Matsuya's Official App Notifies Launch of Miyazaki Specialty 'Hiyajiru Chicken Nanban Set'

On August 18, Matsuya Foods announced the launch of the Miyazaki specialty “Hiyajiru Chicken Nanban Set” (1,300 yen) via a push notification on its official app. Sales began nationwide (excluding Okinawa) at 10 a.m. that day. The set pairs Hiyajiru, which launched on August 4, with Chicken Nanban, making it the second installment of Miyazaki cuisine following Hiyajiru.

The notification was brief, consisting only of a headline and a single line of body text, both of which matched the wording published in the notice on Matsuya’s official website.

Match Between the Notification and the Official Notice

The notification’s headline read as follows.

Miyazaki specialty “Hiyajiru Chicken Nanban Set” now on sale❗️

The notice posted on the official website on August 13 carried the following headline. Remove the phrase “Enjoy summer with” and it matches the notification’s headline.

Enjoy summer with a Miyazaki specialty: “Hiyajiru Chicken Nanban Set” now on sale

The notification’s body text was a single sentence, matching the opening sentence of the official notice’s body text except for the closing punctuation.

Rich yet refreshing Hiyajiru, paired with juicy Chicken Nanban piled high with tartar sauce

The official notice’s body text continued after this sentence with, “A luxurious set meal unique to summer, offering both refreshing lightness and satisfying heartiness at once.” This second sentence was not included in the notification.

“Rich Yet Refreshing” Is a Phrase the Official Notices Have Used Before

The phrase “rich yet refreshing” in the notification’s body text did not first appear in the August 13 notice. The notice announcing the August 4 launch of Hiyajiru (posted July 30) had already described it as a “‘rich yet refreshing’ Hiyajiru.” The official X account used the same phrasing on July 31 when previewing the August 4 Hiyajiru launch, calling it “a rich yet refreshing menu item perfect for the hot season.”

The latter half of the body text, “juicy… piled high with tartar sauce,” also appeared in the official X account’s post previewing this set on August 14.

No Emoji in the Notification’s Body Text

Matsuya’s official app notifications for new menu items often include emoji in the body text. Recent examples are as follows.

Notification (New Menu Item)	Emoji in Body Text
Taco Rice (May 5)	😋
Butter Chicken Curry and Rice (May 12)	😋🧈
Overflowing Three-Kind Rich Cheese-Filled Hamburg Steak (June 2)	🧀
Beef Short Rib & Offal Bowl / Matsuya’s Yakiniku Beef Bowl (August 11)	😋
Hiyajiru Chicken Nanban Set (August 18)	None

This notification’s body text contained no emoji, only the “❗️” at the end of the headline. On the official X account, posts about the same Hiyajiru since July 31 had used “🎉” and the emoticon “(╹◡╹)”.

Three Price Points

Alongside the “Hiyajiru Chicken Nanban Set,” a Chicken Nanban-only menu item also launched simultaneously.

Menu Item	Price
Hiyajiru Chicken Nanban Set	1,300 yen
Chicken Nanban Set Meal	980 yen
Chicken Nanban Only	780 yen

The set meal comes with rice and salad, while the standalone item does not include rice or salad. It is available at Matsuya locations nationwide, with some exceptions; the “Hiyajiru Chicken Nanban Set” is not sold at Okinawa stores. Takeout is available, and shareholder benefit vouchers can be used.

Hiyajiru’s Rollout in August

Hiyajiru launched on August 4 in two forms — Only (390 yen) and the Hiyajiru Vegetable Set (730 yen) — both of which remain on sale. Set discounts were also established for pairing it with Beef Bowl items, bowl items, and set meals.

On May 7, the official X account posted that the Miyazaki dishes “Hiyajiru” and “Chicken Nanban” were undergoing test sales at select stores. It then previewed the Hiyajiru launch on July 31, followed the August 4 launch with further Hiyajiru-related posts on the 6th, 8th, and 9th, and previewed this set on August 14.

Notifications on the Same Day

August 18 saw a series of notifications from the official app. At 10:41 a.m., a notification announced the start of the second “Matsuya x ONE PIECE” collaboration campaign, followed by the notification for this set at 11:36 a.m. The Hiyajiru Chicken Nanban Set itself had gone on sale that same day at 10 a.m.