Matsuya's Official X Tastes Test Sale Festival Finale Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl, Calls It "The Most Distinctive Yet"

On the morning of July 25, 2026, Matsuya’s official X account (@matsuya_foods) posted a photo-accompanied tasting report on the Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl, calling it the dish that closes out this week’s “Test Sale Festival.” The post emphasized its intensity, saying “the most distinctive menu item yet has arrived” and “incredibly distinctive and super spicy!!,” adding “you really can’t understand this flavor until you try it” — and revealed that the sauce recreates the Thai condiment “Prik Nam Pla.”

A Fiery Bowl: Yellow-Green Sauce Blankets the Beef, with Red Chili Peeking Through

In the published tasting photo, the center of the beef bowl is topped with a generous amount of yellow-green sauce reminiscent of grated vegetables and green chili peppers, with several slices of red chili peeking through. Chopped herbs and what look like sesame-like grains are mixed into the sauce, giving the dish a presentation that unmistakably hints at a sharp spiciness. The bowl’s rim bears the embossed “MATSUYA” logo, with a bowl of miso soup placed to the right. In the upper right of the posted image, Matsuya’s official mascot Macky appears in a sticker with wide-open eyes exclaiming “No way?!!”, playing up the surprise at the spiciness.

“Prik Nam Pla,” a familiar condiment in Thai cuisine, is a spicy sauce made by steeping chopped chili peppers in fish sauce (nam pla) — a classic tabletop seasoning used throughout the country. Matsuya pairs its beef bowl with a dashi soy sauce-style sauce that recreates this flavor, and the official account is warning customers that “it’s very spicy, so please be careful if you’re sensitive to spicy food, or if you have children with you.”

Store-Limited Release on July 21: A “Refreshingly Spicy” Set for 590 Yen with Miso Soup

The Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl went on sale as a store-limited menu item at 70 stores nationwide starting at 10 a.m. on July 21. This tasting report on X comes a few days after the in-store launch. The announcement poster touted it as “Refreshingly spicy — beyond your imagination” and “Exotic aromas, seriously spicy, yet addictive!,” priced at 590 yen with miso soup included. Alongside it, a Set Meal of Grilled Chicken with Thai-style Spicy-Savory Dashi Soy Sauce (960 yen, with rice, miso soup, and fresh vegetable salad included) was also offered, rounding out a two-item lineup.

On the Matsuya official website dated July 17, the release of these two items had been previewed as “seriously spicy.” With the official account itself now describing the dishes as “the most distinctive yet” and “super spicy” in this tasting report, it appears the finished products live up to that fiery advance billing.

The Finale of a Three-Day “Test Sale Festival” Lineup

This post marks the third in a three-day run of items that the official X account has been posting this week under the banner “Test Sale Festival.” Following the 100% Beef Hamburg Steak Set Meal on July 22 and the Hot Water-Seared and Soy-Marinated Tuna Bowl on July 23, this Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl closed out the lineup. The “Test Sale Festival” name was also used in late May, when the account posted three items in a row — the Hamburg Steak with Black Carbonara Sauce, the Rich Umami Stew Hamburg Steak Set Meal, and the Yulinji Set Meal. The pattern of rolling out unusual new items every few days continues.