Matsunoya's "Shinmai Fair Coupon" to End at 15:00 on October 28, 2026

Oct 25, 2026 14:53

OfficialCouponOfficial X

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

Matsunoya’s official X account announced the end of the “Shinmai Fair Coupon” at 14:45 on October 25, 2026. The coupon ends at 15:00 on Wednesday, October 28, 2026, with the post saying the end “has been decided 😭”. The post announcing the October 7 launch gave no end date.

The coupon launched at 15:00 on October 7

The new post was published as a quote of the post that announced the X Coupon launch on October 7, 2026. The quoted post spells out the terms of use.

*Please note that this coupon cannot be used without scanning the 2D code. It is also excluded from Matsuben Net and from point awards.

The 2D code is scanned at the ticket machine. Matsuben Net (online ordering) is excluded, and no points are awarded. The quoted post mentioned that the limited-time “Shinmai Fair” was running and described what the coupon covered: “We picked out menu items that go with rice and set them at bargain prices,” and “When it comes to rice, it has to be… Umatoma 🍅🔥”.

What was announced as ending this time is the X Coupon. Nothing is stated about the end of the “Shinmai Fair” itself.

Three announcements land at 15:00 on October 28

Switchovers for other initiatives have also been announced for the same hour, 15:00 on October 28, 2026.

What happens at 15:00 on October 28	Value
End of the Shinmai Fair Coupon	Announced as decided in this post
End of the Platter Upsize Fair	Announced at launch as a one-week run from 15:00 on October 21
Launch of 15 new items	Including the “Minced Meat Cutlet w/ Demi-glace Sauce Set Meal”

The Platter Upsize Fair is a separate fair that doubles the side dishes on Platter Set Meals with no price change, and it differs from the Shinmai Fair Coupon in both coverage and mechanics. Matsunoya has not explained why it aligned the times, but all three fall on the Wednesday 15:00 slot when Matsunoya rotates its new items. The coupon can therefore be used only up to 15:00 on the 28th, when the new items go on sale.

The “400,000 Milestone Campaign” is under negotiation

The post went on from the end-of-coupon notice to mention the next initiative.

And as a token of our thanks to everyone, we are currently negotiating to see whether we can hold a 400,000 Milestone Campaign from October 30 🔥

It does not say the campaign has been confirmed; it continues, “please cheer us on so that we can hold it.” The post does not say what the figure of 400,000 refers to.

How it differs from the previous end-of-coupon notice

Posts giving advance notice of an X Coupon ending have appeared before. The September 28, 2026 post announcing the end of the “Aki no Donburi Matsuri” coupon opens almost identically.

	September 28, 2026 post (Aki no Donburi Matsuri)	This post
Opening line	⚠️Ending soon⚠️	⚠️Ending soon⚠️
Announcement to end	2 days	3 days
Mention of a late announcement	“Sorry for the late notice 🙇‍♂️”	None
Mention of the next initiative	None	“400,000 Milestone Campaign” under negotiation