Matsuya’s Shinshu Traditional Dish ‘Yatara’ Debuts Nationwide From July 7

Matsuya, a popular Japanese fast-food chain, is launching a new menu item inspired by the traditional Shinshu dish “Yatara.” Starting July 7, 2026, this refreshing summer specialty will be available nationwide, bringing a taste of Shinshu’s local flavors to Matsuya’s customers.

Travelers and food lovers visiting Japan during the summer will appreciate this limited-time offering that combines seasonal vegetables with Matsuya’s signature beef rice and hamburger dishes. The dish features finely chopped summer vegetables like cucumber, eggplant, radish, and carrot, blended with a light dashi broth made from kelp and soy sauce. This creates a crisp and savory topping that perfectly complements the beef and hamburger, making it an ideal meal for the hot season.

About the New Yatara Menu at Matsuya

“Yatara” is a traditional Shinshu summer dish where chopped vegetables are mixed with a flavorful broth and served over rice. Matsuya has adapted this local specialty into its menu by offering it as a topping for their classic beef rice bowl and in combination with juicy Japanese-style hamburg steaks. The fresh and light taste is designed to refresh customers during Japan’s warm months.

Highlights

• Introduction of Shinshu’s traditional “Yatara” dish at Matsuya for the first time nationwide.
• Available as “Yatara Beef Rice” in various portion sizes, from small to extra-large.
• Also offered as a set meal with Japanese-style hamburg steaks in single, regular, and triple portions.
• Prices range from ¥620 for the small beef rice to ¥1,580 for the triple hamburg set (all tax included).
• Takeout available; miso soup is extra when ordered to go.
• Available from July 7, 2026, at most Matsuya locations across Japan.

Menu and Event Details