Matsuya's Official X Promotes Store-Limited "Vanilla Shake" at 50 Stores as a "Drive Companion"

At 8:33 p.m. on July 19, Matsuya announced on its official X account that its store-limited drink, the “Vanilla Shake,” is “now on sale at 50 stores!” The post ties into summer driving demand, saying “How about it as a drive companion?”, and includes a link to a page listing the stores that carry it.

The Vanilla Shake is a shake-style drink, a rare item for the beef bowl chain Matsuya, and is a store-limited menu item sold only at select stores. It went on sale at 10:00 a.m. on April 21, 2026 under the name “Matsu Shake,” and on July 14 its name on the official website was changed to “Vanilla Shake.” This post does not appear to announce a new store expansion; rather, it seems to remind customers of the current 50-store lineup as peak summer arrives.

“A Drive Companion”: A Cup in Hand From a Night-Time Car

The photo attached to the post was taken from inside a car at night. A large dome-shaped clear cup with a black straw fills the foreground, with a cursive-style “Matsu Shake” logo on its side. The surface of the cup is covered in water droplets, conveying an ice-cold feel. In the background, a store with a yellow-trimmed awning and a bluish-white glowing sign appears blurred, and the body of a car sinking into the darkness can be seen on the right. As the call to “drive companion” suggests, the composition captures the scene of a cold drink in hand during a car outing. It is also notable that the cup bears the old name “Matsu Shake,” which differs from the “Vanilla Shake” name adopted on July 14.

From 5 Stores Nationwide to 50 Stores in 11 Prefectures

The in-store rollout of the Vanilla Shake dates back to its launch at 10:00 a.m. on April 21, 2026. Eleven days earlier, on April 10, the official X account had posted teaser-like messages hinting at the product name: “⁉️、、、Matsu Shake….?”, “エイプリルフールはもう終わってますよね….?” and “続報に期待” (roughly, “Matsu Shake…?!”, “April Fools’ is over by now, right…?” and “Look forward to updates”), which led into the actual launch.

At launch, it was available at only 5 stores nationwide. It then expanded step by step, to 12 stores in early June and 30 stores in early July, and on July 14 four prefectures, Tochigi, Gunma, Iwate and Yamagata, were newly added, bringing the total to 50 stores. On the same day, July 14, the product name was also changed from “Matsu Shake” to “Vanilla Shake.” Counting from the 5 stores in April, the number of stores carrying it grew tenfold in about three months. This “now on sale at 50 stores” post can be seen as giving this expanded sales network a fresh push, timed to summer driving demand.

Currently Sold at 50 Stores in 11 Prefectures

The Vanilla Shake is currently sold at a total of 50 stores in 11 prefectures: Chiba, Tokyo, Kanagawa, Ibaraki, Shizuoka, Saitama, Yamanashi, Tochigi, Gunma, Yamagata and Iwate. Chiba Prefecture has the most with 13 stores, followed by Tokyo and Kanagawa with 7 stores each. While centered on the southern Kanto region, the rollout also reaches out in scattered fashion to Shizuoka and Yamanashi, and even to Yamagata and Iwate in the Tohoku region, which were added in July.

The breakdown by prefecture and the stores are as follows.

Chiba Prefecture (13 stores) Matsuya Abiko Wakamatsu / Sodegaura / Nishi-Funabashi Minami / Noda / Higashi-Kamagaya / Kashiwa Aobadai / Funabashi Shibayama / Matsudo Gokou / Takeishi / Yachiyo / Noda Yamazaki Shinmachi / Sakura Shirogane / Kashiwa Toyoshiki

Tokyo (7 stores) Matsuya Kioicho / Kodaira Ogawa / Adachi Rokumachi / Hachioji Yamada / Unoki / Chofu Shibasaki / Iwamotocho

Kanagawa Prefecture (7 stores) Matsuya Odawara Sakawa / Yamato Shibuya / Hiratsuka Kitakaname / Chigasaki Akamatsucho / Ayase Terao-nishi / Tsuzuki Ikenobecho / Fujisawa Ishikawa

Ibaraki Prefecture (6 stores) Matsuya Mito Bypass / Tsuchiura Manabe / Ushiku / Ami / Tsukuba Kenkyugakuen / Ryugasaki

Shizuoka Prefecture (6 stores) Matsuya Shizuoka Yahata / Mishima / Gotemba / Shizuoka Nanatsushinya / Shimada / Yaizu Inter

Saitama Prefecture (4 stores) Matsuya Asaka Senzui / Koshigaya Omichi / Misato Shimohikokawado / Saitama Minuma

Yamanashi Prefecture (3 stores) Matsuya Yamanashi Ryuo / Kofu Arakawa / Kofu Kokubo

Tochigi Prefecture (1 store) Matsuya Utsunomiya Hosoyamachi

Gunma Prefecture (1 store) Matsuya Takasaki Tonyamachi

Yamagata Prefecture (1 store) Matsuya Sakata

Iwate Prefecture (1 store) Matsuya Ichinoseki