Matsuya's Official X Account Reports Eating Batachiki the Day After Its Release

Matsuya’s official X account (@matsuya_foods) posted at 6:08 PM on May 13, 2026, reporting that it had eaten the “Butter Chicken Curry and Rice,” which had just launched the previous day, May 12, at 10:00 AM. This eating report came not on the day of release but the day after.

Original Post

We went ahead and tried the “Butter Chicken Curry and Rice,” on sale since yesterday (╹◡╹)

It’s not in the product name this time, but of course it still comes with Chunky Chicken

And it’s more buttery than ever before🆙

Have you tried it yet? If not, please give it a taste!

#Matsuya #ButterChickenCurryAndRice

The opening “we tried it (╹◡╹)” emoticon has become a fixture of the Eating Report posts since April. The post text is built from three parts: following up on the product name, promoting the Butter Flavor Boost, and a call-out to readers. The photo shows the actual curry sauce packed with large chunks of onion and Chunky Chicken, with a Macky sticker and a “Yay~!” speech bubble composited into the bottom left.

The Official Account Itself Notes the “Chunky Chicken” Dropped From the Product Name

The post’s second line — “It’s not in the product name this time, but of course it still comes with Chunky Chicken” — is the official account’s own note clarifying that the curry isn’t missing the Chunky Chicken, following the shortening of the official product name to “Butter Chicken Curry and Rice” for the May 12 release.

The titles of past Batachiki release and comeback announcements are shown below. From the nationwide launch in 2019 through the previous comeback in September 2024, all six announcements used the name “Butter Chicken Curry and Rice with Chunky Chicken.”

Order	Announcement Date	Product Name
1st	August 2, 2019	Butter Chicken Curry and Rice with Chunky Chicken
2nd	July 16, 2020	Butter Chicken Curry and Rice with Chunky Chicken
3rd	December 10, 2020	Butter Chicken Curry and Rice with Chunky Chicken
4th	July 1, 2021	Butter Chicken Curry and Rice with Chunky Chicken
5th	October 27, 2022	Butter Chicken Curry and Rice with Chunky Chicken
6th	September 19, 2024	Butter Chicken Curry and Rice with Chunky Chicken
7th (this time)	May 12, 2026	Butter Chicken Curry and Rice

To avoid readers misreading this shortening as meaning the curry is a different product without Chunky Chicken, the official account added a clarifying line in the eating report posted the day after release. The photo, too, is composed so the actual Chunky Chicken is clearly visible.

The “Butter Flavor Boost” Appeal Ties in With the Official Announcement

The post’s third line — “it’s more buttery than ever before🆙” — is aligned with the title of the May 6 official announcement, “Butter Flavor Boost for an Even Richer, Creamier Taste,” and with the catchphrase “More Buttery Flavor” used in the Follow & Repost Campaign image.

The renewal point explicitly stated in the official announcement is a new finishing step in which stores add “a pat of butter” to the dish. In place of the “Chunky Chicken” modifier dropped from the product name, the messaging consistently leans harder into promoting the butter.

The Flow of May’s Eating Report Posts

The Eating Report posts have continued at a near-daily pace since May, with this Batachiki post marking the seventh.

Date	Menu Item Eaten	Notable Feature
May 2	Salt-based Green Onion Bowl	Info on two Large Servings + topping quiz format
May 3	Chunky Stewed Tandoori Chicken Loin Katsu Curry and Rice (My Curry co-located stores only)	Notice that service voucher distribution was ending
May 4	Iburigakko Beef Bowl (trip to Akita Yokote Store)	Regional store-limited menu item
May 5	Taco Rice (release day)	Table French Dressing flavor twist + salsa trivia
May 6	Yatarazuke Beef Bowl (May 5 store-limited)	Officially stated to be a “Test Sale”
May 7	Hiyajiru and Chicken Nanban (Miyazaki cuisine)	Repeat eating report of the other store-limited item
May 13 (this post)	Butter Chicken Curry and Rice (released May 12)	Note on the shortened product name + Butter Flavor Boost appeal

The Taco Rice on May 5 was eaten the same afternoon, 4 hours and 51 minutes after release, while this Batachiki was eaten the following evening. Eating Report posts for newly released menu items tend to be concentrated either on the release day itself or the day after.

A Full Recap of Channel Activity Since Batachiki’s Release

Since Batachiki’s release at 10:00 AM on May 12, this post marks the fifth related communication from Matsuya’s official channels.

Time	Channel	Content
May 12, 9:39 AM	Menu data	Official addition of two items, Batachiki and Cream Butter Curry and Rice
May 12, 10:00 AM	Official X	Launch of the Follow & Repost Campaign to mark Batachiki’s release
May 12, 10:08 AM	Menu data	The two Batachiki items reclassified into the limited-time category + Gorochiki’s discontinuation reflected
May 12, 10:29 AM	Official app	Push notification for Batachiki’s sixth comeback
May 12, 10:42 PM	Official app	Same coupon notification re-sent at night
May 13, 6:08 PM (this post)	Official X	The official account’s own eating report + product name note + Butter Flavor Boost appeal

From the campaign, menu updates, and push notification on the release day to the eating report the following evening, each channel has worked in concert to keep promoting Batachiki.