A K-Pop, K-Beauty and K-BBQ fan’s slice of heaven.

You don’t need to leave Japan to get a taste of Korea. Shin-Okubo, often called Tokyo’s Koreatown, is just one stop from Shinjuku (or around a 20-minute walk) and offers a lively mix of food, shopping and pop culture. The streets are usually packed with young locals and visitors, drawn in by its vibrant atmosphere.

Shin-Okubo is the best place to find K-beauty favorites, enjoy Korean street food and it’s the perfect place to immerse yourself in a youthful mix of Seoul and Tokyo.

The History Of Shin-Okubo

[

](https://cdn.savvytokyo.com/app/uploads/2019/10/pixta_98966262_M.jpg)Today, Shin-Okubo remains at the forefront of food, fashion and pop culture trends.

South Korean immigrants first moved into Shin-Okubo around 1983, when Japan opened its doors to foreign exchange students. At the time, it was an inexpensive neighborhood overshadowed by the commercial and economic hub of Shinjuku to the south. Over time, the growing Korean community helped shape what is now one of Tokyo’s most recognizable cultural districts.

The area’s popularity surged in the early 2000s with the rise of Korean television dramas, as shops in Shin-Okubo quickly adapted and K-drama merchandise flew off the shelves. Today, that momentum continues through the global influence of K-pop and K-beauty, keeping Shin-Okubo at the forefront of food, fashion and pop culture trends.

**What to Do in Shin-Okubo **

[

](https://cdn.savvytokyo.com/app/uploads/2019/10/pixta_132692017_M.jpg)You can’t leave without trying some of the best Korean cuisine in Tokyo

Stock up on Korean grocery items at Kankoku-Hiroba

This large grocery store, whose name translates to “Korean Plaza,” has everything you need for Korean cooking. You’ll find essentials like gochujang, doenjang, fish sauce and sesame oil, alongside shelves of ramyun, snacks and a wide variety of kimchi to choose from.

• **Address: **2-31-11 Kabukicho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 8 a.m. – 10:45 p.m.

• **Website: **Official link

Try Shin-Okubo’s Korean Street Food

Shin-Okubo stays busy from morning to night and a big part of that comes down to the street food. Along the main streets and side alleys, you’ll find rows of small takeaway windows and stalls serving up some of the area’s most popular bites.

Follow the smell of freshly fried cheese corn dogs, pick up a hotteok (sweet Korean pancake), or grab a cup of spicy *tteokbokki *(spicy mochi sticks) to eat on the go. Many of these snacks are as photogenic as they are filling, which explains the constant lines. You’ll also find plenty of bubble tea and colorful drinks to cool off with between bites.

• **Address: **1 Hyakunincho, Shinjuku, Tokyo (Map)

• Opening Hours: Open 24 hours

Catch Street Performances and K-Pop Dance Covers

The streets of Shin-Okubo often double as an informal stage, especially on weekends and in the evenings. You might come across K-pop dance crews, singers or small groups filming content. It’s a fun, unplanned part of the neighborhood’s energy. You don’t need to go looking for it, just follow the music or a small crowd gathering and you’ll likely find something happening.

• **Address: **1-4-15 Hyakunincho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open 24 hours

**Where to Shop in Shin-Okubo **

[

](https://cdn.savvytokyo.com/app/uploads/2019/10/pixta_127557708_M.jpg)Time to stock up on your favorite K-Beauty brands.

Skin Garden

Skin Garden is one of the most popular K-beauty stores in Shin-Okubo right now, especially with younger shoppers. The store is packed floor-to-ceiling with sheet masks, skincare and makeup from well-known Korean brands, along with newer products trending on social media.

It’s a great place to browse if you’re not exactly sure what you’re looking for and prices are generally affordable enough to try a few things without overthinking it.

• Address: 2-1-2 Hyakunincho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 10 a.m. – 10:30 p.m.

• **Website: **Official link

Idol Park 

Located right next to Shin-Okubo Station, Idol Park is an easy stop for K-pop fans looking to pick up merch. Not only can you find all your favorite idols of today, but also iconic faces from K-pop history.  The store is packed with posters, photo cards, CDs and small goods. If you’re building out your collection, it’s a fun and convenient place to start.

• **Address: **2-3-25 Hyakunincho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Monday to Friday 10 a.m. – 8 p.m., Saturday and Sunday 9.30 a.m. – 8.30 p.m.

Myondon Cosme

Among the many beauty stores in Shin-Okubo, Myondon Cosme remains a popular stop for K-beauty shoppers. The store is packed with sheet masks, skincare, makeup and hair products, making it an easy place to browse both familiar favorites and newer finds.

You’ll find well-known Korean brands like MISSHA, TONYMOLY and SKINFOOD alongside affordable options, so it’s a good spot to pick up a few things without spending too much.

