Matsuya Marks Release of Beef Short Rib & Offal Bowl and One Other New Item With Campaign to Win 1,000 Matsuya Points for 30 People

Matsuya Foods, which operates Matsuya, has launched a Follow & Repost Campaign on its official X account (@matsuya_foods) to celebrate the same-day release of two teppan-grilled bowls, the Beef Short Rib & Offal Bowl and Matsuya’s Yakiniku Beef Bowl, on August 11. The campaign offers a chance to win 1,000 Matsuya Points, redeemable in the official Matsuya Foods app, to 30 winners chosen by lottery.

Entry Is a Two-Step Process: Follow and Repost

Entry involves just two steps: follow the official account (@matsuya_foods) and repost the target post. The deadline is Monday, August 17.

The announcement image is split into red and blue halves, each featuring a steaming bowl, with the bold tagline “Iron Plate, Straight to the Point.” at the center. On the left, the Beef Short Rib & Offal Bowl is shown coated in sauce and topped with garlic sprouts and white sesame seeds; on the right, Matsuya’s Yakiniku Beef Bowl is layered with onion, scallion, and white sesame seeds, putting the visual contrast between the two side by side. Text at the bottom of the image spells out the entry conditions and deadline: “Follow & Repost for a chance to win 1,000 Matsuya Points!”, “30 winners!!”, and “Entry period: through 8/17.”

The Campaign Covers Two Teppan-Grilled Bowls That Debuted Today

Both items covered by the campaign are brand-new products that went on sale at 10 a.m. on August 11, the same day. The release date and prices were previewed in an official announcement dated August 6, and previewed again on the official X account at 6 p.m. on August 7. The Beef Short Rib & Offal Bowl is priced at 990 yen, while Matsuya’s Yakiniku Beef Bowl is priced at 600 yen for a small serving, 630 yen for a regular serving, and 850 yen for a large serving.

Matsuya’s Yakiniku Beef Bowl is positioned as a 630-yen bowl reworking of the yakiniku beef familiar from the regular-menu Yakiniku Beef Set Meal (890 yen) and Yakiniku Beef Fresh Vegetable Salad Set (850 yen). The Beef Short Rib & Offal Bowl, meanwhile, combines beef short rib with offal in a bowl, making it a novel addition — a Matsuya bowl carrying the word “offal” in its name is a first for the chain.

Follow & Repost campaigns tied to a new release like this are a familiar move that repeats each time a new product launches, but until now they had typically featured a single product name. This time, the two items are presented together, joined by an ampersand, a presentation unique to a simultaneous two-item release. The campaign was posted at 11 a.m., about an hour after the release.

A Day When a New Menu Launch and a Coupon Activation Overlapped

That same day, Matsuya’s official X account was also running a separate initiative alongside the release of the two new menu items. Starting at the same 10 a.m. on August 11, an “X Coupon” took effect, bringing a regular-serving Beef Bowl down from its usual 460 yen to 390 yen; this had been previewed with countdown-style posts on three consecutive days starting around 8 p.m. on August 9. Matsuya describes it as the first activation of an X Coupon in two years.

The X Coupon, a discount on the Beef Bowl by itself, and the Follow & Repost Campaign, marking the release of the two new menu items, are separate initiatives, but both were concentrated around the same 10 a.m. window on August 11 as the release, making it a day of unusually dense activity on the official X account.