Matsuya Official X Reports Trying Newly Launched 'Hamburg Steak with Black Carbonara Sauce'

Matsuya’s official X account (@matsuya_foods) posted at 8:41 PM on May 26, 2026, reporting that it had eaten the store-limited menu item ‘Hamburg Steak with Black Carbonara Sauce’ (Set Meal, 980 yen), which had gone on sale that same day at 10 AM. The post opens with the declaration “This week is ‘Test Sale Festival’!!”, positioning this Black Carbonara item as the first entry in that lineup. This marks the third time within May that the official account has covered a new menu item on its very first day of sale, following the Taco Rice on May 5 and the Chimichurri Thick-Cut Pork on May 19.

Original Post

This week is ‘Test Sale Festival’!!

First up, we tried the “Hamburg Steak with Black Carbonara Sauce” (╹◡╹)

For everyone thinking “Black Carbonara!?” — give it a try at least once.

↓ Find participating stores here ↓ (store search link)

#Matsuya #WhileSuppliesLast #SorryIfItsSoldOut

The opening “we tried it (╹◡╹)” emoticon has become a fixture of the “tried it” posts since April. The post follows a five-part structure — “weekly declaration,” “introducing the first tasting,” “pre-empting readers’ confusion and urging them to try it,” “link to participating stores,” and “hashtags” — with a new opening line, the “weekly declaration,” added compared to previous posts.

“This Week Is ‘Test Sale Festival’” — A Weekly Event Declaration

The opening line, “This week is ‘Test Sale Festival’!!”, is the first time since May that a “tried it” post has opened with a weekly event declaration. Test sales had previously been mentioned individually, in phrasing like “currently on test sale” or “weeks with a test sale make me excited” — this time, the week itself is explicitly framed as a “Festival.”

Date	Test sale-related wording
May 6	Post explicitly states “‘Yatarazuke Beef Bowl,’ currently on test sale”
May 14	Post states, “Since I’m a Matsuya otaku, weeks with a test sale make me excited”
May 26 (this post)	Opens with a weekly event declaration: “This week is ‘Test Sale Festival’!!”

The hashtags “#WhileSuppliesLast” and “#SorryIfItsSoldOut” are also included, echoing the same structure used on May 14 when the Okra and Grated Domestic Yam Paste Beef Bowl was featured, emphasizing the limited availability of test-sale items.

“Black Carbonara!?” Pre-empts Reader Confusion

The third line of the post, “For everyone thinking ‘Black Carbonara!?’ — give it a try at least once,” pre-empts the confusion readers might feel at the product name (the visual oddity of a black carbonara) while still encouraging them to try it. The photo of the meal is composited with a Macky sticker and a “No way?!” speech bubble, echoing the “Black Carbonara!?” line in the post text — the communication is built around that same sense of first-glance surprise.

On the promotional poster, the product appears as a jet-black hamburg steak topped with a yellow egg yolk sauce, further topped with Parmesan cheese and coarsely ground pepper. In the tasting photo, the same Black Carbonara hamburg steak sits on a white Matsuya-branded round plate, served as a set meal alongside rice, a cabbage salad with corn, and wakame miso soup.

Product Information (This Morning’s Store-Limited Addition)

The ‘Hamburg Steak with Black Carbonara Sauce’ is one of three items added to the store-limited menu at 10 AM today, May 26, 2026. The top of the promotional poster reads “On store-limited sale ahead of a nationwide rollout this winter,” explicitly positioning the store-limited sale as a test-marketing stage ahead of a planned winter nationwide rollout.

Item	Details
Product name	Hamburg Steak with Black Carbonara Sauce Set Meal
Price	980 yen (Set Meal)
Sale start	10:00 AM, Tuesday, May 26, 2026
Sale category	Store-limited (70 stores)
Planned nationwide rollout	Winter (per promotional poster)
Catchphrase	“Matsuya’s carbonara turns black” / “Bursting with Parmesan cheese and coarsely ground pepper — ultra-authentic”

The censored “Black ○○○” teaser had been dropped five days earlier, in an official X post at 7:27 PM on May 21 reading, “Next week, you might — or might not! — be able to get a store-limited Black ○○○…!?” This morning’s addition of three new store-limited items revealed its identity as the “Hamburg Steak with Black Carbonara Sauce,” and tonight’s tasting post completed the arc with the official account eating it themselves.

First ‘Hamburg Steak’-Category “Tried It” Post in May

Organizing May’s “tried it” posts by menu category shows that this is the first time a hamburg steak item has been the subject of one of these posts.

Date	Item eaten	Category
May 2	Salt-based Green Onion Bowl	Bowl
May 3	Chunky Stewed Tandoori Chicken Loin Katsu Curry and Rice	Curry and Rice
May 4	Iburigakko Beef Bowl	Beef Bowl (Regional)
May 5	Taco Rice	Other (Taco-style)
May 6	Yatarazuke Beef Bowl	Beef Bowl (Test Sale)
May 7	Hiyajiru / Chicken Nanban	Regional (Miyazaki)
May 13	Butter Chicken Curry and Rice	Curry and Rice
May 14	Okra and Grated Domestic Yam Paste Beef Bowl	Beef Bowl (Test Sale)
May 18	Beef Bibim Bowl	Bowl
May 19	Set Meal of Grilled Thick Pork with Chimichurri Sauce	Set Meal (Pork)
May 26 (this post)	Hamburg Steak with Black Carbonara Sauce	Set Meal (Hamburg Steak, Test Sale)

This is the 11th “tried it” post in May. Previous posts have covered a wide range of categories — beef bowls, curry and rice, bowls, and pork set meals — but this is the first time a hamburg steak item has been featured. If the “Test Sale Festival” declaration holds, the remaining two items added the same day — the Stew Hamburg Steak Set Meal and the Yulinji Set Meal — are likely to be featured in “tried it” posts later this week.