Matsuya and Matsunoya Launch a Sumikko Gurashi Collaboration
Matsuya Foods operates Matsuya, known for gyumeshi (beef bowls), curry, set meals and other rice bowls, as well as the tonkatsu chain Matsunoya. The company will launch a collaboration with the popular character series Sumikko Gurashi at stores nationwide starting at 10:00 a.m. on Tuesday, October 6, 2026. The Sumikko characters, loved by families with fans ranging from children to adults, are teaming up with these familiar everyday restaurant chains. Ordering an eligible kids’ menu item gets you exclusive collaboration merchandise. A follow-and-repost campaign will also run on Matsuya’s official X account. Here’s a detailed look at a campaign that makes eating out as a family a little more fun.
Campaign Overview
- Campaign period: Tuesday, October 6, 2026, 10:00 a.m. – Tuesday, December 22, 2026, 9:59 a.m.
- Participating stores: Matsuya and Matsunoya locations nationwide in Japan
- Note: Menu availability and prices may vary by store
The overall campaign runs until late December. However, merchandise will be handed out in stages, with a first round and a planned second round. Details can also be found on Matsuya Foods’ campaign website (matsuyafoods.co.jp/sumikkogurashi/2026fltm/).
Get a Sumikko Gurashi Reflector Keychain with Eligible Menu Items
The first-round giveaway is the collaboration-exclusive Sumikko Gurashi Reflector Keychain. It reflects light when illuminated in dark places, and the back has space to write a name, making it a practical item. There are six designs in total. One keychain is given at random for each eligible menu item ordered.
Eligible Menu Items
- Matsuya Kids’ Gyumeshi Waku Waku Set
- Matsuya Kids’ Curry Waku Waku Set
- Matsunoya Kids’ Plate
At combined Matsuya/Matsunoya stores, the offer applies to the Matsuya Kids’ Gyumeshi Waku Waku Set and the Matsuya Kids’ Curry Waku Waku Set. If you visit a combined store, choose one of the Matsuya kids’ menu items.
Distribution Period and Notes
- Distribution period: Tuesday, October 6, 2026, 10:00 a.m. – Tuesday, November 17, 2026, 9:59 a.m.
- While supplies last
- Six designs in total; designs cannot be selected
- Orders via Matsuben Net, Matsuya Mobile Order and Matsuben Delivery are also eligible
- Matsunoya does not offer takeout or Matsuben Delivery
- Please contact individual stores for giveaway availability
Once the exclusive collaboration merchandise runs out, the giveaway item will change. Matsuya will switch to Matsuya original paper craft, and Matsunoya will switch to its regular-period gift. If you want to be sure to get a keychain, visiting early is recommended.
Second Round Planned from November 17
A second round of the collaboration is scheduled to begin at 10:00 a.m. on Tuesday, November 17, 2026. Details of the second round have yet to be announced. Since the campaign runs until December 22, fans can look forward to enjoying the Sumikko Gurashi collaboration toward the end of the year. Keep an eye out for further announcements along with the first round.
Follow-and-Repost Campaign on Matsuya’s Official X
In addition to the in-store giveaway, there is also a campaign with prizes on social media. Follow Matsuya’s official X account (@matsuya_foods) and repost the designated post during the campaign period to enter the prize draw.
Prizes
- Sumikko Gurashi Reflector Keychain Complete Set
- 5,000 Matsuya Points
Campaign period: Tuesday, October 6, 2026, 10:00 a.m. – Sunday, October 18, 2026, 11:59 p.m.
In-store keychains are distributed at random, and designs cannot be chosen. That makes a complete set featuring all six designs an attractive prize for fans. The social media campaign lasts only about two weeks, so don’t forget to enter.
About Sumikko Gurashi
Sumikko Gurashi is a character series from San-X. Have you ever felt strangely “at ease” when tucked away in a corner? The series features plenty of Sumikko characters who are a little on the negative side but full of personality. It is a popular series among families, with fans ranging from children to adults.
Summary
The Matsuya/Matsunoya x Sumikko Gurashi collaboration kicks off on Tuesday, October 6, 2026. In the first round, you receive one random reflector keychain (six designs) for each eligible kids’ menu item. The keychain reflects light and has space on the back for a name. Distribution runs until 9:59 a.m. on Tuesday, November 17, while supplies last. Be sure to check out the second round starting November 17 and the X campaign running until October 18. Enjoy Matsuya and Matsunoya even more with your family.
Source: press release by 株式会社松屋フーズホールディングス (PR TIMES, in Japanese)