Matsuya's 'Matsu Shake' Expands to 50 Stores, Including Iwate and Yamagata

It has been learned via Matsuya’s official store-limited page that as of July 14, 2026, the number of stores carrying Matsuya’s store-limited item “Matsu Shake” grew by 20, from 30 to 50. Tochigi, Gunma, Iwate, and Yamagata prefectures, which had not previously carried it, were newly added, extending the shake’s reach — previously confined to the Kanto, Koshin, and Shizuoka areas centered on Chiba, Tokyo, and Kanagawa — all the way to the Tohoku region.

20 More Stores, Reaching Iwate and Yamagata in Tohoku

The breakdown of the 20 newly added stores by prefecture consists of both additions within existing areas and simultaneous entry into four new prefectures. Chiba grew from 9 to 13 (+4), Ibaraki from 2 to 6 (+4), Kanagawa from 5 to 7 (+2), Shizuoka from 4 to 6 (+2), Saitama from 2 to 4 (+2), and Yamanashi from 1 to 3 (+2), while Tokyo held steady at 7 stores. On top of this, Tochigi, Gunma, Iwate, and Yamagata — none of which previously had any stores carrying the item — each gained one store.

The stores in the four newly added prefectures are Matsuya Utsunomiya Hosoyacho in Tochigi, Matsuya Takasaki Tonyamachi in Gunma, Matsuya Ichinoseki in Iwate, and Matsuya Sakata in Yamagata. The northernmost is the Ichinoseki store in Iwate, followed by the Sakata store in Yamagata — the sweet shake, once strongly associated with the Kanto region, has now reached as far as southern Tohoku. The southernmost stores are Gotemba and Yaizu Interchange in Shizuoka, and this expansion has sharply widened the north-south spread all at once.

50 Stores Now Carrying the Item (by Prefecture)

The current 50 stores carrying the item are as follows. A ◯ mark indicates a store co-located with a Matsunoya (tonkatsu chain) location. Of the full 50 stores, 35 (70%) are Matsunoya co-located stores, while only 15 are standalone Matsuya stores.

Prefecture	Stores	Locations (◯ = co-located with Matsunoya)
Chiba	13	Sakura Shirogane◯, Yachiyo◯, Abiko Wakamatsu, Higashi-Kamagaya◯, Matsudo Goko◯, Kashiwa Toyoshiki◯, Kashiwa Aobadai◯, Takeishi◯, Funabashi Shibayama◯, Sodegaura, Nishi-Funabashi Minami, Noda Yamazaki Shinmachi◯, Noda◯
Tokyo	7	Hachioji Yamada◯, Kodaira Ogawa, Iwamotocho◯, Kioicho, Chofu Shibasaki◯, Adachi Rokumachi◯, Unoki◯
Kanagawa	7	Yamato Shibuya, Odawara Sakawa◯, Hiratsuka Kitakaname, Ayase Terao-nishi◯, Chigasaki Akamatsucho◯, Fujisawa Ishikawa◯, Tsuzuki Ikenobecho◯
Shizuoka	6	Mishima◯, Shimada◯, Gotemba, Yaizu Interchange◯, Shizuoka Nanatsu-shinya, Shizuoka Yahata
Ibaraki	6	Tsukuba Kenkyu Gakuen◯, Tsuchiura Manabe, Mito Bypass, Ushiku, Ami◯, Ryugasaki◯
Saitama	4	Saitama Minuma◯, Misato Shimohikokawato◯, Asaka Sensui◯, Koshigaya Daido◯
Yamanashi	3	Yamanashi Ryuo◯, Kofu Kokubo◯, Kofu Arakawa
Tochigi	1	Utsunomiya Hosoyacho◯ (New)
Gunma	1	Takasaki Tonyamachi (New)
Iwate	1	Ichinoseki◯ (New)
Yamagata	1	Sakata◯ (New)

The latest list of participating stores can be checked on Matsuya’s official store search page.

5 → 12 → 30 → 50 Stores: The Roughly Three-Month Expansion Timeline

The number of stores carrying this store-limited shake has grown at a roughly doubling pace since it was first listed. As of April 24, 2026, it debuted as an ultra-rare item available at just 5 stores nationwide, before expanding in stages to 12 stores on June 9 and 30 stores on July 7. On July 12, Matsuya’s official X account was promoting its rollout at 30 stores across one metropolis and six prefectures. Just two days later, on July 14, it jumped all at once to 50 stores.

With Matsunoya co-located stores accounting for 70% of the network, the pattern can also be read as testing demand for sweets around roadside locations paired with the tonkatsu format. This expansion — which solidified the core Kanto, Koshin, and Shizuoka areas while simultaneously reaching into two northern Kanto prefectures and two Tohoku prefectures — makes a striking impact on the map.