松屋、70店舗限定で先行した『黒麻婆豆腐定食』を9月29日に全国発売

Matsuya will launch its new menu item, the “Black Mapo Tofu Set Meal,” nationwide (excluding some stores) at 10:00 a.m. on September 29, 2026. On the night of September 28, the day before launch, the official X account (@matsuya_foods) posted a product photo along with the caption “Black Mapo Tofu Set Meal launches September 29 (Tue) at 10:00,” reaffirming the release. The set meal is priced at 890 yen.

“This Blackness Proves the Richness.” — A Line Lifted from the Official Announcement’s Headline

The line “This blackness proves the richness,” placed midway through the post, isn’t an original tagline written for X. It repeats, word for word, the headline of the official announcement posted on Matsuya’s website five days earlier, on September 24: “This Blackness Proves the Richness. ‘Black Mapo Tofu Set Meal’ Launches.” The closing line, “Please enjoy it on this occasion,” also closely echoes the ending of that announcement’s body text, “Please enjoy this authentic flavor on this occasion” — a stock closing phrase carried over from the announcement.

A camera emoji (📷) appears at the end of the post. Matsuya’s official X account typically closes new menu announcements with 🎉 or ✨, or with an emoticon, so using a camera emoji is unusual.

The Product Photo Shows Two Shots: a White Bowl and a Clay Pot

The image attached to the post is composed of two shots of the glossy black mapo tofu — one in a white bowl, one in a clay pot. The white bowl is topped with scallions and shown with steam rising. On the right, the copy “The Depth of Douchi, Tianmianjiang, and Malajiang” and “This Blackness Proves the Richness” runs vertically, and below the product name, “Black Mapo Tofu Set Meal, 890 yen,” is a photo of the full set meal with rice, fresh vegetable salad, and miso soup, along with a “Comes with a Packet of Sansho Pepper” badge. The image explicitly credits douchi, tianmianjiang, and malajiang as the source of the blackness.

Lineup and Pricing

According to the September 24 announcement, the lineup consists of the Black Mapo Tofu Set Meal at 890 yen, Black Mapo Tofu at 790 yen, and Black Mapo Tofu Only at 690 yen. The launch begins at 10:00 a.m. on Tuesday, September 29, at Matsuya locations nationwide, excluding some stores. Takeout is also available (miso soup sold separately), and shareholder benefit vouchers can be used.

After a Limited Preview at 70 Stores in Late June, Nationwide About Three Months Later

This isn’t the first appearance of the “Black Mapo Tofu Set Meal.” It was first listed as a store-limited menu item at 70 stores starting at 10:00 a.m. on June 30, 2026. The price back then was also 890 yen, unchanged through this nationwide launch. About three months after its store-limited preview, sales are now expanding nationwide, excluding some stores. It’s a familiar pattern at Matsuya for an item that first appears as store-limited to later join the nationwide menu, and the Black Mapo Tofu Set Meal is another example of that.