Matsuya's Official X Posts a Taste Report on Trial-Sale "Rich Beef Curry and Rice"

Matsuya’s official X account (@matsuya_foods) posted on the night of September 1 that it had actually tried the store-limited, trial-sale “Rich Beef Curry and Rice.” The item is a store-limited menu item that had only just gone on sale at 10 a.m. that same day. It doesn’t appear in the official site’s news updates, and the only announcements have come through the official X account and the store-limited page.

Sales Began at 10 a.m. Today, Available at 70 Stores Across 26 Prefectures

“Rich Beef Curry and Rice” had appeared ahead of time on Matsuya’s store-limited page from around August 27. Sales began at 10 a.m. on September 1, at 70 stores across 26 prefectures. No end date has been announced at this point.

The previous trial-sale item, “Seared Rib Finger Bowl,” had also appeared on the store-limited page about five days before its own launch, so this time, too, the new item was listed a few days ahead of release.

Replacing the Previous Trial-Sale Item

On that same September 1, “Seared Rib Finger Bowl,” which had been on trial sale since late August, disappeared from the store-limited page. Of the 70 stores carrying “Rich Beef Curry and Rice,” 67 also carried “Seared Rib Finger Bowl,” suggesting that the same store-by-store slot used to gauge sales of new items has carried over almost intact to the next product.

The Official X Taste Report: Text and Photo

The post opens with the line, “Today we had the trial-sale ‘Rich Beef Curry and Rice’ ( ¯꒳¯ ).” This opening — “Today we had the trial-sale ‘○○’” — is the same formula used in the August 26 post about “Seared Rib Finger Bowl,” and has become the standard way of introducing trial-sale items.

The description of the flavor itself is written fresh for this post. “Sweet the moment it hits your mouth, then a slow spiciness creeps in afterward” conveys a flow where sweetness comes first and spice follows, while “The big chunks of beef are irresistible…🤤” plays up the size of the ingredients. It closes with “This is truly… rich,” and “Please try this indulgent bowl ✨” — a play on the word “Rich” in the product name.

The attached photo shows a bowl generously filled with deep brown curry roux over Matsuya’s white bowl, topped with cubed beef. It captures the moment a fork lifts a large chunk of beef, with the roux glistening from its oil sheen. The rice is served white inside the bowl rather than on the side, and the “big chunks of beef” mentioned in the post text are captured exactly as described.

In official X posts of the “we had this” type, the emoticon “（╹◡╹）” is commonly used at the end, whereas this post’s “( ¯꒳¯ )”, along with the drooling and sparkle emoji, belong to a pattern that appears less often.

Taste Reports on Trial-Sale Items Since May — Curry’s First Appearance

Since May 2026, the official X account has repeatedly posted taste reports on items on store-limited trial sale. The lineup has run through Yatarazuke Beef Bowl, Hiyajiru, Chicken Nanban, Okra and Grated Domestic Yam Paste Beef Bowl, Hamburg Steak with Black Carbonara Sauce, Mushroom Duxelles Stew Hamburg Steak Set Meal, Yulinji Set Meal, Beef Steak Bowl, 100% Beef Hamburg Steak Set Meal, Hot Water-Seared and Soy-Marinated Tuna Bowl, Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl, and Seared Rib Finger Bowl — bringing this “Rich Beef Curry and Rice” to the 13th item. Among a lineup that has mostly centered on beef bowls, rice bowls, set meals, and hamburg steaks, this is the first time a curry has been featured.

Some items have gone on to nationwide release after their trial run. “Hiyajiru,” which was trial-sold at limited stores in May, switched to nationwide sale starting August 4. Store-limited trial sales serve as a way to gauge reaction to new items, and it remains unclear at this point how “Rich Beef Curry and Rice” will develop from here.