"You Mean Only Middle-Aged Men Got to Enjoy This?"... Where Japanese Women in Their 20s and 30s Are Flocking

Standing Bars Gain Popularity in Japan
Young People Drawn by Affordable Prices
A Social Space for Connecting with Strangers

Japan's "standing bars," once considered the preserve of middle-aged and older men, are gaining popularity among young women. Their appeal is widely attributed to the chance to enjoy drinks and food without spending much. Analysts say these bars are shedding their image as places mainly for older customers and attracting more young people.

According to Japanese news outlet TBS News Dig on October 27, the culture of drinking while standing, known as "tachinomi," has recently been spreading among young people in Japan.

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A Glass of Wine for 330 Yen... Bars Draw Crowds of Young Women

One reason for their popularity is their low prices. Osteria da Ada, an Italian bar in Ginza, one of Tokyo's best-known upscale districts, sells red and white wine for 330 yen (about 2,800 won) a glass. It also offers around 40 kinds of dishes to accompany drinks, prepared by a chef trained in Italy, with some menu items available from the 200-yen range (about 1,700 won).

The bar has become so popular that it sometimes receives more than 300 customers a day, with young women making up a particularly large share of its clientele.

Its low prices are made possible by cost-cutting. The bar imports wine directly from Italy in bulk and reduces labor costs by having customers pick up food from the display themselves. One customer said, "I order whatever I want without worrying about the price," while another said, "It's nice to be able to drop in and have a drink without feeling like it's a big expense."

Four Drinks and Four Dishes for 1,000 Yen... Intergenerational Connections Also Drive Popularity

A similar change is underway in Noge, one of Yokohama's best-known entertainment districts. The area, where more than 600 bars are clustered, was once a popular destination for middle-aged and older customers, but has recently emerged as a new hotspot among young people. The number of standing bars, which used to be around 10 to 20, has now grown to more than 50.

Nogeno Suta-ba, a group of four bars, is especially popular for its set menu, which offers four drinks and four dishes for 1,000 yen (about 8,400 won). Customers can move between the bars and get one drink and one dish at each.

The growing number of young bar owners is also seen as a factor behind the change. Some bars are run single-handedly by women in their 20s. One customer said, "We’re from the same generation, so it’s easy to talk, and the place feels welcoming."

In addition to low prices, the chance to naturally connect with strangers is another reason for the bars' popularity. One young customer said, "When I listen to people talk about their varied life experiences, I feel like I can keep going tomorrow, too."

Soichiro Shimada, a researcher at the NLI Research Institute who studies communication, explained, "Because there are no chairs, people don't have clearly defined personal spaces. Even when someone else comes in, they are less likely to feel that their space has been invaded, making it easier to accept others."

This content was produced with the assistance of AI translation services.