Meet EatMe Group, The Japanese Hospitality Brand Redefining Niseko’s Dining Scene

From Tokyo’s trendiest corners to Niseko’s powder playground, EatMe Group is rewriting the rules of Japanese hospitality with edge, attitude and serious flavour.

Tokyo may have tens of thousands of 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. With creative cocktails and a cheeky, irreverent spirit, it sets itself apart from Tokyo’s other conceptual, high-end bars by refusing to take itself too seriously. It’s fun yet elevated, and that’s exactly why it’s so popular.

Behind it all is EatMe Group, a progressive Tokyo-based hospitality group founded by directors Azusa Iida and Yui Shirako. “I met Yui during the first year of opening Tokyo Confidential. I immediately felt a strong affinity with the kind of food, service, and guest profile they were working with,” says Iida. “After collaborating on a few projects, that feeling turned into a clear conviction that we could truly build something together.”

“Hospitality is not just about serving food and drinks — it’s about creating a stage where people meet, share memories, and feel moved,” adds Shirako. “That power continues to inspire me every day.”

In Tokyo, EatMe Group runs bars and restaurants in Naka-Meguro, Azabu-juban, and Daikanyama, displaying a knack for finding vibrant, interesting locations. “We have built a reputation for choosing iconic Tokyo neighbourhoods that resonate with both locals and visitors. With about 80% of our guests being international, we’re always drawn to areas that have their own unique charm and vibe — places we genuinely love,” says Iida.

Their next stop? Niseko. At the urging of friends and regulars who felt the ski town 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.

After launching in December 2024 and re-opening last summer, Niseko Confidential is back for a second winter season and joined by two additional concepts, Tepache and AóRA. Safe to say, EatMe Group is taking Niseko by storm. We spoke to the founders to learn more.

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”?

I 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.

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.

Niseko has been so good to EatMe Group that you’re expanding with Tepache and AóRA. Can you share the idea behind each concept?

Tepache will bring a vibrant Mexican-style dining experience to the heart of Niseko, offering an elevated take on classic cantina dishes. The restaurant will feature a thoughtfully curated selection of agave spirits, including mezcal and tequila, alongside creative cocktails that put a modern twist on traditional Mexican drinks. One of the signature offerings will be tepache itself, complemented by a variety of innovative fermented cocktails.

AóRA, located in the former Kamimura space within the Chatrium Hotel, will offer a sophisticated, contemporary experience inspired by Hokkaido’s finest local ingredients and drawing on the influences of Italian, French, and Pacific Northwest coastal cuisines. AóRA will also offer an extensive wine list, showcasing both renowned Hokkaido wineries and selections from beyond. The cocktail menu will be equally inventive, featuring seasonal ingredients, local spirits, and fresh herbs to create truly unique drinks.

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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