Providing a new experience that combines shisha and an authentic bar, "Shisha & Bar BASE Yushima Store" Grand Opening on Friday, November 29th

~Following the success of the Ginza store, we open a second store in Yushima~

for u Co., Ltd. (Headquarters: Chuo-ku, Tokyo; CEO: Izumi Kato) will hold a grand opening of the second store of “Shisha & Bar BASE,” which combines the charm of shisha and an authentic bar, in Yushima on Friday, November 29, 2024. Following the success of the Ginza store, the Yushima store will provide a full-fledged bar function and high-quality shisha, providing an experiential space for a new customer base, mainly the younger generation.

■ Concept: A new social venue for adults, combining a full-scale bar and shisha

“Shisha & Bar BASE Yushima” is characterized by its unique style of allowing you to enjoy shisha while maintaining the high quality of an authentic bar.
We provide a space where you can enjoy authentic cocktails and whiskeys made by experienced bartenders while savoring our carefully selected shisha.

Following the success of our Ginza store, we will be establishing a new base in Yushima, close to the Ueno area, which has been gaining attention in recent years as an entertainment district, to create a new social venue for adults that is rooted in the local community.

■ Features of Yushima store

Space design and atmosphere
The Yushima store has a mature atmosphere with a black base color scheme. The subdued lighting creates a romantic atmosphere, making it the perfect place for couples or close friends to relax. There is also space available for large groups, making it suitable for a wide range of occasions.

A comfortable environment for women to stay alone
Under the manager, a woman in her 20s, the store has created a space and customer service that makes the most of the sensibilities that only a woman can have. In particular, the store is designed to be comfortable for women to drop in on their own, and many women visit the store together.

Shisha quality and flavour variety
At the Yushima store, we offer shisha that is delicious for everyone, with careful attention paid to flavor selection and steaming time. We always have over 100 flavors in stock, including popular black tea flavors and our original “All Mint” flavor. In addition, shisha is popular among women because it does not leave a smell on clothes.

Full Bar Experience
The bartenders serve a wide range of drinks, from whiskey and cocktails to high-end champagne, various gins, and soft drinks. For 2,800 yen per machine, you can enjoy shisha, and we also have a one-drink system, so you can just use the bar.

■ The appeal of access from the Ueno area

Located in Yushima, close to the increasingly popular entertainment district of Ueno, the bar offers a sophisticated, adult bar experience after a day of fun in Ueno. The bar primarily targets young men and women, and with the introduction of shisha, it is also targeting a new customer base of people in their 20s and 30s.

■Owner’s comment: Izumi Kato, CEO of for u Co., Ltd.

“Through the challenge at our Ginza store, we felt that our new format, which combines shisha and an authentic bar, was well received by many customers. We are very pleased to be able to expand this success to a new area, Yushima.

Our shisha is made with a focus on flavor and umami, and we use heat management to thoroughly control the steaming time and the timing of the inhalation, aiming for a quality that anyone can enjoy. In recent years, more and more people are choosing to quit smoking, and the style of enjoying cigarettes at bars is decreasing, but the luxury item itself will not disappear. We believe that shisha can be a new alternative to cigarettes as the next generation of luxury item.

We also have a high demand from female customers, so we place importance on providing bright, friendly service and creating a space where women can feel comfortable visiting together or alone. There are still few establishments that offer shisha in a full-fledged bar, so we believe in the potential of this business model and will deliver the value that only our store can provide. We hope you will enjoy a comfortable time at our Yushima store.