Tokyo Confidential taps into booming Japanese ski tourism with new venue
EatMe, the group behind Tokyo Confidential, has opened a new concept in ski town Niseko, bringing Mexican dishes and an agave-focused drinks menu to tourists exploring the slopes.
Japan’s ski tourism has hit new heights. In March, it was reported that resorts had experienced a stellar season, with Visa data revealing a boom in international visitors flocking to the slopes.
The number of overseas tourists increased by nearly 50% year-on-year, making up 80% of all ski travellers in Japan.
Total numbers also grew by 40%, and spending rose by 25% compared to the previous year.
Tokyo Confidential owner EatMe launched its first spinoff concept, Niseko Confidential, in December 2024. Located in Japan’s most famous ski resort, the cocktail bar and dining space will reopen for the winter season. Its dinner menus include a 4-course menu priced at ¥17,600 (£87), the Signature 6-course menu for ¥19,800 (£98) and the Premium 6-Course Menu for ¥39,600 (£195).
Holly Graham, founder and creative director of Tokyo Confidential and creative director of Niseko Confidential and Tepache, described the ski town as an “interesting market for us”. She said: “There’s definitely been a boom of tourism over the last few years, and we only see that continuing to grow – not just during ski season but also during the summer, which we trialed in July and August with Niseko Confidential.”
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Next door, EatMe has launched a second venue in the town, doubling its après ski offering. Tepache, its latest concept, is a Mexican-inspired venue offering Tequila, mezcal and raicilla alongside the country’s classic dishes.
Graham said of the new addition: “I’ve always had a genuine love for Tequila, mezcal and everything about Mexican culture. After the success we saw last season with Niseko Confidential, we saw an opportunity to bring something completely new to Niseko as Mexican cuisine is pretty unrepresented here.”
Tepache, which takes its name from the fermented pineapple beverage that originated in Mexico, will be opening 12 December for its first winter season.
The venue boasts Hokkaido’s largest agave collection, and also showcases lesser known Mexican spirits.
Chef Rene Baez, formerly of Tokyo’s Chelas, takes the helm in the kitchen, developing a selection of modern Mexican dishes with two sharing-style menus with five or seven courses.
Tokyo Confidential, EatMe’s flagship venue, opened in October 2023. It’s the first bar concept launched by Graham, who is also an author and drinks industry journalist, and created the space to capture the feel of “a houseparty that gets suitably rowdy”.
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