Customers enjoying beer and other drinks at a restaurant in Sapporo in the morning (Photo by Kitamura Shisei)

More restaurants in Hokkaido are focusing on serving alcohol during breakfast and lunch hours. Some offer “all-you-can-drink” starting from 7 a.m., while others enhance their snack menus to cater to seniors and those finishing night shifts. With the slow recovery of dining-out demand following the COVID-19 pandemic, these establishments aim to boost sales through high-revenue “morning drinking” and “daytime drinking” while also attracting new customers.

On a weekday around 11 a.m. in mid-July, a man in his 50s, an office worker, was happily finishing his beer at “Fresh Sausage Bar LECKER Sapporo Station North Exit” (Kita-ku, Sapporo), operated by Showa Holdings. “I’m off work today. Drinking before noon feels special and refreshing,” he said with a smile. …

Sapporo

Sapporo is the capital city of Hokkaido, Japan, known for its vibrant urban life, snowy winters, and the annual Sapporo Snow Festival. Founded in 1868 during the Meiji Restoration, it developed rapidly as a modern city and hosted the 1972 Winter Olympics. Key attractions include Odori Park, Sapporo Beer Museum, and its famous miso ramen.

Hokkaido

Hokkaido is Japan’s northernmost and second-largest island, known for its stunning natural landscapes, including national parks, hot springs, and ski resorts. Historically inhabited by the indigenous Ainu people, Hokkaido was officially developed by the Japanese government in the late 19th century during the Meiji era to strengthen Japan’s northern borders and promote settlement. Today, it is a popular destination for outdoor activities, wildlife, and unique cultural heritage blending Ainu traditions with modern Japanese influences.

Fresh Sausage Bar LECKER Sapporo Station North Exit

The Fresh Sausage Bar LECKER at Sapporo Station North Exit is a popular eatery in Sapporo, Japan, known for its high-quality, freshly made sausages. Inspired by German sausage traditions, it offers a variety of flavors, catering to both locals and tourists. While its exact founding history isn’t widely documented, it has become a convenient and tasty stop for travelers exploring Sapporo’s vibrant food scene.

Showa Holdings

Showa Holdings is a Japanese conglomerate with a history dating back to 1938, originally established as Showa Aircraft Industry Co., Ltd. It played a significant role in Japan’s industrial and technological development, later expanding into automotive parts, chemicals, and other sectors. Today, it is known for its contributions to manufacturing and innovation, particularly in the fields of machinery and environmental solutions.