Matsuya Foods x Kobito-Dukan Collaboration Returns
Matsuya Foods Holdings will launch the second installment of its collaboration with the popular children’s book series Kobito-Dukan (by Toshitaka Nabata, published by Rokurinsha) starting 10:00 AM on Tuesday, May 12, 2026. The campaign runs at all Matsuya beef bowl restaurants, Matsunoya tonkatsu shops, and Sushimatsu sushi specialty stores nationwide. Kobito-Dukan celebrates its 20th anniversary in 2026, with cumulative sales exceeding 3.2 million copies and 444 unique kobito creatures introduced across 13 volumes.
Campaign Overview
Period
- Matsuya & Matsunoya: May 12 (Tue) 10:00 to June 30 (Tue) 9:59, 2026
- Sushimatsu: May 12 (Tue) 11:00 to June 29 (Mon) closing, 2026
Participating Stores
All Matsuya, Matsunoya, and Sushimatsu locations nationwide. Excluded: My Curry Shokudo (specialty), Sushimatsu Kamata 1, Omiya, Nishi-Ogikubo, and Nerima stores.
Free Original Kobito Pouch with Eligible Orders
Customers ordering one eligible menu item will receive one randomly selected Original Kobito Pouch from the 6-design exclusive collection. The encyclopedia-style design makes it perfect for everyday use.
Eligible Menu Items
- Matsuya: Kids Beef Bowl Wakuwaku Set / Kids Curry Wakuwaku Set
- Matsunoya: Kids Plate / Kids Pancake Plate
- Sushimatsu: Kids Nigiri Set / Upper-Grade Kids 5-Piece Drink Set / Kids Nigiri Bento
Designs cannot be selected. Available while supplies last. Sushimatsu’s Kids Nigiri Bento is takeout-only. Orders via Matsuya Bento Web Reservation and the official Matsuya app are also eligible.
Follow & Repost SNS Campaign
Follow the official Matsuya X account (@matsuya_foods) and repost designated posts during the campaign for a chance to win premium prizes.
Prizes
- Extra-Large Kakuremomojiri Plush
- 5,000 Matsuya Points
SNS Campaign Period
May 12 (Tue) 10:00 to May 24 (Sun) 23:59, 2026
About Kobito-Dukan
Since the first picture book was released in 2006, this beloved children’s series celebrates its 20th anniversary in 2026 with over 3.2 million copies sold. It introduces mysterious creatures called Kobito—neither insects nor plants—and has captivated readers of all ages. This collaboration offers families a perfect opportunity to enjoy dining out while collecting exclusive limited-edition merchandise.