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cosplay restaurant are theme restaurants and pubs that originated in Akihabara, Tokyo, Japan, around the late 1990s and early 2000s. They include and , where the service staff dress as elegant maids, or as butlers. The staff treat the customers as '' masters'' ...
s found predominantly in Japan. In these cafés, waitresses, dressed in maid costumes, act as servants, and treat customers as masters (and mistresses) in a private home, rather than as café patrons. The first permanent maid café, Cure Maid Café, was established in
Akihabara is a common name for the area around Akihabara Station in the Chiyoda ward of Tokyo, Japan. Administratively, the area called Akihabara mainly belongs to the and Kanda-Sakumachō districts in Chiyoda. There exists an administrative district ca ...
,
Tokyo Tokyo (; ja, 東京, , ), officially the Tokyo Metropolis ( ja, 東京都, label=none, ), is the capital and largest city of Japan. Formerly known as Edo, its metropolitan area () is the most populous in the world, with an estimated 37.46 ...
, Japan, in March 2001, but maid cafés are becoming increasingly popular. As they have done so, the increased competition has made use of some unusual tactics in order to attract customers. They have also expanded overseas to several countries around the world.


History

Maid cafés were traditionally associated with
Akihabara is a common name for the area around Akihabara Station in the Chiyoda ward of Tokyo, Japan. Administratively, the area called Akihabara mainly belongs to the and Kanda-Sakumachō districts in Chiyoda. There exists an administrative district ca ...
(秋葉原), a district in Tokyo famous for its extensive electronics and anime/manga related stores. Commonly a place for
otaku is a Japanese word that describes people with consuming interests, particularly in anime, manga, video games, or computers. Its contemporary use originated with a 1983 essay by Akio Nakamori in '' Manga Burikko''. may be used as a pejorat ...
to visit, Akihabara contains several themed cafes, including maid cafes. However, with the increasing media attention on these cafes, they have developed into tourist attractions as well and less of an otaku hotspot. Because of this, peak wait times can be about two hours. These establishments also tap into a new trend in Japan that deals with alternate forms of intimacy. Historically, following Japan’s economic crash during the 1990s, the ideas surrounding intimacy changed to become more individualistic. Because of this, some people who cannot form organic relationships with others turn to other forms of intimacy in order to fulfill the missing intimacy in their lives. Therefore, maid cafes provide a place for people to do so, especially for those who are interested in manga and anime because these cafes tend to mimic these works. In addition, though maid cafes can have certain connotations, these establishments do not provide any sexual services.


Comparison to other establishments

Though maid cafes do not provide sexual services, the gender relations contribute to the popularity and enjoyable experience for patrons. Scholars such as Patrick Galbraith and Anne Allison conclude that maid cafes provide a very different experience compared to things such as hostess clubs. These places focus more on the workplace and satisfying men due to their hard work, whereas maid cafes operate in quite different ways. For example, visiting maid cafes often is not seen as anything shameful, whereas chronically visiting a hostess bar is viewed quite differently in Japan. In fact, many maid cafes rely on regular customers to provide stable business. Instead, maid cafes focus on providing an escape from the home and work spheres. Furthermore, according to anthropologists such as Anne Allison, a maid cafe lacks the same sexual and caretaker undertones that hostess bars do. Maids encapsulate a more pure form that provides an alternate world to patrons. Customers tend to not stray from appropriate topics as an attempt to preserve this space created through role play with the maid.


Employees

These maids are almost always younger women, ranging from around 18 years old to their mid twenties. These women make roughly around the Japanese minimum wage and tend to live with their families. The maids themselves tend to enjoy anime and manga and other aspects of otaku culture, allowing them to create further connections with their patrons. However, these jobs tend to not be careers for these women, rather being stopgaps before acquiring permanent employment elsewhere. Contrary to popular belief, the maids themselves tend to enjoy their work due to the ability to express themselves and explore the cafe's alternate character universe alongside the patrons. However, issues still remain regarding patron conduct outside the workplace. Although strict rules are established to prevent disorderly conduct at these cafes, some customers violate these rules and attempt to make contact outside the workplace, causing maids to experience discomfort. Preserving a particular image/identity is also vital to upholding the fantasy component of these establishments. In addition to the strict rules for patrons, the maids adopt different names for work and are not allowed to smoke or drink. Their personal relationships with men are also affected, as they cannot spend time with other Akihabara men. By doing so, this allows the maids to uphold a specific identity to their patrons and potential customers. When their careers as maids come to a close, whether due to age or by choice, some can opt to work for the corporate agencies behind these cafes. For example, one prominent maid from @home cafe opted to work on the advertising side of the industry after entering the dating scene and therefore altering her identity as a maid.


