Cui-daore
Osaka restaurant brand founded in 1949, famous for its Dotonbori eatery and the mechanical mascot Kuidaore Taro; now manages the character after closing its restaurant in 2008.
Last updated September 28, 2026
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Overview
Cui-daore (くいだおれ) is a Japanese company and restaurant brand based in Dotonbori, Osaka. It was founded in June 1949 by Rokuro Yamada, who opened a restaurant in what was then Nishiyagura-cho, Minami-ku (now Dotonbori 1-chome, Chuo-ku), Osaka. The name derives from the traditional Kansai expression "kuidaore" (to ruin oneself by eating), reflecting Osaka's identity as a city of gastronomy. The restaurant began as a shokudo (dining hall) aiming to contribute to Osaka's postwar reconstruction, and grew into a multi-floor dining complex offering yoshoku (Western-style food), izakaya-style drinking, Japanese cuisine, and formal kaiseki. It was known as "Dotonbori's inner parlor" and accepted group reservations. The brand's most famous asset is Kuidaore Taro, a mechanical drum-playing clown figure installed at the restaurant's entrance in 1950. Created with reference to Bunraku puppetry, the figure became one of Osaka's iconic symbols alongside the Glico sign and Tsutenkaku Tower. The restaurant built the Kuidaore Building in 1959, featuring early full-building air conditioning. In 2007 it opened a Western-style sister restaurant, Ura Kuidaore, which closed in 2008. On July 8, 2008, the main restaurant closed after about 59 years, citing building deterioration and changes in the surrounding environment. The company then shifted its business to managing the Kuidaore Taro mascot character. The character was relocated to the Nakaza Kuidaore Building in 2009 and continues to appear in front of it. The original Kuidaore Building's first floor continued operating as a souvenir shop selling Kuidaore Taro goods and food products as of 2015. The company remains active as a character management business.
History
Cui-daore was founded in June 1949 by Rokuro Yamada in Nishiyagura-cho, Minami-ku, Osaka (present-day Dotonbori 1-chome, Chuo-ku). It opened as a shokudo (dining hall) with the aim of contributing to Osaka's postwar reconstruction. The name "kuidaore" is said to derive from the Edo-period expression "Kyō no kidaore, Edo no nomidaore" (Kyoto people ruin themselves on clothes, Edo people on drink), though the phrase "Osaka no kuidaore" already existed in the late Edo period. The founder insisted on family management and no branches; his will reportedly stated "Do not open branches," "Manage as a family," and "Take good care of the signboard doll." The restaurant was quick to adopt new trends. In 1952, before street televisions were installed across the Kantō region in 1953, it purchased an American-made television receiver and placed it in the store. At the time, there were only about 50 television sets in Osaka, and the price was equivalent to several years of a salaried worker's average annual income. In 1959, the Kuidaore Building was constructed, featuring full-building air conditioning, which was advanced for its time. The first floor was a general dining hall, the second an izakaya, the third a Japanese restaurant, and the fourth through eighth floors offered kappo ozashiki (formal tatami rooms). In 1950, the mechanical mascot Kuidaore Taro was installed at the entrance. Created with reference to Bunraku puppetry, it was designed to attract children and promote family dining at a time when restaurants were generally seen as places for adults only. The figure cost 10 million yen to make, and its face is said to be modeled on comedian Kyōji Sugi. In 1959, when the Kuidaore Building was built, the bank's loan condition included removing the doll, but Yamada refused and built the building without bank financing. The doll became one of Osaka's iconic symbols, alongside the Glico sign and Tsutenkaku Tower. In 1985, when the Hanshin Tigers won the Central League pennant, fans attempted to carry off Kuidaore Taro, but the sales manager at the time, Noriichi Okada, protected it single-handedly. In 1989, after the Showa Emperor's death, Taro's costume was changed from red-and-white to black-and-white. In 1990, a "Banzai Doll" version appeared to celebrate the Emperor's enthronement, later named Kuidaore Jiro. In 1992, when the Hanshin Tigers were close to winning, there were reports that Taro might be thrown into the Dotonbori River as a substitute for the Colonel Sanders statue; a speech bubble saying "I can't swim" was added, and Taro was dressed in a life ring and goggles. Around this time, Kuidaore Taro's national fame grew rapidly, and in 1993 a keychain was produced. In 1994, when Kansai International Airport opened, Kuidaore Taro