Nestled in Tokyo’s vibrant Shibuya district, just a stone’s throw from the iconic Shibuya scramble crossing, lies a new seafood haven called Tamatebako. This isn’t your typical restaurant, however. Tamatebako operates as an all-you-can-eat buffet, offering a mouthwatering selection of over 60 different seafood delicacies.
With such an enticing feast laid out, you might assume the pricing is complex, but it’s surprisingly straightforward. Tamatebako offers a single flat fee for its all-you-can-eat-and-drink plan. As expected, the price varies depending on the time of day, with weekdays and lunch being more budget-friendly than evenings and weekends.
But here’s the unexpected twist: Tamatebako’s pricing also takes into account where you’re coming from. Local residents are charged a lower price than foreign tourists.
The Rising Cost of Living and Tourist Boom
This novel pricing structure comes at a time when Japan’s weak yen is impacting the spending power of its citizens. Almost every week, a new restaurant, food manufacturer, or everyday essential supplier announces price hikes, often citing the rising cost of imported ingredients as the reason. However, Japan’s long history of near-zero inflation has left many businesses without a system to handle regular cost-of-living increases for employee wages.
It’s against this backdrop that Tamatebako’s owner, Shogo Yonemitsu, decided to implement a two-tiered pricing system, differentiating between locals and tourists. While acknowledging that this idea may not be universally accepted, Yonemitsu believes it’s a necessary step for a smaller establishment like Tamatebako.
It’s important to note the subtle phrasing of Tamatebako’s pricing policy. The higher price, reserved for foreign tourists, is presented as the official price, while the lower price for locals is labeled a “discount.” This “discount” is available to “Japanese people and Japan residents,” implying that nationality or ethnicity isn’t the sole criteria. Even Japanese nationals who have moved abroad but are visiting Japan are eligible for the discounted rate.
Balancing Profit and Local Patronage
Although not unheard of in less developed Asian nations, charging foreigners more is generally considered uncommon in Japan. Tamatebako’s pricing strategy appears to aim for a delicate balance between capitalizing on the profits generated by the tourism boom while ensuring local residents can still afford to enjoy the restaurant. This approach ensures a steady customer base even when the tourism boom inevitably subsides. This move comes on the heels of the governor of Osaka Prefecture suggesting a special tax for foreign tourists.
Interestingly, Tamatebako’s name comes from the “tamatebako” in the Japanese folktale of Urashima Taro. In the story, Urashima Taro receives a jeweled box after visiting the Sea Dragon’s underwater palace, with a warning to never open it. When he eventually succumbs to temptation and opens the box, things go awry. This parallel with the Pandora’s box myth makes one wonder if Tamatebako’s dual-pricing system will ultimately be a blessing or a curse. Only time will tell if this bold strategy will be successful in the long run.
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