Costume and appearance

The maid costume varies from café to café but most are based upon the costume of French maids, often composed of a dress, a petticoat, a pinafore, a matching hair accessory (such as a frill or a bow), and
stockings Stockings (also known as hose, especially in a historical context) are close-fitting, variously elastic garments covering the leg from the foot up to the knee or possibly part or all of the thigh. Stockings vary in color, design, and transpare ...
. Often, employees will also
cosplay Cosplay, a portmanteau of "costume play", is an activity and performance art in which participants called cosplayers wear costumes and fashion accessories to represent a specific character. Cosplayers often interact to create a subculture ...
as
anime is Traditional animation, hand-drawn and computer animation, computer-generated animation originating from Japan. Outside of Japan and in English, ''anime'' refers specifically to animation produced in Japan. However, in Japan and in Japane ...
characters. Sometimes, employees wear animal ears with their outfits to add more appeal. Most commonly, manga style costumes are worn. Waitresses in maid cafés are often chosen on the basis of their appearance; most are young, attractive and innocent-looking women. Applicants are sometimes tested to determine whether they can sufficiently portray a given character that they will be cosplaying. In order to maintain the cosplay fantasy, some employees may be contractually obligated to not reveal personal information to patrons, to slip out of character or to allow patrons to see them out of costume. These maids are traditionally female, with men working in operational tasks such as cooking. However, some maid cafés also have cross-dressing males as maids. Because they're men dressed up as maids instead of women, crossdressing maid cafés have attracted a lot of attention and become very popular.


Clientele

Maid cafés were originally designed primarily to cater to the fantasies of male
otaku is a Japanese word that describes people with consuming interests, particularly in anime, manga, video games, or computers. Its contemporary use originated with a 1983 essay by Akio Nakamori in '' Manga Burikko''. may be used as a pejorat ...
– fans of
anime is Traditional animation, hand-drawn and computer animation, computer-generated animation originating from Japan. Outside of Japan and in English, ''anime'' refers specifically to animation produced in Japan. However, in Japan and in Japane ...
,
manga Manga ( Japanese: 漫画 ) are comics or graphic novels originating from Japan. Most manga conform to a style developed in Japan in the late 19th century, and the form has a long prehistory in earlier Japanese art. The term ''manga'' is ...
and
video games Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, controller, keyboard, or motion sensing device to generate visual feedback. This feedbac ...
. They have been analogized as the otaku's equivalent of hostess bars. The image of the
maid A maid, or housemaid or maidservant, is a female domestic worker. In the Victorian era domestic service was the second largest category of employment in England and Wales, after agricultural work. In developed Western nations, full-time maids ...
is one that has been popularized and fetishized in many manga and anime series, as well as in gal games. Important to the otaku attraction to maid cafés is the Japanese concept of '' moe''. People who have moe fetishes (especially a specific subcategory known as maid moe) are therefore attracted to an establishment in which they can interact with real-life manifestations (both physically and in demeanor) of the fictional maid characters that they have fetishized. Cafés may also employ a ''
tsundere is a Japanese term for a character development process that depicts a character with a personality who is initially very harsh before gradually showing a warmer, friendlier side over time. The word is derived from the terms ('to turn away in ...
'' theme - another character trope which is a subset of the moe phenomenon and refers to a character who is initially cold or hostile before revealing feelings of warmth or affection. Around the early 2000s, maid cafés became more common and popular in Japan as otaku culture became increasingly mainstream. As a result, there has been a diversification of themes and services at the restaurants but they are ultimately still predominantly colored by anime and video games. Today, the maid café phenomenon attracts more than just male otaku, but also couples, tourists, and women. Other types of cafés consist of: * Victorian style, based on the
Victorian era In the history of the United Kingdom and the British Empire, the Victorian era was the period of Queen Victoria's reign, from 20 June 1837 until her death on 22 January 1901. The era followed the Georgian period and preceded the Edwa ...
of the U.K. * "Modern-traditional", where maids wear a mixture of
kimono The is a traditional Japanese garment and the national dress of Japan. The kimono is a wrapped-front garment with square sleeves and a rectangular body, and is worn left side wrapped over right, unless the wearer is deceased. The kimono ...
and maid outfits. * Neko Café: Neko (ネコ, 猫) means ''cat'' in Japanese, and maids will wear cat tails and cat ears.


