Masahiko Endo is a Japanese bartender for 20 years from Fukuoka, Japan, whose bartending philosophy is one that is dictated by discipline and strict conditioning. He believes that cocktail making is an art and a performance, and that a bartender is not only a drink-maker, but also a teacher, craftsman and friend to the customer.

Endo hopes that Japanese bartending is a tradition that will be preserved through the ages, despite the hype of modern bartending, which focuses on speed and the final product. Despite his rigorous training, Endo believes that he is only junior, and must continuing practicing for the rest of his life.