Matsuya Announces on Official X That Beef Short Rib & Offal Bowl Will Soon Be Discontinued

On the afternoon of September 20, Matsuya announced on its official X account (@matsuya_foods) that the limited-time Beef Short Rib & Offal Bowl will soon be discontinued. The post also urged customers to order it “while there’s still a chance for one last taste” before it disappears.

“Soon to Be Discontinued,” “Last Chance” Signal the End

The post itself consists of two lines — “The Beef Short Rib & Offal Bowl will soon be discontinued (╹◡╹)” and “Now’s your chance for one last taste ✨” — and gives no specific end date.

The phrases “soon to be discontinued” and “one last taste” are wording the official X account has repeatedly used when announcing the end of a product’s run, having appeared in several discontinuation notices recently. The emoticon at the end of the post (╹◡╹) is also the same one used in past discontinuation announcements.

Meanwhile, the official website’s menu page had already carried a “*To Be Discontinued Successively” notice since late August. This X post effectively rewrites that undated notice into a “soon” call to action — and both the original notice and the post share the trait of never specifying an end date.

The image attached to the post shows a white plate bearing the Matsuya logo, piled with beef short rib and offal stir-fried with garlic sprouts and topped with white sesame seeds, alongside a bowl of miso soup with wakame and fried tofu pouch. The seared, browned meat paired with garlic sprouts marks it as a summer stamina-boosting dish.

About 40 Days After Launch, Its Companion Dish Lives On

The Beef Short Rib & Offal Bowl was one of two Teppan-Grilled dishes launched at 10 a.m. on August 11, alongside Matsuya’s Yakiniku Beef Bowl. It’s a 990-yen bowl of beef short rib and offal grilled with garlic sprouts. The August 6 launch announcement gave no end date and stated it would be available at “Matsuya locations nationwide, excluding some stores.”

Two weeks after launch, on August 25, the “*To Be Discontinued Successively” notice was added to the menu section of the official website. This X announcement of “soon to be discontinued” comes 26 days after that notice appeared.

Matsuya’s Yakiniku Beef Bowl, launched at the same time, has been positioned as a new addition to the regular lineup and carries no discontinuation notice. In contrast, of the two Teppan-Grilled dishes, only the Beef Short Rib & Offal Bowl is set to disappear first.

Another summer menu item, the Matsuya Original Sauce Roast Beef, received the same “To Be Discontinued Successively” notice on that same August 25 and was discontinued on September 8. The Beef Short Rib & Offal Bowl has now carried that same notice for more than 26 days, making this announcement the culmination of an unusually long stretch in discontinuation-pending status.