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Izakaya Chain in Japan Offered Slaps for Prices Between 300 and 500 Yen, but Removed Service to Change Image and Avoid Criticism
In bars, people look for different moments. Some just want to drink, others prefer to meet friends, and some seek luck in love. In some places, there was an unexpected option: to pay for a slap to “recover sobriety.”
This was the proposal of a traditional Japanese chain until recently. For a low price, around three euros, waitstaff offered loud and striking slaps. The idea seemed eccentric, but it had its place on the izakaya menu, typical bars of the country.
Tapas à La Carte
On a common bar menu, you see soft drinks, beers, and some snacks. Therefore, it’s curious to imagine a list with tapas à la carte. Yotteba, famous for its chicken wings and beer, offered exactly that.
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According to reports from the Independent and the South China Morning Post (SCMP), until two months ago, the chain allowed customers to pay to receive a “binta,” the name given to the slap in the face.
The news generated surprise, but it wasn’t an invention. There were even videos on social media showing people sitting still, waiting for waitresses to deliver the slap, while friends applauded and laughed.
One Slap, 19 Reais
Prices were well defined. To receive the slap from any waiter, one simply had to pay 500 yen, equivalent to R$ 19.
There was also the option to choose who would deliver the slap. In this case, the cost rose by 100 yen, about R$ 4 extra.
Thus, for under R$ 25, the customer could leave the bar with the mark of their favorite waiter’s hand imprinted on their cheek.
The reason, according to the company itself quoted by the SCMP, was simple: to offer a method to regain sobriety after overindulging in sake or beer.
Tracing Back to the 19th Century
The term “binta” has history. The Independent explains that its origin traces back to the Kagoshima region in southern Japan.
Initially, it meant “head.” Over time, between the 19th century and the early 20th, during the Meiji era, it became associated with blows dealt by the police to criminals.
Despite these roots, the term gained new ground in lighter contexts, such as hospitality. In the videos, the slaps are delivered amid laughter, in a relaxed atmosphere, as part of a curious scene in bar culture.
A Business with Weak Points
The unusual idea, however, did not take off. Yotteba decided to end the slap service in October. The chain justified the change due to demand and image issues.
“We’ve been doing this for over two years in our restaurants, but it didn’t seem very popular,” a spokesperson told This Week in Asia. Additionally, they explained that the company is growing and wants to change its image.
According to outlets like the SCMP, there was even a report of injuries. This may have expedited the end of the practice, even though the tone was described as “playful.”
Other Similar Experiences
Yotteba was not the only one to explore this curiosity. Before the pandemic, the Shachihoko-ya chain also offered slaps to its customers.
The initiative gained traction on social media, with viral videos of people receiving slaps amid laughter.
The company abandoned the service, but in 2023, the videos resurfaced and circulated even in outlets from Europe and the U.S.
The management had to reinforce that the current menu includes only food and drinks, no slaps.
Another example was Nagoya Lady’s Slap. In this case, the price was 300 yen, about R$ 11. The customer received a slap from a waitress dressed in a kimono.
If they preferred who would deliver the slap, they paid an extra fee, following the same logic as Yotteba.
Curious Yes, Strange No
The practice generated shock outside Japan, but it wasn’t exactly a novelty within the country. Amid applause and laughter, many customers recorded the moments in videos shared on social media.
However, industry businesses ultimately abandoned the service. The bars decided to preserve their image, opting for more traditional menus.
The case of the “binta” shows how even the simple act of drinking can take on eccentric versions. Slaps on demand have exited the scene but left memories of a curious trend in Japanese bars.
With information from Xataka.
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