Hoarding for Japanese gyudon chain Matsuya seen at Suntec City, states opening in Nov. 2026

Matsuya might finally be here.

The Japanese gyudon chain's branding was seen adorning hoarding in Suntec City.

In a post on X, user @valterria shared a picture of the storefront with the caption, "Its not a drill! There’s Matsuya opening in Singapore!"

Its not a drill!

There’s Matsuya opening in Singapore! pic.twitter.com/qks1Mfhilg

— Valterria ✈️ TGU 2026 🇹🇭 (@valterria) September 17, 2026

The hoarding stated that the outlet would open in November 2026, and is located at B1 of the mall's Tower 2.

It will be the first Matsuya outlet in Singapore.

Currently, Matsuya operates outlets across Japan, mainland China, Hong Kong, Taiwan, and Vietnam.

The trinity

Matsuya, alongside rivals Sukiya and Yoshinoya, is one of the three biggest gyudon chains in Japan.

It was founded in 1966.

It is the third-largest gyudon chain in Japan, with Sukiya coming in first place.

Gyudon is a dish of stewed beef slices and onions served over rice.

Chains focusing on gyudon are known in Japan for their price competitiveness, sometimes offering 24-hour service.

According to The Japan Times, the three chains have been noted to be locked in a fierce rivalry, engaging in price wars and competing through unique menu offerings.

Matsuya is the latest entrant to the Singaporean market, with Yoshinoya first entering in 1997 at Ngee Ann City and Sukiya, also in Suntec City, in 2021.