• **Address: **2-32-2 Okubo, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 9.30 a.m. – 10 p.m.

• **Website: **Official link

Hallyu Plaza

Hallyu Plaza may look small from the outside, but it opens up into a much larger space once you head downstairs. Inside, you’ll find shelves filled with K-pop merchandise, from albums and photo cards to a wide range of idol-themed goods. The store also carries Korean cosmetics and character goods. It’s one of Shin-Okubo’s older stores, but it is still a popular stop for both first-time visitors and regulars.

• **Address: **2-1-2 Hyakunincho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 10 a.m. – 9 p.m.

• **Website: **Official link

Where To Eat in Shin-Okubo

[

](https://cdn.savvytokyo.com/app/uploads/2019/10/pixta_62457268_M.jpg)The perfect place to cafe hop.

Sulbing Cafe

Sulbing Cafe is a popular Korean dessert spot in Shin-Okubo, just a two-minute walk from the station. It’s best known for its *bingsu *(Korean shaved ice), a refreshing treat similar to Japan’s kakigori. They have many different flavours and toppings, including a newer Dubai chocolate version! There are two floors for seating, so it’s a great place to take a break from shopping.

• **Address: **2-3-20 Hyakunincho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 11 a.m. – 11 p.m. Last Order 10 p.m.

• **Website: **Official link

BAM BI COFFEE

If you’re visiting Shin-Okubo, BAM BI COFFEE is worth a stop. While the drinks are good, it’s the pancakes and bingsu that people line up for. The space is small and often busy, thanks to its popularity on social media, but it lives up to the hype.

The menu changes with the seasons, with flavors like strawberry, mango and fig, though the Lotus Biscoff pancakes are a standout favorite.

• **Address: **1-14-26 Okubo, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 10 a.m. – 10:30 p.m.

• **Website: **Official link

Yopu no Oubuta-shioyaki

If you didn’t grill your own food on a hot plate at your table, did you even go to Shin-Okubo? Yopu no Oubuta-shioyaki is one of the most popular spots for this. It’s known for its thick-cut samgyeopsal (pork belly) and generous set meals. The meat is aged in-house for 14 days and served with a variety of fresh vegetables, kimchi and side dishes, so you can mix and match flavors as you grill. It’s a fun, hands-on dining experience and a great option if you’re visiting with friends and want to try a classic Korean BBQ meal.

• **Address: **1-16-21 Okubo, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 11 a.m. – 11:30 p.m.

• **Website: **Official link

2D Cafe Shin-Okubo

2D Cafe Shin-Okubo is a popular photo spot known for its black-and-white interior that makes everything look like a sketch. From the walls to the tables, the space is designed to feel like you’ve stepped into a drawing. The menu includes a range of sweets and drinks, so you can grab a shaved ice, bubble tea or coffee and enjoy a break in this quirky setting.

• **Address: **Za Bldg. 1F, 1-7-5 Hyakunincho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 11 a.m. – 10 p.m.

• **Website: **Official link

Shin-Chan

Shin-Chan is a go-to spot for Korean fried chicken in Shin-Okubo. You can choose from several spice levels and portion sizes, with each piece coated in rich, flavorful sauces. Crispy on the outside and juicy on the inside, it pairs perfectly with beer or, for a true Koreatown experience, soju.

• **Address: **Osawa Bldg. 1F, 1-2-9 Hyakunincho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open Daily 11:30 a.m – 4 a.m.

• **Website: **Official link

Myeong-dong Norimaki

Known as kimbap in Korean or norimaki in Japanese, these seaweed-wrapped rice rolls are the specialty at Myeong-dong Norimaki. The menu offers a variety of kimbap, from traditional fillings like kimchi and bulgogi to options with a Tokyo twist, such as tuna or tamagoyaki. Pair it with a variety of kimchi or a hot bowl of spicy ramen and you’ve got yourself a lovely Korean-Japanese fusion meal.

• **Address: **1-3-17 Hyakunincho, Shinjuku, Tokyo (Map)

• **Opening Hours: **Open 24 hours

Getting There

[

](https://cdn.savvytokyo.com/app/uploads/2019/10/pixta_97771924_M.jpg)An easy walk from Shinjuku station.

Shin-Okubo is easy to reach and located just one stop from Shinjuku on the JR Yamanote Line. From Shin-Okubo station, the main streets of the neighborhood begin just outside the North Exit.

You can also access the area from nearby stations, including Okubo station (JR Chuo and Chuo-Sobu Lines) and Higashi-Shinjuku station (Toei Oedo and Tokyo Metro Fukutoshin Lines), all within a short walking distance.

This post was originally written by Erika van ‘t Veld in 2019 and updated by Kerri King in 2026.