Matsuya Launches Its First "X Coupon" in Two Years Today: Regular Beef Bowl Now 390 Yen

Matsuya launched its official X (formerly Twitter)-exclusive discount campaign, the “X Coupon,” at 10:00 a.m. on August 11, 2026. The offer applies to Beef Bowl: the Regular Serving drops from its usual 460 yen to 390 yen, and all sizes of Beef Bowl are discounted by a flat 70 yen. At 9:00 a.m. that same day, an official post announced, “It’s 9 o’clock — one more hour until Matsuya’s X Coupon goes live,” and the campaign began right on schedule at 10:00. It runs through 10:00 a.m. on Tuesday, August 18.

Redeemable via QR Code at the Ticket Vending Machine, at All Matsuya Stores Except a Few

The coupon image attached to the official post revealed, for the first time, the redemption method and terms of use that had not been disclosed during the earlier advance notices. A QR code is printed in the bottom right corner of the coupon, with instructions reading, “First, hold this QR code up to the QR code reader at the ticket vending machine.” The coupon is valid “through 10:00 a.m. on Tuesday, 8/18/2026,” is redeemable at “all Matsuya stores except a few,” and carries a note stating, “This campaign may end without prior notice.”

The coupon design places a large bowl of Beef Bowl at its center, with the words “Summer Vacation Support Project!” alongside “Regular Beef Bowl 390 yen” and “In fact, all sizes of Beef Bowl are 70 yen off!” highlighted in red. At the top, Matsuya’s mascot Macky appears alongside Matsunoya’s mascot in an exchange that reads, “Sorry that the Matsunoya Prepared Foods Coupon ended early… Matsuya is taking over the baton instead!” This backstory — Matsuya stepping in after Matsunoya’s prepared foods coupon ended — is exactly what the official account had already explained back when the coupon’s issuance was first announced on August 9.

The Largest-Ever Discount for Beef Bowl Alone: 70 Yen Off

The headline offer this time — a 70-yen discount on Regular Beef Bowl, from 460 yen to 390 yen — represents the largest direct price cut of any coupon campaign targeting Beef Bowl to date. Previous Beef Bowl coupon campaigns had all topped out at around 50 yen off.

Period	Campaign	Beef Bowl Discount
March 2023	Beef Bowl-related Menu Coupon	50 yen off
April 2024	Official X 500,000 Followers Milestone	50 yen off
October 2024	Autumn Special Project (App & Official X)	50 yen off
September 2025	Autumn Coupon Festival	30 yen off + 70 points
August 2026 (this time)	Summer Vacation Support Project	70 yen off

In its advance notice on August 9, Matsuya’s official X account stated that this marks “Matsuya’s first X Coupon launch in two years.” Looking back through past announcements, the last coupon campaign of this kind bearing the official X name dates back to the “Autumn Special Project” in October 2024, making this the first such campaign in roughly one year and ten months. Separately, the long-running “X-exclusive Rainy Day Coupon” ended on April 30, 2026, and this new X Coupon has launched as a distinct, newly established campaign.

August 11: A Day When Matsuya’s Menu and Promotions All Moved at Once

At the same 10:00 a.m. on August 11 as the coupon’s launch, two new items were added to the Bowl category: Beef Short Rib & Offal Bowl (990 yen) and Matsuya’s Yakiniku Beef Bowl (Small Serving 600 yen, Regular Serving 630 yen, Large Serving 850 yen). At the same time, a total of 12 items — including the New Grilled Beef Bowl and other Bowl and Grilled Eel Bowl items — were delisted that same day, meaning a major menu turnover overlapped with the coupon launch. Furthermore, about two hours after the coupon announcement, at 11:00 a.m. that same day, the official X account also posted a Follow & Repost Campaign to celebrate the two new menu items, offering 1,000 Matsuya Points to 30 winners by lottery. Discounts, new products, and a lottery — a rapid-fire string of announcements all designed to drive customer visits landed on the very same day.