松屋公式X、店の写真に拍手を添えて『来ました！！！』と投稿

On October 10, 2026, at 18:00, Matsuya’s official X account (@matsuya_foods) posted “It’s Here!!!” along with a single photo. The post text consists of only these seven characters, with no product name, store name, or link attached.

A Photo Capturing a Combo Store at Night

The photo shows the exterior of a store at night. On the first floor, signs for Matsuya, Matsunoya, and My Curry Shokudo are lined up side by side, while Hamazushi occupies the upper floor. The menu sign to the left of the entrance also shows a notice for “Free Rice Refills on Set Meals.” Overlaid in the upper left of the photo is an illustration of Macky, Matsuya’s official mascot, clapping with both hands together, accompanied by the word “Pachi-Pachi” and a sparkling effect.

The Seven Characters of “It’s Here!!!”

Including the exclamation marks, the post’s text comes to seven characters, with no words naming what it refers to. Looking back at past posts where the official X account wrote “It’s here” with excitement, the June 10 post from Matsuya Ginza named the products purchased — Black Wagyu Beef Umatoma and Founding Beef Rich Curry and Rice x Kobe Beef — while the September 19 post from the Yokohama Store named the store and explained the visit as a farewell stop tied to the closing of Sotetsu Movil, and both ended with the emoticon “(╹◡╹)”. This time’s post text has no emoticon or emoji at all — just three exclamation marks in a row.

A Photo with Neither a Store Name nor a Link

The official X account frequently covers new store openings and store visits, and customarily includes the store name along with a link to the store page. The October 4 post named and introduced the Matsuya/Matsunoya Sayama-dai Store in Saitama Prefecture, which had opened on September 30. This time’s post has none of that — no store name, no link, no product name — just a photo of a combo store at night and seven characters, leaving what “It’s Here!!!” refers to unexplained within the post itself.