The Revolutionary Low-Cost Izakaya 'Terumae' Opens in Ikebukuro, Tokyo

On September 27, 2023, a groundbreaking izakaya called 'Terumae' officially opened its doors at the east exit of Ikebukuro Station in Tokyo, marking its second location in the city after years of successful expansion across Japan, from Sapporo to Fukuoka with 16 branches in total. Terumae isn’t just an ordinary izakaya; it boasts a unique concept inspired by traditional public bathhouses, sportively melding the atmosphere of a retro 'sento' with innovative drink service.

Unique All-You-Can-Drink Service

One of the biggest draws of Terumae is its astonishing all-you-can-drink offer. For just 398 yen, guests can pour their drinks straight from one of the 13 taps scattered throughout the venue. This self-service system allows patrons to pour their preferred drinks at their convenience, making it possible to enjoy a drink at any time and in any quantity. With three varying all-you-can-drink plans priced at 398 yen, 698 yen, and 998 yen across options of 60, 90, or 120 minutes, there's something for everyone—whether you're just looking for a quick drink or planning to indulge in a longer session.

Day drinkers are especially welcomed, with opening times starting at 2 PM on weekdays and at 12 PM on weekends, making it the perfect spot for lunchtime drinks or casual meet-ups.

A Bathhouse Atmosphere with a Twist

Upon entering, guests are greeted by a richly designed interior reminiscent of an old-school public bathhouse. The concept revolves around a legendary 'sake泉', a mystical source of alcohol that Terumae’s founder, the 'Terumae Captain', believed in as he traveled the globe to bring this unique experience to the masses. The decor and furnishings emphasize the essence of a traditional sento, featuring tiled walls and basket-like storage reminiscent of changing areas in bathhouses.

Every element has been fine-tuned to create an extraordinary experience that feels just like unwinding after a long soak in a hot bath. Guests can snack on items that further enhance the bathhouse vibe, including sweet potato chips served in wooden bath buckets and refreshing chilled tomatoes, all paying homage to the nostalgic image of a sento experience.

Unbeatable Prices on Signature Dishes

Complementing the drinks, Terumae offers an array of signature dishes at unbeatable prices. Items including the famous 'Terumae skewers', 'Karaage' chicken, and 'Shumai' dumplings are available for as low as 35 yen during the special early bird and late-night discounts. At this price, patrons can experience a fulfilling gastronomic outing without breaking the bank.

This wallet-friendly approach aligns perfectly with the social atmosphere of the izakaya, making it a great choice for anything from pre-drinks to a celebratory meal. With every dish designed for taste and affordability, Terumae promises to cater to everyone—from the casual drinker to the dedicated foodie.

Dynamic Social Media Presence

Terumae has proactively leveraged media appearances along with a robust social media strategy to attract customers. By focusing on visually appealing design elements and delectable menu offerings, the restaurant has partnered with food influencers to create vibrant online content, achieving view counts exceeding a million on several posts. Following these social media campaigns, Terumae reported a tripling of sales, which stood steady as the restaurant garnered more recognition through engaging posts and attractive videos.

The establishment has been featured in various media outlets, including notable TV shows such as "ABEMA的ニュースショー" on TV Asahi and