Matsuya and Matsunoya are teaming up with Sumikko Gurashi for a nationwide collaboration campaign in Japan. Starting October 6, customers who order selected kids’ meals can receive one of six randomly selected reflector keychain designs.
For travelers mapping a casual Japanese meal route across Japan, Matsuya and Matsunoya are straightforward names to slot in. The campaign runs at participating stores nationwide, with some menu availability and conditions varying by location.
The eligible items are the Matsuya Kids Beef Bowl Waku Waku Set, Matsuya Kids Curry Waku Waku Set, and Matsunoya Kids Plate. The release does not specify prices for these meals. The first keychain giveaway runs from October 6 at 10:00 through November 17 at 9:59, while an official X follow-and-repost prize campaign runs through October 18.
About the Sumikko Gurashi Collaboration
The reflector keychains are designed to shine when light is directed at them in the dark, and the back has space for writing a name. The collaboration also includes a social media lottery for a complete six-design keychain set and 5,000 Matsuya Points. Sumikko Gurashi is a character brand created around the idea of feeling comfortable in a corner, with gentle, humorous characters and stories that have attracted fans across age groups.
Highlights
- One randomly selected Sumikko Gurashi reflector keychain is offered with each eligible kids’ meal.
- The keychain collection has six designs, and customers cannot choose a specific design.
- Eligible meals are the Matsuya Kids Beef Bowl Waku Waku Set, Matsuya Kids Curry Waku Waku Set, and Matsunoya Kids Plate.
- The giveaway is also available for qualifying Matsuya delivery and mobile-order purchases.
- The release does not list prices for the eligible meals.
- The official X lottery offers a complete keychain set and 5,000 Matsuya Points.
Menu and Campaign Details
| Item | Details |
|---|---|
| Name | Matsuya and Matsunoya x Sumikko Gurashi Collaboration Campaign |
| Menu / items | Matsuya Kids Beef Bowl Waku Waku Set; Matsuya Kids Curry Waku Waku Set; Matsunoya Kids Plate; Sumikko Gurashi Reflector Keychain |
| Period | October 6, 2026 at 10:00 – December 22, 2026 at 9:59 |
| Location | Matsuya and Matsunoya stores across Japan |
| Stores | Matsuya stores nationwide; Matsunoya stores nationwide |
| Price | Not specified in the release |
| Official website | Official campaign website |
Before you buy
- When can I get the Sumikko Gurashi reflector keychain?
- The first giveaway runs from October 6, 2026 at 10:00 through November 17, 2026 at 9:59, or while supplies last.
- Where can I get the Sumikko Gurashi keychain?
- It is available with eligible menu orders at Matsuya and Matsunoya stores across Japan. Availability may vary by store.
- Can I choose the keychain design?
- No. The six designs are distributed at random, and customers cannot select a specific design.
- How much do the eligible meals cost?
- The release does not specify the prices of the eligible meals.