was given its official name to be a "passenger" on the first flight to Australia, a tie-up with Ansett Australia and Look JTB. The Banzai Doll was named Kuidaore Jiro at the same time. In 1995, Taro "traveled" to Los Angeles as part of a joint promotion with Look JTB to boost international passenger numbers after the Great Hanshin Earthquake. On July 20, 2007, Ura Kuidaore opened behind the main restaurant. It was a Western-style restaurant with 50 tsubo and 70 seats, and featured Kuidaore Rakutaro, a cousin of Taro. It closed on April 26, 2008, following the main restaurant's closure. On April 8, 2008, the company announced to media that the main restaurant would close on July 8, 2008, due to building deterioration and changes in the surrounding environment. The final day of operation was July 8, 2008, with business until 6 PM; floors 5 through 8 hosted a "last supper" for celebrities from the Kansai region. On the closing day, Kuidaore Taro left a message: "Thank you for so long. Thank you, Taro," and stood at the storefront with his younger brother Jiro. Just before 9 PM, the proprietress said, "Osaka Meibutsu Kuidaore was Japan's happiest restaurant," and at 9 PM, the restaurant's 59-year history came to an end. The real estate is held by the affiliated Kuidaore Real Estate, but the use of the site is undecided. After exiting the restaurant business, the company shifted to managing the mascot character. In 2009, a building on the former site of the Nakaza theater, three doors east of the original Kuidaore Building, was renamed "Nakaza Kuidaore Building" (operated by a different company), and Kuidaore Taro was moved there. In July 2009, Kuidaore Taro reappeared at the storefront of the Nakaza Kuidaore Building after a year's absence. The opening ceremony was attended by Osaka Governor Tōru Hashimoto and Osaka Mayor Kunio Hiramatsu. Taro and Jiro stood together at the tape-cutting. Taro also appeared as DJ KTaro at the building's opening. As of 2015, the original Kuidaore Building's first floor continued to operate as a souvenir shop selling Kuidaore Taro goods and food products. Kuidaore Taro has made numerous media appearances. In 2010, it was appointed as the image character for Nissan Osaka Sales. In June 2011, it appeared in a Fanta commercial for Coca-Cola Japan as a new member of the rock band "FANTA." On July 1, 2011, as part of power-saving measures following the Great East Japan Earthquake, Kuidaore Taro's power was turned off for the first time since 1949, stopping its head, eyebrows, mouth, and drum movements until the end of August. In 2013, it appeared in an AC Japan regional campaign commercial for the Kansai area. Since 2014, it has appeared on the NHK Osaka music program "Waga Kokoro no Osaka Melody." On April 18, 2023, an endorsement contract with Yamaha Music Japan was announced, and a Yamaha concert snare drum presentation ceremony was held on April 24. The Kuidaore Taro figure was created by Yura Kame II (Fujimoto Unpai), a native of Yura-cho, Sumoto City, Awaji Island, who was involved in making heads for Awaji Ningyo Joruri puppetry. He moved to Osaka around 1946-1948 to become a Bunraku puppet maker. The Kuidaore doll was made as a side job when he first came to Osaka from Awaji Island in 1949. The name "Kuidaore Taro" did not exist until 1994; before that, it was informally called "Kuidaore Ningyo." The character has a father named "Oyaji," a younger brother "Kuidaore Jiro," and a cousin "Kuidaore Rakutaro."
- 2023
Endorsement contract with Yamaha Music Japan announced.
- 2014
Began appearing on NHK Osaka program 'Waga Kokoro no Osaka Melody'.
- 2013
Appeared in AC Japan regional campaign commercial.
- 2011
Appeared in Fanta commercial; power turned off for first time due to power-saving measures.
- 2010
Kuidaore Taro appointed image character for Nissan Osaka Sales.
- 2009
Kuidaore Taro relocated to Nakaza Kuidaore Building and reappeared in July.
- 2008
Main restaurant closed on July 8; Ura Kuidaore closed on April 26.
- 2007
Ura Kuidaore Western-style restaurant opened.
- 1995
Taro traveled to Los Angeles for a joint promotion with Look JTB.
- 1994
Kuidaore Taro officially named; traveled to Australia on first Kansai International Airport flight.
Products and positioning
Osaka's iconic dining and entertainment brand, centered on the Kuidaore Taro mascot and the historic Dotonbori restaurant.
Osaka Meibutsu Kuidaore restaurant
Multi-floor dining complex offering yoshoku, izakaya, Japanese cuisine, and kaiseki. Closed in 2008.
Ura Kuidaore
Western-style restaurant opened in 2007, closed in 2008.
Kuidaore Taro merchandise
Keychains, goods, and food products sold at the former building's souvenir shop.
Sources3 sources
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