Matsuya Foods Achieves First-Ever Food Category "TikTok Shop Jack" Featuring "Omurice Niisan" and "Ayannu" Making Their TikTok Shop Debut
Matsuya Foods will hold the first-ever TikTok Shop Brand Day for a food category for three days starting April 27. They will exclusively pre-sell the new product "Chaliapin Hamburg" on TikTok and "jack" the TikTok app with Matsuya content, featuring over 100 popular creators. GastroduceJapan and Mallhack are producing the planning and operation.
📋 Article Processing Timeline
- 📰 Published: April 24, 2026 at 21:30
- 🔍 Collected: April 24, 2026 at 13:01
- 🤖 AI Analyzed: April 24, 2026 at 13:08 (6 min after Collected)
～ Popular Creators "Omurice Niisan" and "Ayannu" Make Their TikTok Shop Debut, New Product "Chaliapin Hamburg" Exclusively Pre-sold on TikTok ～
The first-ever TikTok Shop Brand Day for a food category will be held for three days starting Monday, April 27, 2026.
GastroduceJapan Inc. (Headquarters: Fukuoka Prefecture, Representative Director: Tomoki Wakamatsu, hereinafter "Gastro") and Mallhack Inc., a joint venture between Gastro and Matsuya Foods Holdings Co., Ltd., will co-host this event, "TikTok Shop The Brand Day | Matsuya Foods Day," with Matsuya Foods. They will consistently produce the event from planning and creator casting to LIVE streaming operation.
This event marks the first TikTok Shop Brand Day for a food category. In addition to exclusively pre-selling Matsuya Foods' new product "Chaliapin Hamburg" on TikTok, it will achieve a platform "jack" where Matsuya content will dominate the entire TikTok app.
■ Roles of Gastro and Mallhack
As a TikTok Shop consulting and operating company specializing in food e-commerce, Gastro and Mallhack will consistently handle the following for this Brand Day:
① Planning and Product Lineup Design
They will formulate product set designs, discount designs, and coupon strategies to maximize the purchase conversion rate in live commerce. Focusing on the new product "Chaliapin Hamburg," they will offer multiple combination sets with existing popular products.
② Creator Casting
They will simultaneously engage over 100 creators, including "Omurice Niisan" and "Ayannu," who boast immense popularity on TikTok and are making their TikTok Shop debut, as well as "Hige Shokudo," who is active in the TikTok food category. This unprecedented scale of casting was made possible by Gastro's long-standing network of food e-commerce specialized creators.
③ LIVE Streaming 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, from studio operation and streaming direction to viewer comment responses.
■ Event Overview
| Event Name | TikTok Shop The Brand Day | Matsuya Foods Day |
| Duration | April 27, 2026 (Mon) 9:00 ～ April 29, 2026 (Wed) 23:59 |
| Streaming Location | FOOD FORCE STUDIO (GastroduceJapan direct management, etc.) |
| Main Participating Creators | Omurice Niisan, Ayannu, Hige Shokudo, and over 100 other creators |
| Sales Channel | TikTok Shop [Official] Matsuya Online Shop |
FFS LIVE Studio
Omurice Niisan
Ayannu
■ Highlights
* Free shipping nationwide in Japan!
* Potential for further discounts with coupons
* Even greater savings with LIVE exclusive sales
* Potentially the biggest campaign since Matsuya EC started
* New product Chaliapin Hamburg登場
■ Representative Comment
Tomoki Wakamatsu, Representative Director, GastroduceJapan Inc.
> "We are deeply honored to have achieved the first TikTok Shop Brand Day for a food category together with Matsuya Foods. For us, who have consistently pursued the potential of food sales on TikTok Shop since the establishment of Mallhack, these three days represent a significant achievement. Through professional LIVE streaming from our dedicated studio and the power of our cultivated creator network, we aim to deliver 'Matsuya's taste' to even more households."
■ About GastroduceJapan Inc. and Mallhack Inc.
