Matsuya Launches 'Fluffy Egg Grilled Eel Bowl' (1,180 yen) on June 23 as Summer Staple Enters Its 8th Year

On June 18, 2026, Matsuya announced in an official notice that its summer staple, the Grilled Eel Bowl, will go on sale at 10:00 on Tuesday, June 23, 2026. For its 8th run (8th year), last year’s popular Grilled Eel & Egg Bowl is reworked with a focus on egg texture into the ‘Fluffy Egg Grilled Eel Bowl’ (1,180 yen), made with a fluffy, silky egg. Including the ‘Eel Combo Beef Bowl’ (1,180 yen), the lineup totals 12 items. It is available at Matsuya locations nationwide, excluding some stores.

The 12-Item Lineup and Prices

Item	Price (tax incl.)	Shareholder Voucher
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 and Beef Plate	960 yen	—

The lineup is built on three axes, each offered in Single, Double and Triple sizes: the plain Grilled Eel Bowl series, the Fluffy Egg Grilled Eel Bowl series topped with egg, and the Eel Combo Beef Bowl series paired with a beef bowl. Three non-bowl ‘Plate’ items bring the total to 12.

From the ‘Grilled Eel & Egg Bowl’ to the ‘Fluffy Egg Grilled Eel Bowl’

The official notice explains: “We have upgraded last year’s popular ‘Grilled Eel & Egg Bowl’ into the ‘Fluffy Egg Grilled Eel Bowl,’ with an even greater focus on the deliciousness of the egg, finished to a fluffy, silky texture.” The product name was also renamed from ‘Grilled Eel & Egg Bowl’ to ‘Fluffy Egg Grilled Eel Bowl’ to bring the egg to the front. It keeps last year’s combination of egg and eel, but works the egg’s texture (fluffy and silky) into the name itself.

Eel Cooked ‘Crisp Outside, Fluffy Inside’

The official notice spells out the cooking method: “fragrant eel generously coated in a special sauce, paired with fluffy, silky egg for a luxurious taste,” and “crisp on the outside and fluffy on the inside, grilled to a fragrant finish by repeatedly brushing with sauce and grilling, then coated with the special sauce.” The repeated sauce-and-grill process builds aroma while keeping the inside fluffy.

Announcement Banner and a Two-Stage 100 Yen Off Coupon

The announcement banner features a close-up photo of the Fluffy Egg Grilled Eel Bowl as its centerpiece. On the right are the prices of three items (Fluffy Egg Grilled Eel Bowl 1,180 yen, Grilled Eel Bowl 980 yen, Eel Combo Beef Bowl 1,180 yen) and a number marking the 8th run, with the catchphrase ‘Fluffy This Summer’ at the upper left. At the bottom, the text ‘Matsuya Foods Official App 100 Yen Off Coupon Now Available!’ appears with two periods, ‘6/23 from 10:00’ and ‘6/30 from 10:00’. The image shows that coupons are distributed in two stages: right after launch and one week later.

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

The official notice states that “this year’s Day of the Ox is July 26” and positions the dish as a seasonal feature: “a Grilled Eel Bowl that brings a little luxury and happiness to bodies tired from the early-summer heat.” As an ongoing series in its 8th year, it is set up as a long run of a little over a month, from the late-June launch to the Day of the Ox on July 26.

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

The official notice dated today also announces the ‘Samgyetang-style Soup’ (330 yen, up to 70 yen off when paired with a classic menu item) with the same launch of 10:00 on June 23, 2026. A heavy eel bowl lineup and a lighter add-on soup arrive at the same time, so the second half of June pairs a warm soup with the summer staple Grilled Eel Bowl.

Takeout, Shareholder Vouchers and Sansho Pepper Packets

All 12 items are available for takeout (miso soup costs extra). Shareholder vouchers can be used only for three items: the ‘Fluffy Egg Grilled Eel Bowl,’ the ‘Grilled Eel Bowl’ and the ‘Eel Combo Beef Bowl.’ The Double and Triple sizes and the Plate items are excluded, so voucher users are limited to the three lowest-priced Single items. In the product lineup image, the ‘Fluffy Egg Grilled Eel Bowl,’ ‘Grilled Eel Bowl’ and ‘Eel Combo Beef Bowl’ all carry a ‘Sansho pepper packet included’ label, indicating that sansho pepper is provided to add aroma to the eel.