Matsuya's Official X Account Introduces the Kobe Beef Kimchi Kalbi Box and Suggests a 'Stroll Route' from the TOFROM Yaesu Store

On September 25, Matsuya’s official X account (@matsuya_foods) published a post introducing the Kobe Beef Kimchi Kalbi Box (1,861 yen), which went on sale at Matsuya PREMIUM Ginza at 11:00 the same day. The post quotes the release announcement that Matsuya PREMIUM’s official account (@matsuya_premium) put out earlier that morning, and adds a guide that recommends starting from the Matsuya TOFROM Yaesu store (2277), within walking distance, and strolling over to Matsuya PREMIUM Ginza. It is a post that layers a tour of sister stores on top of an announcement for a product that is already on sale.

A ‘Stroll Route’ Added to the Quoted Announcement

The quoted announcement from Matsuya PREMIUM’s official account pairs Kobe beef with spicy-savory kimchi in a special sweet sauce, and recommends “Maximum Koitamago” (190 yen) as a topping. Its wording and figures are almost identical to the body of the official notice published the same day. The opening introduction and the stroll route that @matsuya_foods added to the quote, on the other hand, have no matching wording in either the notice body or the quoted post, so they appear to be a line written fresh by the official account itself.

The emoticon “(╹◡╹)” appears twice in the body of this post. In the 10 introduction and quote posts related to Matsuya PREMIUM from June through September 2026, the same emoticon was used 0 to 1 times.

The announcement image is a banner pairing “Kobe Beef × Spicy-Savory Kimchi” with the catchphrase “A luxurious dish to savor with a special sweet sauce.” It shows thinly sliced Kobe beef and kimchi arranged in a tiered box, with the product name and the 1,861 yen price at the lower right.

The Kobe Beef Kimchi Kalbi Box costs 1,861 yen including tax, and it is sold only at Matsuya PREMIUM Ginza.

The Route Starts at the ‘TOFROM Yaesu Store,’ Opened on September 10

The Matsuya TOFROM Yaesu store, which the post names as the starting point of the stroll, is a brand-new store that opened on September 10, 2026, 15 days before this post. Located close to Tokyo Station, it sits roughly 1 km in a straight line from Matsuya PREMIUM Ginza, a comfortable walking distance. The line encouraging a tour of the sister stores was not seen in Matsuya PREMIUM-related introduction and quote posts from June through September 2026, and it was added at a time when a new store opening and new product launches overlap in the Ginza area.

New Kobe Beef Products Continue After the June Opening

Matsuya PREMIUM Ginza opened on June 10, 2026. Since August, new products using Kobe beef have followed one after another, and in its September 2 announcement the official account described them as the “Kobe Beef Beef Bowl series.” The launch dates and prices of the Kobe beef products are as follows.

Release date	Product	Price (tax incl.)
August 19	Kobe Beef Bowl topped with Green Onion and Soft Boiled Egg	—
September 2	Kobe Beef Bowl topped with Grated Radish & Ponzu Citrus Soy Sauce	1,650 yen
September 9	Kobe Beef Bibimbap Bowl	1,800 yen
September 25	Kobe Beef Kimchi Kalbi Box	1,861 yen

In the announcement for the “Kobe Beef Bowl topped with Grated Radish & Ponzu Citrus Soy Sauce” (1,650 yen), released on September 2, the official account described the standard menu’s “Beef Bowl topped with Grated Radish & Ponzu Citrus Soy Sauce” (regular serving, 560 yen) as having been “crafted into an extravagant masterpiece that Matsuya PREMIUM is proud of.” That price is roughly 2.95 times that of the standard regular serving. Matsuya’s standard menu also includes the “Boneless Short Rib and Kimchi Bowl” (regular serving, 690 yen), whose name is close to that of the Kimchi Kalbi Box this time.