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

Matsuya’s official X account (@matsuya_foods) posted on the afternoon of September 10 to introduce the “Kobe Beef Bibimbap Bowl” (1,800 yen), sold at Matsuya PREMIUM Ginza. The post quotes one from the store’s operating account, “Matsuya PREMIUM” (@matsuya_premium), which announced the September 9 launch, so the official account is featuring the item again the day after its release.

First-person “boku” voice, comparing it to a staple menu item

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

松屋プレミアムから「神戸牛のビビンバめし」が登場！

つまり、ぼくの大好きなビビン丼のプレミアム版ということ！！銀座に行かなきゃ☺️

(In English: “The Kobe Beef Bibimbap Bowl arrives from Matsuya PREMIUM! So it’s basically the premium version of the Bibim Bowl I love!! I have to go to Ginza ☺️”)

The official X account has used this style of speaking as “boku” (a first-person pronoun) and referencing an existing staple menu item before. In an August 14 post about the “Kobe Beef Green Onion and Soft-boiled Egg Beef Bowl,” it also reacted in the first person with “That’s totally the one I love!!” Among the latest nine quote posts related to Matsuya PREMIUM, four carried comments with “boku” as the subject. The August 14 post did not name a point of comparison, but this time the staple “Beef Bibim Bowl” is named outright and matched with the “premium version of” phrasing.

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

Nearly identical text posted twice 41 seconds apart, differing only in the closing emoji

It also emerged that the official X account posted nearly identical text twice in a short interval, quoting the same source. The first was posted at 14:03 on September 10 and the second at 14:04, 41 seconds apart. The two bodies are identical character for character from the opening to just before the end, and differ only in the closing symbol: the first ends with the emoji “☺️” and the second with the kaomoji “(╹◡╹)”.

Looking at how the posts close, the kaomoji “(╹◡╹)” is the most common among the latest nine Matsuya PREMIUM-related quote posts, appearing in four, while the emoji “☺️” appeared only in the first of these two posts.

“Matsubikai Commemorative Product” label appears only in the source post

The source post from Matsuya PREMIUM introduces the dish as “the Matsubikai Commemorative Product ‘Kobe Beef Bibimbap Bowl,’ available from 11:00 today,” describing it as a dish to be mixed together with a special sauce, Kobe beef, a creamy soft-boiled egg, and kimchi. This “Matsubikai Commemorative Product” label does not appear in the body of the official announcement for the item distributed on September 9, and is attached only to Matsuya PREMIUM’s post.

The “Kobe Beef Bibimbap Bowl” is a 1,800 yen bowl menu item released at Matsuya PREMIUM Ginza at 11:00 on September 9. The store has been introducing Kobe beef bowls one after another, following the “Kobe Beef Green Onion and Soft-boiled Egg Beef Bowl” on August 19 and the “Kobe Beef Grated Radish & Ponzu Citrus Soy Sauce Beef Bowl” on September 2 (both 1,650 yen).