Matsuya's Official X Posts a Glass-Walled 'MATSUYA', Asking 'Where Even Is This??'

At 3:25 p.m. on August 6, 2026, Matsuya’s official X account posted a photo of a glass-walled storefront with the caption “…MATSUYA?? Where even is this?? (╹◡╹)” In the foreground, mascot Macky peeks into frame with a puzzled “??” expression, tilting his head at the “MATSUYA” in front of him. Tracing the signage and tenant list visible in the shot leads to a new Matsuya store inside a mixed-use complex opening September 10 at Tokyo Station’s Yaesu side.

The Shot Was Taken at “TOFROM YAESU,” by Tokyo Station’s Yaesu Exit

The posted photo shows a storefront with a glass facade framed in black sashes, featuring cut-out “MATSUYA” lettering overlaid with a graphic of a blue brush-stroke circle. Behind the glass, construction is still underway, with a green construction fence standing in front.

Signage standing to the right of the storefront carries the “TOFROM YAESU” logo alongside the words “TOWER September 10, 2026,” “THE FRONT Successively from Winter 2026,” and “OPEN.” TOFROM YAESU is a mixed-use complex built directly in front of Tokyo Station’s Yaesu exit; via the Yaesu underground mall, it’s reachable on foot from the station’s ticket gates without ever going above ground. The answer to “where even is this” is Tokyo Station’s Yaesu exit.

The Store Is on TOWER’s 1st Floor, in a Separate Unit from Matsunoya/My Curry Shokudo

According to the shop list on the complex’s official site, Matsuya’s location is on TOWER’s 1st floor. The same floor houses Yaesu long-runners Kappo Shimamura and TaiKouRou Tokyo, the Michelin Bib Gourmand French restaurant L’AS, a Starbucks, and Komoro Soba. The 2nd and 3rd floors also house the Michelin-starred Ten Yokota Asu e and Yakitori Omino Shizuku. The commercial zone totals 68 stores in all, putting a Matsuya Beef Bowl in the same building as a lineup aimed squarely at upscale dining demand right in front of Tokyo Station.

That same TOWER 1st floor also lists a separate unit for Matsunoya/My Curry Shokudo. Matsuya Foods holds two units on the floor, but the Matsuya unit itself stands alone, without a co-located Matsunoya. Of the 1,208 Matsuya stores currently in operation, 474 — about 39% of the total — are co-located with Matsunoya. As co-located stores keep spreading, the Tokyo Station storefront will be a Beef Bowl-only setup.

The opening is staggered: 55 stores in the TOWER building open first on September 10, followed by the remaining 5 stores in TOWER and 8 stores in THE FRONT building, opening successively from winter 2026 through spring 2027. Individual store opening dates have not been announced.

Not a Single Matsuya Within 1km of Tokyo Station

Checking Matsuya’s store list around Tokyo Station shows there isn’t a single Matsuya within a 1km radius. The nearest are the Kanda Nishiguchi, Kanda Minamiguchi, and Kayabacho stores, each about 1.1km away. There’s no store on either the Yaesu or Marunouchi side, nor in Otemachi or Kyobashi.

Counting major Yamanote Line stations under the same criteria, Tokyo Station’s zero stores stands out.

Station	Matsuya Within 1km
Shinjuku	10
Akihabara	5
Ueno	4
Shibuya	4
Ikebukuro	4
Shimbashi	1
Shinagawa	1
Tokyo	0

Shinjuku alone has 10 stores within its 1km radius, and Akihabara, Ueno, Shibuya, and Ikebukuro each have 4 or more. Only Tokyo Station — one of the busiest stations nationwide by passenger volume — has zero, making it the biggest blank spot in Matsuya’s distribution across central Tokyo. TOFROM YAESU stands right at the center of that blank spot, directly in front of the Yaesu exit. The spot where Macky tilted his head and asked “where even is this” turns out to be an area that never had a single Matsuya before.

Part of the Ongoing “Which Matsuya Is This?” Series

Since May, Matsuya’s official X account has repeatedly posted store photos asking readers to guess the location. The wording has varied from post to post — beyond the standard “Which Matsuya is this?”, on June 17 it also quoted a fan’s store photo with “Which store is this, I wonder?”

Post Date/Time	Content
May 11, 18:18	“Which Matsuya is this?” Part 1 (store exterior)
May 15, 19:30	“Which Matsuya is this?” Part 2 (nighttime exterior)
June 17, 20:25	“Which store is this, I wonder?” — quoting a fan’s store photo
July 18, 14:14	“Which Matsuya is this” — 3rd installment (in-store counter)
August 5, 17:51	“Which Matsuya is this?” = Shin-Matsudo Store (answer revealed the next morning)
August 6, 15:25	“…MATSUYA?? Where even is this??” = Yaesu’s TOFROM YAESU (this post)

The immediately preceding quiz on August 5 was just confirmed by the official account itself at 7:16 a.m. the next morning, quoting the post with “Shin-Matsudo, that’s correct.” About eight hours later came this latest post — and it differs from the earlier ones in that the answer isn’t an existing, already-operating store, but one that has yet to open. The gaps between posts have also ranged from 4 days to over a month, so this isn’t a series that runs on a fixed schedule.