Menu

Most maid cafés offer menus similar to those of more typical cafés. Customers can order coffee, other beverages, and a wide variety of entrées and desserts. However, in maid cafés, waitresses will often decorate a customer's order with cute designs at his or her table. Syrup can be used to decorate desserts and , a popular entrée combining omelettes and rice, is typically decorated using ketchup. This service adds to the image of the waitress as an innocent but pampering maid. These prices are typically raised in order to compensate for the service provided by these maids. In the making of these decorative desserts and entrées, maids will often also begin to say chants, making both the experience and food that their customers are about to receive seem more .


Rituals, etiquette and additional services

There are many rituals and additional services offered at many maid cafés. Maids greet customers with and offer them wipe towels and menus. Maids will also kneel by the table to stir cream and sugar into a customer's coffee, and some cafés even offer spoon-feeding services to customers. Increasingly, maid cafés offer grooming services, such as ear cleanings and leg, arm, and back massages (provided the customer remains fully clothed), for an additional fee. Customers can also sometimes play rock-paper-scissors, card games, board games and video games with maids as well as prepare
arts and crafts A handicraft, sometimes more precisely expressed as artisanal handicraft or handmade, is any of a wide variety of types of work where useful and decorative objects are made completely by one’s hand or by using only simple, non-automated re ...
and sing
karaoke Karaoke (; ; , clipped compound of Japanese ''kara'' "empty" and ''ōkesutora'' "orchestra") is a type of interactive entertainment usually offered in clubs and bars, where people sing along to recorded music using a microphone. The music is ...
. Despite these services, maids maintain some distance between them and their customers by doing things such as sitting across from them and never alongside them. Maid cafes tend to have more of a fantasy-like bar style where counters and stages are smoothed over. There, entertainment will be seen and pictures can be taken in a more creative way. Customers are also expected to follow basic rules when they are at a maid café. One Tokyo maid café recently published a list of ten rules that customers should follow in a maid café. For example, customers should not touch a maid's body, ask for a maid's personal contact information, or otherwise invade her personal privacy (by
stalking Stalking is unwanted and/or repeated surveillance by an individual or group toward another person. Stalking behaviors are interrelated to harassment and intimidation and may include following the victim in person or monitoring them. The term ...
). One common rule in a maid café is that photographs of maids or the café interior are forbidden. However, customers may have the option of paying an extra fee to have their photograph taken with a maid, possibly hand-decorated by the maid. Some maid cafes implement an hourly charge. Patrons are further reminded of these rules when entering, as posters are often on the wall listing rules for that particular establishment.


See also

*
Akihabara Trilogy The is a series of films set in Akihabara, Tokyo, Japan. The plots of the films revolve around the cosplay and otaku subcultures associated to the location, with themes such as maid cafés and collectible action figure An action figure is a p ...
(films inspired by maid cafés) *
Band-Maid Band-Maid (stylized as BAND-MAID® until 2016) is a Japanese rock band formed in 2013, consisting of singer Saiki Atsumi, guitarist/singer Miku Kobato, lead guitarist Kanami Tōno, bassist Misa, and drummer Akane Hirose. The band combines a rock ...
(a female Japanese rock band with a maid café theme) *
Butler café A is a subcategory of cosplay restaurant that originated in Japan. In these cafés, waiters dress as butlers and serve patrons in the manner of domestic servants attending to aristocracy. Butler cafés proliferated in reaction to the popularit ...
* Cigarette girl * Hostess club * '' Maid Sama!''


References


Further reading

* Hoffman, Ken.
A haircut and more at Maid Café
. ''
Houston Chronicle The ''Houston Chronicle'' is the largest daily newspaper in Houston, Texas, United States. , it is the third-largest newspaper by Sunday circulation in the United States, behind only ''The New York Times'' and the ''Los Angeles Times''. With i ...
''. December 5, 2011. *


External links

{{Types of coffeehouses Types of coffeehouses and cafés Cosplay Heisei period Japanese inventions Japanese popular culture 2001 introductions