Long-Established Butcher Hiyama Opens Yakiniku Restaurant "WAGYU YAKINIKU Hiyama" in Tokyo's Ebisu, August 8

Hiyama Co., Ltd. (headquartered in Chuo-ku, Tokyo) is opening a yakiniku restaurant, WAGYU YAKINIKU Hiyama, in Ebisu, Shibuya-ku, Tokyo, on August 8, 2026.

Since its founding in 1912, Hiyama has built its business around the meat trade, sharing the flavor of wagyu and Japan's food culture with customers through sukiyaki and kappo-style dining. WAGYU YAKINIKU Hiyama grew out of a wish to let more people enjoy, more casually, the wagyu the company handles every day — and to let guests discover through yakiniku just how delicious wagyu can be.

Keeping the eye for quality and the techniques it has built up over more than a century, along with its commitment to flavor, Hiyama's aim is simple: to be, above all, a yakiniku restaurant where the meat is delicious. In Ebisu, the company has created a restaurant where guests can enjoy the true flavor of the wagyu Hiyama selects, in the casual, approachable style of yakiniku.

"Always Delicious. Truly Delicious. That's Hiyama's Meat."

What Hiyama has valued for years is a quality of flavor that can't be captured by brand name or grade alone. The company's standard has always been to look at each individual animal and judge whether its taste, aroma, and fat quality come together in balance.

Hiyama bids directly at the Tokyo meat market, judging carcasses by their marbling, color, sheen, texture, and overall balance before buying, then tasting the meat itself once it arrives. That process is what builds the quality behind the idea that "it's delicious because it's Hiyama's meat." This time, yakiniku is the format the company has chosen to let people enjoy that meat more freely and more easily.

The Flavor of Wagyu Itself, Best Conveyed Through Yakiniku

Part of the appeal of yakiniku is that guests can enjoy the flavor of wagyu with all five senses while grilling the meat themselves — the sound of meat sizzling on the grill, the aroma that rises from it, the juices that flow out as it cooks, and the savory richness of the lean meat and sweetness of the fat that fill the mouth the moment it's eaten. Yakiniku is a format that lets diners experience, in the moment, the taste, aroma, and fat quality that Hiyama has always valued.

At WAGYU YAKINIKU Hiyama, staff won't grill the meat for guests — instead, guests grill it themselves. The idea is to let each guest freely enjoy the individual character and flavor of every cut at their own pace.

A Course Built to Bring Out the Best of Wagyu

Unlike most yakiniku restaurants, which center on à la carte ordering, WAGYU YAKINIKU Hiyama serves mainly course meals. That's because the goal is to let guests taste the wagyu Hiyama has chosen in the order that brings out the most flavor, based on the condition of the meat and the character of each cut that day. The savory richness of the lean meat, the sweetness of the fat, the aroma, the texture, and the lingering finish — the course draws out the appeal of each cut, mixing meat enjoyed simply with salt and meat paired with Hiyama's own sauce, building toward a satisfying finish without overloading guests.

Rather than lining up high-end wagyu for its own sake, the course is built from the perspective of a butcher asking, "How do we bring out the most flavor from this particular piece of meat?"

From Market to Table — Yakiniku From a Company That Knows Meat Inside and Out

As a primary wholesaler that bids directly at the Tokyo meat market, Hiyama has long been involved in every step of wagyu's journey from market to table — buying, processing, selling, and serving it as a finished dish. Being able to choose each animal individually against Hiyama's own standards, rather than relying only on regional brand names or grades, and to judge each cut's character to decide how best to cut and serve it — that's the strength built up over more than a century of working with meat.

Drawing on that purchasing strength and expertise, Hiyama has also focused on balancing high-quality wagyu with prices that let as many people as possible enjoy it. Rather than a place for "good meat you save for special occasions," the goal is a yakiniku restaurant guests think of whenever they simply want to eat delicious meat today.

Bringing Delicious Wagyu to More People Through Yakiniku

What matters most to Hiyama at this restaurant is simple: to let guests enjoy delicious meat, deliciously — and to let as many people as possible discover just how good real wagyu can be.

Yakiniku has a casualness and freedom that sukiyaki and shabu-shabu don't quite offer, gathering around the grill with family, friends, or coworkers and cooking together.

If, in that time, guests taste the wagyu Hiyama has chosen and find themselves thinking, "Wagyu is this delicious," nothing would make the company happier. No special knowledge is needed — just the simple feeling that "this meat is delicious," and the wish to "eat great wagyu again." Built by a company that has spent more than a century working with meat, WAGYU YAKINIKU Hiyama is, above all, a yakiniku restaurant where the meat is delicious.

Store Overview