Matsuya's Store-Limited Nebutazuke Beef Bowl Delisted After About Two Months at 44 Stores Across 6 Tohoku Prefectures

The Three Other Items Released Together Lasted About a Week; This 44-Store Bowl Lasted About Two Months

Matsuya, the beef bowl specialty chain, delisted its store-limited menu item Nebutazuke Beef Bowl (650 yen), which had been sold at 44 stores across 6 Tohoku prefectures, by September 25, 2026. The bowl paired Aomori’s regional pickle “Nebutazuke” with beef bowl, and after about two months (66 days) on sale since its release at 10:00 a.m. on July 21, 2026, it disappeared all at once from the store-limited pages of all 44 target stores.

Nebutazuke Beef Bowl was one of four store-limited menu items released at 10:00 a.m. on July 21. The other three that debuted at the same time—Hot Water-Seared and Soy-Marinated Tuna Bowl, Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl / Thai-style Spicy-Savory Dashi Soy Sauce Grilled Chicken Set Meal, and 100% Beef Hamburg Steak Set Meal (all at 70 stores)—were delisted all at once by July 27, ending after about a week on sale. Nebutazuke Beef Bowl, limited to 44 stores, was the only one that remained listed, staying on sale for about two months. When the official X account introduced the same-day releases one after another between July 22 and 25, it was these other three items that were featured.

Store-limited menu items often end their listing within a few days to about two weeks, so a sales period of roughly two months ranks among the longer runs for a limited-time item. It matches the length of past regional projects that ran long, such as Iburigakko Beef Bowl, which was sold only at a handful of stores within Akita Prefecture.

44 Stores Across 6 Tohoku Prefectures, With Only 2 Expressway Service Area Stores in Akita

The item was sold across the 6 Tohoku prefectures of Miyagi, Yamagata, Iwate, Fukushima, Aomori, and Akita, with no expansion outside the region. By prefecture, Miyagi had the most stores at 16, followed by Yamagata with 8, Iwate with 7, Fukushima with 7, and Aomori with 4. In the 5 prefectures of Miyagi, Yamagata, Iwate, Fukushima, and Aomori, nearly all of each prefecture’s current stores were included.

Akita Prefecture was different: only the two expressway service area stores, Hanawa SA (Up-bound) Store (1989) and Hanawa SA (Down-bound) Store (2019), were included, while the two stores Akita Hiromo Store (2218) and Yokote Store (2262) were not.

Prefecture	Number of Stores	Target Stores
Miyagi Prefecture	16 stores	Sendai Chuo Store, Sendai Minamimachidori Store, Sendai Kashima Store, Sendai Jozenji-dori Store, Sendai Yaotome Store, Sendai Yamatomachi Store, Sendai Ogimachi Store, Sendai Itsutsubashi Store, Sendai Nakano-Sakae Store, Kasuga PA (Up-bound) Store, Kasuga PA (Down-bound) Store, tekute Nagamachi Store, Furukawa Store, Ishinomaki Emino Store, Sendai Higashiguchi Store, Sendai Ichibancho Store
Yamagata Prefecture	8 stores	Yamagata Fukamachi Store, Yamagata Ekimae Store, Kaminoyama Store, Sakata Store, Tsuruoka Store, Yonezawa Store, Sagae Store, Higashine Store
Iwate Prefecture	7 stores	Morioka Ekimaedori Store, Morioka Odori Store, Morioka Aiina Store, Ichinoseki Store, Across Plaza Morioka Store, Morioka Mitake Store, Oshu Mizusawa Store
Fukushima Prefecture	7 stores	Eight Town Motomiya Store, Motouchi Store, Shirakawa Store, Koriyama Haga Store, Koriyama Ekimae Store, Koriyama Cosmos-dori Store, Sukagawa Store
Aomori Prefecture	4 stores	Hirosaki Takada Store, Hachinohe Joka Store, Aomori Kanko-dori Store, Hachinohe Tamukai Store
Akita Prefecture	2 stores	Hanawa SA (Up-bound) Store, Hanawa SA (Down-bound) Store

Even within the same “regional pickle × beef bowl” concept, Nebutazuke Beef Bowl’s rollout across 44 stores in 6 Tohoku prefectures was a much larger expansion compared to the earlier Iburigakko Beef Bowl, which was limited to just 3 to 4 stores within Akita Prefecture.

A 650-Yen Bowl Named for Aomori’s Nebuta

Nebutazuke is known as an Aomori regional pickle made by preserving herring roe, kelp, dried squid, and other ingredients in a soy sauce base. The bowl tops beef bowl with chopped Nebutazuke, finished with finely shredded green onion and white sesame seeds, priced at 650 yen and served with the chain’s signature miso soup (excluded for takeout orders). The announcement image featured the face of a fierce warrior as depicted on the floats and lanterns of Aomori’s Nebuta Festival, accompanied by the copy “The spirit of Nebuta dwells in the beef bowl.” and “Aomori’s burning passion, poured into a bowl.”

Matsuya has previously released bowls that pair regional pickles with beef bowl, introducing store-limited items such as Iburigakko Beef Bowl and Yatarazuke Beef Bowl on its official X account. Among these, Nebutazuke Beef Bowl stood out for being offered across a wide range of 44 stores in 6 Tohoku prefectures for about two months. Although its listing has ended, store-limited menu items sometimes reappear after an interval or later become part of the regular lineup.