To All Media Representatives

July 1, 2026

NEWTO FUNDAS CO., LTD.

Under the concept of "proposing new charms of Kyushu," we have opened an experiential bar called 'Kyushu Danshi to Hakata Bijin' in Shinjuku, Tokyo, where customers can freely enjoy 100 barrels of aged shochu. This new business format was launched by an owner from Kyushu with the aim of connecting shochu and alcohol culture to the future.

Like a wine brewery!?

Why Shochu, Now?

Shochu is one of Kyushu's representative food cultures, originating from areas like Kagoshima and Miyazaki. Each region has different ingredients and brewing methods, and each brewery has its own unique character, making it a reflection of Kyushu's culture nurtured over many years.

However, in recent years, the market has continued to shrink due to factors such as population decline from a declining birthrate and aging population, young people's disinterest in alcohol, increasing health consciousness, and changes in drinking party culture.

For younger generations, shochu is often perceived as 'an old man's drink' or 'a difficult drink to consume,' leading to fewer opportunities to experience its appeal.

As owners from Kyushu, we believe this situation is not a 'disinterest in shochu' but rather a 'lack of encounters with shochu.' That's why we want to create opportunities to enjoy shochu more casually and freely. This desire is the origin of our store's concept.

Therefore, we have adopted a new approach of aging shochu in barrels. Barrel aging creates a mellow taste with softened edges and a barrel aroma, making it more palatable for younger generations familiar with highballs. Additionally, shochu has a lower alcohol content than whiskey, making it light and enjoyable even when mixed with soda.

[100 Barrels of Aged Shochu]

We have 100 barrels of aged shochu available in the store. Customers can pour their own, mix it freely with soda, tea, citrus, herbs, etc., and enjoy their own unique drink. The taste changes daily in the barrel, offering a new discovery with each visit.

100 barrels of aged shochu lining the walls

"Standing bar seats" like a standing liquor shop where you can freely pour from barrels yourself

Choosing a glass

Hakata Bijin / Kumamoto Gal / Satsumaimo Onna

Mixing

With mixers, to your preference

Normal VS Aged

Taste comparison

Modern interior

Space using old wood

A way to enjoy "taste comparison" born from respect for breweries

In addition to barrel-aged shochu, we also offer shochu directly from the breweries.

Shochu is a finished product crafted with care by breweries regarding ingredients and brewing methods. We believe that allowing customers to enjoy its original taste is a form of respect for the breweries.

For example, with Kirishima Shuzo's "Kuro Kirishima" from Miyazaki Prefecture, you can compare the original taste with the barrel-aged "Tarujuku Kuro Kirishima."

Furthermore, we have made modifications to the inside of our barrels, allowing us to serve regular shochu from the barrels without imparting too much barrel aroma, preserving the brewery's original taste.

By comparing the differences between "aged shochu" and "original shochu," we want people to feel closer to the depth of shochu and the changes brought about by aging. This is the new shochu experience we propose.

Normal or Barrel-Aged: Recommended to compare and enjoy with soda & lemon, like a highball

Shochu Diagnosis App

To make it enjoyable even for shochu beginners, we have introduced a self-developed shochu diagnosis app. By answering a few simple questions, it suggests recommended shochu and ways to drink it.

Just answer questions, it's fun to use

Kyushu Cuisine Possible Only at a Butcher Shop

Our parent company is a butcher shop.

Using carefully selected Japanese Black beef and ingredients from various parts of Kyushu, we offer a variety of creative dishes that pair well with shochu, such as motsunabe (offal hot pot), wagyu tataki yukke, seared carpaccio, Nagasaki sara udon ver2.0 using Kyushu ingredients, and low-temperature dashi egg omelet.

Operated by a specialty wagyu butcher shop, genre-less creative cuisine using Kyushu ingredients

'Kyushu Otokon' ver. / 'Hakata Bijin' ver.

We offer one dish in two versions: the hearty and robust 'Kyushu Otokon' ver. and the delicate and elegant 'Hakata Bijin' ver.

This is our unique concept, allowing you to enjoy different flavors even from the same dish or ingredient.

The following are examples.

Lava Stone Grilled Steak

Sirloin (Aso Lava Stone) / Chateaubriand (Sakurajima Lava Stone)

Raw Whitebait Bruschetta (Oita Prefecture Tsubu Yuzu Kosho)

Garlic Toast / Cheese and Citrus

Potato Salad (Nagasaki Prefecture Potatoes)

Beef Tendon with Soft-Boiled Egg / Mascarpone & Tobiko

Kyushu Wagyu Direct Flame Grilled Meat

Bite-Sized Grilled Meat / Adult Wasabi Beef

Actually, the entrance is...

The store entrance is an unmanned store selling specialty Kyushu instant ramen. Inside, a hidden door opens to reveal the aged shochu bar, creating a playful space designed to naturally pique interest from ramen to shochu and Kyushu culture.

Store interior lined with Kyushu ramen, enter through a hidden door

From the Owner from Fukuoka Prefecture, to the Younger Generation

I hear that young people go to company drinking parties less often these days.

I suppose that's the era we live in.

I'm not trying to push drinking on anyone. However, the time I spent talking, laughing, and sometimes being scolded and encouraged over drinks has shaped who I am today.

Looking back, I'm glad I had alcohol in my life, and I feel that way.

It might sound pushy, but with that in mind, I created this store with the desire to offer those "times when people connect" along with Kyushu's proud shochu. If you have the chance, please come with a boss you dislike.

You might come to like them a little.

If you still dislike them by the time you leave, then the problem lies with your boss, not the shochu.

[Kyushu Danshi to Hakata Bijin]

<Concept> Presenting the new charms of Kyushu

<Location> KT Shinjuku Sanbangai II 1F, Block A, 5-11-2 Shinjuku, Shinjuku-ku, Tokyo

<Business Format> Unmanned Kyushu Instant Ramen Store & Kyushu Bar

<Business Hours>

Unmanned Store Area: 24 hours

Izakaya Area: 5:00 PM - 11:30 PM

<Regular Holidays> Irregular holidays

<TEL> 03-6384-2037

MAIL:kyushu.danshi.shinjyuku@gmail.com

Tabelog: https://tabelog.com/tokyo/A1304/A130401/13317065/

FACT BOX

  • Source: PR TIMES
  • Category: 企業PR