Matsunoya's Official X Account Bills the Jingisukan Set Meal as "Shinmai Fair Vol. 2"

Oct 15, 2026 12:01

OfficialNew releaseOfficial X

This is a reference translation. The Japanese version is the authoritative original.

Tonkatsu Matsunoya’s official X account (@matsu_noya) published a post at 11:51 a.m. on October 15, 2026, announcing sales of the Jingisukan Set Meal launched the previous day. “The Jingisukan Set Meal has been on sale since yesterday at 1,190 yen!” the post reads, describing the item as “oil-cooking that only a tonkatsu specialty chain can do, making the lamb tender and juicy and the vegetables full of sweetness!” It closes with a link to the official notice dated October 9, 2026.

Framed as a quote of a third party’s tasting post

The post takes the form of a quote of an October 14, 2026 post from Lambassador (@lambassador_jp), an account that promotes lamb. The quoted post opens with “Jingisukan arrives at Matsunoya stores nationwide on the 14th! I went and ate it right away, and it was a Jingisukan with the kind of flavor that has you shoveling down rice,” then gives the account’s impressions: “it is served on an iron plate, so the vegetables are piping hot and there is plenty of them” and “a delicious Jingisukan that delivers satisfaction beyond its price.”

The official X account also named other accounts on September 7 and September 29, 2026, but in both cases the account was Sushi Matsu (@sushimatsu_mf), an affiliated brand.

The sheepmeat is named differently in the notice and in the post

This time the official X account writes, “And the lamb used here is ‘Aussie Lamb’ 🐑.” The body of the official notice dated October 9, 2026, by contrast, says “carefully selected Aussie Sheepmeat,” and the announcement image attached to the post sets the Matsunoya logo alongside a logo reading “AUSSIE SHEEPMEAT / Australian sheepmeat.” The origin is Australia in both cases, but the meat goes by two names.

The announcement image carries the line “The richness of the meat and the sweetness of the vegetables that only oil-cooking brings out are coated thoroughly by a deep, soy-sauce-based sauce,” a photo of meat, cabbage, green pepper, and carrot heaped in an iron pan, and the lines “Sale starts Wed, October 14, 3:00 p.m.” and “Jingisukan Set Meal 1,190 yen.”

Source: Matsunoya Official X(@matsu_noya)

What “Vol. 2” refers to

The post opens by billing itself as “Shinmai Fair Vol. 2 - new at Matsunoya.” Two items line up under that count.

	Start	Item	Price
Vol. 1	September 30, 2026, 3:00 p.m.	Three Pork Fried Steak Set Meal w/ Back Fat Ginger Sauce items	1,090 yen each
Vol. 2	October 14, 2026, 3:00 p.m.	Jingisukan Set Meal	1,190 yen

The name “Shinmai Fair,” however, does not appear in the body of the launch notice dated October 9, 2026. It is the posts on X and the official TikTok account that bundle the items into a fair: in a September 30, 2026 post, the official TikTok account presented the Pork Fried Steak Set Meal w/ Back Fat Ginger Sauce as Vol. 1 and said “Vol. 2 and Vol. 3 will follow one after another.”

Period and eligible stores

The post on X states no end date. In a post at 3:00 p.m. on October 14, 2026, the official TikTok account said “limited time, October 14 through early November,” but the same post also carries the note “the campaign may end without prior notice,” so the end date is not settled.

Prices and eligible stores are stated in the notice dated October 9, 2026.

	Price (tax included)
Jingisukan Set Meal	1,190 yen
Jingisukan only	990 yen

Dine-in and takeout prices are identical, and miso soup carries a separate charge on takeout orders. Shareholder Benefit Vouchers can be used for the Jingisukan Set Meal. It is available at Matsunoya stores nationwide excluding some locations, with the note “*Excluding stores co-located with Matsuya.” The post on X says nothing about eligible stores, and the official TikTok account likewise states “not sold at stores co-located with Matsuya.”