Ikkyu's 50-Year Journey: Transitioning to the Exciting New Ikkyu 99 Brand

In 2025, a significant milestone will be reached as Ikkyu, the popular izakaya established in 1975 in Tokyo and Saitama, celebrates its 50th anniversary. Throughout these decades, the establishment has become synonymously linked with the "Ikkyu Card," a membership system that has offered exclusive benefits to its loyal customers, which in turn has fueled the growth of the brand. In honor of this history, Ikkyu expresses deep gratitude to those who supported it, and is now looking ahead to the next 50 years with the launch of a revamped brand, "Ikkyu 99."

The transformation comes in response to a dramatic shift in how customers choose dining establishments today. With platforms like Instagram, TikTok, and Google influencing dining decisions, the new branding direction aims to ensure that Ikkyu 99 becomes known as a place where its appeal is immediate and undeniable. As of September 1, 2026, the new brand will gradually be introduced, focusing on delivering an experience that captivates any potential customer at first glance.

Exciting New Offerings

Ikkyu 99 promises to stand out with a menu designed not just to attract customers but to impress them with great value. Some of the highlights include:

- Draft Beer at 299 yen
- Lemon Sours at 99 yen
- Xiao Long Bao (small steamed dumplings) for only 50 yen (four pieces for 199 yen)
- The all-new signature dish, “Ikkyu Five-Story Pagoda,” featuring 20 Xiao Long Bao for a mere 999 yen
- An extensive array of affordable appetizers priced between 99 yen and 299 yen, totaling around 30 offerings

Moreover, Ikkyu will introduce enduring favorites like the charcoal-grilled mackerel sashimi and healthier options such as fermented dishes and a soba dish created in collaboration with Soumen Jiro, reflecting the brand's commitment to supporting sustainability and health-conscious dining.

Connecting with Customers on a Personal Level

Through creative interactions, Ikkyu aspires for its customers to express their enthusiasm to friends by saying things like:

- "Do you know Ikkyu? They have Xiao Long Bao for 50 yen and their Five-Story Pagoda is a must-try!"
- "Ikkyu is definitely affordable!"
- "Visiting Ikkyu feels like returning home; they’ve been around for 50 years, creating a warm and inviting atmosphere!"

These voices symbolize the essence of Ikkyu and its intent to become a place where its charms are easily understood and communicated among diners. It is essential to note that this new vision is not a rejection of the Ikkyu Card or previous services; rather, it's a way to convey the brand's values and attractive pricing to new guests without requiring membership.

As Ikkyu approaches its 50-year mark, the focus is on providing a simpler, more accessible experience. The future vision for Ikkyu reflects principles of ease of understanding, signature dishes, and genuine community affection, all positioned for its continued evolution.

The Dawn of Ikkyu's Third Generation

Three generations have passed since Ikkyu first opened its doors in 1975. Now, with a commitment to core values—affordability, quality, and enjoyment—it's time to update how these principles are communicated to customers. As the brand steps into its next chapter on September 1, 2026, with the launch of Ikkyu 99, it marks the beginning of a new era, a third generation of Ikkyu.

Established as a beloved gathering spot and headquartered in Higashimurayama, Tokyo, Ikkyu continues to influence dining experiences across Japan under the leadership of Kenmitsu Kaneko, the current CEO.

For more information, visit the official website and explore Ikkyu's social media pages on Instagram, TikTok, Twitter, and LINE, where you can stay updated on all the exciting developments ahead!