Matsuya's Store-Limited 'Vanilla Shake' Expands to 100 Stores

The number of stores carrying Matsuya’s store-limited ‘Vanilla Shake’ has jumped by 30, from 70 to a total of 100. The 30 newly added stores are spread across six prefectures: Saitama leads with 11, followed by Chiba with 5, Tokyo, Gunma, and Ibaraki with 4 each, and Tochigi with 2. New additions include Matsuya Yono (0576) in Saitama Prefecture and Matsuya Narita (0511) in Chiba Prefecture.

30 Stores Added, Mostly Matsunoya and My Curry Shokudo Co-located Locations

100 stores

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Eligible: 100 Stores

Of the 30 newly added stores, 27 are co-located with Matsunoya, while the remaining three — Matsuya Narita in Chiba Prefecture, Matsuya Shimoshakujii (0875) in Tokyo, and Matsuya Tokorozawa Kitahara (1854) in Saitama Prefecture — are co-located with My Curry Shokudo. All of them match the requirements for the brand co-located at each store.

The additions spread across six prefectures — Saitama, Chiba, Tokyo, Gunma, Ibaraki, and Tochigi — all of which were already part of the lineup under the previous 70-store setup. No new prefecture was added this time; the expansion simply added more stores within the existing distribution area.

Number of Participating Stores Rises from 70 to 100

With this update, the number of stores carrying the ‘Vanilla Shake’ shown in the store-limited menu list has been revised from 70 to 100. At 100 stores, it now has the widest reach of any store-limited menu item currently on sale. Next are the ‘Lemon Butter Chicken Meal’ and ‘Keema Curry and Rice,’ each at 70 stores, followed by the ‘Domestic Snow Country-Raised Loin Katsu Set Meal’ at 15 stores and the ‘Iburigakko Beef Bowl’ at 3 stores.

That said, Matsuya currently operates 1,225 stores nationwide. Carrying the item at 100 stores covers only about 8% of all locations, so it remains a limited rollout available at just a fraction of stores.

Price and Hours of Sale for the ‘Vanilla Shake’

The ‘Vanilla Shake’ is priced starting at 180 yen (tax included, S size). It’s a soft-serve-based shake sold from 5:00 AM to midnight. The store-limited menu list features three varieties: the plain Vanilla Shake (S: 180 yen / M: 240 yen), ‘Vanilla Shake & Strawberry’ (S: 290 yen / M: 350 yen), and ‘Vanilla Shake & Choco Cocoa Cookie’ (S: 320 yen / M: 380 yen).

The promotional image shows the three cups held up against a blue sky, alongside the copy ‘Sweet Matsuya, Unleashed.’ The plain version is a milky white, the strawberry version has red sauce and fruit, and the choco cocoa cookie version has brown sauce and a cookie topping; all the cups carry the ‘MATSU Sweets’ logo. The straws are uniformly black across all three.

The 100 Participating Stores by Prefecture

The 100 stores currently carrying the ‘Vanilla Shake’ span 13 prefectures, from Iwate Prefecture in Tohoku to Shizuoka Prefecture in Chubu. The breakdown by prefecture is as follows.

Prefecture	Number of Stores
Saitama Prefecture	20
Chiba Prefecture	18
Ibaraki Prefecture	14
Tokyo	11
Shizuoka Prefecture	9
Gunma Prefecture / Kanagawa Prefecture	7 each
Fukushima Prefecture / Yamanashi Prefecture / Tochigi Prefecture	3 each
Yamagata Prefecture / Nagano Prefecture	2 each
Iwate Prefecture	1

Saitama, Chiba, Ibaraki, and Tokyo in the Kanto region account for over 60% of the total, and the 30 newly added stores — centered on Saitama’s 11, Chiba’s 5, and Tokyo’s 4 — mainly added depth in northern Kanto. While stores are also scattered across Gunma and Tochigi in northern Kanto and Fukushima, Yamagata, and Iwate in Tohoku, the westward reach stops at Shizuoka, Yamanashi, and Nagano, and has not extended to the Kinki region or further west. The store list and latest availability can be found on Matsuya’s official list of eligible stores.

A Gradual Rollout of Participating Stores

The ‘Vanilla Shake’ first went on sale as a store-limited item on April 21, 2026. Since then, the number of participating stores has grown step by step, expanding to 62 stores in early August and 70 stores in mid-August. Matsuya’s official X account has also announced the store count along the way, with posts such as ‘now on sale at 50 stores’ and ‘expanded to 70 stores.’

Whereas the most recent expansions were incremental, such as the 8-store jump from 62 to 70, this latest round marks a much larger expansion, adding 30 stores at once to go from 70 to 100. As one of the few permanent sweet-menu items, it has been steadily growing its footprint.