Matsuya's Official X Calls for MATSUYA PASS Purchases, with Macky in the Rain

On the morning of July 7, Matsuya’s official X account (@matsuya_foods) published a post calling for purchases of the “MATSUYA PASS” subscription pass. “With the rainy and overcast days continuing, the mood feels kind of gloomy…” the post read, suggesting, “On days like this, why not at least brighten your mood with the MATSUYA PASS?” It urged fans to buy soon, adding, “Some stores have already sold out, but if you haven’t gotten yours yet, please check it out.”

Macky Longs for Blue Skies by a Rainy Window

The accompanying image shows a quiet composition of the Matsuya official mascot Macky’s costume character sitting at a table by a rain-speckled window, gazing outside. On the window, handwritten-style text reads “Wish the rainy season would end already” and “I want to see blue skies,” alongside an illustration of a smiling sun. On the table sits a steaming mug, an open notebook with a pencil, and a light-blue July edition MATSUYA PASS card propped up, with a sticky note at the bottom reading, “Come on, let’s at least brighten our mood with the MATSUYA PASS!” Amid the rainy-season gloom, the pass is presented as a small patch of clear sky.

“Some Stores Already Sold Out” — July Edition Ends While Supplies Last

The post included the hashtags “#WhileSuppliesLast” and “#HopeEveryoneCanGetTheirMatsuyaPass,” noting that some stores had already sold out. The July edition of the MATSUYA PASS went on sale June 26, offering 100 yen off Set Meals and 70 yen off Beef Bowl and Curry and Rice Bowl, valid from July 1 through July 31. Quantities are limited, and sales end while supplies last. On July 2 as well, a post noted a “string of sold-out stores” and urged early purchase, suggesting sales are approaching their final stretch.

Daily MATSUYA PASS Messaging Continues

Since the July edition went on sale, the official X account has posted about the MATSUYA PASS daily from various angles. The day before, on July 6, it called for purchases using an image styled as a to-do list, and on July 5 it published a “Color Hunting”-style collage themed around the color light blue. This time, the appeal tied into the seasonal mood of the rainy season and rainy days.