[Interview Report] “Matsuya PREMIUM” Opens at Matsuya Ginza! Featuring luxurious Kobe beef and domestic Wagyu beef.

Matsuya PREMIUM , the first permanent department store location for the beef bowl chain Matsuya, opened at Matsuya Ginza on June 10, 2026. Here is a report on the press conference held prior to the opening.

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Matsuya Foods, which operates the beef bowl chain "Matsuya," and Matsuya Ginza, sharing the same company name "Matsuya," collaborated for the first time in April 2025 as part of Matsuya Ginza's 100th anniversary celebration. The pop-up store, which sold limited-edition products made for the department store, was a huge success, reportedly achieving record sales for a food event at Matsuya Ginza.

■Reference article → [Interview Report] Matsuya Ginza and the beef bowl restaurant "Matsuya" collaborate for the first time! "Matsuya's Meat Life in GINZA" will feature premium products using Kobe beef.

Responding to requests for its reopening, Matsuya PREMIUM, the first permanent department store in the area, has finally opened .

Matsuya PREMIUM aims to achieve a balance between "luxury and approachability," qualities that Matsuya Ginza values. At the time of opening, the lineup consists of the following four categories and seven items (all for takeout only). All items are prepared fresh in-store.

① " Kobe Beef Gyumeshi" (1,390 yen)
② " Double portion Kobe beef rice bowl" (2,080 yen)
③ "Domestic Wagyu Beef and Tomato Hamburger Steak" (1,681 yen)
④ "Rich Pork Steak from a Snowy Region" (1,681 yen)
⑤ "Founder's Beef Rich Curry" (1,050 yen)
⑥ "Founding Beef Rich Curry x Kobe Beef" (1,681 yen)
⑦ "Founder's Beef Rich Curry x Japanese Black Wagyu Hamburger Steak" (1,681 yen)

While all of these dishes are based on popular menu items from regular stores, their distinguishing feature is their superior quality, which could be described as a "higher-grade version" of those dishes.

All products use Hitomebore rice from Miyagi Prefecture, which tastes delicious even when cold. The onions and pickled ginger in the "Kobe Beef Gyumeshi" are domestically produced, and the "Domestic Wagyu Beef Umatoma Hamburg Steak" uses "Maximum Koitamago," a brand of egg with rich color and flavor, and Italian tomatoes with a strong umami and acidity in the sauce, demonstrating a commitment to high-quality ingredients. In addition, for the "Kobe Beef Gyumeshi," they have blended a sukiyaki-style sweet sauce, and have devised a new cooking method to match the high-quality ingredients, such as first grilling the meat to remove excess fat and lock in the flavor before simmering it down.

While the three items in the "Founding Beef Rich Curry" series were also offered at last year's event, some may wonder, "Are the flavors the same as last time?" In fact, they have made significant improvements in preparation for this permanent store opening. For example, the "Domestic Wagyu Beef Tomato Hamburg Steak" and the "Rich Pork Steak from Snow-Raised Beef" have been further refined using cooking methods that ensure they remain tender even when cold, resulting in a noticeable improvement in texture and juiciness.

Matsuya Foods' curry is so popular that some fans even say, "Matsuya is a curry shop." The long-awaited "Founding Beef Rich Curry" is based on their "Founding Beef Curry," which combines the sweetness of slowly sautéed onions with the rich aroma of spices, and is finished with plenty of boiled beef for a deep flavor. One spoonful will reveal that it contains many times more meat than you might imagine, promising a truly rich and satisfying meal.

The familiar "gyudon" (beef bowl) is generally perceived as inexpensive, and developing a product that would be consistently accepted by both the customer base of Matsuya Foods stores and the customer base of Matsuya Ginza required considerable effort.

Moe Kinoshita of the Lunch & Out-of-Home Sales Planning Group, Business Promotion Department, Matsuya Foods Co., Ltd., said, "We aimed to develop products that would be easy for customers who regularly shop at department stores to enjoy. However, we didn't want the taste to be weaker or for Matsuya Foods customers to find it unsatisfying. We believe we were able to maintain the excellent taste of Matsuya Foods while evolving it into a premium, superior version."

When Toshinori Yamashita, MD buyer in charge of food products at Matsuya Co., Ltd., said, "When it comes to bento boxes using Kobe beef, it's not uncommon for them to cost over 2,000 yen at other department stores," Kinoshita nodded with a smile. "Because we are particular about the cooking method, the amount we can make in a given time is limited, and ideally we would like to sell them for around 2,000 yen… (laughs). This is a long-awaited opportunity for Matsuya Foods to open a store in a department store, so we adjusted the price to be as affordable as possible for our customers. We hope that this will encourage more people to visit Matsuya Foods' street stores as well."

Furthermore, the product packaging uses wooden bento boxes and wrapping paper. The store interior is based on a three-dimensional black and wood-toned brown, with a gold logo to create a sense of luxury and presence. The staff uniforms have also been revamped with a smart design based on vests. As the slogan "Providing satisfaction beyond the price" suggests, everything, including the quality of customer service, was impressively refined to department store standards.

They plan to expand their lineup by adding prepared foods, salads, and new seasonal menu items. We'll be keeping a close eye on their future developments.

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[Interview Report] Matsuya Ginza and the beef bowl chain "Matsuya" collaborate for the first time! "Matsuya's Meat Feast in GINZA" features premium products using Kobe beef.