Matsuya Launches 'Fluffy Egg Grilled Eel Bowl' (1,180 yen) on June 23, Marking 8th Year of Summer Staple Series

Matsuya announced in an official notice dated June 18, 2026 that it will begin selling its summer staple menu item, the ‘Grilled Eel Bowl,’ from 10:00 AM on Tuesday, June 23, 2026. Now in its 8th installment (8th year), this year’s lineup renews last year’s well-received ‘Grilled Eel & Egg Bowl’ into the ‘Fluffy Egg Grilled Eel Bowl’ (1,180 yen), refined for a ‘fluffy, melty’ egg texture. The lineup spans 12 items in total, including the ‘Eel Combo Beef Bowl’ (1,180 yen). The offer is available at Matsuya locations nationwide, excluding some stores.

The Full 12-Item Lineup and Pricing

Item	Price (tax included)	Shareholder Benefit Coupon
Fluffy Egg Grilled Eel Bowl	1,180 yen	Accepted
Fluffy Egg Grilled Eel Bowl Double	1,880 yen	—
Fluffy Egg Grilled Eel Bowl Triple	2,580 yen	—
Grilled Eel Bowl	980 yen	Accepted
Grilled Eel Bowl Double	1,680 yen	—
Grilled Eel Bowl Triple	2,380 yen	—
Eel Combo Beef Bowl	1,180 yen	Accepted
Eel Double Combo Beef Bowl	1,880 yen	—
Eel Triple Combo Beef Bowl	2,580 yen	—
Fluffy Egg Grilled Eel Plate	960 yen	—
Grilled Eel Plate	760 yen	—
Eel & Simmered Beef & Onion Plate	960 yen	—

The lineup is built around three axes—each offered in Single, Double, and Triple sizes: the eel-only ‘Grilled Eel Bowl’ series, the egg-topped ‘Fluffy Egg Grilled Eel Bowl’ series, and the ‘Eel Combo Beef Bowl’ series paired with the Beef Bowl—plus three non-bowl ‘Plate’ formats, for 12 items in total.

An Upgrade from ‘Grilled Eel & Egg Bowl’ to ‘Fluffy Egg Grilled Eel Bowl’

The official announcement explains: “We’ve upgraded last year’s well-received Grilled Eel & Egg Bowl into the Fluffy Egg Grilled Eel Bowl, further refining the deliciousness of the egg for a fluffy, melty texture.” The item name itself was also renamed from ‘Grilled Eel & Egg Bowl’ to ‘Fluffy Egg Grilled Eel Bowl,’ bringing the egg element to the forefront of the name. As with last year, it’s still an egg-and-eel combination, but the naming now incorporates a description of the egg’s texture (fluffy, melty).

The Eel: ‘Crisp Outside, Fluffy Inside’

The official announcement details the preparation method: “Fragrant eel generously coated in our special sauce, paired with fluffy, melty egg, for a luxurious flavor” and “Crisp on the outside, fluffy on the inside—the eel is repeatedly basted with sauce and grilled to bring out its fragrance, then finished with a coating of the special sauce.” The repeated basting-and-grilling process achieves both a fragrant char and a fluffy interior.

The Announcement Banner and a Two-Stage 100 Yen-Off Coupon Rollout

The announcement banner image centers on a close-up shot of the Fluffy Egg Grilled Eel Bowl, with the prices of three items—‘Fluffy Egg Grilled Eel Bowl 1,180 yen,’ ‘Grilled Eel Bowl 980 yen,’ and ‘Eel Combo Beef Bowl 1,180 yen’—along with a number marking the 8th installment on the right, and the catchphrase ‘Fluffy This Summer’ in the upper left. The bottom of the image reads ‘Matsuya Foods Official App 100 Yen-Off Coupon Now Available!’ alongside two periods, ‘6/23 from 10:00’ and ‘6/30 from 10:00,’ confirming a two-stage coupon rollout—one immediately after launch and another one week later.

An 8th-Year Series Building Toward the Day of the Ox on July 26

The official announcement positions the item as a seasonal offering, stating “This year’s Day of the Ox falls on July 26” and “A Grilled Eel Bowl to bring a little luxury and happiness to bodies worn down by the early-summer heat.” As an 8th-year series with an established track record, the timeline suggests a run of just over a month, from the late-June launch through to the Day of the Ox on July 26.

Running Alongside the ‘Samgyetang-style Soup Set,’ Also Launching June 23

Today’s official announcement also revealed the ‘Samgyetang-style Soup’ (330 yen, up to 70 yen off when paired with a staple menu item) launching at the same time, 10:00 AM on June 23, 2026. With the heartier Grilled Eel Bowl lineup and the lighter add-on Samgyetang-style Soup being introduced simultaneously, the late-June menu is designed to run the warm soup alongside the summer staple Grilled Eel Bowl.

Takeout Available, Shareholder Benefit Coupons, and a Sansho Packet Included

All 12 items are available for takeout (Miso Soup costs extra). Shareholder Benefit Coupons can only be used on three items—‘Fluffy Egg Grilled Eel Bowl,’ ‘Grilled Eel Bowl,’ and ‘Eel Combo Beef Bowl’—excluding the Double, Triple, Fluffy Egg Grilled Eel Plate, and Grilled Eel Plate lines. This means shareholder benefit users are effectively limited to choosing from the three lowest-priced Single items. The product lineup image confirms a ‘Sansho Packet Included’ label on the ‘Fluffy Egg Grilled Eel Bowl,’ ‘Grilled Eel Bowl,’ and ‘Eel Combo Beef Bowl,’ indicating that sansho pepper is included to add fragrance to the eel.