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

松屋の店舗限定ページに、9月1日（火）10時に販売が始まる新メニュー3品が掲載された。「麻辣豆腐牛めし麻辣チーズハンバーグ」「リッチビーフカレー」「デビルチキン」で、いずれも各画像に「9月1日（火）10時 販売開始」と明記されている。3品は展開規模が大きく異なり、2品は全国70店舗規模で並ぶ一方、デビルチキンは沖縄県の1店舗だけという極端な構成になっている。

Matsuya’s store-limited page has posted three new menu items set to go on sale at 10:00 a.m. on Tuesday, September 1: Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak, Rich Beef Curry and Rice, and Devil Chicken. Each item’s image clearly states “On sale from 10:00 a.m., Tuesday, September 1.” The three items differ sharply in scale: two are being rolled out at roughly 70 stores nationwide, while Devil Chicken is offered at just a single store in Okinawa Prefecture — an extreme contrast in reach.

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

Mala Tofu Beef Bowl with Mala Cheese Hamburg Steak and Rich Beef Curry and Rice are both being rolled out at the same scale of 70 stores. However, the two lists of target stores don’t overlap at all — the 70 stores for each item are assigned to completely separate locations.

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

The promotional image carries the tagline “A duet of heat and numbing spice, authentic mala,” with the characters for “mala” laid out large in black and red type. In a white dish bearing the MATSUYA logo sits a hamburg steak coated in red mala sauce, topped with shredded yellow and white cheese. Grains that appear to be Sichuan pepper are scattered around it, visually conveying the numbing heat. In the lower left of the image, a separate plate shows “Mala Tofu Beef Bowl” (with miso soup, 600 yen) — beef bowl combined with mala tofu and chopped green onion — reflecting the product name’s promise of showing both the hamburg steak and the tofu beef bowl in one shot. The listed price is Set Meal from 830 yen.

The rollout covers 70 stores across 28 prefectures, broken down by prefecture as follows.

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

Rich Beef Curry and Rice (990 yen)

The promotional image, set against a black background, displays large white text reading “One bite can’t tell the whole story.” Below it, copy walks through the flavor’s progression in stages: “The first bite brings elegant sweetness. Then a deep richness follows. Spice chases it at the end.” / “Sweetness → Richness → Spice.” In a dish bearing the MATSUYA logo, a large chunk of beef sits submerged in a steaming, deep-colored roux, with rice topped with fukujinzuke arranged in the upper right. The listed price is 990 yen, served with rice and a signature miso soup.

The rollout covers 70 stores across 26 prefectures, broken down by prefecture as follows.

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

Devil Chicken (750 yen)

Devil Chicken is introduced in a promotional image set against the flag of Sri Lanka (a color scheme of yellow, maroon, and green with a lion emblem). Below a green banner reading “Sri Lankan Cuisine at Matsuya” are the words “Devil Chicken” and “— Chicken Stir-fried in Spicy Chili Sauce —,” with the dish showing chicken and onion stir-fried in a red chili sauce. The price is 750 yen.

Tracing back through past announcements, this Devil Chicken is the same-named item that was sold nationwide as “Sri Lankan Cuisine at Matsuya” on July 8, 2025 (priced at 850 yen at the time). This time, rather than a nationwide rollout, it will be sold only at Matsuya Naha Shintoshin Store (2194) in Okinawa Prefecture. Matsuya operates 11 stores in Okinawa Prefecture, but only the Naha Shintoshin Store, among them, is included. Among the store-limited menu items currently posted, Devil Chicken is the only one limited to just a single store.

Multiple Store-Limited Items Added at Once — Some Past Additions Were Short-Lived

It isn’t 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 just six days later, on March 30, along with other items. For this batch of three items as well, no end date for the sales period has been indicated as of now, so how long they’ll remain listed can’t be confirmed on the official page.

Separately, an official announcement has revealed that at the same time — 10:00 a.m. on September 1 — the sauce for the Beef Bibim Bowl will be renewed at stores nationwide (excluding some locations). This is a nationwide move on the regular menu side rather than a store-limited one, announced through a different channel and covering a different scope than the three items above, but the timing of the switch happens to coincide.