100 ¥ = 61.95 Rub
1 $ = 91.56 Rub
Tottori License #3-92
6 February, Tokyo, (News on Japan)–The Toriyaro Shibuya Dogenzaka restaurant has implemented its own "under 40 only" policy – a move that's part of a broader trend of cafes and bars setting age restrictions, such as "25 and over only." While this approach has helped some establishments boost sales, it's also triggered a wave of online criticism from those who view such measures as discriminatory.
For Toriyaro's target demographic, the appeal is clear: rock-bottom prices and a lively atmosphere. Drinks like lemon sours go for 55 yen a glass, while fried chicken skewers cost 109 yen each. This means customers can eat and drink for under 1,000 yen. Some patrons note that two people can get by on about 2,000 yen, and the three-hour all-you-can-drink option makes it especially popular with students.
The chain operates 86 locations nationwide, but the "no one over 40" rule applies to only two of them, including the Shibuya spot. There was no such restriction during the first year of operation, but according to management, social media reviews prompted the change. Customers in their twenties gave the restaurant high marks, while older guests more often left complaints, calling the place too noisy and noting that beyond low prices, it didn't offer much. As negative reviews spread online, management decided to narrow their target audience.
A 21-year-old regular said the atmosphere has become more comfortable since everyone's around the same age and easier to talk to; plus, the staff seems friendlier and more relaxed. Other young customers mentioned that having significantly older patrons made them feel self-conscious about the noise level, especially when older guests would scold them and ask them to keep it down.
Age is checked at the door, but the rule isn't an absolute ban. Staff explain that guests 40 and older can enter if accompanied by someone 39 or younger. During filming, there was a group with a 40-year-old man in the restaurant; he noted that such a policy might actually encourage people to invite younger friends and create new networking opportunities.
Another establishment in the Shibuya area has taken the opposite approach, restricting entry to those under 25. The bar opened last May and positions itself as a quiet, relaxing space in a district better known for its wild nightlife. Throughout the evening, they adjust the lighting to create a more mature atmosphere. Customers note that the place is calm and "nothing like typical Shibuya," with polite and friendly service.
At this venue, age is verified at the booking stage, but there's an exception here too: guests under 25 can enter when accompanied by someone 25 or older.
Experts point out that the rise of social media has made it easier for restaurants to attract audiences that don't always align with their concept, increasing the risk of receiving reviews that don't reflect the business's intent. By limiting their clientele, establishments can protect their reputation, stand out from competitors, and strengthen their brand.
Legal experts emphasize that age restrictions are unlikely to be deemed illegal if they're tied to a legitimate business purpose – such as creating a particular atmosphere or concept. However, they caution that businesses should be careful with measures that could appear to be unjustified discrimination, including outright bans based on gender.
