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It’s Saturday night at Bar Shampoo, one of the roughly 200 tiny watering holes crammed into the Golden Gai district of Shinjuku, and Takashi Goto is setting up for G10 Sake Night, the popup event he’s hosted every weekend since June.

Bottles of premium brews sit chilling in ice buckets as Prince’s “Let’s Go Crazy” blasts from the speakers.

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PHOTO GALLERY (CLICK TO ENLARGE)