"No Entry for Those Over 40"... Turned Away at Bar Doors Due to Age

Selective Customer Targeting: Spatial Strategies Reflecting Generational Preferences
"To Ensure Everyone Can Enjoy Comfortably"
Mixed Reactions from Patrons

Restaurants in the Shibuya area of Tokyo, Japan, that restrict entry to specific age groups are attracting attention. These establishments have set age criteria to enhance the atmosphere and customer satisfaction, and this is being interpreted as a new spatial strategy that reflects the consumption preferences of both younger and middle-aged customers.

Image of Shibuya, Tokyo to aid in understanding the article. Pixabay

According to Terebi Asahi on January 19, a sign at the entrance of an izakaya visited by the program’s production team in Shibuya reads, “Entry limited to ages 20-39,” and “Bar for young generations, Under Forty (U-40).” Only adults under the age of 40 are allowed to enter, and about 90% of actual visitors were found to be in their twenties.

The restaurant explained, “When older customers visit, complaints about noise are common,” adding, “We wanted to narrow down our target customer base from the start to create a space where everyone can enjoy themselves comfortably.” Customers in their twenties also expressed positive reactions, saying, “Since we’re all young, we don’t have to worry about making noise while drinking together.”

However, entry is not completely restricted for those aged 40 and above. If a customer over 40 wishes to enter, the staff informs them, “The bar can be a bit noisy-are you okay with that?” and allows entry if they agree. The owner added, “Even if someone is over 40, as long as they feel young at heart, they are welcome.”

An age-restricted bar in Shibuya, Tokyo. Photo by Terebi Asahi

Conversely, there are also establishments that restrict entry for younger customers. A charcoal grill restaurant in Shibuya that opened in May last year only allows entry to those aged 25 and older. The manager explained, “This is to allow adult customers to focus on their meals without worrying about their surroundings,” and added, “I wanted to create a space where the generation that enjoyed Shibuya 10 to 20 years ago can feel comfortable visiting again.”

Customers in their thirties who visited the restaurant commented, “It’s nice because it’s not a rowdy atmosphere with young people shouting,” and “When it’s noisy, you have to speak loudly, but as you get older, you don’t really want to do that anymore.”

The restaurant checks the age of customers who make reservations if they are under 25, or guides them to a nearby affiliated location. However, those under 25 are allowed entry if accompanied by someone 25 or older.