Matsuya Adds 3 Store-Limited Items on September 1, Including 'Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak'

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title: “Matsuya Adds 3 Store-Limited Items on September 1, Including ‘Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak’” categories:

• menu tags:
• store-limited
• announcement
• added published: true created_at: “2026-08-27T16:10:57+09:00” updated_at: “2026-08-27T16:24:46+09:00” thumbnail: “https://cdn.gyumesy.com/articles/ypy49j/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/ypy49j/ogp.png” source_url: “https://www.matsuyafoods.co.jp/matsuya/kobetsu/gentei.html” editor_comment: “Even on the same September 1, one item is a nationwide Beef Bibimbap Bowl and another is a Devil Chicken at a single Okinawa store. Matsuya’s store-limited lineup is as wildly uneven in scale as ever, which makes it fun.” description: “Matsuya will add three store-limited menu items at 10:00 on September 1. The Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak (set meal from 830 yen) and the Rich Beef Curry and Rice (990 yen) will each be sold at 70 stores, while the Sri Lankan dish Devil Chicken (750 yen) will be sold at just one store, Naha Shintoshin in Okinawa.” series_key: null related_articles:
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Three new menu items going on sale at 10:00 on Tuesday, September 1 have appeared on Matsuya’s store-limited page: the “Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak,” the “Rich Beef Curry and Rice,” and the “Devil Chicken.” Each image states “On sale from 10:00 on Tuesday, September 1.” The three differ greatly in scale: two will be available at around 70 stores each, while Devil Chicken will be sold at a single store in Okinawa Prefecture.

Menu item	Number of stores	Participating stores
Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak	70 stores (28 prefectures)	Participating stores
Rich Beef Curry and Rice	70 stores (26 prefectures)	Participating stores
Devil Chicken	1 store (Okinawa Prefecture)	Participating stores

The Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak and the Rich Beef Curry and Rice are rolling out at the same scale of 70 stores each. However, their participating stores do not overlap at all: the two sets of 70 stores are assigned to completely different locations.

Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak (Set Meal from 830 yen)

The announcement image carries the tagline “A duet of heat and numbness: authentic mala,” with the characters for “mala” set large in black and red type. In a white bowl bearing the MATSUYA logo, a hamburg steak coated in red mala sauce is topped with shredded yellow and white cheese. Grains that appear to be Sichuan pepper are scattered around it, visually conveying the numbing heat. At the lower left, a separate plate holds the “Mala Tofu Beef Bowl” (600 yen with miso soup), made with mala tofu and chopped green onion over beef bowl, so that the single image shows both the hamburg steak and the tofu beef bowl, as the name suggests. The price is listed as a set meal from 830 yen.

The item will be sold at 70 stores in 28 prefectures. The breakdown by prefecture is as follows.

• Tokyo 19 / Kanagawa 7 / Saitama 6 / Osaka 6 / Chiba 4 / Aichi 3 / Fukuoka 3 / Hyogo 2
• 1 store each: Hokkaido, Iwate, Miyagi, Yamagata, Tochigi, Gunma, Ibaraki, Niigata, Fukui, Yamanashi, Nagano, Gifu, Shizuoka, Shiga, Nara, Hiroshima, Yamaguchi, Kagawa, Ehime, Kagoshima

Rich Beef Curry and Rice (990 yen)

The black-based announcement image displays large white text reading “Impossible to describe in a single bite.” Below it, a line explains how the flavor unfolds in stages: “The first bite is an elegant sweetness. Then comes deep richness. Finally, the spice catches up,” followed by “Sweetness → Richness → Spice.” In a bowl bearing the MATSUYA logo, a large chunk of beef sits in steaming, dark roux, with rice served alongside Fukujinzuke pickles at the upper right. The listed price is 990 yen, and it comes with rice and a carefully selected miso soup.

The item will be sold at 70 stores in 26 prefectures. The breakdown by prefecture is as follows.

• Tokyo 18 / Kanagawa 7 / Chiba 6 / Saitama 6 / Osaka 5 / Aichi 4 / Kyoto 2 / Hyogo 2 / Oita 2 / Shizuoka 2
• 1 store each: Hokkaido, Iwate, Miyagi, Fukushima, Tochigi, Gunma, Ibaraki, Niigata, Ishikawa, Nagano, Nara, Okayama, Yamaguchi, Kagawa, Ehime, Kumamoto

Devil Chicken (750 yen)

Devil Chicken is introduced in an announcement image set against the Sri Lankan flag (yellow, maroon, and green, with a lion emblem). Beneath a green band reading “Sri Lankan Cuisine at Matsuya” are the words “Devil Chicken” and “~Chicken Stir-fried in Spicy Chili Sauce~,” and the dish is served with chicken and onion stir-fried in red chili sauce. The price is 750 yen.

Looking back through past announcements, this Devil Chicken is the same-named item sold nationwide as “Sri Lankan Cuisine at Matsuya” on July 8, 2025 (at 850 yen at the time). This time it is not a nationwide rollout, and it will be sold only at Matsuya Naha Shintoshin (2194) in Okinawa. Matsuya has 11 stores in Okinawa Prefecture, but only the Naha Shintoshin store is included. Among the store-limited items currently listed, Devil Chicken is the only one available at just a single store.

Store-Limited Items Added All at Once, and Some Short-Lived in the Past

It is not unusual for Matsuya to add several store-limited items at once. In one past case, five store-limited items added together on March 24 were all delisted along with other items six days later, on March 30. No end date is currently shown for how long these three items will be offered from the start of their listing, so the official page does not make clear how long they will remain on the menu.

Separately, the official announcements also state that, at 10:00 on the same September 1, the sauce for the Beef Bibimbap Bowl will be renewed at stores nationwide (excluding some stores). That is a nationwide measure on the regular menu side rather than a store-limited item, so its announcement channel and scope differ from these three items, but the timing of the changeover coincides.