#Japan #Tokyo #Japanese Izakaya #Izakaya Ikkyu #Ikkyu 99

Celebrating the Launch of Izakaya Ikkyu 99

As of September 1, 2023, the renowned Izakaya Ikkyu, in business for 51 years, is transforming into a new brand known as Izakaya Ikkyu 99. Founded in 1975, this beloved establishment has achieved significant milestones over the years, with their unique "Ikkyu Card" becoming an emblem of opportunities for loyal patrons. As we approach the momentous occasion of our 50th anniversary in 2025, we look back with deep appreciation at the history we have built and are stepping forward into the next chapter of our journey.

Upcoming 99 Yen Festival

To celebrate the introduction of Izakaya Ikkyu 99 and to express our gratitude to all customers who have supported us over the years, we are thrilled to introduce the "99 Yen Festival". This exceptional event will take place from August 30 (Sunday) to September 3 (Thursday). During this five-day festival, patrons can enjoy select drinks at an unbeatable price of just 99 yen (tax included) per glass, no matter how many drinks they purchase.

The drinks available for this exciting offer include:

• - The Premium Malts Draft Beer
• - Special Tavern Lemon Sour
• - Jim Beam Highball
• - Tamako Pear Sour

The name "Izakaya Ikkyu 99" reflects our commitment to affordable pricing, and this festival gives our customers a taste of what is to come with our new brand. We invite everyone to join us in this unique celebration.

A Shift in Brand Philosophy

As we gear up for this transition, we recognize that the way customers choose where to dine has evolved significantly. Nowadays, decisions are often made through platforms like Instagram, TikTok, and Google, making it essential for us to adapt. In light of this, Izakaya Ikkyu 99 aims to transform from a "restaurant you need to explain" into a venue where "the appeal is immediately understood."

From September 1, 2026, we will systematically introduce our main brand, Izakaya Ikkyu 99. Our objective is straightforward: to create an inviting atmosphere where everyone can easily grasp the charm of our establishment at a single glance.

Examples of our enticing offerings will include:

• - Draft Beer at 299 yen
• - Lemon Sour at 99 yen
• - Soup Dumplings at 50 yen (199 yen for four pieces)
• - New Specialty "Ikkyu Five-Story Pagoda" (20 dumplings for 999 yen)
• - Consistently affordable snacks ranging from 99 to 299 yen, with around 30 options

As part of this evolution, we will continue to showcase beloved dishes from our past, such as "Ikkyu Stew" and "Legendary Fried Chicken," along with new menu items like gut-friendly dishes developed in collaboration with FERMENT U from Higashimurayama.

A Vision for the Future

We aspire to make it easy for our patrons to share their fond memories of dining at Izakaya Ikkyu:
"Have you heard about Ikkyu? They have dumplings for 50 yen and their Five-Story Pagoda is famous!"
"Did you know at Ikkyu, snacks and drinks start at just 99 yen?"
"Ikkyu has been around for 50 years, it feels like coming home!"

This rebranding initiative does not dismiss our history nor the value of the Ikkyu Card, which has been instrumental in our success. Instead, it aims to simplify and communicate the allure of our offerings without solely relying on membership. With a firm foundation rooted in 50 years of rich heritage, we will streamline the value visible to our customers, emphasizing clarity, local connection, and iconic house specialties as we propel ourselves into the next 50 years.

Toward a New Era

As we embark on our 51st year, we remain committed to our founding principles of serving delicious meals at affordable prices—all while evolving how we communicate with our guests. Established in 1975, after over half a century marked by the guidance of the Ikkyu Card, we proudly take the step forward under our new brand, Izakaya Ikkyu 99, starting from September 1, 2026. This marks the dawn of a new, vibrant era for Izakaya Ikkyu.

For more information, please visit our official website here or explore our updates on social media: Instagram, TikTok, and Twitter.

Join us as we celebrate this exciting transition and continue to serve you with the values that have kept us thriving for over five decades!