Matsuya's Store-limited 'Vanilla Shake' Makes First-ever Debut in Fukushima and Nagano, Expanding to 62 Stores — Then Reverts to 50 About 30 Minutes Later

It has been confirmed that the lineup of stores carrying Matsuya’s store-limited ‘Vanilla Shake’ has grown by 12, from 50 stores to 62. The 12 newly added stores include, for the first time, locations in Fukushima and Nagano prefectures, marking the first-ever appearance of both prefectures among those where the Vanilla Shake is available. Since the official X account announced ‘on sale at 50 stores’ on July 19, the expansion has proceeded quietly, without any explicit follow-up announcement.

Fukushima and Nagano Join as New Prefectures, Along With 12 Newly Added Stores

By prefecture, the 12 newly added stores break down as three each in Saitama, Ibaraki, and Shizuoka prefectures, and one each in Fukushima, Yamagata, and Nagano prefectures.

• Saitama Prefecture: Matsuya Kawaguchi Namiki Store (0755), Matsuya Urawa Tajima-dori Store (0768), Matsuya Sakado Nissai Store (2085)
• Ibaraki Prefecture: Matsuya Mito Higashihara Store (2030), Matsuya Mito Kawawada Store (2067), Matsuya Ibaraki Naka Store (2213)
• Shizuoka Prefecture: Matsuya Hamamatsu Hatsuse-cho Store (2076), Matsuya Iwata Iwai Store (2154), Matsuya Fukuroi Store (2258)
• Fukushima Prefecture: Matsuya Koriyama Haga Store (0707)
• Yamagata Prefecture: Matsuya Tsuruoka Store (2065)
• Nagano Prefecture: Matsuya Shiojiri Yoshida Store (2109)

The notable development is that Fukushima and Nagano prefectures, which previously had zero participating stores, have now joined the lineup. Fukushima is covered by only a single store, Matsuya Koriyama Haga Store, and Nagano by only a single store, Matsuya Shiojiri Yoshida Store — just one store out of Fukushima’s 7 Matsuya locations and one out of Nagano’s 13, meaning penetration within each prefecture remains extremely limited. For both prefectures, this marks their first-ever store carrying the Vanilla Shake, extending the shake’s frontier into the southern Tohoku region and Shinshu.

Of the 12 newly added stores, nine (Matsuya Mito Higashihara, Tsuruoka, Mito Kawawada, Hamamatsu Hatsuse-cho, Sakado Nissai, Shiojiri Yoshida, Iwata Iwai, Ibaraki Naka, and Fukuroi stores) are Matsunoya co-located locations, leaving only three standalone stores: Matsuya Koriyama Haga, Kawaguchi Namiki, and Urawa Tajima-dori. With more than 60% of the additions concentrated at Matsunoya co-located stores, the rollout appears to be centered on such locations. All of the added stores are pre-existing outlets that have been open for some time — none began carrying the drink to coincide with a store opening.

Menu Lineup and Pricing

The Vanilla Shake is a store-limited sweet drink launched under the tagline ‘Matsuya Gets Sweet. Unleashed.’, with cups bearing the ‘MATSU Sweets’ logo. The lineup comprises three flavors: the plain Vanilla Shake plus Strawberry and Choco Cocoa Cookie. All three are offered in two sizes, S and M.

Menu	S Size	M Size
Vanilla Shake	180 yen	240 yen
Vanilla Shake & Strawberry	290 yen	350 yen
Vanilla Shake & Choco Cocoa Cookie	320 yen	380 yen

The plain version has a simple all-white appearance, the Strawberry features red sauce and fruit-like topping, and the Choco Cocoa Cookie is decorated with chocolate sauce drizzled down the side of the cup — giving the three flavors distinctly different looks. The drinks are available from 5:00 a.m. to midnight, covering a long stretch from morning through late night.

