You go to bars for many things. There are people looking for alcohol. Who wants to have a good time with friends or try their luck in love? And there are those who pay to get a slap; a loud, resounding and spicy slap that allows them to suddenly sober up (pun intended). The latter was what until recently was offered by a chain of traditional Japanese bars, where, for the modest price of just three euros, the customer could ask the waiters for something strange: a slap that would take away the effect of all that love. He drank alcohol.

It wasn’t what I expected.

à la carte compartments. A bar’s menu is expected to include soft drinks, beer and cocktails. Maybe a snack. Much less common is encountering an on-demand spanking service; This is exactly what a Japanese restaurant chain offered its customers until recently. izakayastypical restaurants of the country.

The news was covered by media outlets such as: Independent any South China Morning Post (SCMP) explains that Yotteba, a company that until two months ago was popular above all for its beer and wings, allowed its customers to pay for waiters to slap them. binta.

One slap, three euros. The business even had its own set rates. If you wanted a random waiter to get in your face, you had to pay 500 yen (equivalent to about three euros). This place also gave you the opportunity to choose the employee who would warm your face, for an extra 100 yen, or around 60 cents. For just under four euros, you can leave the establishment with your favorite waiter’s palm or the waiter’s hand pressed against your cheek.

Why this? For its so-called benefits. According to SCMP, a reference to the chain itself, “slap service” was suggested as an option for customers who were too drunk and wanted to clear their heads before returning home. The idea is that the customer can ask the waiter to slap him in the face before leaving the premises. And of course pay for it. It sounds strange, but you can find videos on the networks showing exactly this: people sitting static on restaurant stools, waiting for someone else to pass their face.

dating back to the 19th century. The slap in question is known as: bintaa term according to Independent It originates from the Kagoshima region of southern Japan. It originally meant “head” and between the 19th and early 20th centuries, during the Meiji period, it became associated with, among other things, police beatings of criminals. Despite these origins, the formula has found a place in the Japanese hospitality industry. In fact, in the videos circulating on X, slaps are usually given in relaxed environments, even amidst applause.

A business with weak points. If you’re looking for an à la carte slapstick after beer and wings on your next trip to Japan izakaya You will become complicated. Yotteba decided to withdraw its “swipe service” due to demand and image issues. “We’ve been doing this in our restaurants for over two years, but it hasn’t seemed very popular to us,” a company spokesman said. This Week in Asia. “Also, our chain is growing and we wanted to change our image.”

In fact, Slaps ceased to be a part of the company’s menu two months ago, a decision that many media outlets, including TSCMP, pointed out was meant to be adopted for more than just a marketing matter. Mercy’s fall from grace binta This may be related to the alleged injury complaint. “It was more of a joke and we thought customers didn’t like it anymore,” emphasizes the company that manages the supply chain. izakayas.

Curious yes, strange no. The truth is that Yotteba, a chain with more than a dozen stores spread across Japan, isn’t the only company in the industry that’s decided to offer toppings on demand. He’s not even a pioneer.

Before the pandemic, the Shachihoko-ya chain offered the same option to its customers and even gained a highly respected influence on the networks thanks to images of people being slapped amid laughter and applause. The company eventually canceled its job bintaBut that didn’t stop the recordings from going viral last year, even reaching media in the US or Europe. The company had no choice but to remember that X’s menu now only included drinks and food. No slaps.

300 yen and house. In his case, the “Nagoya Lady’s Slap” service cost 300 yen, or about 1.8 euros, which gave the customer the right to leave a mark on the face of a kimono-clad waiter. His logic was very similar to Yotteba’s. If the user had a favorite employee, he could directly ask him to beat him for an extra fee. All to ‘counteract’ the effects of the beer or sake and return home (a little) calmer.

Pictures | Linh Nguyen (Unsplash)

in Xataka | Until the 90s, no one in Japan ate sushi with raw salmon. Until a marketing campaign changed everything