Matsuya Foods' First "TikTok App Jack" in Food Category Achieved × Popular Creators "Omelet Brother" and "Ayannu" Make TikTok Shop Debut

~ Popular creators "Omelet Brother" and "Ayannu" make their TikTok Shop debut,
~ New product "Shaliapin Hamburg" to be pre-sold exclusively on TikTok ~

The first-ever TikTok Shop Brand Day for the food category will be held for three days starting from Monday, April 27, 2026.

Mall Hack Co., Ltd. (a joint venture between Matsuya Foods Holdings Co., Ltd. and GastroduceJapan Co., Ltd., hereinafter "Mall Hack"), together with its joint venture partner GastroduceJapan Co., Ltd. (Headquarters: Fukuoka Prefecture, Representative Director: Yuki Wakamatsu, hereinafter "Gastro"), will host "TikTok Shop The Brand Day | Matsuya Foods Day," producing everything from planning and creator casting to LIVE stream operation.

This event is the first TikTok Shop Brand Day for the food category, featuring the exclusive pre-sale of Matsuya Foods' new product "Shaliapin Hamburg" on TikTok, as well as a platform jack where Matsuya content will exclusively dominate the entire TikTok app.

Mall Hack was established in 2024 as a joint venture between Matsuya Foods Co., Ltd. and Gastro, specializing in food TikTok Shop businesses. This Brand Day will be Mall Hack's largest project since its establishment.

■ Roles of Mall Hack and Gastro

As a TikTok Shop consulting and operating company specializing in food e-commerce, Mall Hack and Gastro will be consistently responsible for the following during this Brand Day:

① Planning and Product Lineup Design
Formulate product set design, discount design, and coupon strategy to maximize conversion rates in live commerce. Multiple combination sets featuring the new product "Shaliapin Hamburg" as the core, along with existing popular products, will be offered.

② Creator Casting
A total of **over 100 creators** will be simultaneously engaged, including "Omelet Brother" and "Ayannu," who boast immense popularity on TikTok and are making their TikTok Shop debut, as well as "Hige Shokudo," who has a track record of numerous sales in the TikTok food category. This unprecedented casting scale combines Mall Hack's established food-specialized TikTok Shop affiliate network with Gastro's long-cultivated food creator base.

Omelet Brother
Ayannu-sama

③ LIVE Stream Operation and Studio Provision
High-quality LIVE streaming will be conducted from "FOOD FORCE STUDIO," Gastro's directly managed dedicated live commerce studio. They will provide end-to-end support, including studio operation, broadcast direction, and viewer comment response.

■ Event Overview

Event Name: TikTok Shop The Brand Day | Matsuya Foods Day
Event Period: April 27, 2026 (Monday) 9:00 AM - April 29, 2026 (Wednesday) 11:59 PM
Streaming Location: FOOD FORCE STUDIO (GastroduceJapan direct management, etc.)
Main Creators: Omelet Brother, Ayannu, Hige Shokudo, and over 100 other creators
Sales Channel: TikTok Shop [Official] Matsuya Online Shop

■ Highlight Features

* Free shipping nationwide in Japan!
* Potential for further savings with coupons
* Even greater savings with LIVE exclusive sales
* Potentially the largest project since Matsuya EC started
* New product Shaliapin Hamburg appears

■ Representative Comment

Yuki Wakamatsu, Representative Director, GastroduceJapan Co., Ltd.

> "We are deeply honored to have realized the first TikTok Shop Brand Day in the food category with Matsuya Foods. For us, who have consistently pursued the possibilities of food sales on TikTok Shop since the establishment of Mall Hack, these three days represent a significant achievement. With authentic LIVE streaming from our dedicated studio and the power of our cultivated creator network, we will deliver 'Matsuya's taste' to more households."

■ About Mall Hack Co., Ltd.

Mall Hack Co., Ltd. is a business specializing in food TikTok Shop, established in 2024 as a joint venture between Matsuya Foods Holdings Co., Ltd. and GastroduceJapan Co., Ltd. They provide comprehensive support for food brands entering TikTok Shop, training affiliates, and operating live commerce.

■ About GastroduceJapan Co., Ltd.

GastroduceJapan Co., Ltd. is