"Dining terrorism" strikes Japanese beef bowl chain as viral video shows woman drinking directly from communal water pitcher

A storm is brewing online, fueled by a viral video that captures a moment of shockingly poor judgment at a popular Japanese beef bowl chain.

The video, originally posted on Instagram, shows a woman brazenly drinking directly from a water pitcher at a Sukiya restaurant.

“Dining terrorism” has struck again in Japan, as a viral video shows a woman drinking directly from a communal water pitcher at beef bowl chain Sukiya, sparking public outrage.#japan #sukiya #すき家 pic.twitter.com/A0BDAOc5AU
— Essential Japan (@EssentialJapan_) February 6, 2025

Many Japanese restaurant chains provide free water to customers, the most common method of which is providing refillable pitchers on each table.

These are communal items and it is not unusual for a single pitcher to be used by several unrelated customers over the course of a day.

The style of pitchers commonly used in Japanese restaurants. — The style of pitchers commonly used in Japanese restaurants

While the short term nature of Instagram Stories, designed to vanish after 24 hours, might have been intended to shield the act from lasting scrutiny, the digital world had other plans.

A two handed technique was required to drink directly from the pitcher full of water. — A two handed technique was required to drink directly from the pitcher full of water

The video, readily saved and shared through screen recording and reposting, has ignited a firestorm of criticism and left an aftertaste of disgust among online commentators while prompting serious questions about hygiene and public behavior.

The restaurant appeared to be quiet when the incident took place. — The restaurant appeared to be quiet when the incident took place

The online reaction has been swift and fierce, with many expressing their revulsion and vowing to boycott Sukiya.

Sukiya would prefer you to discuss beef bowl toppings rather than this incident. — Sukiya would prefer you to discuss beef bowl toppings rather than this incident

Online comments range from concerns about the pitcher’s cleanliness – “I wonder if they washed the pitcher after she left?” – to expressions of general disgust – “I’m never going to Sukiya again!”

The incident has clearly shaken customer confidence, with many questioning the restaurant’s hygiene practices and the attentiveness of its staff.

Staff may provide refills of drinks such as tea but customers are trusted with the water pitchers. — Staff may provide refills of drinks such as tea, but customers are trusted with the water pitchers

The video has not only damaged the immediate perception of the restaurant but also raised broader anxieties about dining out in a world where such incidents can be instantly amplified.

Sukiya, in response to the growing controversy, has acknowledged awareness of the video and confirmed its authenticity.

Sukiya has a large number of restaurants in Japan and aroudn the world. — Sukiya has a large number of restaurants in Japan and aroudn the world

While they stated that the pitcher in question was not reused after the incident, this assurance has done little to quell public unease.

The company’s statement, “We do not clean the pitchers after each customer leaves”, while perhaps standard practice, has only fueled the fire, raising concerns about potential cross-contamination and the overall hygiene standards of the establishment.

Table service is the norm in the majoirty of Japanese restaurants. — Table service is the norm in the majoirty of Japanese restaurants

This incident echoes a similar episode that rocked the conveyor belt sushi chain Sushiro in 2023, which was dubbed “sushi terrorism” by Japanese media outlets.

A video of a boy licking bowls and a soy sauce dispenser at a Sushiro restaurant went viral, triggering a massive public outcry and leading to a 67 million yen lawsuit filed by the company.

These actions caused outrage when they occurred in a Sushiro restaurant. — These actions caused outrage when they occurred in a Sushiro restaurant

While the lawsuit was eventually settled and withdrawn, the incident serves as a stark reminder of the devastating consequences that even seemingly minor acts of mischief can have in the age of social media.

The rapid dissemination of such videos can inflict irreparable damage to a company’s reputation, leading to boycotts, financial losses, and a general erosion of public trust.

Sukiya is currently consulting with the police regarding the recent incident.

Japanese police take reports of crime seriously

This suggests that the company is taking the matter seriously and exploring all available legal options.

The incident at Sukiya, like the one at Sushiro before it, highlights the precarious position businesses occupy in the digital age. A single act of poor judgment, captured on video and shared online, can snowball into a PR nightmare, potentially leading to long-term damage.

Sukiya are currently promoting a Haikyuu!! anime collaboration. — Sukiya are currently promoting a Haikyuu!! anime collaboration

It underscores the importance of not only maintaining high standards of hygiene and service but also educating the public about the potential ramifications of such thoughtless actions.

Sukiya hold their staff and restaurants to high standards.

The online outrage isn’t just about a dirty pitcher. It is about respect for public spaces, consideration for others, and an understanding that in today’s hyper-connected world, poor behavior, especially when caught on camera, has consequences.

“Doing it for the ‘gram” isn’t an excuse to behave badly in public.

The ease with which such videos spread should remind everyone that even a moment of reckless behavior can have a ripple effect, impacting not only the business involved but also the wider community.