Matsuya to Launch Limited-Quantity 'Mirai no Lemon Sour' for 290 Yen Each on July 28

Matsuya Foods, the operator of Matsuya, has announced that select locations of Matsuya — its Beef Bowl, Curry and Rice, and Set Meal chain — and Matsunoya — its Tonkatsu chain — will sell “Mirai no Lemon Sour” in limited quantities starting at 10:00 a.m. on Tuesday, July 28, 2026. The lineup comes in two varieties, Original and Plain, both priced at 290 yen (tax included). The company says the drinks draw out a fruit-rich aroma from real lemons for a crisp, refreshing taste.

Two Varieties at 290 Yen

The two products on sale are “Original Lemon Sour” and “Plain Lemon Sour.” In the promotional visual, the Original can is depicted in a yellow color scheme, while the Plain can uses a blue-and-white scheme. Both cans are shown surrounded by real lemon slices, with the phrase “Contains Real Lemon Slices” prominently displayed.

The 290-yen price matches that of the Asahi Super Dry Nama Jokki Kan (290 yen), which already appears on the drink menu. Among alcoholic beverages, the medium bottle of Asahi Super Dry (490 yen) is the most expensive, making the lemon sour 200 yen cheaper. Compared with the non-alcoholic Blended Tea (120 yen) or Coca-Cola (100 yen), it is positioned 170 to 190 yen higher. The promotional visual also places the Nama Jokki Kan and the lemon sour side by side under the line “Why not crack one open?”, positioning them together as canned alcoholic drink options. No sour-type beverage currently appears on the drink menu, so the lemon sour will join the lineup as a new addition.

Launch Date and Participating Locations

Sales begin at 10:00 a.m. on Tuesday, July 28, 2026, at select Matsuya and Matsunoya locations. Note, however, that stores primarily operating as Matsunoya will start sales the following day, Wednesday, July 29, at 3:00 p.m. — the start time differs depending on the format. Because this is a limited-quantity sale, it may sell out at certain stores or during certain periods before the promotion officially ends.

Matsuya describes the drink as “a glass that complements your meal,” positioning it as a pairing suggestion for meals after work or on days off.

The Name “Mirai no Lemon Sour” Makes Its Second Appearance

This is not the first time the name “Mirai no Lemon Sour” has appeared. A past announcement dated September 25, 2025, titled “New Combination: Limited-Quantity Launch of Mirai no Lemon Sour,” shows that this marks the second time a launch has been announced under the same product name. The page for that earlier announcement remains published. This latest announcement carries over the “limited quantity” positioning while introducing a new selling point: “a fruit-rich aroma drawn from real lemons.”

Same-Day Launch as Roast Beef, Beer Fair Also Ongoing

July 28, the launch date, is also a day when multiple new Matsuya products converge. The same day at 10:00 a.m. also marks the announced launch of “Matsuya Original Sauce Roast Beef” (880 yen), meaning a hearty new menu item and a new alcoholic drink both debut together.

Matsuya is also running its “Summer Beer Fair” from July 7 through September 28, offering discounted prices on Asahi Super Dry medium bottles and Nama Jokki Kan. The lemon sour launch comes amid this ongoing rollout of summer alcoholic beverage offerings.