Matsuura began as a graphic designer. He began his own creations from a desire to "do in his own way absolutely". His special styles include cartoons, diverse flat-painting colors, and a kind of metaphoric humor that makes people amused involuntarily. The dazzling and diverse shine and variety of visual styles come from the aesthetics driven by the animation and cartoons of the new century.

He uses the New Aesthetics of Comics and Animation which grow with most people, and the natural techniques of a graphic designer to draw out "characters" in a fictitious kingdom one by one to create a pure and lovely world.

This "Sleep Flying" of Matsuura was shown at the "Hiroyuki Matsuura Solo Exhibition" in Eslite Gallery in 2007. Matsuura said, "'They' have acrylic skin and want to live a life like us." Matsuura uses 'they' as the subject to blend the stories into the works, and make boundless imagination space for people looking at the work. It is the imaginations of the watching people that give a one and only life to the characters in the paintings.

In Matsuura's opinion, these characters are kinds of images that can surpass language. They will make a gradual evolution following the steps of the digital times to be a worldwide existence. They can surpass the dimmateriality walls built by adults, children, men and women and all human beings. They can even replace the common language of the world.