Matsuya's Official X Account Sends Second Reminder About Comeback Campaign

At 8:00 a.m. on May 10, Matsuya’s official X account (@matsuya_foods) posted an image along with a reminder about the Matsuya App’s “Comeback Campaign” (May 1–May 31, up to 70 yen off for dormant members). This marks the second standalone X announcement about the campaign, following the first one at 10:00 a.m. on May 4. Today, May 10, is day 10 of the campaign.

Original Post Text

Limited to those who haven’t used the Matsuya App in six months or more ✨

We’re giving you a great-value coupon!

Be sure to check the Matsuya App 😊

The text is structured in three paragraphs, each separated by a blank line. The first paragraph states the eligibility condition, the second pitches the coupon gift, and the third prompts users to check the Matsuya App. The tone is softened with the emojis “✨” and “😊” placed at the edges of the text, and rather than naming the product or the discount rate, the post simply refers to “a great-value coupon,” leaving the specifics vague.

The attached image is the same Comeback Campaign visual used in the first announcement on May 4 (a green leaf-pattern background with an assortment of green onion-and-egg style beef bowls and a yakiniku set meal). The image itself displays the concrete details: “12 items, up to 70 yen off,” “Friday, May 1, 2026 – Sunday, May 31, 2026,” and “*Limited to members who have not placed an order in six months or more.”

The Shift in Tone Since the First Announcement on May 4 (Three Lines, Number-Focused)

This is the second time Matsuya’s official X account has issued a standalone reminder about this campaign, following the first at 10:00 a.m. on May 4. Comparing the paragraph structure and wording of the two announcements:

Announcement Time	Campaign Day	Paragraph Structure	Mention of Discount Rate	Tone of Appeal
May 4, 10:00 a.m.	Day 4	3 lines (consecutive)	Emphasized the number: “coupon for up to 70 yen off”	“🎉” + “now available”
May 10, 8:00 a.m. (this time)	Day 10	3 paragraphs (with blank lines)	No number given: “a great-value coupon”	“✨” “😊” + “gift”

On May 4, early in the campaign, the post put the “up to 70 yen off” figure itself at the center of the appeal. On May 10, the number is left to the image alone, while the text shifts to a softer call to action built around words like “great-value,” “gift,” and “be sure to check.” Ten days into the campaign, the structure has moved toward a gentler tone than the first announcement.

Morning Re-exposure After Two Consecutive Thumbnail Updates on the Afternoon of May 9

On the afternoon of May 9, just before this reminder, the official announcement page for this campaign had its thumbnail image replaced twice in quick succession, thirty minutes apart, at 4:09 p.m. and 4:39 p.m. This morning’s official X reminder came right on the heels of that visual update.

Date & Time	Channel	Update
May 1, 10:00 a.m.	Official Announcement	Comeback Campaign begins
May 4, 10:00 a.m.	Official X	First X announcement (3 lines, number-focused)
May 9, 4:09 p.m.	Official Announcement	Thumbnail image replaced with 2nd version
May 9, 4:39 p.m.	Official Announcement	Thumbnail image replaced again with 3rd version
May 10, 8:00 a.m. (this time)	Official X	Second X announcement (3 paragraphs, number obscured)

Note that today’s X post uses the same visual as the May 4 announcement, a separate image from the newly updated thumbnail on the announcement page.

The Campaign Itself Runs May 1–31, With About 21 Days Remaining

The Comeback Campaign itself runs from 10:00 a.m. on May 1 through 11:59 p.m. on May 31. It is a coupon program for dormant members, offering 30 to 70 yen off on 12 eligible items to Matsuya App members who have not used Matsuben Net or Matsuya Mobile Order in six months or more.

Item	Details
Period	10:00 a.m., Friday, May 1, 2026 – 11:59 p.m., Sunday, May 31, 2026
Eligibility	Matsuya App members who have not used Matsuben Net or Matsuya Mobile Order for six months or more
Coupon	Comeback Coupon (usable any number of times during the period)
Eligible Items	12 items (three discount tiers: 30, 50, or 70 yen off)

Ten of the campaign’s 31 days have passed as of today, May 10, leaving about 21 days to go. With Golden Week (through May 6) over and the weekday rhythm restored, this reminder landed on a Sunday morning at 8:00 a.m. — right before the weekend breakfast hour.