Matsuya's Official X Introduces Fifth Kobito Zukan Character 'Benikinokobito' — Plant/Food-Themed Series Reaches Five Straight Weeks, Personality Described as 'Surprisingly Calm'

On May 2, 2026 at 9:00, Matsuya’s official X account (@matsuya_foods) posted introducing the fifth character, ‘Benikinokobito,’ as part of the Kobito Zukan collaboration campaign. This marks the fifth Kobito introduction post since the collaboration campaign began on March 31.

Original Post Text

Found it! 【Benikinokobito】, a Kobito that lives where mushrooms grow! Its personality is apparently surprisingly calm? Order from Matsuya’s Kids’ Menu and get an original Kobito Zukan towel as a gift🎁 ※The design you receive is randomly selected from 6 patterns

Following the habitat description (where mushrooms grow), a personality description — ‘apparently surprisingly calm?’ — has been added. While the introduction text for the previous four characters focused mainly on their traits and behavior, this time even touching on personality makes it somewhat unusual.

Five Straight Weeks of Plant/Food-Themed Series

Starting with Sumomo no Uchi (April 3), the Kobito introduction posts have followed a pattern of featuring plant/food-themed Kobito one after another, now reaching five consecutive weeks.

Date	Kobito	Motif	Introduction Feature
April 3	Sumomo no Uchi	Plum	Focus on behavior
April 10	Ichigo Kurenai	Strawberry	Mimicry behavior
April 18	Amakurisotsu	Chestnut	Paired behavior
April 25	Takenokobito	Bamboo Shoot	Feeding ecology
May 2 (this time)	Benikinokobito	Mushroom	Habitat + personality description

After plum, strawberry, chestnut, and bamboo shoot, this time it’s mushroom. Following fruits, vegetables, nuts, and rhizomes, fungi have now been newly added. While the ‘plant/food’ framing continues, it’s clear the genre is subtly expanding.

Shift in Posting Time and Day of the Week

The timing of the introduction posts has shifted earlier, from 10:00 on Fridays for the first two posts to 9:00 on Saturdays for the following three.

Date	Day	Time
April 3	Fri	10:00
April 10	Fri	10:00
April 18	Sat	9:00
April 25	Sat	9:00
May 2 (this time)	Sat	9:00

Since April 18, the posts have stabilized at 9:00 on Saturdays, and this time follows the same pattern. A routine of delivering collaboration campaign reminders on weekend mornings appears to be taking hold.

The Kids’ Menu + Towel Gift Mechanism

The text at the end of the post — ‘Order from Matsuya’s Kids’ Menu and get an original Kobito Zukan towel as a gift’ and ‘the design is randomly selected from 6 patterns’ — has been included consistently and identically across all five posts since the collaboration began on March 31. Since the towel design is randomly chosen from 6 patterns, even after five Kobito introductions, by the math one design pattern — the equivalent of a sixth design — remains unintroduced.

Tie-in With the April 25 Kids’ Menu Campaign

Since April 25, a ‘Kids’ Menu for 400 yen + 50 points awarded (effectively 350 yen)’ campaign has also been running. Combined with the Kobito Zukan towel gift, the area around the Kids’ Menu is currently the most heavily promoted.

Tie-in Measure	Details
Kobito Zukan Collaboration Towel	Order the Kids’ Menu to receive 1 of 6 randomly selected designs as a gift (from March 31)
Kids’ Menu Effectively 350 Yen	400-yen menu + 50 points awarded, effectively 350 yen (from April 25)
Kobito Introduction Posts	One character introduced per week, this marks the fifth

The move to combine the Kobito introduction with the towel promotion on May 2, in the middle of Golden Week, appears aimed at the peak of family visits.