Prefecture-by-Prefecture Breakdown of the 62 Participating Stores

With this latest expansion, the Vanilla Shake is now available at 62 stores across 13 prefectures and the Tokyo metropolis. Chiba prefecture has the most stores at 13, followed by Shizuoka and Ibaraki with nine each. The distribution is dense across southern Kanto and Tokai, thinning out as it extends into southern Tohoku and Shinshu, with the northernmost point being Ichinoseki Store in Iwate prefecture and the western/southern edge around Fukuroi and Hamamatsu Hatsuse-cho stores in Shizuoka.

Prefecture	Stores	Store List
Chiba	13	Sakura Shirogane Store, Yachiyo Store, Abiko Wakamatsu Store, Higashi-Kamagaya Store, Matsudo Goko Store, Kashiwa Toyoshiki Store, Kashiwa Aobadai Store, Takeishi Store, Funabashi Shibayama Store, Sodegaura Store, Nishi-Funabashi Minami Store, Noda Yamazaki Shinmachi Store, Noda Store
Shizuoka	9	Mishima Store, Shimada Store, Gotemba Store, Hamamatsu Hatsuse-cho Store, Yaizu Inter Store, Iwata Iwai Store, Fukuroi Store, Shizuoka Nanatsu-Shinya Store, Shizuoka Yahata Store
Ibaraki	9	Tsukuba Kenkyu Gakuen Store, Tsuchiura Manabe Store, Mito Bypass Store, Mito Higashihara Store, Mito Kawawada Store, Ushiku Store, Ibaraki Naka Store, Ami Store, Ryugasaki Store
Kanagawa	7	Yamato Shibuya Store, Odawara Sakawa Store, Hiratsuka Kitakaname Store, Ayase Terao Nishi Store, Chigasaki Akamatsu-cho Store, Fujisawa Ishikawa Store, Tsuzuki Ikebe-cho Store
Tokyo	7	Hachioji Yamada Store, Kodaira Ogawa Store, Iwamotocho Store, Kioicho Store, Chofu Shibasaki Store, Adachi Rokucho Store, Unoki Store
Saitama	7	Saitama Minuma Store, Misato Shimohikogawato Store, Sakado Nissai Store, Kawaguchi Namiki Store, Asaka Izumi Store, Urawa Tajima-dori Store, Koshigaya Daido Store
Yamanashi	3	Yamanashi Ryuo Store, Kofu Kokubo Store, Kofu Arakawa Store
Yamagata	2	Sakata Store, Tsuruoka Store
Iwate	1	Ichinoseki Store
Gunma	1	Takasaki Tonyamachi Store
Tochigi	1	Utsunomiya Hosoyacho Store
Fukushima	1	Koriyama Haga Store
Nagano	1	Shiojiri Yoshida Store

Store locations and stock status can be checked on the official store locator page. → Find stores carrying the Vanilla Shake

The Journey from 5 Stores to 62

When listings for the drink first appeared on April 21, it launched as a rare item available at just 5 stores nationwide under the name ‘Matsu Shake.’ It then expanded in stages — to 12 stores in early June and 30 stores in early July — before reaching 50 stores on July 14, the point at which it was renamed to ‘Vanilla Shake’ with a package redesign. It has now grown to 62 stores. That works out to more than a twelvefold expansion in roughly three months.

Even through the renaming, the number of participating stores has grown steadily, making it the second-widest rollout among Matsuya’s currently running store-limited menu items, trailing only the roughly 430-store ‘Mirai no Lemon Sour.’ It now outpaces other store-limited items such as The Katsu Curry and Rice and Nebutazuke Beef Bowl, an unusually wide reach for a store-limited sweet item.

Then, About 30 Minutes Later, It Reverted to 50 Stores

Around 1:00 p.m. on July 28, 2026, the number of stores carrying the Vanilla Shake reverted from 62 back to 50. The 12 stores added this time, including the newly added locations in Fukushima and Nagano prefectures, were removed from the list, returning the lineup to its pre-expansion state of 50 stores across 11 prefectures and the Tokyo metropolis. The expansion turned out to be short-lived, lasting only about 30 minutes.