Get Ready for an Adorable Collab! Chii Kawai Teams Up with Matsuya and Matsu no Ya
Mark your calendars, everyone! A super cute collaboration featuring the beloved series Chii Kawai is launching at Matsuya and Matsu no Ya restaurants nationwide. Starting from 10:00 AM on January 6, 2026, you can enjoy special menu items and score exclusive original goods. Whether you’re ordering from the collaboration menu or the kids’ menu, there’s a gift waiting for you, plus several lottery campaigns to win even more merch!
Matsuya and Matsu no Ya x Chii Kawai Collaboration Campaign
What’s Chii Kawai All About?
For the uninitiated, Chii Kawai is a hugely popular manga series created by illustrator Nagano, who began posting it on X (formerly Twitter) in 2020. The story follows the small but mighty Chii Kawai and friends through their daily lives—full of fun, heartfelt, and sometimes tough moments. Its charm has won over a massive audience from kids to adults, boasting over 4.45 million followers on X. The series has cleaned up awards too, taking home the grand prize at the Japan Character Award in 2022, 2024, and most recently in 2025. An anime adaptation airs every Tuesday and Friday within Fuji TV’s “Mezashi TV” program, with episodes available for catch-up on YouTube, TVer, and FOD for one week after broadcast.
First Wave: Sukiyaki Hot Pot Feast
Kicking off the collab on January 6th is the “Matsuya Chii Kawai Sukiyaki Nabe Zen” (Sukiyaki Hot Pot Set). This marks Matsuya’s first-ever character collaboration menu and features premium domestic black beef. Order one, and you’ll receive a random original meal ticket keychain from a set of 6 designs.
First Wave: “Matsuya Chii Kawai Sukiyaki Nabe Zen”
During this first wave, if you order from the kids’ menu, you’ll get a random original hand towel (also from 6 designs) with each item.
Original Hand Towel from the First Wave
Second Wave: Spicy Curry Adventure
On February 17 at 10:00 AM, the second wave arrives with the “Matsuya Chii Kawai Oni Kara Curry” (Devil Spicy Curry), made with authentic spices. Order this dish, and a random original figure (6 types in total) will be yours.
Second Wave: “Matsuya Chii Kawai Oni Kara Curry”
Similarly, kids’ menu orders during this period come with a random original slide puzzle from 6 designs.
Original Slide Puzzle from the Second Wave
Web Lottery and Social Media Fun
There’s more! Save your receipts from Matsuya or Matsu no Ya with a total of 800 yen or more (including tax), and you can enter a web lottery. 100 lucky winners will snag an original collaboration donburi bowl.
Web Lottery Prize: Original Collaboration Donburi Bowl
Don’t forget to hop on X too! Follow the official Matsuya X account and repost the designated campaign post to enter a draw where 100 participants will win an original pin badge set.
Follow & Repost Campaign: Original Pin Badge Set
The entire collaboration runs from January 6, 10:00 AM to March 31, 9:59 AM, 2026. For all the specifics, like participating store locations, be sure to check out the official campaign information page.
Campaign Overview at a Glance
Duration: January 6, 2026 (Tue) 10:00 ~ March 31, 2026 (Tue) 9:59
Participating Stores: Matsuya and Matsu no Ya nationwide (some stores excluded; verify on the campaign site)
First Wave (Jan 6 ~ while supplies last)
- Collaboration Menu: “Matsuya Chii Kawai Sukiyaki Nabe Zen” at Matsuya stores only. Receive an original meal ticket keychain.
- Kids’ Menu: Available at both Matsuya and Matsu no Ya. Orders come with an original hand towel.
- Note: Orders must be placed via in-store ticket machines; online orders and delivery are not eligible.
Second Wave (Feb 17 ~ while supplies last)
- Collaboration Menu: “Matsuya Chii Kawai Oni Kara Curry” at Matsuya stores only. Receive an original figure.
- Kids’ Menu: Available at both chains. Orders come with an original slide puzzle.
- Note: Same ordering restrictions apply.
Web Lottery
- Prize: Original collaboration donburi bowl for 100 winners.
- How to Enter: Submit a photo of a receipt (meal ticket, receipt, or web receipt) from Matsuya/Matsu no Ya dated during the campaign period, with a total of 800 yen or more (tax included), via the dedicated form.
- Receipt Submission Period: Jan 6, 10:00 ~ Apr 7, 23:59, 2026.
X Follow & Repost Campaign
- Prize: Original pin badge set for 100 winners.
- How to Join: Follow the official Matsuya X account and repost the campaign post going live on Jan 6 at 10:00.
- Campaign Period: Jan 6, 10:00 ~ Jan 18, 23:59, 2026.
So, gather your friends or family and head over to Matsuya or Matsu no Ya for a delicious meal packed with kawaii vibes!
(C) nagano
Writer: Nakase Koutarou
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