The concept of age restrictions and minimum requirements is commonplace around the world, but have you ever heard of an establishment imposing a maximum age limit? Now, a Tokyo chain pub has set a ban on older customers in order to try to maintain the raucous, fun atmosphere for which it is known.
Tori Yaro Dogenzaka's Controversial Age Policy
Tori Yaro Dogenzaka is an izakaya, an affordable Japanese pub, situated in Japan's capital city. This year, the establishment propped up a sign outside the entrance, informing customers of the new rules. The sign clearly stated: 'Entrance limited to customers between the ages of 29 and 39. This is an izakaya for younger generations. Pub for under 40s only.'
While the pub is part of a chain, this is so far the only establishment to put an age policy like this in place. The decision represents a bold move in the hospitality industry, where such explicit age caps are rare.
Terms and Conditions of the Age Restriction
There are terms and conditions, though. In small writing, the sign explains that older customers may enter as long as one person in the party is 39 or younger. Plus, family or friends of employees and business partners are exempt. And there is no legal way to enforce the rules, so they could technically be broken.
An izakaya is a casual Japanese pub or gastropub, serving alcoholic drinks and typically known for its vibrant social environment. The aim here is to draw in a younger crowd to the pub, in line with its ambience.
Public Reaction and Divided Opinions
The decision has divided fans, with one Instagram post about the news racking up hundreds of comments. One viewer wrote: 'Bar‘s gonna be empty. I, a 21-year-old, have had some of my fondest memories in Japan drinking in izakayas and striking up conversations with overworked 50-year-olds who are more than happy to ask me all manner of questions about western life. Don't take the one thing these salarymen love most.'
Another wrote: 'Unfortunately the younger generation is drinking less and less. So good luck with your strategy!' A third chimed in: 'Haha, what if you are older and still enjoy the hustle, bustle?' And another commented: 'Unnecessary rule, most people over 39 are already asleep by "PUB-time".'
Many others were divided, with some saying the decision will likely deter business. The debate highlights broader questions about age inclusivity and customer targeting in the leisure sector.
Official Justification from the Chain
Toshihiro Nagano, a PR representative for the chain, told Japan Today: 'Essentially, our customer base is young. With older customers, they tend to make a lot of complaints about the restaurant being too noisy and such, so we decided to limit who's coming in, so that everyone can go home happy about the experience they had.'
This statement underscores the pub's strategy to cater specifically to a younger demographic, aiming to enhance the overall atmosphere by reducing potential conflicts over noise levels and social expectations.
The move raises ethical and practical considerations about age-based policies in public spaces, setting a precedent that could influence other establishments in Tokyo and beyond.
