The Evolving Nightlife of Japan’s Millennials: From Alcohol to Ice Cream

Once upon a time in the era of Japan’s bubble economy, dinner outings didn’t end with just the main meal. They extended to secondary and even tertiary engagements — the so-called “second party” and “third party.” Hierarchical workplace relationships defined this era; refusing a senior or a boss was not an option. Young employees, carrying their briefcases, would be obligated to hop from one bar to another, continually drinking.

However, as Japan entered the Reiwa era, these practices faced scrutiny. Many younger Japanese started questioning the Showa-era workplace norms. According to Mari Yagi, the head of the Hot Pepper Gourmet, which specializes in studying Japan’s dining habits, the younger generation’s attitude towards these after-dinner engagements can be categorized as: “attending but not drinking” or “typically not attending.” Those who go but don’t drink often opt for dessert parlors or restaurants with a vast range of non-alcoholic beverages. Those who don’t usually attend will only show up if there’s an experience worth their time, like a barbeque. Yagi notes that the main driver for many is to share their experiences on social media platforms.

A vivid illustration of this shift can be found in Tokyo’s Setagaya district. Here, a store glowing with purple neon lights named “21 O’Clock…