Matsuya Expands Store-limited 'Vanilla Shake' to 62 Stores, Reaching Fukushima and Nagano for the First Time, Then Drops Back to 50 Stores in About 30 Minutes

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title: “Matsuya Expands Store-limited ‘Vanilla Shake’ to 62 Stores, Reaching Fukushima and Nagano for the First Time, Then Drops Back to 50 Stores in About 30 Minutes” categories:

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• store-limited published: true created_at: “2026-07-28T12:31:37+09:00” updated_at: “2026-07-28T15:18:41+09:00” thumbnail: “https://cdn.gyumesy.com/articles/xh64o2/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/xh64o2/ogp.png” source_url: “https://www.matsuyafoods.co.jp/matsuya/kobetsu/gentei.html” editor_comment: “Shake fans in Fukushima and Nagano finally get their turn. First, the hunt for the nearest store begins.” description: “Matsuya’s store-limited "Vanilla Shake" expanded from 50 to 62 stores. The 12 new stores include the first in Fukushima and Nagano Prefectures, where the shake became available for the first time. Nine of the added stores are co-located with Matsunoya. Three varieties are introduced, starting at 180 yen for size S.” related_articles:
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Matsuya’s store-limited “Vanilla Shake” has expanded from 50 stores to 62, adding 12 stores. The 12 new stores include the first in Fukushima and Nagano Prefectures, making them the newest prefectures where the Vanilla Shake can be enjoyed. Since the official X account announced “on sale at 50 stores” on July 19, this is a quiet expansion with no explicit announcement.

Fukushima and Nagano Join the List: The 12 Added Stores

100 stores

location_onCheck the stores on the map

By prefecture, the 12 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 Tajimadori 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 Hatsuicho 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 point is that Fukushima and Nagano Prefectures, which previously had no participating stores, have now been added. Only one store is covered in each: Matsuya Koriyama Haga Store in Fukushima and Matsuya Shiojiri Yoshida Store in Nagano. That is just one of 7 stores in Fukushima and one of 13 in Nagano, so the rollout within each prefecture remains very limited. For both prefectures, these are the first stores to carry the Vanilla Shake, extending the shake’s frontline to southern Tohoku and Shinshu.

In addition, nine of the 12 added stores (Matsuya Mito Higashihara, Tsuruoka, Mito Kawawada, Hamamatsu Hatsuicho, Sakado Nissai, Shiojiri Yoshida, Iwata Iwai, Ibaraki Naka, and Fukuroi) are co-located with Matsunoya, while only three are standalone stores: Matsuya Koriyama Haga, Kawaguchi Namiki, and Urawa Tajimadori. More than 60% of the added stores are Matsunoya co-located stores, suggesting a tendency to expand availability centered on co-located stores. All of them are existing stores that were already in operation, not stores where sales began in step with a new opening.

Menu and Prices

The Vanilla Shake is a store-limited sweet drink promoted with the tagline “Sweet Matsuya, Unleashed.” and the cups carry the “MATSU Sweets” logo. The lineup consists of three varieties: the plain Vanilla Shake, plus Strawberry and Choco Cocoa Cookie. Each comes in two sizes, S and M.

Menu item	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 three look quite different from one another: the plain version is simple and all white, the Strawberry has red sauce and fruit-like pieces on top, and the Choco Cocoa Cookie is decorated with chocolate sauce running down the side of the cup. It is sold from 5:00 to 24:00, covering a long stretch of the day from morning to late night.

Distribution of the 62 Stores by Prefecture

With this addition, the Vanilla Shake is now available in 62 stores across 13 prefectures. Chiba has the most stores with 13, followed by Shizuoka and Ibaraki with 9 each. The distribution is concentrated in southern Kanto and Tokai and thins out toward southern Tohoku and Shinshu; the northernmost point is the Ichinoseki Store in Iwate Prefecture, while the western and southern edges are around the Fukuroi and Hamamatsu Hatsuicho Stores in Shizuoka Prefecture.

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

You can check each store’s location and stock status on the official store locator page. → Find stores carrying the Vanilla Shake

The Path from 5 Stores to 62

The Vanilla Shake began on April 21 when it was first listed under the name “Matsu Shake,” a rare item available at only 5 stores nationwide. It then expanded in stages, to 12 stores in early June and 30 stores in early July, and reached 50 stores on July 14, when it was renamed “Vanilla Shake” and the packaging was refreshed. It has now grown to 62 stores. That is more than a twelvefold increase in scale in about three months.

The store count has grown steadily even through the renaming, and among Matsuya’s store-limited menu items currently on sale, it is the second widest in reach, behind “Mirai no Lemon Sour,” which is available at around 430 stores. It exceeds the scale of other store-limited items such as The Katsu Curry and Rice and Nebutazuke Beef Bowl, an unusual spread for a store-limited sweet.

Then Back to 50 Stores in About 30 Minutes

Around 13:00 on July 28, 2026, the number of stores carrying the Vanilla Shake dropped from 62 back to 50. The 12 stores, including the newly added stores in Fukushima and Nagano Prefectures, were removed from the list, returning to the pre-expansion setup of 50 stores in 11 prefectures. The expansion lasted only about 30 minutes.