#Japan #Minato #Instagram #StorePro #restaurant selection

Introduction to the Study

As the year draws to a close, many organizations host year-end and New Year parties, commonly referred to as "bonenkai" and "shinnenkai" in Japan. A recent study conducted by StorePro, based in Minato, Tokyo, sought to understand how party organizers in their 20s and 30s utilize social media platforms, particularly Instagram, to select venues for these celebratory events. The survey was conducted from December 12 to December 16, 2025, with a total of 1,013 participants answering questions on their party planning preferences and the role of Instagram in that process.

Key Findings

Venue Selection Trends

The study revealed that nearly half of the respondents planned to participate in gatherings hosted by their companies or departments (47.9%), followed by team gatherings (39.4%) and private gatherings with friends (32.3%). This indicates that workplace events play a significant role in the social calendar for many young people, demonstrating a strong desire to connect with colleagues and friends during the festive season.

When asked about the most important factors for venue selection, the results were illuminating: 55.2% prioritized the type of cuisine offered, 54.6% considered the price, and 40.2% emphasized the ambiance of the venue, which includes aspects such as interior design, lighting, and music. The equal focus on food variety and price indicates that organizers are keen on striking a balance between quality and affordability, recognizing the need to ensure all guests have a satisfying experience.

Instagram as a Resource

The advent of social media has transformed how potential patrons gather information about venues. When asked whether they referred to Instagram for restaurant choices, an impressive 78.2% answered affirmatively. This shows that Instagram has become an integral part of the restaurant selection process, impacting how organizers view potential venues. Users value the visual elements provided through Instagram posts, often relying on images and videos to gauge the atmosphere of a restaurant before booking.

Participants noted that photos conveyed the restaurant's atmosphere (60.6%), allowed them to assess the presentation of dishes (54.6%), and provided updates on new menu items or operational information (40.8%). This visual stimulus appears to play a crucial role in their decision-making process as they curate a list of potential venues for their gatherings.

From Research to Reality

An astounding 82.7% of respondents admitted to visiting a restaurant after seeing a suitable post on Instagram. This sharp correlation between online discovery and real-world visits underscores the platform's power in influencing dining choices. The most common reasons cited for choosing a particular restaurant were that the cuisine aligned with their preferences (50.0%), the ambiance suited their tastes (46.3%), and the menu offered appealing options (40.6%). These factors mirror the criteria that respondents indicated were most important when choosing a restaurant.

While Instagram serves as a valuable tool, it can also create unrealistic expectations. Among those who actually visited a restaurant after seeing it represented on social media, 24.8% found the appearance of the food to be less glamorous than presented, while 24.7% noted discrepancies between the venue's actual ambiance and what they saw online. Such dissonance highlights a challenge for organizers who strive for a successful dining experience that meets guests' expectations.

The Struggle with Popular Venues

The study also examined the difficulty of securing reservations at popular establishments, with approximately 77.4% indicating they have encountered issues, either often or occasionally. This poses a significant challenge for party planners who wish to secure trendy spots to please attendees. Consequently, many end up having to select alternative venues, adding an additional layer of complexity to the planning process.

To gain insights into what specific kinds of information they’d like to see more frequently on social media, participants responded that they desire images of private rooms (38.0%), actual food photos (37.9%), and details about seating arrangements (37.0%). This clarifies a need for more practical information that can inform their choices, especially for events where the comfort and satisfaction of guests are paramount.

Conclusion: Reliability over Aesthetics

In summary, this study resoundingly confirms that selecting venues for year-end and New Year parties remains a pivotal responsibility for young organizers. The need to satisfy a diverse group of attendees requires a focus on the overall experience, weighing the significance of cuisine and cost against the communal atmosphere.

Instagram has emerged as a critical resource in this process, transforming how organizers engage with potential venues and ensuring that visual content informs their decisions. However, the occasional discrepancies between Instagram portrayals and the actual dining experience emphasize the necessity of judicious social media consumption. Ultimately, organizers are seeking practical information over mere enticing aesthetics, underscoring the importance of creating satisfying, memorable gatherings during this festive season.

About the Study

This study was executed by StorePro, a leading entity in venue selection insights and restaurant customer support services, encouraging potential users to visit their website for more resources and information.