Exploring New Horizons: The Opening of Yoiyoi Snack in Harajuku

A New Era for Snack Bars in Harajuku

As snack bars face a significant decline in Japan, a unique initiative called Yoiyoi is set to bring new life to this beloved establishment type. Opening on May 25, 2025, in Harajuku, Yoiyoi offers a refreshing twist on the traditional snack culture while embracing the essence of Japanese hospitality.

Snack Bar Landscape in Japan

Historically, snack bars have been a staple in the social fabric of Japanese communities, especially after the Second World War. Before the pandemic, there were around 70,000 snack bars, but this number dropped to about 50,000 by 2021 due to various challenges, including the aging of proprietors and the lasting effects of COVID-19. However, innovation within the industry is emerging. New types of snack bars have opened, offering services tailored to the needs of today's consumers, such as transport services for the elderly and vibrant spaces run by young entrepreneurs.

Meeting Place 'Yoiyoi'

Yoiyoi is one such innovative snack bar that embodies this new model, effectively bridging traditional Japanese hospitality with modern culture. Upon entering, guests are greeted by a rotating cast of mothers, each donning traditional Japanese clothing, creating a dynamic and inviting atmosphere. This concept is crafted by Otomusubi, a company known for its dedication to music and community building. The founder, Yukina Ogawa, views social interactions as valuable “sounds” that enrich life's experiences.

A Stage for Every Stories

The concept surrounding Yoiyoi is one of versatility. Each day features a different 'mama,' transforming ordinary customer interactions into extraordinary stories. For example, on Sundays, fans can engage with Ruki Ikeda, a manga artist turned entrepreneur from the same hometown as Ogawa. Together, they foster a space that encourages heartfelt conversations and laughter, catering to those seeking a compassionate ear. Here, every mama becomes the lead actress in a unique tale of life and community.

Embracing Japanese Sake and Culture

In addition to life stories, Yoiyoi serves a curated selection of premium Japanese sake, celebrated for its quality and depth. Ogawa, a sake singer and advocate, is contributing to the establishment's ambiance by utilizing custom BGM created by Otomusubi. Guests visiting Yoiyoi can expect a cozy hub that connects individuals aged 30 to 50 in Harajuku, facilitating genuine interactions over delightful