Matsuya's Official X Account: Family Enjoys Two 'Matsuya Upgraded' Dishes from Matsuya PREMIUM Ginza Store

On June 11, 2026 at 8:27 AM, Matsuya’s official X account (@matsuya_foods) followed up on the previous night’s purchase report from June 10, 2026 at 8:25 PM with a photo post reporting that the family had eaten two items purchased at the Matsuya PREMIUM Ginza Store: the “Umatoma Hamburg Steak with Domestic Japanese Black Wagyu Beef” (1,681 yen) and the “Founding Beef Rich Curry and Rice x Kobe Beef” (1,681 yen). The post used the original hype phrase “Matsuya Upgraded” for the first time, writing, “Everyone, please stop by Matsuya Ginza and try the ‘Matsuya Upgraded’ experience!” — and closed with an explicit call to follow the official Matsuya PREMIUM account (@matsuya_premium).

Post text

Last night, we enjoyed the “Umatoma Hamburg Steak with Domestic Japanese Black Wagyu Beef” and the “Founding Beef Rich Curry and Rice x Kobe Beef,” both purchased at Matsuya PREMIUM Ginza Store, together as a family (╹◡╹)

Everyone, please stop by Matsuya Ginza and try the “Matsuya Upgraded” experience!

↓Official account here↓ @matsuya_premium

Image observation: two Matsuya PREMIUM dishes plus product package sleeves on the home dining table

The attached photo shows the two dishes arranged on a wood-grain table at home.

Position	Contents
Top (black round container)	Founding Beef Rich Curry and Rice x Kobe Beef (curry sauce on the left half, rice with thinly sliced beef and onion on the right half)
Bottom (gold square bento container)	Umatoma Hamburg Steak with Domestic Japanese Black Wagyu Beef (hamburg steak, tomato sauce, and a soft-boiled egg in the center, plus rice, with kinpira- and mashed-potato-style side dishes)
Left	Two product package sleeves: “Founding Beef Rich Curry and Rice x Kobe Beef” (reddish-brown) and “Umatoma Hamburg Steak with Domestic Japanese Black Wagyu Beef” (green)

The Karegyu-style plating on top is the takeout format of the “Founding Beef Rich Curry and Rice x Kobe Beef”: thinly sliced beef and onion are laid over the right half of the rice in a deep black round container, with curry sauce on the left half. The hamburg steak bento below is a department-store-style split presentation in a gold-toned square container topped with a soft-boiled egg, accompanied by kinpira- and mashed-potato-style side dishes. The flat-lay shot, with the product package sleeves propped up beside the food, captures the whole story from purchase to home dining in a single frame.

“Matsuya Upgraded” catchphrase makes its first official appearance

The biggest news element in this post is the hype phrase in the body text: “Everyone, please stop by Matsuya Ginza and try the ‘Matsuya Upgraded’ experience!” “Matsuya Upgraded” is Matsuya’s own self-appointed catchphrase summing up the concept of the Matsuya PREMIUM Ginza Store in a single phrase — a new expression that had not appeared in any prior official communications (the June 1 announcement, the June 8 store data addition, or the June 10 opening celebration and purchase report).

Looking back at how Matsuya has officially described the Matsuya PREMIUM Ginza Store so far, a pattern emerges of the framing shifting in stages.

Date	Official communication	Business format description used
June 1, 2026	Official announcement	“The first permanent department store location” / “From Matsuya Foods, taking quality even further”
June 1, 2026	Official X announcement	“New business format: Matsuya PREMIUM”
June 10, 2026, 11:38 AM	Official X opening celebration	“Rich Matsuya menu”
June 10, 2026, 8:25 PM	Official X purchase report	(No mention of business format description — mainly a list of items purchased)
June 11, 2026, 8:27 AM (this post)	Official X dining report	“Matsuya Upgraded”

From “The first permanent department store location” and “Taking quality even further,” to “New business format,” to “Rich Matsuya menu” — the tone has grown progressively more casual, culminating in today’s family dining report, which goes all the way to the internet-style self-appointed catchphrase “Matsuya Upgraded.” It’s a device that offers readers an easy-to-grasp point of comparison: “There’s a genuinely upgraded tier of the Matsuya menu that Matsuya fans already eat regularly.”

Call to follow the official Matsuya PREMIUM account (@matsuya_premium)

This post included an explicit call to follow the dedicated Matsuya PREMIUM X account (@matsuya_premium), with the line “↓Official account here↓ @matsuya_premium.” That account only surfaced for the first time yesterday, June 10, around 11:00 AM, with the post “It’s finally open today!” — making this post, on the day after opening, the moment Matsuya’s official account (@matsuya_foods) relayed its followers over to the new account.

Account	Activity
Matsuya Official (@matsuya_foods)	Explicitly directed followers to Matsuya PREMIUM (@matsuya_premium) in today’s 8:27 AM post
Matsuya PREMIUM (@matsuya_premium)	First appeared in yesterday’s 11:00 AM opening report, and received a quote-retweet from Matsuya Official the same day

This reveals a relay design that uses the widely recognized Matsuya official account (@matsuya_foods) as a hub to funnel traffic toward the newly launched account.

Continuous official X reports from purchase to dining (yesterday through today)

Matsuya’s official X activity around the Matsuya PREMIUM Ginza Store has unfolded across three consecutive posts, from yesterday’s opening day through this morning.

Date/Time	Content
June 10, 2026, 11:38 AM	Quote-retweet celebrating the opening, plus a preview: “Maybe I’ll go buy some around 7 PM too”
June 10, 2026, 8:25 PM	Purchase report from the storefront at Matsuya Ginza (Umatoma Hamburg Steak with Domestic Japanese Black Wagyu Beef, Founding Beef Rich Curry and Rice x Kobe Beef, and a limited-edition original card obtained)
June 11, 2026, 8:27 AM (this post)	Family dining report at home, featuring the “Matsuya Upgraded” catchphrase and a call to follow the official account

The arc runs from opening celebration, to in-store purchase, to family dining at home — closing out the “insider’s experience” narrative within a day and a half. Each post adds at least one new piece of information (preview of the visit → reveal of the limited card → the “Matsuya Upgraded” catchphrase plus the account follow call), forming a tightly constructed X timeline as part of the opening launch campaign.

Kaomoji tracking: (╹◡╹) used for a third consecutive time in Matsuya PREMIUM-related posts

Amid ongoing variation in the narrator’s kaomoji usage across recent dining reports, announcements, and quote-retweets, today’s 8:27 AM family dining post again used (╹◡╹) on its own. All three consecutive posts related to the Matsuya PREMIUM Ginza Store have now used the (╹◡╹) style.

Date/Time	Post	Kaomoji
June 10, 2026, 11:38 AM	Quote-retweet celebrating the Matsuya PREMIUM Ginza Store opening	(╹◡╹) with a trailing “…”
June 10, 2026, 6:13 PM	Neo Tomato Karegyu dining report	( ¯꒳¯ ) alone
June 10, 2026, 8:25 PM	Matsuya PREMIUM Ginza Store purchase report	(╹◡╹) alone
June 11, 2026, 8:27 AM (this post)	Matsuya PREMIUM Ginza Store family dining report	(╹◡╹) alone

The three Matsuya PREMIUM Ginza Store-related posts (11:38 AM, 8:25 PM, and 8:27 AM) all use (╹◡╹), while the one Neo series dining post (6:13 PM) uses ( ¯꒳¯ ) — making the topic-based kaomoji distinction even clearer.