Japan tavern chain ends its slap-you-sober service after injury complaint

For just 500 yen, Yotteba izakaya customers could request a post-meal slap around the face from a waitress. Then someone was injured

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A Yotteba customer receives a slap to the face at one of its izakaya outlets in Japan. Photo: TikTok/Salty_Gourmets

Published: 9:30am, 17 Dec 2024

A Japanese izakaya chain has pulled the plug on its cheeky and popular “face slap service”, citing branding concerns and an injury complaint that proved to be the final blow for the gimmick.

The Yotteba chain of pub-restaurants can be found in more than a dozen locations across Japan and, until about two months ago, offered a sharp slap – known as a binta – on the face of patrons at the end of their visits. The intention was to sober people up before they headed home, the chain said.

The slap was delivered by a waitress and cost just 500 yen (US$3.26). For an extra 100 yen, a customer could choose the employee who would deliver the slap.

The post-meal wake-up jolt appeared to be popular in some circles, with clips on social media showing diners applauding after a customer had endured a cheek-stinger without complaining.

A Yotteba customer prepares to receive a slap to the face in this still from a social media video. He said he paid 600 yen for the service. Photo: TikTok/Salty_Gourmets

Yotteba’s izakaya outlets, renowned for their chicken wings and cheap beer, are operated by a Tokyo-based company called Project M, which was evasive about its reasons for removing the slap service.