Exciting Collaboration Between Matsuya Foods and Kobitozukan Begins This March 2026!

Matsuya Foods and Kobitozukan Collaboration

Matsuya Foods, headquartered in Musashino City, Tokyo, has recently announced an exciting collaboration with the beloved children's book series, Kobitozukan. Starting from March 31, 2026, this collaboration will celebrate the 20th anniversary of Kobitozukan, a series that has achieved impressive sales exceeding 3.2 million copies.

Campaign Details

The collaboration will be available from March 31, 2026, at 10:00 AM to June 30, 2026, at 9:59 AM. At this time, customers can enjoy limited-time offerings at Matsuya, Matsu no Ya, and Sushinatsu (Sushi Matsuyama). Notably, Sushinatsu will participate from March 31, 2026, at 11:00 AM to closing on June 29, 2026.

Participating Stores

The campaign will be held at all national branches of Matsuya, Matsu no Ya, and Sushinatsu, with the exception of several locations:

- My Curry Shokudo (specialty store) is not included.
- Sushinatsu Kamata No. 1, Omiya, Nishiogikubo, and Nerima are excluded.

Exclusive Gifts

Customers who order specific menu items during the campaign will receive an exclusive original Kobito towel! The towel features an eye-catching design with various Kobito characters and will be given instantly with each qualifying purchase. The qualifying items include:

- Matsuya's Kids Gyudon Set
- Matsuya's Kids Curry Set
- Matsu no Ya Kids Plate
- Matsu no Ya Kids Pancake Plate
- Sushinatsu Kids Sushi Set
- Sushinatsu's Upper Grades Sushi Set with Drink
- Sushinatsu Kids Sushi Bento

Distribution Period: The gifts will be available from March 31, 2026, at 10:00 AM until May 12, 2026, at 9:59 AM, or until supplies last. For Sushinatsu, gifts will be available starting at 11:00 AM on March 31, 2026, until close on May 11, 2026.

Please note that the towel collection will consist of six different designs, randomly distributed with each eligible purchase. For specific items at Sushinatsu, customers will also receive a Gacha coin alongside the original goods. Only the Kids Sushi Bento will not include any promotional gifts.

Anticipated Second Phase

An additional phase of the campaign is already planned to begin on May 12, 2026 at 10:00 AM, offering even more exciting promotions.

Social Media Campaign

Furthermore, there will be a follow-and-repost campaign on Matsuya Foods' official X account. By following the account and reposting promotional posts between March 31, 2026, and April 12, 2026, participants can enter to win exciting prizes such as:

- An oversized plush toy featuring Kakure Momojiri.
- 5000 Matsuya points.

About Kobitozukan

Kobitozukan is a popular children's book series that has captured the hearts of many, with the first book released in 2006. The series introduces readers to 'Kobito,' fantastical creatures that are neither insects nor plants. They exist in everyday life, hinting at their presence through mysterious occurrences, such as strange noises coming from appliances or odd setups in households. Over 13 books, the series features 444 different types of Kobito, inviting children's imaginations to explore and identify these whimsical beings in their surroundings.

In celebration of the 20th anniversary, Matsuya Foods invites fans of all ages to join this exciting collaboration—delight in delicious meals while enjoying exclusive Kobito merchandise. Don't miss out; visit your nearest Matsuya, Matsu no Ya, or Sushinatsu from March 31!