuya released on September 22, calling it “selling great” and attaching a photo of the dish. Two days after release, and following the advance announcement and the day-before reminder, the post signals that sales are continuing.

What the Post Said

The post read as follows and came with one photo of the product.

Matsuya’s “Palak Paneer” Spinach and Cottage Cheese Curry and Rice

It’s selling great (╹◡╹) If you’re curious what it tastes like, please give it a try.

#パラックパニール

The photo shows curry in a deep green sauce served on a white plate, with crumbled cottage cheese scattered in white across the surface. It is served with a generous mound of white rice and miso soup with tofu and wakame. In the lower left corner of the image are illustrations of Matsuya’s official mascots, Macky and Yakky, along with a star decoration.

How the Post Was Worded

The product names “Spinach and Cottage Cheese Curry and Rice” and “Palak Paneer” follow the wording of Matsuya’s official announcement dated September 17. That announcement described the dish as “an Indian dish featuring a vivid sauce made by blending puréed spinach and cheese and simmering them with richly flavored spices.”

The appeal “It’s selling great (╹◡╹) If you’re curious what it tastes like, please give it a try,” on the other hand, does not appear in the announcement and is newly written copy. The same emoticon “(╹◡╹)” has also accompanied past official X posts announcing that items are on sale. The post ends with the hashtag “#パラックパニール,” which is simply the product name.

Note that “selling great” is the official’s own phrasing, and no specific figures showing sales performance have been released.

The Road to Release

Palak Paneer was first announced in the official announcement on September 17, previewed by the official X account on the 18th, and reminded again on the evening of the 21st, the day before release. To coincide with the 10 a.m. release on the 22nd, a release-commemoration follow-and-repost campaign with Matsuya Points as prizes was also held. This “selling great” post is the next installment in that series of posts.

On Matsuya’s official website, the lineup includes Spinach and Cottage Cheese Curry and Rice (Regular Serving, 780 yen), Spinach and Cottage Cheese Chicken Curry and Rice (960 yen), and Spinach and Cottage Cheese Karegyu with beef (1,050 yen). It is Matsuya’s first Indian curry since the Butter Chicken Curry and Rice sold from May to June. It is also a new entry in the limited-time curry lineup, which had gone quiet since the “Founding Beef Curry and Rice with Roast Beef in Matsuya Original Sauce” ended in early September.