The value of "real connections" in the AI era. The new form of community centered on food depicted by Japan's largest gourmet community "IRO+".

What is the rapidly expanding gourmet community "IRO+"?

"IRO+ (Irotas)" is a selective, invitation-only gourmet community for food lovers in their 20s and 30s.

IRO+ is a community that values the experience of eating, not just sharing meal plans or restaurant information, but also including the value of "who you eat with."

As of July 2026, it is rapidly expanding, primarily in the Kanto region, as one of Japan's largest gourmet communities with over 1,000 cumulative members.

IRO+'s features are not limited to large-scale events led by the management.

Each member takes the initiative to plan their own "restaurants they wanted to visit," "food experiences they want to share with someone," and "dining opportunities to meet new people," fostering natural interaction within the community.

Gourmet gatherings are held daily in various locations, and connections between participants expand to new plans and encounters.

IRO+ is growing as a "self-sustaining community" where members not only participate passively but also create culture and spread enthusiasm.

Furthermore, we actively collaborate with restaurants, brands, and producers.

In the past, we have developed a variety of food-centric events, including on-site sushi by sushi chefs, drink offerings by sponsoring companies, live food experiences, seasonal events, tuna dissection shows, and limited collaboration courses.

Currently, our activities are centered in the Kanto region, but we are considering expanding to other areas, including Kansai, to create more opportunities for food lovers to connect.

Reasons why IRO+ is chosen

<1> Growing need for "casual connections through hobbies" in the SNS era

We live in an era where SNS makes it easy to connect with anyone.

However, the more online connections increase, the higher the need for relationships where people can meet safely in real life and places where conversations naturally arise through shared hobbies.

Especially for those in their 20s and 30s, having a community outside of work and school is becoming an important element in enriching their daily lives, as their jobs, living locations, and lifestyles change.

However, what people seek today is not necessarily "deep connections."

Not a place that requires mandatory weekly attendance, nor a place that forces deep relationships,

"Participate when you want to" "Talk naturally about what you like" "Engage at a comfortable distance without pressure"

Such "casual yet reliably connected places" are in demand.

The background to IRO+'s popularity is precisely this zeitgeist.

Because of the common hobby of gourmet food, conversations are easy to start even with first-time acquaintances.

Because there is time to savor delicious food together, relationships naturally deepen without forced self-disclosure.

IRO+ proposes a new way of connecting with people that fits the modern era, sparked by food.

<2> "Quality of the space" maintained by being selective and invitation-only

IRO+ is a selective, invitation-only community exclusively for those in their 20s and 30s.

Being selective might give a closed impression. However, the reason IRO+ adopts a selective system is not to be exclusive.

It is to protect the community's atmosphere, manners, and the quality of the experience so that all participants can enjoy themselves with peace of mind.

When attending a gourmet gathering or networking event for the first time, many people worry about more than just the food.

What kind of people are participating?

Will I stand out if I go alone?

Is it an atmosphere where I can converse with ease?

Are they people with compatible manners and values?

To alleviate these concerns, it is necessary to carefully cultivate the community's standards and culture, not just increase the number of members.

At IRO+, we value not only interest in food but also respect for fellow participants and an attitude of enjoying the occasion.

As a result, it is easy for first-time participants to join with confidence, and a cycle is created where members naturally introduce each other and want to attend the next gathering.

Because it's not a place "anyone can join," you can participate with peace of mind.

Because it's a place "where selected people gather," the quality of the experience is maintained.

This balance is one of the reasons why IRO+ is chosen by many in their 20s and 30s.

<3> A "self-sustaining community" where members actively participate

A major appeal of IRO+ is that not only the management creates events, but the members themselves are active participants.

"I want to go to this restaurant." "I want to make new gourmet friends." "I want to host a gathering for my favorite genre."

These small sparks of enthusiasm from members take shape as daily gourmet gatherings, creating the vitality of the entire community.

The most important thing in a community is not a space unilaterally provided by the management, but a state where participants begin to engage with it as their "own thing."

At IRO+, members not only participate in events but also become organizers, invite friends, and create new connections. This accumulation leads to a vibrant culture where gourmet gatherings are held almost every day.