GastroduceJapan Inc. is a consulting, operation, and production company specializing in food e-commerce. In addition to supporting the operation of major e-commerce malls such as Rakuten Ichiba, it specializes in food live commerce on TikTok Shop. In 2025, Mallhack Inc. was established as a joint venture with Matsuya Foods Holdings Co., Ltd. It provides comprehensive support for food brands entering TikTok Shop, training affiliates, and operating live commerce. It also operates "FOOD FORCE STUDIO (FFS)," a dedicated creator studio, leveraging its strengths in food-specific live commerce production and streaming technology.
Contact for this matter
GastroduceJapan Inc.
The first-ever TikTok Shop Brand Day for a food category will be held for three days starting Monday, April 27, 2026.
GastroduceJapan Inc. (Headquarters: Fukuoka Prefecture, Representative Director: Tomoki Wakamatsu, hereinafter "Gastro") and Mallhack Inc., a joint venture between Gastro and Matsuya Foods Holdings Co., Ltd., will co-host this event, "TikTok Shop The Brand Day | Matsuya Foods Day," with Matsuya Foods. They will consistently produce the event from planning and creator casting to LIVE streaming operation.
This event marks the first TikTok Shop Brand Day for a food category. In addition to exclusively pre-selling Matsuya Foods' new product "Chaliapin Hamburg" on TikTok, it will achieve a platform "jack" where Matsuya content will dominate the entire TikTok app.
■ Roles of Gastro and Mallhack
As a TikTok Shop consulting and operating company specializing in food e-commerce, Gastro and Mallhack will consistently handle the following for this Brand Day:
① Planning and Product Lineup Design
They will formulate product set designs, discount designs, and coupon strategies to maximize the purchase conversion rate in live commerce. Focusing on the new product "Chaliapin Hamburg," they will offer multiple combination sets with existing popular products.
② Creator Casting
They will simultaneously engage over 100 creators, including "Omurice Niisan" and "Ayannu," who boast immense popularity on TikTok and are making their TikTok Shop debut, as well as "Hige Shokudo," who is active in the TikTok food category. This unprecedented scale of casting was made possible by Gastro's long-standing network of food e-commerce specialized creators.
③ LIVE Streaming 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, from studio operation and streaming direction to viewer comment responses.
■ Event Overview
| Event Name | TikTok Shop The Brand Day | Matsuya Foods Day |
| Duration | April 27, 2026 (Mon) 9:00 ～ April 29, 2026 (Wed) 23:59 |
| Streaming Location | FOOD FORCE STUDIO (GastroduceJapan direct management, etc.) |
| Main Participating Creators | Omurice Niisan, Ayannu, Hige Shokudo, and over 100 other creators |
| Sales Channel | TikTok Shop [Official] Matsuya Online Shop |
FFS LIVE Studio
Omurice Niisan
Ayannu
■ Highlights
* Free shipping nationwide in Japan!
* Potential for further discounts with coupons
* Even greater savings with LIVE exclusive sales
* Potentially the biggest campaign since Matsuya EC started
* New product Chaliapin Hamburg登場
■ Representative Comment
Tomoki Wakamatsu, Representative Director, GastroduceJapan Inc.
> "We are deeply honored to have achieved the first TikTok Shop Brand Day for a food category together with Matsuya Foods. For us, who have consistently pursued the potential of food sales on TikTok Shop since the establishment of Mallhack, these three days represent a significant achievement. Through professional LIVE streaming from our dedicated studio and the power of our cultivated creator network, we aim to deliver 'Matsuya's taste' to even more households."
■ About GastroduceJapan Inc. and Mallhack Inc.
GastroduceJapan Inc. is a consulting, operation, and production company specializing in food e-commerce. In addition to supporting the operation of major e-commerce malls such as Rakuten Ichiba, it specializes in food live commerce on TikTok Shop. In 2025, Mallhack Inc. was established as a joint venture with Matsuya Foods Holdings Co., Ltd. It provides comprehensive support for food brands entering TikTok Shop, training affiliates, and operating live commerce. It also operates "FOOD FORCE STUDIO (FFS)," a dedicated creator studio, leveraging its strengths in food-specific live commerce production and streaming technology.
Contact for this matter
GastroduceJapan Inc.