Matsuya's Mysterious 'Matsu Shake' Debuts as a Store-Limited Item — An Ultra-Rare Product at Just 5 Stores Nationwide

It has been confirmed that ‘Matsu Shake’ was newly added to Matsuya’s store-limited menu page on April 24, 2026.

A Rare Store-Limited Item

Item	Details
Menu Item	Matsu Shake
Listed From	April 21, 2026 (Tue), 10:00 AM
Number of Stores	Just 5 Stores
Eligible Stores	Search for eligible stores

This is an ultra-limited release available at only 5 stores nationwide. Compared to other Matsuya store-limited menu items — Soy Milk Pudding at 200 stores, Marry Me Chicken at 100 stores — the store count is overwhelmingly small, suggesting this is effectively a test sale.

The Truth Behind the ‘Matsu Shake….?’ Teaser From Two Weeks Ago

On April 10, 2026, Matsuya’s official X account posted a mysterious image captioned ‘Matsu Shake….?,’ along with the message, ‘April Fools’ is already over, right….? 🤔 Stay tuned for updates,’ which drew fans’ attention. Now that it has officially debuted as a store-limited item, the teaser has been confirmed to have been the real thing.

This appears to be Matsuya’s first-ever shake-type drink product. Details such as the price and flavor remain unknown for now, and since the eligible stores are limited, only a select few will actually be able to try it.

An Unusual Run of ‘Sweet’ Items for a Beef Bowl Chain

In Matsuya’s regular menu, the only dessert item is ‘3 Jelly Cups’ (a side dish, 150 yen), and against a lineup centered on beef bowls and set meals, the sweets category has consistently remained thin. That makes this new, sweetness-leaning product — even as a store-limited item — a notable move for Matsuya.

Most recently, the store-limited ‘Soy Milk Pudding’ was rolled out at 200 stores nationwide starting March 17, 2026, and was only just delisted on April 3, 2026. Arriving about three weeks later, this Matsu Shake follows the pudding as another sweet, store-limited item in a continuing sequence. It can also be read as a sign that Matsuya, which has built its business on savory set meals, is continuing to test the waters in the sweets category.