Matsuya's 2-Year-First X Coupon Makes Its Debut in 'Just 12 Hours': Regular Beef Bowl for 390 Yen

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title: “Matsuya’s 2-Year-First X Coupon Makes Its Debut in ‘Just 12 Hours’: Regular Beef Bowl for 390 Yen” categories:

• campaign tags:
• x
• coupon
• announcement published: true created_at: “2026-08-10T22:00:22+09:00” updated_at: “2026-08-10T22:00:22+09:00” thumbnail: “https://cdn.gyumesy.com/articles/kmdb6s/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/kmdb6s/ogp.png” source_url: “https://x.com/matsuya_foods/status/2086799727111307478” editor_comment: “The countdown number alone leaps out in red, with such confidence. Who knew waiting for a Beef Bowl could make a night this restless?” description: “On August 10 at 10 p.m., Matsuya’s official X account posted a "12 hours to go" countdown for its first X-exclusive coupon in two years, set to be issued at 10 a.m. the next day, August 11. The announcement image states that a regular Beef Bowl will drop to 390 yen, 70 yen off.” series_key: null related_articles:
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Matsuya’s official X account (@matsuya_foods) posted a series of countdown messages at 10 p.m. on August 10, ahead of the coupon’s issuance at 10 a.m. the next day, August 11. The first post, “Everyone, are you ready?”, came with an announcement image prominently showing the time remaining until issuance. The second post, published right after, read simply “12 hours to go!” and included a link to the dedicated campaign page on Matsuya’s official website.

A Countdown Image Showing “12 Hours Left” in Red

The attached image has a bright yellow background with “Until the X Coupon is issued” and “12 hours left” in large type, with a giant red “12” at the center. A speech bubble at the lower right reads “Beef Bowl Regular Serving 390 yen,” while handwriting-style text on the left says “70 yen off. Can’t wait!” The lower half of the image shows a bowl filled to the brim with a glistening Beef Bowl that looks almost steaming. At the lower left, the mascot Macky is drawn beside the bowl, eagerly waiting for the coupon to be issued.

The regular serving of the Beef Bowl normally costs 460 yen, so the 390 yen shown in the image is the price after deducting 70 yen. In the previous night’s announcement on the 9th, the coupon was described as covering all sizes of the Beef Bowl, so this image uses the regular serving as an example and, for the first time, shows the actual price after the discount as a concrete figure.

Issuance Set for 10 a.m. on August 11, an X-Exclusive Coupon Matsuya Calls Its First in 2 Years

In a post made in the 8 p.m. hour on August 9, Matsuya’s official X account had announced in advance, “It will go live at 10 a.m. on Tuesday, August 11,” and explained that this would be Matsuya’s first X-exclusive coupon in two years. The image with the QR code to be used as the coupon will be announced separately at 9 a.m. on the day of issuance, August 11. As of the countdown posts, details such as how to receive the coupon and the winning conditions had not yet been revealed.

The background to the campaign can also be traced through the official posts. On August 7, Matsuya’s official X account quoted a post from its sister brand Matsunoya’s official account announcing that its own coupon campaign would end early due to a rush of reservations, and in a post on August 9 it revealed that it had “rushed preparations after a request from Matsunoya.” Rather than a standalone promotion, this appears to be a discount hastily put together in response to an exchange within the group.

New Menu Items and the 60th Anniversary Project Overlap at 10 a.m. on August 11

10 a.m. on August 11, when the discount coupon goes live, is also a day when multiple developments converge for Matsuya. At the same time, the new menu items “Beef Short Rib & Offal Bowl” (990 yen) and “Matsuya’s Yakiniku Beef Bowl” (Small Serving 600 yen / Regular Serving 630 yen / Large Serving 850 yen) go on sale.

In addition, the distribution of free service vouchers commemorating the 60th anniversary of Matsuya Foods’ founding will run from 10 a.m. on August 11 to 10 a.m. on August 25. The vouchers can be exchanged for Small Serving Potato Salad, Small Serving Kimchi, or Dried Seaweed, and collecting three earns you one plate of “Small Serving Boneless Short Rib.” Within the same month, a campaign that doubles points on Matsuben Net, the advance-order service, is also running in parallel. The Beef Bowl discount coupon is positioned as the opening shot of this simultaneous start.