Matsuya Launches 'Spinach and Cottage Cheese Curry and Rice' at 10 a.m. Today

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title: “Matsuya Launches ‘Spinach and Cottage Cheese Curry and Rice’ at 10 a.m. Today” categories:

• official tags:
• app-notification
• term-limited
• new-menu published: true created_at: “2026-09-22T11:24:09+09:00” updated_at: “2026-09-22T11:24:09+09:00” thumbnail: “https://cdn.gyumesy.com/articles/zgxj5e/thumbnail.webp” ogp_image: “https://cdn.gyumesy.com/articles/zgxj5e/ogp.png” source_url: “” editor_comment: “Spinach and cottage cheese is a combination you rarely see in curry. I’d love to try it and find out how it turns out.” description: “On September 22 at 10 a.m., Matsuya launched a new curry, the "Spinach and Cottage Cheese Curry and Rice" (780 yen), at stores nationwide except for some locations. It had been announced five days earlier in an official notice. The app notification announcing the launch used emoji and a question format that differ from past standard phrasing.” series_key: null related_articles:
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On September 22, 2026, at 10 a.m., Matsuya launched a new curry, the “Spinach and Cottage Cheese Curry and Rice,” at stores nationwide except for some locations. It was a planned release: an official notice dated September 17 had already announced the product name, price, and launch date and time, and on launch day Matsuya’s official app also sent out a launch notification.

The app notification’s emoji differ from past launch announcements

The notification’s title read “9/22 (Tue) 10 a.m. onward: ‘Spinach and Cottage Cheese Curry and Rice’ now on sale ✨”, and its body read “✦˖° New Matsuya curry 🍛🇮🇳°˖✦” and “・・・Spinach × cottage cheese, what does that taste like 🤔⁉️”. The product name and launch date and time match the “Launch date” field in the September 17 notice (“Tuesday, September 22, 2026, from 10 a.m.”) and its product name as written. However, the phrasing “now on sale” and the decorative symbols, emoji, and question in the body do not appear in the notice’s text.

In past new-menu launch notifications, all 11 whose titles contained “launch” used “❗️”. This time “❗️” is not used, and the title ends with “✨” instead. Until now, “✨” had been used only in announcements of promotions such as point rebates and coupons; this is the first time it has appeared in a new-menu launch announcement. The question format with “⁉️” at the end of the body also has no precedent in launch notifications. A national flag emoji, “🇮🇳”, is included as well.

The official X account posted in three stages leading up to launch

The official X account posted in stages ahead of the launch. It put out an advance announcement on the evening of September 18, and on the night of September 21 it posted a reminder the night before: “Palak Paneer goes on sale tomorrow~”. Palak Paneer is an Indian dish made with spinach and cottage cheese (paneer), and it is the basis for this curry. In the post at 10 a.m. on September 22, the same time as the launch, the account ran a follow-and-repost campaign alongside it, with 1,000 Matsuya Points up for grabs for 30 winners drawn by lottery, and set the entry deadline at September 28.

The Loin Cutlet version is no longer listed

On launch day, the “Spinach and Cottage Cheese Loin Cutlet Curry and Rice” (1,170 yen), which was not included in the September 17 announcement, was also listed on the menu page of Matsuya’s official website during the 9 a.m. hour. By just after 10 a.m., though, it had dropped off the list, and it had still not been relisted as of just before noon. The three items, the Curry and Rice, the Karegyu, and the Chicken Curry and Rice, remain listed.

Priced at 780 yen, with an ingredient combination unlike earlier limited-time curries

The series consists of the base “Spinach and Cottage Cheese Curry and Rice” at 780 yen (660 yen Only), the “Spinach and Cottage Cheese Karegyu,” which pairs curry with a beef bowl, at 1,050 yen, and the “Spinach and Cottage Cheese Chicken Curry and Rice” at 960 yen. The base curry’s 780 yen is 100 yen higher than the Founding Beef Curry and Rice (680 yen), which is still on the menu. The pairing of spinach and cottage cheese is a combination of ingredients that none of the earlier limited-time curries had, such as Founding Beef, Beef Tongue, Neo Tomato, and Butter Chicken. The most recent new curry was the Founding Beef Curry and Rice on July 28, so this is the first new curry in about two months.