Matsuya's Official X Introduces Kobe Beef Bibimbap Bowl as "Premium Version of the Beef Bibim Bowl"

On the afternoon of September 10, Matsuya’s official X account (@matsuya_foods) posted about the “Kobe Beef Bibimbap Bowl” (1,800 yen), sold at the Matsuya PREMIUM Ginza Store. The post took the form of a quote repost of an announcement from the store’s own account, “Matsuya PREMIUM” (@matsuya_premium), which had announced the item’s launch on the 9th — revisiting the product the day after its release.

A First-Person “I” Voice That Likens It to a Classic Menu Item

The comment the official X account added to the quote repost read as follows.

The “Kobe Beef Bibimbap Bowl” has arrived from Matsuya PREMIUM!

Which means it’s the premium version of my favorite Beef Bibim Bowl!! Guess I have to go to Ginza ☺️

The official X account has used this same first-person device — referencing an existing classic menu item — before. In a post about the “Kobe Beef Green Onion & Egg Bowl” on August 14, it reacted with “That’s definitely my favorite thing!!”, again speaking in the first person. Of the most recent nine quote-repost posts related to Matsuya PREMIUM, four included comments using “I” as the subject. Where the August 14 post did not name a specific comparison item, this time the account clearly named the classic menu item “Beef Bibim Bowl” and framed the new dish as its “premium version.”

The “Beef Bibim Bowl” (Small Serving 660 yen, Regular Serving 690 yen, Large Serving 910 yen) on Matsuya’s regular menu just had its sauce (Bibim Sauce) renewed on September 1. The “Kobe Beef Bibimbap Bowl” is a separate item served only at the Matsuya PREMIUM Ginza Store, differing from the regular Beef Bibim Bowl in both price range and the stores where it’s available.

Nearly Identical Wording Posted Twice, 41 Seconds Apart — Only the Closing Emoji Differs

It has also come to light that, for this quote repost, the official X account sent out nearly identical wording twice in quick succession, quoting the same source post. The first was posted at 14:03 on September 10, and the second at 14:04 — 41 seconds apart. The body text of both posts is word-for-word identical from the opening line right up to the very end, with the only difference being the closing symbol: the first closed with the emoji “☺️”, the second with the emoticon “（╹◡╹）”.

Looking at how these posts are typically signed off, the emoticon “（╹◡╹）” was the most common closing among the most recent nine Matsuya PREMIUM-related quote reposts, appearing in four of them, while the emoji “☺️” was used only in the first of this pair.

The “Matsubikai Commemorative Product” Label Appears Only on the Source Post

The source post from Matsuya PREMIUM introduced the item as, “The Matsubikai commemorative product, ‘Kobe Beef Bibimbap Bowl,’ arrives today starting at 11:00,” describing it as a dish eaten by mixing a special sauce, Kobe beef, a soft, silky Soft-boiled Egg, and Kimchi together. This “Matsubikai commemorative product” label does not appear in the body of the official announcement for the same item distributed on September 9 — it is found only in Matsuya PREMIUM’s own post.

The “Kobe Beef Bibimbap Bowl” is a 1,800-yen bowl menu item that went on sale at the Matsuya PREMIUM Ginza Store at 11:00 on September 9. The store has been rolling out a series of Kobe beef bowl dishes, with this release following the “Kobe Beef Green Onion & Egg Bowl” on August 19 and the “Kobe Beef Oni-oroshi Grated Radish Ponzu Citrus Soy Sauce Bowl” on September 2 (both priced at 1,650 yen).