Chapter 1: Changing Nightlife Trends in Japan

In the past, during Japan's bubble economy, social outings post-dinner involved not just the main meal but also additional gatherings—often referred to as "second parties" and "third parties." These occasions were heavily influenced by the hierarchical relationships in the workplace, where declining an invitation from a superior was often unthinkable. Young professionals, briefcases in hand, felt compelled to move from one bar to another, indulging in continuous drinking.

However, as the nation transitioned into the Reiwa era, such customs came under scrutiny. Many young Japanese began to question the traditional norms established during the Showa era. Mari Yagi, director of Hot Pepper Gourmet, which focuses on dining trends in Japan, notes that the younger demographic's attitude towards after-dinner gatherings has evolved into two categories: "attending but not drinking" and "typically not attending." Those who do participate often choose dessert cafes or establishments offering a variety of non-alcoholic beverages. Conversely, those who skip out usually do so unless a special experience, such as a barbecue, is on the agenda. Yagi emphasizes that a significant motivation for many is to share their experiences on social media platforms.

To illustrate this cultural shift, one can look at Tokyo's Setagaya district, where "21 O'Clock Ice Cream," a shop illuminated by vibrant purple neon lights, opens its doors at 8 PM. This establishment is filled with young patrons not seeking alcohol but indulging in ice cream, making it a popular choice to conclude an evening. Owner Morita Kensho has successfully expanded this late-night ice cream concept to nearly 40 locations across Japan within just three years.

This trend reflects the decline in alcohol consumption among the youth in Japan. A survey conducted by the Ministry of Health, Labour, and Welfare reveals a notable decrease in the number of young adults consuming alcohol. In 2003, around 20% of men in their twenties reported drinking alcohol at least three times a week, while the figure for women was 7%. By 2019, these statistics had dropped to 13% for men and 3% for women. Hisako Kugo, a senior researcher at the Nichii Research Institute, explains that today's young people regard alcohol not only as an unnecessary expense but also as a potential health hazard.

Replacing bars, a growing number of late-night dessert establishments are emerging. Chains like GAKU, which started in Hokkaido, are popularizing the "late-night dessert" trend across the country. In Shibuya, "Dessert Shop Bell" buzzes with activity as early as 8 PM, even on weekdays.

In Nagoya, a crepe shop operates solely from 7 PM to 11 PM, taking advantage of the area's scarcity of portable dessert options. Many customers flock to the store after being influenced by social media posts showcasing the "nighttime crepes."

However, food isn't the only alternative. For instance, Jun Yamamoto prefers unwinding after dinner at a local sauna with friends from college. "I enjoy socializing with colleagues, but I also need my downtime, even on weekdays," he shares.

In summary, while the warriors of the Showa era might have concluded their nights with a bowl of ramen, today's young Japanese are discovering softer, healthier ways to relax, prioritizing personal well-being over traditional expectations.

Chapter 2: The Rise of Dessert Culture