Interview: How EatMe Group is Redefining Niseko’s Dining Scene

Tokyo may have countless bars, but none match the chaotic yet elegant charm of Tokyo Confidential. Since opening in 2023, this award-winning spot has earned a cult following at home and abroad, landing on Asia’s 50 Best Bars and Time Out’s best bar list. Behind it all is EatMe Group, a progressive Tokyo-based hospitality group founded by directors Azusa Iida and Yui Shirako. 

In Tokyo, EatMe Group runs dining establishments across Daikanyama, Azabujuban and Nakameguro, displaying a knack for finding vibrant, interesting locations. At the urging of friends and regulars who felt that Niseko would be a perfect fit for their style of hospitality, they opened Niseko Confidential in 2024. “Niseko offers the perfect stage for EatMe’s vision, blending world-class hospitality with the unique energy of Japan’s premier winter destination,” says Shirako. 

Hospitality is a notoriously difficult industry to enter and to thrive in. Why did you decide to start EatMe Group?
Japan is known as one of the most competitive food markets in the world. When it comes to flavour, service, and standards, the bar is set incredibly high. And yet, there are surprisingly few hospitality brands from Japan that have made a real impact internationally. Part of that may come down to challenges like language, but we’ve always felt it’s also an opportunity waiting to be taken.

That’s really where EatMe Group comes in. Running a small independent restaurant is admirable, but by bringing together like-minded people and working as a team, we can set our sights on something much bigger. For us, the goal is simple: to build an international hospitality brand from Tokyo that the world can be proud of.

Tokyo Confidential has achieved huge success in just two years. What is the “secret sauce”? 
We believe the key was not being bound by the traditional Japanese way of doing things. From the very beginning, we never targeted the Japanese market. Instead, we focused on creating a truly world-class cocktail bar, carefully selecting the right team and design concept. 

We also avoided mass marketing entirely, choosing instead to build a niche audience from day one. That approach created strong differentiation, which in turn sparked organic growth through word of mouth and the international community in Tokyo.

The World’s 50 Best Bars described Tokyo Confidential as “a seriously sophisticated house party”. How would you describe its sister outlet, Niseko Confidential, and what can we expect in the second season?
Niseko Confidential channels the same high-energy, sophisticated vibe that made its Tokyo counterpart famous, but with a more intimate, alpine-inspired twist. It’s the perfect après-ski spot, offering exceptional cocktails, a curated food menu, and a cosy atmosphere. While Tokyo Confidential focuses mainly on drinks, Niseko Confidential stands out with its full food programme, elevating the experience with dishes that complement the cocktails.

Now in its second season, Niseko Confidential will take things up a notch with new seasonal cocktails, exciting additions to the food menu, and even more après-ski fun, including ski shots and surprise events. It’s all about creating unforgettable moments in a space that blends warmth, sophistication, and the energy of Niseko’s winter scene.

You’re also working with influential chef Daniel Calvert. How do you shape the culinary offerings together to create a true taste of the location?
Together with Daniel Calvert, we launched and now co-operate Maison Première, a catering service delivering Michelin-star quality dining. While Daniel isn’t directly involved in the three concepts we run in Niseko, his influence is a constant source of inspiration, pushing us to break boundaries and create exceptional dishes for our guests. Having him as part of our team, especially with his success at Sézanne, elevates our work and keeps us striving for excellence.
 

Lastly, after a long day in the snow, what do you crave the most? 
After a day in the snow, there’s nothing better than kicking back with a glass of champagne or a delicious cocktail with friends. Pair it with something hearty, such as juicy steak or a comforting bowl of soup, and you’ve got the perfect combination. If you’re lucky enough to have access to an onsen or hot spring, soaking just adds to the relaxation. It’s a simple yet perfect way to end the day.

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