Matsuya Official X Announces New Format 'Matsuya PREMIUM' to Open at Matsuya Ginza on June 10

At 3:00 PM on June 1, 2026, Matsuya’s official X account (@matsuya_foods) posted an announcement that its new format ‘Matsuya PREMIUM’ would open on Wednesday, June 10, 2026, in the Bento & Prepared Foods section on B1 of Matsuya Ginza. The opening line, “[Announcement] Matsuya and Matsuya have officially become family,” frames the collaboration between Matsuya (the beef bowl chain) and Matsuya Ginza (the department store) with a “family” metaphor.

Original Post

[Announcement] Matsuya and Matsuya have officially become family. To celebrate, why not enjoy delicious Beef Bowl in Ginza?

New Opening Wednesday, June 10 Matsuya Ginza B1, Bento & Prepared Foods

The post opens with “[Announcement]” to signal a formal statement, then declares the relationship between the two entities in a single line: “Matsuya and Matsuya have officially become family.” It follows with an invitation to visit — “To celebrate, why not enjoy delicious Beef Bowl in Ginza?” — before listing the format name, opening date, and location in a bullet-style close, forming a five-part structure overall.

Observations on the Announcement Banner

The promotional banner attached to the post uses a dark brown background with the white catchphrase “Matsuya, at Matsuya, opens” placed top-center — a clever wordplay pairing “Matsuya Ginza (the department store Matsuya)” with “Matsuya (the foods company).” The subtext spells out the date and location: “Wednesday, June 10, B1, Bento & Prepared Foods.”

At the center is an overhead shot of Beef Bowl served in a black bowl, with plenty of beef and onion simmered together in broth, steam visibly rising for a vivid, appetizing effect. Compared to the standard Matsuya Beef Bowl, the serving appears to contain noticeably more beef and onion, suggesting it will serve as the PREMIUM format’s flagship product.

The lower part of the banner features a logo with Matsuya’s cow mascot framed in a round window, alongside the English text “Matsuya PREMIUM MATSUYA.” The same “PREMIUM MATSUYA” typeface and layout seen on the poster discovered at the Matsuya Ginza food floor on May 31 is carried over here, keeping the physical poster and the digital announcement banner visually consistent.

The ‘Matsuya P○○○○○○’ Teaser Series Since May 27 Concludes Today

The teaser series surrounding the mysterious new account “Matsuya P○○○○○○,” which appeared on May 27, has now concluded with this post revealing the identity behind the blanks: “PREMIUM.” The timeline so far is as follows.

Date/Time	Actor	Content
Just before 11:10 AM, Wednesday, May 27, 2026	Matsuya P (@matsuya_P)	Introduced itself with blanked-out text: “Nice to meet you. I’m Matsuya P○○○○○○.”
11:10 AM, Wednesday, May 27, 2026	Matsuya Official X	Quote-reposted with “…? / Did something increase?”
11:23 AM, Wednesday, May 27, 2026	Matsuya Official X	Quote-reposted a post from Matsuya Ginza (@MATSUYAGINZA100) with “Wait, finally?!”
10:51 AM, Sunday, May 31, 2026	Matsuya Official X	Posted an image of a promotional poster from the Matsuya Ginza food floor, captioned “Oh…?”
11:06 AM, Sunday, May 31, 2026	Matsuya Official X	Self-quote-reposted with “Ginza sure is fired up!”
3:00 PM, Monday, June 1, 2026 (this post)	Matsuya Official X	Announced the official name ‘Matsuya PREMIUM’ and the June 10 opening

Over the five days from the blanks first appearing on May 27 to today’s post on June 1, the story unfolded in three stages: the social media teaser series, the discovery of a physical poster, and the official announcement. The six-character blank “○○○○○○” matches exactly with “remium” — the six letters of “PREMIUM” minus the initial “P” — showing that the teaser was designed down to the character count.

Overview of the New Format ‘Matsuya PREMIUM’ (Information Disclosed at Announcement)

Here is a summary of the basic information about “Matsuya PREMIUM” disclosed as of this post.

Item	Details
Format Name	Matsuya PREMIUM (English notation: PREMIUM MATSUYA)
Opening Date	Wednesday, June 10, 2026
Location	Matsuya Ginza B1, Bento & Prepared Foods section
Flagship Product	Beef Bowl (featured in the banner photo)
Relationship to Existing Matsuya Formats	Explicitly framed as a “family” partnership

As a “PREMIUM” format distinct from the standard Matsuya beef bowl chain, it will open inside the Tokyo Ginza department store “Matsuya Ginza.” Details such as the product lineup, price range, and business hours remain undisclosed as of this post and are expected to be revealed in a follow-up announcement.