Matsuya's Okinawa-Only 'Devil Chicken', Sold at Just One Naha Store, Is Delisted

Limited to Just the Naha Shintoshin Store in Okinawa, Out of 1,217 Stores Nationwide

Matsuya’s store-limited menu item “Devil Chicken” was delisted from the store-limited page on the official website on September 14, 2026. Of the chain’s 1,217 stores nationwide, it was carried at only one: Matsuya Naha Shintoshin Store in Naha City, Okinawa Prefecture. From its release at 10:00 a.m. on September 1, 2026, it lasted roughly two weeks before being discontinued.

Matsuya’s store-limited menu items are typically rolled out simultaneously at anywhere from dozens to hundreds of stores, averaging around 120 stores. Against that backdrop, Devil Chicken had an extremely small rollout, sold at just one store: the Naha Shintoshin Store in Okinawa.

There are 11 Matsuya stores in Okinawa Prefecture, but the item was not sold at the other 10 — Uruma Ishikawa Store, Chatan Mihama Store, Haebaru Store, Ginowan Store, Okinawa Hiyane Store, Okinawa Chibana Store, Tomigusuku Store, Naha Kojima Store, Naha Oroku Store, and Uruma Akamichi Store — and was limited solely to the Naha Shintoshin Store (4-2-8 Omoromachi, Naha City). The price was 750 yen. The number of stores carrying it never changed, remaining at just one from launch to delisting.

Listing on the official website began on August 27, 2026, with the release at 10:00 a.m. on September 1 and delisting on September 14. It was available in stores for a brief period of roughly 13 days.

On Sale Longer Than the Other Three Items Released the Same Day, September 1

Devil Chicken launched simultaneously at 10:00 a.m. on September 1 alongside three other store-limited menu items: Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak, Rich Beef Curry and Rice, and Spicy Garlic Chives and Egg Rice with Choice of Egg. All three of those items were sold at roughly 70 stores each and were delisted together on September 8, one week after release. Devil Chicken, however, was still available at that point and remained on sale for six more days, until September 14. Of the four items launched on the same day, Devil Chicken was the last to remain on the store-limited page. In the end, the smallest rollout — just one store at 750 yen — turned out to be the longest-running.

Introduced as Sri Lankan Cuisine, Sharing Its Name with the 2025 Nationwide Version

The promotional image on the store-limited page features the flag of Sri Lanka (an emblem of a lion holding a sword, with green and orange bands) in the background, alongside the headline “Sri Lankan Cuisine at Matsuya,” and prominently shows a white bowl piled with chicken and onion stir-fried in a red spice chili sauce. The subtitle reads “Chicken Stir-Fried in Spice Chili Sauce.” It also notes that miso soup is not included with takeout orders.

The name “Devil Chicken” is the same as a product sold on July 8, 2025, at Matsuya stores nationwide (excluding some locations) as part of the “Matsuya Diplomatic Menu: Sri Lanka Edition,” developed with the cooperation of the Embassy of Sri Lanka. At the time it was priced at 850 yen, with a “Devil Chicken Beer Set” also available for 1,250 yen. This time around, both the scale of the rollout and the price differ substantially — a single Okinawa store at 750 yen. While the name and the Sri Lankan cuisine theme are shared, the official website’s listing gives no indication of a link in recipe or product lineage; the connection appears to be the name alone.