In a surprising turn of events, the Yotteba izakaya chain in Japan has officially discontinued its controversial 'face slap service' following a customer injury complaint that threatened the establishment’s reputation. This quirky service, which allowed patrons to receive a sharp slap from a waitress for 500 yen (approximately £2.70), was intended as a humor-filled way to help drunk customers 'sober up' after their meals.

For just a little extra—100 yen (about £0.5)—diners were even given the opportunity to choose which waitress would deliver their slap, affectionately known as binta. Initially, the gimmick gained a following, with video clips showing amused onlookers cheering on the brave diners who endured the stinging slap.

However, following a customer injury complaint, the Yotteba chain, which boasts a menu of affordable beer and chicken wings, made the decision to cease the service two months ago. A representative from Project M, the company managing Yotteba outlets, remarked, "We have been doing this for over two years, but it was never as popular as we thought. As our chain expands, we aim to improve our image."

Interestingly, Yotteba is not the first izakaya to offer such a service. In 2012, the izakaya Shachihoko-ya in Nagoya attracted attention for its similar 'Nagoya Lady’s Slap' service, where customers were charged 300 yen (about £1.53) for a slap from kimono-clad waitresses. For an additional fee of 500 yen (around £2.70), patrons could specify which staff member would deliver their slap. Despite its previous popularity, Shachihoko-ya has since distanced itself from the trend, stating on social media, “We currently do not offer slaps. We appreciate the interest but cannot accommodate visits meant for slapping.”

This peculiar practice has roots in the Kagoshima region of southern Japan, where the term binta originally referred to the 'head' in local dialect. It became associated with slapping during the Meiji era (1868-1912) when police reportedly disciplined offenders with a sharp smack.

While some may find the concept amusing, the incident at Yotteba has prompted discussions about safety and appropriateness in dining experiences. As Japan continues to evolve, it appears that the era of face-slapping gimmicks in izakayas is coming to a close amid growing awareness and concerns for guest welfare.