New Addition to the Kobe Beef Gyumeshi Series at Matsuya PREMIUM Ginza
Matsuya Foods Co., Ltd. (headquarters: Musashino City, Tokyo; President: Kazutoshi Kawarabuki) will begin selling a new menu item, the Kobe Beef Oni-Oroshi Ponzu Gyumeshi, at its takeaway-format store Matsuya PREMIUM Ginza from 11:00 a.m. on Wednesday, September 2, 2026. The dish joins the brand’s Kobe Beef Gyumeshi series and reimagines the long-loved regular Matsuya menu item “Oni-Oroshi Ponzu Gyumeshi” as a genuinely luxurious bowl.
Melt-in-the-Mouth Kobe Beef, Lightened by Grated Daikon and Ponzu
The star of the bowl is carefully selected Kobe beef. As one of Japan’s most celebrated wagyu brands, it delivers deep umami and a melting, sweet richness that fills the entire bowl. Pairing with it are two classic Japanese supporting players already familiar from Matsuya’s standard menu: oni-oroshi grated daikon and ponzu sauce.
Domestic Oni-Oroshi Prepared In-Store
Oni-oroshi is daikon radish grated coarsely with a large-toothed grater, so it stays crisp rather than watery. At Matsuya PREMIUM, domestic daikon is grated by hand in-store to preserve that crunchy texture. It stands up to the richness of wagyu fat while resetting the palate with every bite.
Refreshing House-Made Ponzu
A bright, citrusy house-made ponzu ties everything together. The depth of Kobe beef and the cooling lift of grated daikon and ponzu strike a fine balance, keeping what could be a heavy premium wagyu bowl light and easy to finish. It is an ideal choice for early autumn, when summer heat still lingers.
Lineup and Pricing
- Kobe Beef Oni-Oroshi Ponzu Gyumeshi: 1,650 yen (tax included)
- Double Meat Kobe Beef Oni-Oroshi Ponzu Gyumeshi: 2,340 yen (tax included)
For those who want to savor more Kobe beef, the double-meat version is the pick. An extra 690 yen or so brings a substantial increase in beef, making it an attractive option in terms of value.
Sales Details
- On sale from: 11:00 a.m., Wednesday, September 2, 2026
- Store: Matsuya PREMIUM Ginza
- Prices: All prices include tax
- Note: Shareholder benefit vouchers cannot be used
The item is sold at the Matsuya PREMIUM Ginza location only and is not available at regular Matsuya branches nationwide, so plan a visit when you are in the Ginza area of Tokyo.
What Is Matsuya PREMIUM?
Matsuya PREMIUM is Matsuya Foods’ takeaway and prepared-meal format. It builds on the techniques and recipes of the Matsuya beef bowl chain while using premium ingredients such as Kobe beef to create an upscale product line. The contrast is striking: a brand known for beef bowls in the few-hundred-yen range is now offering items well above 1,000 yen, an ambitious move worth watching within Japan’s restaurant industry.
Editor’s Take
Upgrading a familiar staple with premium branded wagyu is an easy concept for existing fans to grasp, and the flavor is easy to imagine. It answers a simple question: what would the usual oni-oroshi ponzu beef bowl taste like if the beef were Kobe beef? If you are looking for a slightly indulgent lunch or takeaway while shopping or sightseeing in Ginza, this bowl is worth checking out from its September 2 debut.