In contrast with the binge-drinking youth of Britain I’ve been reading about, young Japanese have been leaving beer and cars behind lately, much to the dispair of Kirin and Toyota among others. I don’t know what they’re spending their money on – the fact is they haven’t really got any money these days, with only crummy dead-end type jobs on offer when they graduate… When Japanese youngsters do go out for a drink these days it’s often sweet alco-pop things they drink, not the bitter ice-cold golden nectar that goes so well with the Summer heat here, and they’ll be drinking it in the cheapest places they can find.
Just lately there’s been an outbreak of chain establishments where everything is ¥280. Food, drinks, everything. Maybe with the yen at the ridiculous current rate of 85 or so to the US dollar that doesn’t sound too cheap to you but usually a beer is around ¥500 ( ¥550 at Raffles’ ) so ¥280 for a jug of draught beer (not happoshu ) is pretty good for a start. The food’s not disgusting either – food processing technology has been got down to a fine art – though nothing to write home about and not huge portions. With profit margins cut right down, they have to sell a lot of stuff to make the business viable so need to keep people coming in at a fast rate. The branch near us is usually pretty full, and pretty noisy.
More recently a rival has started up where everything is ¥250 – they cut their costs even further by having customers come to the counter to collect everything. The overall effect is pretty much like McDonalds, but if that’s your idea of an evening out…
Fast Booze – you saw it here first OK?