Kobito Dukan 20th Anniversary Project in Full Swing! First collaboration with Matsuya, Matsunoya, and Sushimatsu stores nationwide!

"Kobito Dukan," celebrating its 20th anniversary in 2026, will collaborate with Matsuya Foods Co., Ltd.'s "Matsuya," "Matsunoya," and "Sushimatsu" as part of its anniversary project. This initiative will be implemented in stores nationwide, with the first phase starting on March 31. It will provide an opportunity to encounter "Kobito Dukan" during the everyday routine of mealtime.

■Positioning as a 20th Anniversary Project

Since its publication in 2006, "Kobito Dukan" has depicted the mysterious creatures called "Kobito," which are neither insects nor plants, lurking in our daily lives and surroundings. In 2026, the series will mark its 20th anniversary.

This initiative is one of the projects being fully rolled out to mark this milestone.

■A Nationwide Collaboration Project

This project will be available at Matsuya, Matsunoya, and Sushimatsu stores nationwide.

Until now, "Kobito Dukan" has primarily been developed through books, valuing the experience of readers "imagining the existence of Kobito" in their daily lives.

On the other hand, many people, especially families, have expressed a desire to "engage with it in a more familiar place."

This initiative is a new development that responds to these voices by integrating "Kobito Dukan" into the everyday time of meals.

■About the Reaction on Social Media

Prior to this project, starting March 20th, only silhouettes and partial visuals of this collaboration were released on the official Matsuya X account (@matsuya_foods), which sparked reactions such as "something is there" and "what is this?" This type of interaction is in itself similar to the enjoyment of "Kobito Dukan," where one imagines the existence of Kobito from the oddities and signs in their surroundings.