#Japan #New Year #Shibuya #Shibuya Niku Yokocho #Meat

Embracing a New Year Tradition: 'Meat Beginning'

In an exciting announcement, Shibuya Niku Yokocho has officially proposed a novel way to celebrate the New Year: the concept of "Meat Beginning." Following their previous initiative, "Toshi Koshi Niku," which encouraged patrons to welcome the New Year with meat, this new custom invites guests to savor their first meal of the year with a hearty meat dish.

Located in the heart of Shibuya, Shibuya Niku Yokocho is committed to catering to both locals and visitors during the first three days of the New Year. This move comes as the traditional practice of returning home for the New Year has declined, according to a survey showing that over 60% of respondents had no specific plans during the holiday season.

The Shift in New Year Celebrations

The changing dynamics of how people spend the New Year were evident in a recent survey conducted by Intage in November 2025. The figures revealed that 60.2% of individuals had no set holiday plans, signifying a notable trend away from returning to one's hometown. The impact of rising living costs has also reshaped holiday traditions, encouraging a shift towards local celebrations.

Despite the cancellation of traditional countdown events for five consecutive years in Shibuya due to safety concerns, the area has seen a surge of visitors during the transition from New Year’s Eve to New Year’s Day. In fact, on December 31, 2025, it was reported that nearly 70% of the patrons at Shibuya Niku Yokocho were foreign visitors, highlighting the area’s attraction for those celebrating the New Year in a vibrant urban setting.

To accommodate those choosing to remain in the city, Shibuya Niku Yokocho is fostering this new tradition of "Meat Beginning," making it a perfect spot for those who want to kick off the New Year with a robust meal.

What is 'Meat Beginning'?

Japanese culture places significant importance on the first experiences of the New Year—whether it's writing the first characters of the year, witnessing the initial sunrise, or visiting shrines for the first prayers. In this spirit, Shibuya Niku Yokocho's "Meat Beginning" encourages patrons to enjoy their first meal of 2026 centered around meat, enabling individuals and families to start the year with strength and vitality.

Founder Naohiko Shioda passionately states, “After welcoming the New Year with 'Toshi Koshi Niku,' it’s essential to greet the first day with 'Meat Beginning.' While traditional choices like Osechi are cherished, why not empower ourselves right from January 1 with the option of a delicious meat-centric meal?”

The transition from "Toshi Koshi Soba" to "Toshi Koshi Niku" and from Osechi to "Meat Beginning" symbolizes a refreshing change in the meal culture surrounding this festive season.

The Unique Experience of Shibuya Niku Yokocho

Just a three-minute walk from Shibuya Station, Shibuya Niku Yokocho is situated on the 2nd and 3rd floors of Chitose Kaikan. This one-of-a-kind eatery is a haven for meat lovers, featuring a variety of specialized restaurants serving grilled meat, meat sushi, steak, offal, hamburgers, and halal wagyu. The unique “Yokocho style” allows diners to roam freely between shops, enjoying various flavors and styles.

Since its opening in 2010, Shibuya Niku Yokocho has been dedicated to revitalizing Japan through its culinary offerings. In recent years, there has been a significant increase in international visitors, prompting the addition of halal-certified wagyu establishments to better serve diverse customers. They embrace all cultures, making it a welcoming place for meat enthusiasts from around the globe.

Join Us for 'Meat Beginning'

Shibuya Niku Yokocho will continue to welcome customers throughout the New Year’s holiday. Whether guests are returning from traditional shrine visits or gathering with friends, it serves as the perfect location for a memorable "Meat Beginning."

Facility Overview:

• - Name: Shibuya Niku Yokocho
• - Location: 2F-3F Chitose Kaikan, 13-8 Udagawacho, Shibuya, Tokyo
• - Access: Approximately a 3-minute walk from Shibuya Station
• - Official Website: nikuyokocho.jp

Company Overview:

• - Name: Shibuya Niku Yokocho Co., Ltd.
• - Location: 22 Aizumicho, Shinjuku, Tokyo
• - Founded: January 2017
• - Website: nikuyokocho.jp

The initiative by Shibuya Niku Yokocho not only offers a new way to embrace the New Year but also reinforces the importance of evolving traditions in our modern world.