A line of around 30 people queueing for snacks snakes around the inside of Izakaya Bunka, a Japanese-style pub, during its packed opening night on Dec. 14. Staffers at the Asakusa Ward spot have laid out an impressive buffet-style spread for all in attendance, set in front of a stack of nihonshu (Japanese sake) bottles that the venue's general manager jokingly called "Mount Fuji" in a speech minutes before. Cameramen representing TV morning shows record all of this, while a woman standing at the back urges attendees to take a photo and post it to Instagram. "You'll get one more free drink," she says encouragingly to visitors.