Matsuya's Official X Announces "Butter Chicken Curry and Rice" Returns May 12

At 7:00 PM on May 8, Matsuya’s official X account (@matsuya_foods) posted announcing the May 12 (Tue), 10:00 AM release of “Butter Chicken Curry and Rice.”

The post text consists of four lines.

“Butter Chicken Curry and Rice” goes on sale May 12 (Tue) at 10:00 AM 🎉 Matsuya’s popular menu item “Batachiki” is back! Butter is added in-store as a finishing touch, boosting the buttery flavor! Don’t miss this chance to try it ✨

The post pairs the product name “Butter Chicken Curry and Rice” with the nickname “Batachiki” in the text, framing it as the “return” of a popular item that has gone on sale six times before. It closes with a “✨” emoji, following the same X format as the Gorochiki announcement (April 10), while going further in the third line by touching on this year’s improvement: “buttery flavor boosted.”

A “Nickname + Return” X Format Shared with the Gorochiki Announcement (April 10)

Matsuya’s official X account has used a similar structure in its recent curry series announcements. Comparing the Gorochiki announcement (April 10) with this Batachiki announcement:

Product	Release Date	X Announcement Date	Nickname	Catchphrase	Improvement Highlighted
Chunky Stewed Chicken Curry and Rice	April 14, 2026	April 10, 2026	“Gorochiki”	“㊗ It’s back!” / “Available for a limited time”	None
Butter Chicken Curry and Rice (this time)	May 12, 2026	May 8, 2026	“Batachiki”	“It’s back!”	“Buttery flavor boosted”

Both announcements follow the same four-line structure — “product name + release date,” “nickname + return,” “appeal of the product,” and “closing line” — and both place an emoji at the start or end. Instead of using “㊗,” the Batachiki announcement dedicates its entire third line to the improvement: “butter is added in-store as a finishing touch, boosting the buttery flavor.”

Wording Contrast with the Official News Announcement (May 6)

Matsuya’s official news announcement on May 6, titled “Butter Flavor Boost for an Even Richer, Creamier Taste — ‘Butter Chicken Curry and Rice’ Now on Sale,” uses the product name “Butter Chicken Curry and Rice” consistently, and the nickname “Batachiki” does not appear in the body text. Today’s X post, by contrast, works “Batachiki” into its text.

Channel	Announcement Date	Product Wording	Expression of Return
Official News	May 6	“Butter Chicken Curry and Rice” only	“6th return” (expressed as a number)
Official X (this time)	May 8	“Butter Chicken Curry and Rice” + “Batachiki”	“It’s back!” (a single phrase)

The News announcement favors a formal structure built around the number of returns, while the X post favors familiarity through a nickname and a short phrase — each channel using a style suited to its own character.

The Gap Between the News Announcement and the X Post Was Two Days — Longer Than Recent Menu Items

Lining up the interval between the News announcement and the X announcement for recent new and returning menu items, Batachiki’s two-day gap is one day longer than the others.

Product	News Announcement Date	X Announcement Date	Interval
Chunky Stewed Chicken Curry and Rice	April 9	April 10	1 day
Set Meal of Pork Steak	April 23	April 24	1 day
Taco Rice	April 30	May 1	1 day
Butter Chicken Curry and Rice (this time)	May 6	May 8	2 days

The X announcement’s timing relative to the release date — four days before — falls in the same range as other menu items. What differs is the News announcement’s lead time (six days, from the May 6 announcement to the May 12 release), which ran a day longer than the others, and that difference carried over into the News-to-X interval as well.