Matsuya's First X-Exclusive Coupon in 2 Years Drops in '12 Hours,' Cutting Beef Bowl Regular Serving to 390 Yen

At 10 PM on August 10, Matsuya’s official X account (@matsuya_foods) posted a string of countdown updates ahead of the coupon’s release at 10 AM on August 11. The first, captioned “Everyone, are you ready?”, came with an announcement image prominently displaying the time remaining until release. A second post followed shortly after with the single line “12 hours left!”, linking to a dedicated campaign page on Matsuya’s official website.

Countdown Image Shows “12 Hours Left” in Red

The image features a vivid yellow background with large text reading “Until the X Coupon Drops” and “12 Hours Left,” anchored by a giant red “12” at the center. A speech bubble in the lower right reads “Beef Bowl Regular Serving: 390 Yen,” while handwritten-style text on the left reads “70 Yen Off — Can’t Wait!” The lower half of the image shows a bowl piled high with glossy, steaming Beef Bowl. In the lower left, mascot Macky is depicted beside the bowl, eagerly awaiting the coupon’s release.

The Beef Bowl Regular Serving normally costs 460 yen, making the 390-yen price shown in the image a 70-yen discount. The announcement on the night of August 9 had stated that the discount would apply to all Beef Bowl sizes; this latest image is the first to give a concrete post-discount price, using the Regular Serving as an example.

Coupon Drops August 11 at 10 AM — Matsuya’s First X-Exclusive in 2 Years

In a post around 8 PM on August 9, Matsuya’s official X account had announced that the coupon would “go live from 10 AM on Tuesday, August 11,” explaining that it marks Matsuya’s first X-exclusive coupon in two years. The QR-coded coupon image itself will be posted separately at 9 AM on August 11, the day of release. As of the countdown posts, details such as how to redeem the coupon or any eligibility conditions had not yet been revealed.

The backstory behind the campaign can also be traced through official posts. On August 7, Matsuya’s official X account quoted a post from sister brand Tonkatsu Matsunoya, which had announced that its own coupon campaign was ending early due to a concentration of reservations. In its August 9 post, Matsuya revealed that it had “rushed the preparations after a request from Matsunoya” — suggesting the discount was hastily arranged in response to an exchange within the group, rather than as a standalone promotion.

New Menu Items and 60th Anniversary Campaign Also Land at 10 AM on August 11

10 AM on August 11, when the discount coupon goes live, is also a day when several other Matsuya initiatives converge. At the same hour, 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.

At the same time, Matsuya Foods will distribute free service vouchers to mark its 60th Founding Anniversary, running from 10 AM on August 11 through 10 AM on August 25. The vouchers can be exchanged for Small Serving Potato Salad, Small Serving Kimchi, or Roasted Seaweed, and collecting three earns a plate of Small Serving Boneless Short Rib. A campaign doubling points on Matsuben Net, the advance-order service, is also running in parallel this month. The Beef Bowl discount coupon is positioned as the opening shot for this simultaneous rollout.