Matsuya Launches Two Store-Limited Items, Including 'Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl,' at 70 Locations on July 21

Starting at 10:00 a.m. on July 21, Matsuya will release two store-limited menu items: the Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl (590 yen, served with Miso Soup) and the Thai-style Spicy-Savory Dashi Soy Sauce Grilled Chicken Set Meal (960 yen, served with Rice, Miso Soup, and Fresh Vegetable Salad). Availability is limited to just 70 stores nationwide, making this an unusual Thai-style offering that only a small fraction of Matsuya’s existing locations will serve.

The promotional visual features the bold headline “Refreshingly spicy — beyond what you’d imagine,” alongside the copy “A whiff of the exotic, seriously spicy, but you’ll get hooked!” A caution is also included: “This is very spicy, so those who don’t handle spicy food well and children should be careful.” Built on a dashi and soy sauce base but pushed hard with green and red chili peppers, this looks set to be one of the spicier store-limited items Matsuya has offered.

The Two-Item “Thai-style Spicy-Savory Dashi Soy Sauce” Lineup

Both items share the same “Thai-style Spicy-Savory Dashi Soy Sauce” flavoring and are offered as a bowl (Beef Bowl) and a set meal (Grilled Chicken Set Meal).

Item	Price	Number of Stores	Participating Stores
Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl (served with Miso Soup)	590 yen	70 stores	Participating Stores
Thai-style Spicy-Savory Dashi Soy Sauce Grilled Chicken Set Meal (served with Rice, Miso Soup, and Fresh Vegetable Salad)	960 yen	70 stores	Participating Stores

The Beef Bowl is served in a white bowl with beef and onion topped generously with sliced green and red chili peppers and chopped scallion. The Grilled Chicken Set Meal features grilled chicken coated in an herb sauce, topped with two sunny-side-up eggs, with a green sauce served separately in a small cup. The visual, dressed with green and red chili peppers and lemon, hints at a spiciness with a citrusy, herbal edge. Note that Miso Soup is not included with takeout orders.

70 Stores Across 28 Prefectures, With Over Half Concentrated in Tokyo and the Three Neighboring Prefectures

Availability spans 70 stores across 28 prefectures. Of these, Tokyo (19 stores), Saitama (7 stores), Kanagawa (7 stores), and Chiba (4 stores) — the Tokyo metropolitan area — account for 37 stores alone, or about 53% of the total, showing a strong concentration in the capital region. Of the 46 prefectures where Matsuya operates, 19 have no participating stores at all, leaving out entire regions with major populations and tourism, including Kyoto, Hiroshima, Nara, and Okinawa prefectures. Relative to Matsuya’s entire network of existing stores, only about 6% carry these two items, making this a rare and limited rollout.

Participating Stores by Prefecture

Tokyo (19 stores): Otsuka, Kyodo, Kameido, Uguisudani, Hatanodai, Gakugei-daigaku, Nakano-fujimicho, Hino, Teikyo-daigaku-mae, Ohanajaya, Edogawabashi, Shinjuku 3-chome, Heiwajima, Sengawa, Higashi-fushimi, Nishi-kasai, Minami-senju, Nakano Ekimae, Higashi-nagasaki Ekimae

Saitama Prefecture (7 stores): Asakadai, Asaka, Koshigaya-shimomakuri, Kawajima, Nishikawaguchi-nishiguchi, Iruma-shi Ekimae, Dokkyo-daigaku-mae

Kanagawa Prefecture (7 stores): Motosumiyoshi, Kamoi, Atsugi, Kikuna, Kobuchi, Minami-rinkan, Higashi-totsuka Higashiguchi

Osaka Prefecture (6 stores): JR Takatsuki Minamiguchi, Juso Higashiguchi, Haruki, Moriguchi-shi Ekimae, Nagai, Soyora Furukawabashi Ekimae

Chiba Prefecture (4 stores): Ichikawa, Matsudo, Funabashi Kitaguchi, Yachimata

Aichi Prefecture (2 stores): Okazaki-kita, Sakae 3-chome

Niigata Prefecture (2 stores): Nagaoka, Niigata Shichikuyama

Fukuoka Prefecture (2 stores): Daimyo 1-chome, Kurume Kokubu Bypass

Ibaraki Prefecture (2 stores): Hitachinaka, Ibaraki Naka

Hokkaido (1 store): Tomakomai

Miyagi Prefecture (1 store): Sendai Ogimachi

Iwate Prefecture (1 store): Morioka Ekimae-dori

Fukushima Prefecture (1 store): Shirakawa

Tochigi Prefecture (1 store): Sano

Nagano Prefecture (1 store): Shiojiri

Yamanashi Prefecture (1 store): Yamanashi Ryuo

Shizuoka Prefecture (1 store): Gotemba

Fukui Prefecture (1 store): Tsuruga

Shiga Prefecture (1 store): Yokaichi

Hyogo Prefecture (1 store): Rokkomichi

Wakayama Prefecture (1 store): Kinokawa-ohashi

Okayama Prefecture (1 store): Soja

Yamaguchi Prefecture (1 store): Yamaguchi Hirakawa

Kagawa Prefecture (1 store): Takamatsu Kita

Ehime Prefecture (1 store): Matsuyama Okaido

Kumamoto Prefecture (1 store): Kumamoto Shinshigai

Oita Prefecture (1 store): Oita Ekimae

Miyazaki Prefecture (1 store): Miyakonojo

All participating stores can also be checked on Matsuya’s official store search page.

Past Store-Limited Grilled Chicken Items and What’s Launching the Same Day

This is not the first time Matsuya has offered a store-limited item named “[Style]-style Grilled Chicken” — in April 2026, the “Diavola-style Grilled Chicken” appeared as a standalone item. That item was taken off the menu after roughly eight days, and this time Matsuya is taking another shot at the same genre, now in set meal form with Rice and Fresh Vegetable Salad included.

Also launching as store-limited items at 10:00 a.m. on the same day, July 21, are Matsuya’s first tuna bowl, the Hot Water-Seared and Soy-Marinated Tuna Bowl, and the 100% Beef Hamburg Steak Set Meal. With seafood, meat, and ethnic-inspired items all arriving side by side on the same day, the two spice-forward “Thai-style Spicy-Savory Dashi Soy Sauce” items stand out as the most distinctive of the bunch.