In other words, IRO+ is not just a membership service. It is a passionate community that continues to grow through the actions of each individual member.

The value of offline communities is increasing precisely because of the AI era

With the advancement of AI, our lives are becoming increasingly convenient.

Information gathering, text creation, translation, reservations, recommendations— We have entered an era where many tasks that previously took humans time are being streamlined by AI.

In the realm of gourmet food, AI will likely be utilized in various situations, such as selecting restaurants, analyzing reviews, and suggesting restaurants that match preferences.

However, no matter how much technology evolves, there are things that AI cannot replace. This is the experience of gathering in the same space, savoring the same food, and sharing the atmosphere and emotions of the moment with someone.

The live feeling of food being prepared right in front of you.

The exhilaration that arises at the moment of a toast.

Casual conversation with the person sitting next to you.

The moment you involuntarily exchange glances when you eat something delicious.

These offline experiences cannot be measured by data or efficiency alone.

Rather, precisely because we are in an era where information and tasks are streamlined by AI, people will increasingly feel the value of "the meaning of meeting people in real life" and "experiences that can only be obtained by being there."

IRO+ aims not simply to introduce delicious restaurants.

It is to create "real experiential value" that cannot be replaced by AI, where people meet through food, relationships are formed, and new enjoyment is added to daily life.

Future prospects depicted by IRO+

IRO+ aims to become "Japan's largest community that creates high-quality connections and experiences centered on gourmet food," and will further expand its activities.

The "food" axis, which we have always valued, will remain unchanged.

On the other hand, connections born from gourmet food have the potential to extend beyond dining to broader lifestyles such as travel, sports, seasonal events, and regional experiences.

Going out to eat delicious food.

Meeting producers.

Experiencing local food culture.

Traveling with friends.

Enjoying sports and activities.

Enriching hobbies and holidays after adulthood.

IRO+ will evolve into a community that creates "life events" for people in their 20s and 30s to enjoy life more, while centering on gourmet food.

Since April of this year, we have launched over 10 club activities, including travel and sports, and each club is actively engaged daily. Connections are being made through various hobbies besides gourmet food.

In addition, we plan to further strengthen connections with restaurants, chefs, brands, and producers in the future.

For restaurants, it will be a place to directly convey their appeal to members with a high sensitivity to food. For producers, it will be a place to convey their passion and story as an experience. For members, it will be a place to experience food creators and special experiences they wouldn't normally encounter.

IRO+ will expand the new possibilities of gourmet communities by connecting participants, restaurants, producers, and regions.

The thought behind the name IRO+

The name IRO+ embodies the idea of "adding (plus) color (IRO) to everyday life through food." Time spent eating delicious food is a familiar and easily enjoyable moment for everyone.

And by sharing that time with someone, everyday life becomes a little special.

"I was able to go to the restaurant I wanted to visit."

"I made a new friend."

"I had a new experience."

"I'm looking forward to the next plan."

Such small accumulations lead to a sense of fulfillment in life.

IRO+ will continue to create experiences that connect people through food and enrich the daily lives of each member.

In the AI era, the enthusiasm generated in real-life settings.

In an era overflowing with information, time spent with trusted people.

And not just eating, but a community where you can enjoy "who you share the experience with and what kind of experience it is."

IRO+ will move forward aiming to be the place where Japan's gourmet lovers are most passionate, further expanding the possibilities of gourmet communities.

Finally: Recruitment for the 7th term members

Finally, IRO+ is currently recruiting new members for its 7th term.

We welcome members in their 20s and 30s who want to enjoy their daily lives more through food.

If you wish to participate, please apply for the membership screening through our official website or official social media.

Official HP: https://irotas-community.com

Official Instagram: https://www.instagram.com/irotas_community_official

<Community Overview>

Community Name: IRO+ (Irotas)

Target: Gourmet-loving men and women in their 20s and 30s

Format: Selective, invitation-only

Cumulative Members: Approx. 1,000

Activity Area: Primarily Kanto / Future expansion to other areas such as Kansai planned

Activities: Gourmet gatherings, restaurant collaborations, seasonal events, experiential events, co-creation projects with producers and brands, etc.