Ushikoi Yakiniku - byFood x GTJ Collaboration Experience

On my first trip to Japan, I wanted to become more familiar with Japanese food products. Thanks in large part to GivingTuesday Japan’s partnership with byFood and assistance from GivingTuesday Japan staff member April, alongside the Shibuya Ushikoi staff, I was able to do so when I experienced the yakiniku restaurant named Ushikoi in Shibuya, Tokyo.

Source: Ushikoi Website

Learning about the food practices in Japan revealed aspects of the local cultural philosophy of nourishment. What keeps a community healthy is often reflected in the values shop owners adopt to ensure the food meets the needs of their local community. The act of receiving a meal can be a complex topic; meat, in particular, tends to receive scrutiny, and a standard of quality and excellence is often assumed in its preparation. As a novice unfamiliar with most cooking techniques, this experience at Ushikoi was a prime opportunity for me to broaden my horizons. The background of present-day Ushikoi consequently provided me with a new context for understanding Japanese food.

Let’s begin with a brief introduction to the formation of the Ushikoi restaurant chain: the first-ever Ushikoi restaurant opened in July 2012 in the Kanda district of Tokyo. The Shibuya location opened in August 2021 and quickly became a flagship for the brand due to its prime location near Miyashita Park. Their signature dish is called "Peace Beef"—a lean, hand-cut slice of beef designed to have half the fat of standard loin but double the "umami" flavor.

Source: Ushikoi Website

One way the Ushikoi restaurant distinguishes itself from other restaurants is by procuring lean cuts of meat that can be grilled at the table and enjoyed by families at an affordable price point. The reduction in fat means the customer can enjoy higher-quality, more nutrient-dense, and filling meat. Furthermore, the option to eat more on a budget doesn’t imply a loss of quality. Bringing yakiniku to families on a budget so that it remains both healthy and satisfying seems to be the restaurant chain’s primary mission and the reason it has persevered. On top of that, the owner is said to have a personal motto of always aiming to bring satisfied smiles to customers’ faces, which grounds the restaurant in a community-centric ethos.

At the same time, the restaurant brands itself as the go-to spot for athletes and fitness enthusiasts for its selection of lean, high-protein meats. The interior of the restaurant features the signatures of celebrities on the walls and a lively, welcoming atmosphere that contrasts with the stiff formality found in traditional fine dining. Despite the touch of fame, the restaurant grounds itself in a family-friendly theme of inclusiveness by employing the fictional Koinosuke superhero figure, who represents the anonymous founder’s interest in spreading a low-cost dining experience to the average person.

Source: Ushikoi Website

The Ushikoi restaurant chain has several locations in Tokyo, but our reservation was at a Shibuya branch, a notoriously crowded area. Luckily, choosing a late lunchtime slot also meant the place was quiet with fewer customers present. The Ushikoi location in Shibuya is just a few streets away from Shibuya Station, and despite the streets connected to Shibuya Scramble Crossing remaining ever busy, the restaurant retains a quiet, private atmosphere during afternoon hours.

Now, about my thoughts and impressions of the food and dining experience itself. As an American here in Japan, I usually find the portions a bit underwhelming. If I eat something meant for one person, it usually leaves quite a bit of room in my stomach. But during my experience at the Ushikoi restaurant, I had a revelation: my stomach was actually full at the end, and the meal we ordered wasn’t of the all-you-can-eat kind. This seems to lend plausibility to the idea that eating lean meat could be more filling. I definitely think my stomach was satisfied.

*Note: for reference, Ushikoi restaurants have an English menu available in person.

With that said, I am no expert at grilling or cooking food over an open flame, and I was a little afraid to try the suggestion of eating my meat cooked rare. To me, cooking over an open flame feels like an adventure without a definitive ending: in this sort of setting, you write your own ending. Some flames seemed to grow fanatically in response to being fed uncooked pieces of meat and veggies. As far as taste goes, I still appreciate well-cooked meat. Even the slightly overcooked vegetables, like mushrooms, tasted decent by the end. I think there was a harmony of flavors coming together in the mixture of dishes that was difficult to upset. 

More than anything, though, I think I appreciated the peace of mind that I hadn’t found myself in the center of a rowdy bar. Food tastes best when it agrees with your stomach. I think the accessibility of the experience stood out despite my novice attempts at cooking. I wasn’t haunted by pangs of regret when I cooked the food the wrong way, and overall, I thought the food tasted quite good and comfortable to eat. Silence and a relaxed atmosphere are what fine seasoning is to my palette; though I’m sure a hungry person will eat most food, and I wouldn’t call myself a food connoisseur just yet. No matter how you slice it, cooking over a flame does yield some extraordinarily delicious food at times.

My appreciation for the Japanese food landscape has grown even if just a bit, and along with it, my desire to experiment and understand what makes popular Japanese food a success on a deeper level. It could be about time for me to pick up a Japanese cookbook so I can continue my journey.

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Fun facts:

Every 29th of the month is "Meat Day" (Ni-ku in Japanese sounds like 2-9), where they offer major discounts and special prices.

Unique Feature: Shibuya is the only branch in the Ushikoi chain that serves a dedicated Fresh Meat/Raw Menu (such as Yukhoe and meat sushi) approved by the Shibuya health department.

Ushikoi is known for community-driven "support" initiatives and local partnerships. They have thrown major events and collaborated with famous Japanese groups like GENERATIONS from EXILE TRIBE.

The restaurant is built on a philosophy of supporting specific Wagyu producers in Western Japan (Saga, Kagoshima, and Miyazaki) to ensure sustainable business for local farmers.

Celebrity Collaboration: They frequently partner with famous Japanese groups (like GENERATIONS from EXILE TRIBE) for charity-adjacent events or community "booster" campaigns to revitalize local dining scenes.

Pandemic Resilience: During the COVID-19 lockdowns, they were pioneers in the "Uchi-Koi" (Home-Koi) movement, creating high-quality meal kits to support their suppliers and staff when the dining rooms were forced to close.

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Visiting Information:

Book this experience here: https://www.byfood.com/restaurant/ushikoi-shibuya-4849

To try other VIP By Foods experience yourself, visit: https://www.byfood.com/