Matsuya and Matsunoya Launch the “New Rice, Free Refill Fair”
Matsuya Foods Co., Ltd. (headquarters: Musashino, Tokyo; President and Representative Director: Kazutoshi Kawarabuki) is holding the “Shinmai, Okawari Muryo Fair” (New Rice, Free Refill Fair) at Matsuya, its chain serving gyumeshi beef bowls, curry, set meals and other rice bowls, and at Matsunoya, its tonkatsu (pork cutlet) brand. During the fair, customers who order a set meal get free rice refills when dining in. The fair kicks off at Matsuya at 10:00 a.m. on Tuesday, September 29, 2026, followed by Matsunoya from 3:00 p.m. on Wednesday, September 30.
New-crop rice season has arrived once again. Matsuya Foods describes the rice available only at this time of year as “fluffy” and “subtly sweet,” and invites customers to give it a try. As the press release headline puts it—“Delicious new rice, one more bowl”—the appeal of this fair is enjoying new rice alongside your set-meal dishes and, if you are still hungry, getting another bowl at no extra charge.
Fair Overview
- Fair name: Shinmai, Okawari Muryo Fair (New Rice, Free Refill Fair)
- Participating brands: Matsuya (gyumeshi beef bowls, curry, set meals and other rice bowls) and Matsunoya (tonkatsu)
- Offer: Free rice refills (no extra charge)
- Eligible menu: Set meals (teishoku), including rice sets and breakfast menu items
- Condition: Dine-in only
- Start: Matsuya from 10:00 a.m. on Tuesday, September 29, 2026; Matsunoya from 3:00 p.m. on Wednesday, September 30, 2026
- End date: Not announced in the press release
- Locations: Matsuya and Matsunoya restaurants nationwide, excluding some locations
Start Times Differ Between Matsuya and Matsunoya
The fair begins at different times depending on the brand, so it is worth checking before you go.
Matsuya: From 10:00 a.m., Tuesday, September 29
At Matsuya, the fair starts at 10:00 a.m. on September 29, 2026, the same day the press release was issued. Combined Matsuya/Matsunoya locations and combined Matsuya/My Curry Shokudo locations are also included. Although Matsuya is best known for gyumeshi and curry, the free refill offer applies to its set meals.
Matsunoya: From 3:00 p.m., Wednesday, September 30
Matsunoya joins the following day, starting at 3:00 p.m. on September 30, 2026. Combined Matsunoya/My Curry Shokudo locations are also included. At Matsunoya, the tonkatsu brand, ordering a set meal for dine-in likewise gets you free rice refills.
Note on Combined Locations
Combined Matsuya/Matsunoya locations are listed under Matsuya’s start date (from 10:00 a.m. on September 29). If you have questions about specific details, such as how the offer applies when ordering a Matsunoya set meal at a combined location, it is best to check with the restaurant you plan to visit.
About the Eligible Menu
The offer covers Matsuya Foods’ wide variety of set meals, including rice sets and breakfast menu items. Because breakfast items are eligible too, you can enjoy free refills of new rice from the morning hours.
That said, the press release lists set meals (including rice sets and breakfast items) as the eligible menu. Rice bowls and other non-set-meal items are not listed as eligible, so if the free refill is what you are after, be sure to choose a set meal.
Things to Check Before You Go
- The offer is valid for dine-in only; takeout orders are not eligible.
- Participating locations are “Matsuya and Matsunoya restaurants nationwide, excluding some locations.” The press release does not list which locations are excluded.
- For availability, customers are asked to contact the restaurant directly.
- No end date has been announced, so visiting early is recommended if you want to be sure to take advantage of the offer.
About Matsuya Foods
Matsuya Foods Co., Ltd. is headquartered in Musashino, Tokyo, and is led by President and Representative Director Kazutoshi Kawarabuki. The company operates brands including Matsuya, serving gyumeshi, curry, set meals and other rice bowls, and the tonkatsu brand Matsunoya. In addition to these two brands, locations combined with My Curry Shokudo are also covered by this fair. The press release was issued by Matsuya Foods Holdings Co., Ltd.
Summary
The “New Rice, Free Refill Fair” is an autumn promotion offering free rice refills when you order a set meal for dine-in at Matsuya or Matsunoya. It starts at 10:00 a.m. on Tuesday, September 29 at Matsuya and at 3:00 p.m. on Wednesday, September 30 at Matsunoya. With no end date announced, anyone who wants a second bowl of fluffy, subtly sweet new rice should head to a nearby location sooner rather than later.
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)