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At a glance, First Dash is just a regular Tokyo bar. Customers laugh and drink, their animated chatter competing with the monotonous beat of techno thumping through speakers hovering somewhere above dimmed, orange-tinted lights.

When a customer enters, however, a row of eight fresh-faced young men who had previously been gathered around the bar counter glued to their smartphones suddenly rise to their feet and in unison bark out a well-rehearsed greeting: “Irasshaimase!

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