Matsuya's Official X Presents the Orange October 'MATSUYA PASS' in a Color Hunting Collage

---

title: “Matsuya’s Official X Presents the Orange October ‘MATSUYA PASS’ in a Color Hunting Collage” categories:

• campaign tags:
• x
• coupon
• app
• matsuya-pass published: true created_at: “2026-10-16T17:30:33+09:00” updated_at: “2026-10-16T17:30:33+09:00” thumbnail: “https://cdn.gyumesy.com/articles/xuqveg/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/xuqveg/ogp.png” source_url: “https://x.com/matsuya_foods/status/2111011766885060841” editor_comment: “Sunsets, persimmons, mandarin oranges: all of it is orange. Seen lined up like this, October really might be the season of orange.” description: “On October 16, Matsuya’s official X account introduced the orange color of the October ‘MATSUYA PASS’ with a collage titled "Color Hunting," gathering orange motifs such as sunsets and persimmons. It is the second color-themed post, following the light blue of the July edition.” series_key: null related_articles:
• j20i5q
• 8nya5n
• r6xi27

---

At 5:30 PM on October 16, Matsuya’s official X account (@matsuya_foods) published a post titled “Color Hunting 🧡.” Playing on the fact that the October edition of the MATSUYA PASS subscription pass is orange, the post pairs a collage of orange motifs, including a sunset, persimmons, mandarin oranges, and autumn leaves, with the line “July was light blue, but October is orange!” to show how the card’s color has changed.

“Color Hunting” Debuted With the Light Blue July Edition

This is the second time the name “Color Hunting” has appeared on the official X account. It first appeared in a post on July 5, 2026, which noted that the July edition of the MATSUYA PASS was light blue and added, “Since the July edition is light blue 🩵, we gave it a Color Hunting treatment.” A heart emoji matching the card color is used each time: a light blue heart (🩵) in July and an orange heart (🧡) this time. Neither the July nor the October official announcement mentions “Color Hunting” or the card colors “light blue” and “orange” in its text, so the label is one the official X account is using on its own.

The attached collage consists of nine orange-toned photos: a sunset cityscape, persimmons on a branch, a pumpkin, osmanthus flowers, mandarin oranges, autumn leaves, orange juice, and a sun setting over the sea, with the October edition MATSUYA PASS card itself placed at the bottom right. The card shows the text “100円引” (100 yen off) and “70円引” (70 yen off), the usage period (October 1 to October 31), and a QR code.

Practical Details Are Nearly the Same as the Notice Three Days Earlier

The three points explained in the second half of the post (“App version: valid for 30 days from the start date of use,” “October card version: valid until October 31,” and “Limited-time menu items are also eligible”) are nearly identical to the post “Two types of MATSUYA PASS now on sale” published at 6:30 PM on October 13, three days earlier, and contain no new practical information. They paraphrase the official announcement published on September 25, “Starting now! The MATSUYA PASS, a two-type subscription pass in app and card versions, is now in operation!”, which states “30 days from the designated start date” and “limited-time menu items are also generally eligible.”

The eligible limited-time menu items include the “MEGA Serving Boneless Short Rib and Kimchi Bowl” and the “Salt-based Green Onion Pork Loin Bowl MEGA Serving,” both released on October 13. However, these two items are on sale only through October 20, so they drop out of eligibility 11 days before the October card version expires on October 31. The “Hearty Serving Beef Plate Meal,” also released on October 13, remains on sale.

A Color Theme in the Third Run

The MATSUYA PASS is not a permanent offering and has been rolled out at intervals so far. The first run was sold for March only, announced in a notice published on February 19, 2026, and the second was sold for July only, announced as a “revival” in a notice published on June 22. From August until September 25, the official X account made no posts mentioning the MATSUYA PASS, so it appears it was not on sale during that time. For this third run, the September 25 notice relaunched it as two types, an app version and a card version, and use has been available since October 1. Whereas the July light blue was introduced with the brief remark “we gave it a … treatment,” the October edition was introduced alongside the previous color, so the color-themed promotion continues.