Matsuya Introduces Mysterious "Matsu Shake" as a Store-Limited Item at Just 5 Stores Nationwide

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title: “Matsuya Introduces Mysterious "Matsu Shake" as a Store-Limited Item at Just 5 Stores Nationwide” categories:

• menu tags:
• store-limited
• new-menu
• added published: true created_at: “2026-04-24T09:10:10+09:00” updated_at: “2026-06-14T13:27:13+09:00” thumbnail: “https://cdn.gyumesy.com/articles/rx8157/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/rx8157/ogp.png” source_url: “https://www.matsuyafoods.co.jp/matsuya/kobetsu/gentei.html” editor_comment: “The mystery behind the April 10 "Matsu Shake….?" is finally solved. Limited to just 5 stores, it feels very much like a test run. Anyone who gets to drink one is a winner.” description: “The "Matsu Shake" that Matsuya’s official X account cryptically teased on April 10 has finally appeared as a store-limited menu item. It goes on sale at just 5 stores nationwide from April 21. Details such as locations and price are unknown at this time.” related_articles:
• 035m4q

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It has been confirmed that “Matsu Shake” was newly added to Matsuya’s store-limited menu page on April 24.

A Rare Store-Limited Item

Item	Details
Menu name	Matsu Shake
Listing start	Tuesday, April 21, 2026, 10:00 a.m.
Number of stores	Just 5 stores
Participating stores	Search participating stores

The item is sold at only 5 stores nationwide, an extremely limited rollout. Compared with Matsuya’s other store-limited menu items, such as Soy Milk Pudding at 200 stores and Marry Me Chicken Set Meal at 100 stores, the store count is overwhelmingly small, and it appears to be effectively a test sale.

The Truth Behind the “Matsu Shake….?” Teaser Two Weeks Ago

On April 10, Matsuya’s official X account posted a mysterious image captioned “Matsu Shake….?”, along with the message “April Fools’ Day is over by now, right….?🤔 Stay tuned for updates,” which drew the attention of fans. Its official arrival as a store-limited item confirms that the teaser was real.

This appears to be Matsuya’s first shake-style drink product. Details such as price and flavor are unknown at this time, and with the participating stores so limited, only a few people will actually get to try it.

A Rare Run of Sweet Items at a Beef Bowl Chain

The only dessert in Matsuya’s regular menu is “3 Pieces of Jelly” (a side dish, 150 yen), and the lineup, centered on beef bowls and set meals, has long been thin on sweets. For that reason, even as a store-limited item, introducing a sweets-leaning new product is a notable move for Matsuya.

Most recently, the store-limited “Soy Milk Pudding” ran at 200 stores nationwide from March 17, 2026, and its listing ended on April 3. This Matsu Shake, arriving about three weeks later, follows the pudding as another store-limited sweet item. It can also be read as Matsuya, which has built its name on savory set meals, continuing to test the waters in the sweets category.