Matsuya's Official X Account Reminds Fans Not to Forget Their MATSUYA PASS, With a Smartphone Notification-Style Visual

It has emerged that Matsuya’s official X account (@matsuya_foods) posted around midday on July 13, urging those who had already purchased the MATSUYA PASS subscription ticket to use it, with the message “Haven’t you forgotten to use it?” Ever since the July edition went on sale on June 26, the account had pushed purchase reminders almost daily; this post shifts the focus toward encouraging holders to use up the pass within its valid period.

A “Haven’t You Forgotten to Use It?” Notification Styled After a Smartphone Lock Screen

The image is styled exactly like a smartphone lock screen. The top shows the date, “12:00, Monday, July 13,” with what looks like a push notification from “MATSUYA PASS” displayed below it. The notification’s headline reads “Haven’t you forgotten to use it?”, with subtext stating “Last used: July 2” — copy that confronts the reader with just how long it’s been since their last visit. Below the notification is a line resembling an action button, “Will you use it today?”, accompanied by a heart icon, while the lower right of the screen shows the light-blue July edition card layered on top. Matsuya’s official mascots, Macky & Yakky, appear on the notification icon with slightly troubled expressions, adding to the effect.

The post’s text stays focused entirely on encouraging use among people who already hold the pass: “The more you use it, the more you save, so if you’ve purchased one, please use it again and again,” and “If you haven’t used it yet, please make the most of it right up until the end of the valid period.”

The Message Shifts From “Buy It” to “Use It”

As for the July edition of MATSUYA PASS, the official X account had kept up daily posts ever since it went on sale. From July 2 onward, the account repeatedly used wording stressing tight supply — phrases like “stores are selling out one after another” and a hashtag translating to “ends as soon as it sells out” — and as recently as July 10, it referenced the usage deadline to encourage early purchase. This latest post contains none of that sold-out or scarcity-driven language; the tone has instead shifted to the gentler reminder, “Haven’t you forgotten to use it?” This suggests the campaign has moved a step forward, from driving sales to encouraging use.

As stated on the card, the valid period runs from July 1 to July 31, 2026. This post landed on July 13, just as the month reached its midpoint, with a little over two weeks remaining until the end of the month.

100 Yen Off Set Meals, 70 Yen Off Beef Bowl — Redeemable via the App or the Ticket Vending Machine

MATSUYA PASS is a subscription ticket that lets holders buy eligible items at a discount as many times as they like during its valid period. Eligible items get 100 yen off Set Meals and 70 yen off Beef Bowl and Curry and Rice bowls, and the pass can be used not only at Matsuya but also at Matsunoya and My Curry Shokudo. To use it, holders scan a QR code — either from the coupon screen in the Matsuya App or at the ticket vending machine — before paying, a process the official X account also walked through in a July 1 post. The July edition was announced as a “comeback” in an official notice dated June 22, and went on sale for 200 yen on June 26.

Behind this “the more you use it, the more you save” appeal is a related development: in a July 4 post, the official X account announced that an improvement was under development so that, once a QR code is scanned once, the discount would keep applying for the rest of the valid period. Given that the pass is designed to pay for itself the more often holders visit, a “don’t forget to use it” reminder aimed at people who bought one and let it sit unused makes for a sensible move.