Soho House set to open its first House in Japan, but is it a good idea?

Calling all creatives with an affinity for pool-side lounging and Picantes: Soho House just announced that it will be opening its first House in Japan with Soho House Tokyo. 

Following the opening of Soho House Bangkok in early 2023, many are questioning the success of the model in Asian countries, and in current times. As applications open for membership, here’s a closer look at what can be expected. 

Soho House Tokyo: Japan is set to welcome its first Soho House in the country

Announced just this morning, Soho House has revealed plans to open its first House in Japan, located in the trendy Aoyama district in Tokyo. The new location will mark the fourth Soho House in Asia, joining Soho House Mumbai, Soho House Hong Kong, and Soho House Bangkok. The latter opened in 2023, and was the first Soho House to launch in Southeast Asia. 

Where will Soho House Tokyo be located?

Soho House Tokyo will open in the Aoyama district of Tokyo, very close to the very trendy Omotesando neighbourhood. The area is known amongst the hip crowd for its independent boutiques, fashion stores, and art galleries. 

What will Soho House Tokyo look like?

Soho House Tokyo will differ from Soho House Bangkok, and yet will fall in line with many of the Soho Houses around the world, given its larger space and hotel area.

The new House will be set across four floors, including a club space, an event space, a rooftop pool and terrace, and 42 bedrooms. The interiors will blend Japanese minimalist design with the signature warm hues of Soho House’s comfort-luxe design ethos. 

Dominique Bellas, Membership Director for Cities Without Houses explains, “Soho House has a strong connection with Tokyo, and has been bringing together interesting, diverse Japanese creatives for the past eight years through our Cities Without Houses membership. We can’t wait to open our first House in Japan and welcome more of the incredible talent in the capital city to be part of our global membership community.”

What is a Cities Without Houses membership?

Mentioned in the statement, Cities Without Houses (CWH) refers to a membership for creative-minded individuals who wish to access all Soho Houses globally, as well as enjoy special events. For Japan, membership to CWH allows access to special happenings in Tokyo, Osaka, Kyoto, and beyond. Examples of CWH events include Milan Fashion Week, Dubai Design Week, Singapore Art Week, and Frieze Seoul. 

Is this a good idea?

Whilst the success of Soho House Bangkok is debatable, the opening of Soho House Tokyo comes at an interesting crossroads. Reports have hinted at financial tension within Soho House, and even the local crowd has quietly critiqued the outpost in Southeast Asia. Not enough members, no rooms, small spaces, and that location: it seems the recipe of merely bringing together creatives is not proving enough for Bangkok. 

But perhaps, Soho House Tokyo can turn this around. 

Bangkokians have long looked to Japan as the bible for cool, and the emergence of a Soho House in Tokyo will please at least the travelling crowd. With bedrooms and special spaces, the CWH membership could prove crucial in the Asian market, and for the Thai market specifically. We’re curious to see how the Japanese reception will be, and how the House will honour and blend into the country’s unique creative spirit. As infamous New York and London Houses have lost a little of their glimmer, perhaps it’s up to Tokyo to bring back the original charm of the Soho House in this new age. 

Currently, there are 43 Soho Houses around the world. The Cities Without Houses membership is priced at USD 3700 per year, or USD 1730 per year if you are under the age of 27. Visit Soho House Bangkok here.