Matsuya Official X Withholds Product Name, Teases Third 'Test Sale Festival'

At 22:00 on September 15, Matsuya’s official X account (@matsuya_foods) posted, “It’s another Test Sale Festival again this week!!” No product name, image, or link was attached, and the post is just two lines, continuing with “We’ll introduce them one by one. (╹◡╹)”

This Is the Third ‘Test Sale Festival,’ Arriving on Roughly an Eight-Week Rhythm

This is the third time the official X account has used the phrase “Test Sale Festival,” following instances on May 26 and July 22, 2026. The gap from the first to the second was 57 days, and from the second to the third was 55 days — both roughly eight-week intervals. The word “again” used in this post’s opening line is itself an acknowledgment that this is a repeat occurrence.

The Previous Two Announcements Spelled Out Product Names

The May 26 and July 22 “Test Sale Festival” announcements each included, within the same post, the name of the first product (on July 22 it was the “100% Beef Hamburg Steak Set Meal”), a link to the stores carrying it, and hashtags, all at once. This time’s post, by contrast, contains none of that — no product name, image, URL, or hashtag — and consists solely of a teaser that defers the reveal to later posts. The closing emoticon “(╹◡╹)” appears in all three announcements. No corresponding notice has appeared on the official website, suggesting the post was written independently.

The Likely Targets: Four Store-Limited Items Released at 10 a.m. on September 15

The post doesn’t reveal any product names, but Matsuya’s store-limited menu page lists four items that went on sale starting at 10 a.m. on September 15. As of September 10 — five days before the launch — these four items were already listed on that page.

Menu Item	Number of Stores
Chunky Chicken Marengo-style Set Meal (Fond de Veau)	35 stores
Chunky Chicken Marengo-style Set Meal (Tomato)	35 stores
Teriyaki Egg Hamburg Steak / Teriyaki Egg Chicken	70 stores
Pork Chap Set Meal	70 stores

The Chunky Chicken Marengo-style Set Meal comes in two versions, Fond de Veau and Tomato, each carried at 35 stores, while the Teriyaki Egg Hamburg Steak / Teriyaki Egg Chicken and the Pork Chap Set Meal are each carried at 70 stores. That same 10 a.m. slot on September 15 also saw the launch of the classic “Miso Soup with Pork & Vegetables Set,” separate from the four test-sale items, and the official X account also announced the same-day launch of two new drinks, “Oi Ocha Koicha PREMIUM STRONG W” and “Relax Jasmine Tea.” Multiple new-product moves converged on a single day.

Test-Sale Items Rotate on a Short Cycle

The previous round of test sales began on September 1, with items such as the Rich Beef Curry and Rice and the Mala Cheese Hamburg Steak ending their run on September 8. The gap between rounds is roughly a week, and the lineup of test-sale items keeps rotating on this short cycle. Between September 1 and 3, the posts introduced the Rich Beef Curry and Rice and the Mala Cheese Hamburg Steak one at a time as standalone posts, without using the “Test Sale Festival” label. This time marks the first appearance of the “festival” banner in a while.