From one café to a beer empire: Ginza Lion and Sapporo

The legendary Ginza Lion Bar first opened its doors more than 100 years ago in the heart of Tokyo’s Ginza district. Known as the oldest beer hall in Japan, it quickly became a symbol of Western-style dining and Japanese beer culture.

Founded on August 10, 1911, by restaurateur Kitamura Ueda, the bar was inspired by the vibrant café culture of Europe. Ueda’s friends, returning artists from Paris, told him about the lively French cafés and brasseries where intellectuals gathered to exchange ideas over food and drinks. Captivated by these stories, he opened Café Lion, offering authentic European cuisine in the bustling streets of Ginza.

By 1931, the café had caught the attention of the small but ambitious Sapporo Brewery. To promote its beer, the company acquired the café, keeping the European menu but introducing its freshly brewed Sapporo beer. The perfect pairing of flavorful dishes with crisp beer created an irresistible dining experience that attracted crowds and boosted the brewery’s recognition nationwide.

This partnership laid the foundation for the Ginza Lion chain of beer halls, which soon became synonymous with Sapporo beer and Japanese beer culture. Today, the Sapporo brand owns multiple world-famous breweries and produces over 38 varieties of beer, while the Ginza Lion bars continue to carry forward the tradition of beer, food, and timeless hospitality.

Ginza Lion Bar Display Window — A Tokyo Landmark

For decades, the Ginza Lion bar display window has been one of the most iconic sights on Tokyo’s main street. Its majestic granite façade is complemented by a bright showcase filled with food replicas and drinks that look exactly like the real dishes served inside. This unique display not only highlights the wide range of European cuisine but also features the variety of Sapporo beers, inviting passersby to step in and enjoy an authentic dining experience.

A Century of Ginza Lion — From Tokyo to All of Japan

For more than 100 years, the Ginza Lion chain of beer halls has continued to grow and evolve. Its popularity has fueled constant development, with new bars opening not only across different districts of Tokyo but also in other major cities throughout Japan. Today, Ginza Lion stands as a symbol of tradition, quality, and the enduring appeal of Sapporo beer culture.

Smart Marketing: How Ginza Lion Uses Display Windows to Attract Customers

A clever marketing strategy turned the Ginza Lion bar chain into one of Japan’s most recognizable beer hall brands. The display windows, filled with food replicas and beer models, remain the main tool of its success.

According to Japanese marketing experts, advertising through replica food and drinks in a display window guarantees consistently high sales. The benefits include:

• Attracting immediate attention of passersby;
• Increasing the number of visitors;
• Raising the average bill;
• Reducing customer service time;
• Standing out from competitors.

Together, these advantages can boost bar revenue by up to 300% per month.

Ginza Lion Display Windows — The Business Card of the Bar

For decades, the advertising strategy of Ginza Lion bars has relied on their eye-catching display windows, which have become the true business card of the brand. Their popularity not only strengthened the image of Ginza Lion itself but also helped make Sapporo beer one of the most popular beverages among adults in Japan.

To expand internationally, the Sapporo company began opening Ginza Lion beer halls overseas. The first international branch was launched in Singapore in January 2013, introducing both the unique beer hall culture and authentic Japanese hospitality to global customers.