In a move that has left social media buzzing, the owner of TOYOJIRO—a popular Jiro-style ramen restaurant in Kyoto—has stirred up controversy by placing a cash bounty on the heads of customers who left a one-star review. In a now-deleted Instagram post, the owner unleashed a tirade against dissatisfied patrons, even posting their photos and threatening, “I’ll deal with you!”
According to reports, the incident unfolded after two male customers left a scathing review of their dining experience. The owner, furious over the negative feedback, accused them of tarnishing his reputation and warned them to “come back, eat again, and write a good review with a photo.” His aggressive message didn’t stop there; he declared that if they failed to comply, they’d face dire consequences—even joking that they might be “killed” to ensure the safety of their families.
In a dramatic twist, he offered a bounty of 100,000 yen (about $662) to anyone who could identify the offenders. However, the backlash was swift and severe. Social media users and animal rights groups alike criticized his methods as “misleading and unethical,” while many called for a more professional response to negative feedback.
Amid mounting criticism, both the owner and the restaurant issued public apologies. The establishment, which had only recently celebrated its champion status on Japan’s largest ramen site, Ramen Database, expressed regret over the incident. “This incident has resulted in a shameful outcome for us, and we are committed to transforming ourselves and becoming a ramen restaurant that is truly supported by customers from around the world,” the apology read.
This bizarre episode raises important questions about the limits of customer service and the pressures of maintaining a flawless reputation in today’s digital age. While business owners are entitled to defend their brand, the incident serves as a cautionary tale on how aggressive tactics in response to negative reviews can quickly backfire.
