Matsuya Delists Three Store-Limited Items, Including 'Hot Water-Seared and Soy-Marinated Tuna Bowl,' All at Once About a Week After Launch

As of the evening of July 27, it was confirmed that Matsuya’s official website had removed the ‘Hot Water-Seared and Soy-Marinated Tuna Bowl,’ ‘Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl,’ ‘Thai-style Spicy-Savory Dashi Soy Sauce Grilled Chicken Set Meal,’ and ‘100% Beef Hamburg Steak Set Meal’ from its store-limited menu lineup. All were store-limited items that went on sale at 10:00 a.m. on July 21, and Matsuya’s official X account had introduced taste tests of each dish daily starting July 22 under what it called a “Test Sale Festival.” The lineup spanned three slots and four items in total, with the Thai-style Spicy-Savory Dashi Soy Sauce slot made up of two dishes: the Beef Bowl and the Grilled Chicken Set Meal.

About a Week After Launch, All Three July 21 Slots Rotate Out at Once

All three items were listed starting at 10:00 a.m. on July 21, and no end-of-sale date was ever set on the official website before they disappeared from the lineup on July 27. Their listing period ran about a week, and all three were delisted at the same time.

The slots these items occupied are the same ones that have cycled through other store-limited menu items in the past. Most recently, in early May, items such as Hiyajiru and Yatarazuke Beef Bowl were each sold in the same slots for roughly a week before being replaced by these three items in July. This time, that same rotation continued, with the listing periods of the last two cycles both running at roughly a week.

Meanwhile, the Nebutazuke Beef Bowl, which launched on the same July 21 date, was not among those delisted and remained on sale as of July 27. Of the items that launched together, only this one dish remains, an asymmetrical outcome for a promotion that began all at once.

Store-limited menu items sometimes reappear after a gap or become permanent fixtures once delisted, but the official website has not yet indicated what will happen to these three items going forward.

Hot Water-Seared and Soy-Marinated Tuna Bowl: Over 80% of Its 70 Stores Concentrated in Tokyo, Saitama, and Osaka

The Hot Water-Seared and Soy-Marinated Tuna Bowl is made by quickly blanching a block of tuna in hot water to cook the surface, then marinating it in a soy sauce-based sauce. The official visuals prominently featured a knife slicing the tuna block and a cross-section with a white-seared surface and vivid red center, alongside the copy ‘Prevent summer fatigue with tuna!’ The bowl comes in two versions: the Hot Water-Seared and Soy-Marinated Tuna Bowl topped with shredded nori and green onion for 880 yen, and the Hot Water-Seared and Soy-Marinated Tuna and Salmon Roe Bowl, which adds salmon roe and green onion, for 1,280 yen. Both come with miso soup (not included for takeout).

Of the 70 stores carrying this item, 34 were in Tokyo, 15 in Saitama, and 10 in Osaka — these three prefectures alone accounted for more than 80% of the total. The rest were spread across Tochigi and Nagano (3 stores each), Niigata and Hyogo (2 each), and Gunma (1), for a total of just 8 prefectures. Compared with the two slots described below, this was a more regionally concentrated rollout focused on urban areas.

The Two Thai-style Spicy-Savory Dashi Soy Sauce Items: Spread Widely Across 28 Prefectures Nationwide

The Thai-style Spicy-Savory Dashi Soy Sauce slot consisted of two dishes: the Thai-style Spicy-Savory Dashi Soy Sauce Beef Bowl (590 yen with miso soup) and the Thai-style Spicy-Savory Dashi Soy Sauce Grilled Chicken Set Meal (960 yen with rice, miso soup, and fresh vegetable salad). The official visuals carried the copy ‘More refreshingly spicy than you’d imagine’ and ‘A whiff of the exotic — seriously spicy, but addictive!’, with red chili peppers, green chili peppers, and lemon scattered across the composition. The Beef Bowl was topped with sliced green and red chili peppers, while the Grilled Chicken Set Meal came with two sunny-side-up eggs and a green sauce that appeared to be based on green chili pepper. A notice also warned, ‘This dish is very spicy, so please be cautious if you dislike spicy food or if you’re bringing children.’

This slot was also carried by 70 stores, but they were spread across 28 prefectures from Hokkaido to Miyazaki. In contrast to the Hot Water-Seared and Soy-Marinated Tuna Bowl’s concentration in three prefectures, this was a thinly spread, nationwide rollout. On July 25, Matsuya’s official X account posted a taste-test report on the Beef Bowl, calling it the ‘last of this week’s Test Sale Festival’ and describing it as having ‘the strongest kick yet.’

100% Beef Hamburg Steak Set Meal: Sold at 70 Stores Across 26 Prefectures

The 100% Beef Hamburg Steak Set Meal pairs a 200g hamburg steak made entirely from beef with a rich, umami-packed tomato sauce, and comes with rice, fresh vegetable salad, and Matsuya’s signature miso soup for 1,280 yen. The official visuals used a red-toned design prominently featuring the copy ‘100% BEEF with Tomato Sauce,’ showing a steaming hamburg steak in a skillet topped with an onion-tomato sauce and a sprinkling of parsley.

This item was also sold at 70 stores, spread across 26 prefectures. Like the Thai-style slot, it followed a nationwide-distribution pattern, distinct in character from the regional concentration of the Hot Water-Seared and Soy-Marinated Tuna Bowl. On July 22, Matsuya’s official X account posted the first taste-test report of the Test Sale Festival on this set meal, highlighting its 200g portion.

None of the three slots shared a single store in common — each was sold at its own distinct set of 70 stores. While the tuna bowl was confined to urban areas, the remaining two slots were spread widely across the country, meaning that promotions with sharply different regional characters — despite all covering ‘70 stores’ — ran and ended at the same time.