lf (pronounced "elf"), a company based in Utsunomiya City, Tochigi Prefecture, launched the izakaya card game ENTERtei in December 2025, in collaboration with sake breweries across the prefecture. The game is now available at cooperating stores throughout Tochigi.
A new form of regional entertainment has emerged, allowing players to experience Tochigi's sake culture while having fun.
What Makes It Unique
ENTERtei is an unprecedented local card game that collaborates with 43 sake breweries, breweries, and wineries across Tochigi Prefecture, featuring actual sake labels and logos on 60 card designs.
The rules are based on the trump card game American Page One, making it easy for beginners to enjoy, while also offering advanced gameplay options. The game includes difficulty adjustments with four rule levels: first visit, regular, frequent customer, and VIP, allowing for repeated play.
In the game, players become customers at ENTERtei and compete to be the first to get rid of their cards. The concept involves creating a fun drinking atmosphere while pushing drink costs onto others as you aim to finish.
The game features many lucky charms commonly found in izakayas, such as owls and beckoning cats, which bring good fortune to players. Meanwhile, cards representing scenarios like alcohol harassment and free-for-all situations add to the atmosphere.
Why a Card Game Now?
Following the UNESCO Intangible Cultural Heritage listing of Japanese cuisine and traditional sake brewing, lf planned this project with themes of "conveying culture through play" and regional revitalization.
With the foundation for indoor family and group entertainment established since the COVID-19 pandemic, the game humorously recreates drinking scenarios and drinking communication, providing an experience where laughter and learning coexist.
Future Vision
The game includes a "Sake Brewery Maker Map" introducing sake breweries throughout Tochigi Prefecture, aiming to spark interest in local sake through gameplay and encourage actual visits to breweries.
The creators hope to contribute to Tochigi Prefecture's revitalization and rejuvenate the aging fan base of sake breweries.
To achieve this, they want to create a landscape where ENTERtei is commonly found at sake shops, tourist facilities, izakayas, accommodations, and karaoke venues throughout Tochigi Prefecture.
Looking ahead, they plan to expand collaborations further, spread the Tochigi model nationwide, develop versions for other regions, and grow this project into one that supports regional culture through entertainment.
Sales Information
Product Name: ENTERtei
Price: ¥3,300 (tax included)
Sales Locations: lf EC site (http://lfEc.base.shop) and stores including Shimadaya Sake Shop, Koike Sake Shop, Daiichi Shuzo, Tonoike Sake Shop, BLUE MAGIC, NikkoBrewing, Tochigi Micro Brewery, Nasu 661 Wine Hills, @0054, and Vege & Berry.
Contact Information
lf (elf)
Location: Utsunomiya City, Tochigi Prefecture
Contact: Ogawa
Email: enterteigame@gmail.com
Phone: 070-9205-3796
Instagram: @entertei.mondo
