Publicity can be both good and bad. It can help a restaurant or pub stay open and economically healthy. It can also, however, be the bane of an establishment as well. Too much attention has its downfalls.

Ni-go-han in Shibuya knows this well. It's relatively unknown, at least among the masses -- which simply adds to the mystique of the place. It is but a three-minute walk from Shibuya Station, just up Miyamasu-zaka. It is hardly hidden, being right on the main street and marked with a big sign pointing to the building basement. Still, you'll not likely see it advertised or written up in any book or magazine.

It seems they shun such attention, choosing to pass on offers of inclusion in city magazines and sake pub guidebooks. Upon inquiry (after settling down with sake in hand), it was revealed that the master is of the opinion that all that would do more harm than good. After all, you never know what kind of riff-raff will come stumbling in. He may have a point.