Matsuya's Official X Account Announces Japanese-style Sweet 'Soy Milk Pudding' Is Ending Soon

On August 28, 2026, Matsuya announced on its official X account (@matsuya_foods) that sales of its authentic Japanese-style sweet, Soy Milk Pudding, will end soon. The post opens with, “Matsuya’s ‘Soy Milk Pudding’ will be ending soon 😢,” and continues, “If you haven’t tried it yet, now’s the time! What dessert would you like to see next? (╹◡╹)” No specific end date is given.

45 Days After Launch, Originally Introduced With No Stated Sales Period

Soy Milk Pudding launched at 10 a.m. on July 14, 2026, at Matsuya locations nationwide, excluding some stores and Okinawa. Priced at 180 yen (tax included), it was introduced as a side dish finished Japanese-style with kinako (roasted soybean flour) and kuromitsu (brown sugar syrup). The official announcement at launch carried no wording indicating a limited sales period, such as “limited-time.” This latest post marks a discontinuation notice arriving on the 45th day after launch.

As of August 28, Soy Milk Pudding remains listed on Matsuya’s official menu page, with no note such as “scheduled to be discontinued” attached. At this point, this official X post is the only place announcing the end of sales.

The image accompanying the post shows a spoonful of Soy Milk Pudding being lifted with a clear plastic spoon from a clear cup. Kuromitsu is drizzled over the white pudding, with a generous coating of kinako covering the whole surface. The lifted spoonful is likewise coated in kinako and kuromitsu, revealing a cross-section typical of a Japanese-style sweet.

The Phrase “Now’s the Time” Matches a Post From Five Days Earlier, but No Successor Is Named

Matsuya’s official X account has recently posted a string of discontinuation notices. On August 23, a notice announced the end of Matsuya Original Sauce Roast Beef, and on July 31, one announced the end of Samgyetang-style Soup — both using the same phrasing, “will be ending soon” and “now’s the time.” This time’s “If you haven’t tried it yet, now’s the time!” uses the exact same wording, word for word, as the Roast Beef discontinuation notice from five days earlier.

For Roast Beef, a note reading “*To be discontinued successively” was added to the item on the menu page two days after that post. No such note has yet been added for Soy Milk Pudding.

There is a difference in how each post ends. The July 31 post about Samgyetang-style Soup named its successor, previewing the arrival of Hiyajiru. This time’s post about Soy Milk Pudding does not name a specific successor dessert, closing instead with a question to readers: “What dessert would you like to see next?” The announcement ends with a 😢 emoji, and the question is closed with the (╹◡╹) emoticon.

A Lineage Traced Back to March’s Store-Limited “Soy Milk Purin”

Matsuya’s soy milk-based desserts have a precursor. A store-limited item with a different name notation, “Soy Milk Purin” (written in katakana), rolled out at around 200 stores starting March 17, 2026. That was a larger rollout than usual — store-limited menu items typically launch at around 65 to 70 stores — and it remained listed until April 3, a period of 17 days.

About three and a half months later, this Soy Milk Pudding (written in hiragana) appeared as a regular, nationwide menu item priced at 180 yen (tax included) and combining kinako with kuromitsu; as of August 28, it has remained on sale for 45 days. The two are separate menu items, differing in both name notation and accompanying components, and Matsuya has not officially stated whether this is a redeployment of the same product. Even so, a pattern is visible in which a soy milk-based dessert moved from a store-limited item to a nationwide menu item over the course of several months.