Matsuya Launches New Regular Bowl 'Matsuya's Yakiniku Beef Bowl' for 630 Yen

Matsuya announced on its official X account on the night of August 11, 2026 that it had begun selling its new menu item, “Matsuya’s Yakiniku Beef Bowl.” The dish features beef and onion tossed together on a teppan griddle with a new garlic-infused sauce, served over rice, and Matsuya stated, “This will be a regular menu item,” confirming its place in the standard lineup. The price is 630 yen. The limited-time “Beef Short Rib & Offal Bowl” (990 yen) was released on the same day, bringing two teppan-grilled beef dishes to Matsuya’s summer lineup.

The post went up between 9 and 10 p.m. on August 11, the day of release, serving as a reminder that sales had begun at 10 a.m.

Beef and Onion Tossed on the Teppan, Piled High with Scallion

In the accompanying photo, a white bowl bearing the “MATSUYA” logo is covered in rice topped with beef grilled to a deep golden brown and onion wedges cooked through. A generous pile of finely chopped scallion sits in the center, scattered with white sesame seeds. The sauce has a glossy, deep color, with what appear to be flecks of black pepper visible. A black tray holds a side of miso soup with tofu, and in the bottom right of the frame, Matsuya’s official mascot Macky claps in celebration.

While the Beef Bowl is prepared by simmering in a sweet-savory sauce, this dish visibly derives its savory aroma from being seared on the teppan griddle instead. The scallion and white sesame toppings also give it a yakiniku-style composition distinct from Matsuya’s standard bowls.

The Unmodified “Yakiniku Beef Bowl” Makes Its First Appearance at Matsuya

Looking back through Matsuya’s past announcements, this marks the first time a bowl has appeared under the unmodified name “Yakiniku Beef Bowl.” Similarly named products include the “Salt-based Green Onion Yakiniku Beef Bowl,” released in September 2023, and the “Two-Topping Yakiniku Beef Bowl,” released in August 2024, but both were limited-time products with modifiers attached to the name — there is no precedent for a “Yakiniku Beef Bowl” as a regular, standalone bowl.

Like Matsuya’s flagship Beef Bowl, this new dish puts beef and onion front and center, but with a different cooking method and sauce it has earned a spot in the regular lineup — adding one more variation to Matsuya’s standard offerings.

The Simultaneously Released “Beef Short Rib & Offal Bowl” Marks Its Third Consecutive Summer

Meanwhile, the simultaneously released “Beef Short Rib & Offal Bowl” (990 yen) has appeared in summers past as well. Past announcements show a “Boneless Short Rib & Offal Bowl” released on June 25, 2024 and again on August 12, 2025, making this the third consecutive summer release.

The price was 980 yen in both 2024 and 2025, but has risen by 10 yen to 990 yen this time. The product name has also changed, gaining the character for “beef” at the front — from “Boneless Short Rib & Offal Bowl” to “Beef Short Rib & Offal Bowl.” While the Yakiniku Beef Bowl has joined the regular lineup, this dish remains a limited-time offering.

From the August 6 Announcement to Release Day

Both products were announced in advance in an official notice dated August 6, stating “on sale from 10 a.m. on Tuesday, August 11.” At 11 a.m. on release day, Matsuya also announced a Follow & Repost Campaign to celebrate the launch of both products (30 winners will be chosen by lottery to receive 1,000 Matsuya Points each; entries close August 17), with the announcement, release, and promotion all sent out in quick succession within a single day. This latest post, made between 9 and 10 p.m., serves as the capstone announcement, accompanied by actual photos of the products.