People visit bars for various reasons. Some want a drink, others seek fun with friends or a chance at romance. And some pay for a slap—a loud, sharp slap intended to jolt them back to sobriety. This unusual service was offered by a chain of Japanese bars until recently, where, for just $3, customers could request a slap from the waitstaff to counteract their sake consumption.
However, this business model didn’t go as planned.
À la carte slaps. Bar menus typically feature soft drinks, beers, cocktails, and snacks. Far less common is a service offering slaps on demand, yet this was exactly what a Japanese chain of izakayas, traditional Japanese pubs, provided until recently.
According to reports from The Independent and the South China Morning Post (SCMP), Yotteba, known for its beer and wings, allowed patrons to pay for a slap, or binta, from waitstaff.
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One slap: $3. The service came with set rates. For 500 yen (about $3), a random waiter would slap your face. Customers could also choose their slapper for an extra 100 yen (around 60 cents). For under $4, patrons could leave with the imprint of their favorite staff member’s hand on their cheek.
The chain offered slapping because of its perceived benefits. The “slap service” was designed for customers who had drunk too much and wanted to sober up before heading home, according to the SCMP, citing Yotteba. Customers could ask a server to slap them before leaving. They also had to pay for it. It sounds unusual, but videos online show people sitting on restaurant stools, waiting for someone to slap them.
A practice dating back to the 19th century. The binta has roots in the Kagoshima region of southern Japan, where it originally referred to the head. During the Meiji era (19th and early 20th centuries), it was associated with police punishment. Despite its origins, the practice found a niche in Japanese hospitality. Videos shared on social media platforms often show slaps delivered amid laughter and applause in a lighthearted atmosphere.
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A business with weaknesses. Hoping for a slap after your beer and wings in Japan? You’re out of luck. Yotteba has discontinued its slap service, citing demand and image concerns. “We have been doing it at our restaurants for more than two years now, but we did not think it was very popular,” a company spokesperson told This Week in Asia. “Also, our chain is getting bigger, and we wanted to change our image.”
Slaps were removed from the menu two months ago, a decision likely influenced by more than just marketing. Allegations of injury claims may have also played a role. “It was more of a joke and we thought that customers did not like it any more.”
Curious, but not unique. Yotteba isn’t the only chain that has offered cheek-slapping services. Before the pandemic, the Shachihoko chain provided a similar option, with footage of patrons being slapped garnering significant attention online.
Although Shachihoko has since removed slaps from its menu, videos of the practice went viral last year, even reaching U.S. and European audiences. The company clarified that its current menu includes only drinks and food—no slaps.
300 yen and home. At Shachihoko, the “Nagoya Lady’s Slap” cost 300 yen (about $2). Customers could request a slap from a kimono-clad waitress, paying extra to choose their preferred staff member. The idea was similar to Yotteba’s: to reduce the effects of alcohol and send patrons home slightly sobered.
Image | Mak_ jp
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