Shibuya Meat Yokocho Promotes 'Fuku-Niku' for New Year Festivities

Shibuya Meat Yokocho Embraces the New Year with 'Fuku-Niku'

As the New Year approaches, Shibuya Meat Yokocho, a subsidiary of THE WHY HOW DO COMPANY, is ready to welcome guests with a new dining concept called 'Fuku-Niku.' Following the successful 'Toshi-Koshi Niku' (New Year’s Eve meat) and 'Niku Hajime' (first meal of the year), Fuku-Niku invites locals and visitors alike to celebrate the festivities with a delightful meat-filled experience.

Changing Culinary Traditions for the New Year

According to research conducted by Intage, over 60% of people have no specific plans for the New Year holiday season, reflecting a decreasing trend in traditional return-home celebrations. Simultaneously, a survey by Gurunavi revealed that sushi tops the list of foods desired during New Year, with less than half of respondents indicating they would consume traditional Osechi meals. This shift highlights a transformation in how people approach New Year’s celebrations, resulting in a diversifying culinary landscape.

From 'Fukubukuro' to 'Fuku-Niku'

A study by Kufu Seikatsusha revealed that the most sought-after items in 'Fukubukuro' (lucky bags) are food items. While Fukubukuro represents the joy of shopping ('buys luck'), Fuku-Niku embodies the joy of dining ('eats luck'). This innovative concept encourages people to enjoy shopping while simultaneously delighting in a hearty meal, inviting an abundance of good fortune for the New Year.

Founder’s Vision for the New Year

Naohiko Shiota, the founder of Shibuya Meat Yokocho, shared his thoughts on the bustling atmosphere in Shibuya during the initial days of January. He noted, "The first and second of January bring many shoppers for the initial sales at SHIBUYA109 and other popular destinations. After their shopping spree, customers often find themselves asking, 'What should we eat now?' with many restaurants closed for the holiday.

'At Shibuya Meat Yokocho, we remain open throughout the New Year festivities, and we hope diners will enjoy Fuku-Niku after their shopping for Fukubukuro. By combining both, they can fully embrace the true essence of 'luck' this New Year. Our philosophy is centered on 'revitalizing Japan from the Yokocho'. If Shibuya is lively and energetic, then Japan will feel the same vigor. We aim to support the festive spirit through gastronomical experiences.'

Shibuya Meat Yokocho's New Year Culture

- December 31: 'Toshi-Koshi Niku' - welcoming the New Year with a meat feast.
- January 1: 'Niku Hajime' - partaking in the first meal of the New Year featuring meat.
- January 2-3: 'Fuku-Niku' - enjoying meat meals to attract good fortune.

What is Shibuya Meat Yokocho?

Located on the second and third floors of the Chitose Kaikan in Shibuya Center Street, Shibuya Meat Yokocho is a dining establishment that offers a variety of meat specialties such as barbecue, meat sushi, steak, and hormon (offal). Since its opening in 2010, this establishment has embraced the mission of revitalizing Japan through its culinary offerings, now standing as a popular destination.

Notably, the facility also includes Halal-certified establishments, serving meat dishes that cater to various nationalities and religions.

Facility Overview

- Name: Shibuya Meat Yokocho
- Location: 2-3 Chitose Kaikan, 13-8 Udagawa-cho, Shibuya, Tokyo
- Access: Approximately a 3-minute walk from Shibuya Station
- Hours: From 16:00 until about 2:00 the next morning (varies by shop)
- Official website: nikuyokocho.jp

Company Profile

- Company Name: Shibuya Meat Yokocho Co., Ltd.
- Location: 22 Aizumicho, Shinjuku Ward, Tokyo
- Established: January 2017
- Website: nikuyokocho.jp

- Parent Company: THE WHY HOW DO COMPANY
- Location: 22 Aizumicho, Shinjuku Ward, Tokyo
- Listed: October 2006 (TSE Standard: 3823)
- CEO: Shingo Kameda
- Business Focus: Supporting new business launches, M&A, investment strategy, subsidiary management support
- Website: twhdc.co.jp