Matsuya Selling Grilled Eel Bowl and Five Other Items for the Day of the Ox on July 26

On the afternoon of July 25, 2026, Matsuya’s official X account (@matsuya_foods) posted photos announcing that its Grilled Eel Bowl is on sale in stores ahead of the Day of the Ox the following day, July 26. The post read, “Why not build up your stamina with eel to get through summer with energy?” — a reminder the day before urging customers to enjoy Matsuya’s Grilled Eel Bowl on the Day of the Ox itself.

Tomorrow, July 26, Is This Year’s Day of the Ox

This year’s Day of the Ox falls on Sunday, July 26. Matsuya’s official X account had already stated “July 26 is the Day of the Ox!” in a post nine days earlier, on July 16, and this latest post comes with that day now just one day away.

The image accompanying the post features the words “Day of the Ox” and “Let’s eat eel!” in bold brush lettering on a red background, with Matsuya’s official mascots Macky and Yakky standing atop a wide-open kabayaki-style grilled eel. A Grilled Eel Bowl in a takeout container appears in the upper left, and a Fluffy Egg Grilled Eel Bowl on a plate appears in the lower right, framing eel as something to enjoy both in-store and to go.

Six Grilled Eel Bowl Items Currently on Sale at Matsuya

Matsuya’s eel lineup for this summer consists of six limited-time Grilled Eel Bowl items that launched on June 23, and as of July 25 all six remain on sale. On the Day of the Ox itself, customers can choose from the following lineup in stores.

Item	Price
Grilled Eel Bowl	980 yen
Fluffy Egg Grilled Eel Bowl	1,180 yen
Eel Combo Beef Bowl	1,180 yen
Grilled Eel Plate	760 yen
Eel & Simmered Beef & Onion Plate	960 yen
Fluffy Egg Grilled Eel Plate	960 yen

The lineup centers on the simple Grilled Eel Bowl, pairing eel with rice, and extends to the Fluffy Egg Grilled Eel Bowl with soft-set egg, the Eel Combo Beef Bowl combined with Beef Bowl, and the Grilled Eel Plate series for those who want eel without rice — giving customers options based on how they like to eat and how much they want.

Enjoy It Tomorrow In-Store, Takeout, or Through the App

Eel is also available for takeout. The Grilled Eel Bowl Bento Set (takeout only), aimed at bulk purchases, launched at 10:00 a.m. on July 21, offering a set of two bowls for 1,800 yen (regularly 1,960 yen) and a set of three for 2,740 yen (regularly 2,940 yen). Advance orders placed through Matsuben Net for pickup on July 26 only were set at an even better price, but that advance-order window closed at 11:59 p.m. on July 23. For anyone who still wants eel on the Day of the Ox itself, each Grilled Eel Bowl item continues to be sold as usual in stores, so it can be enjoyed with a same-day order.

In addition, the app-exclusive Grilled Eel Bowl Point Boost Campaign is running from July 21 through July 27. Customers who purchase eligible Grilled Eel Bowl items through Matsuben Net or Matsuya Mobile Order earn 100 to 300 points per item (the Grilled Eel Plate series is not eligible). Anyone ordering during this period, which includes the Day of the Ox, can also pick up a point rebate.

The Finale of a Roughly One-Month Eel Campaign

This latest post marks the closing stretch of a Matsuya eel campaign that has run since late June. The Grilled Eel Bowl series launched on June 23; on July 16, advance orders and a discount for the Grilled Eel Bowl Bento Set tied to the Day of the Ox (July 26) were announced; on July 21, that same set went on sale alongside the launch of the app-exclusive point boost; and on July 23, a reminder went out that the advance-order window was closing. Now, this July 25 post delivers one last push with the Day of the Ox just a day away. An eel promotion built up in stages over roughly a month is about to reach its main event.