A Guide to Shin-Okubo, Tokyo’s Korea Town

Welcome to Shin-Okubo, fondly known as Tokyo’s Korea Town. Though just north of Shinjuku center, this neighborhood will make you feel like you’ve been transported to Seoul.

Every street is teeming with small shops, including cosmetics stores, Korean supermarkets, and Korean BBQ restaurants. The stores actively blast K-pop, attempting to draw in enthusiasts of the genre. Whether it's a weekday or the weekend, the narrow streets bustle with both locals and tourists eager to shop or grab a bite. How did this vibrant area come into existence?

In the early 1980s, Japan actively welcomed Korean exchange students who established themselves in the Shin-Okubo area. As the years passed, Korean immigrants consistently selected Shin-Okubo as their settlement, contributing to the flourishing community. Gradually, immigrants from various other Asian countries also opted to make this area their home, resulting in the emergence of diverse cultural pockets in the neighborhood.

In this piece, we lead you through this fashionable spot, ensuring you make the most of your visit, whether it's during the daytime or at night.

Similar to Myeong-dong — Korea’s famous shopping district known for having tons of beauty, cosmetic, and fashion stores — there is no shortage of shopping in Shin-Okubo. The popularity of K-beauty products has exploded in the past decade around the world, and if you’re looking to pick up some products but aren’t going to Korea anytime soon, then a trip out here might be worth it.

For more specific makeup items, there are a few popular shops including Myeongdong Cosme and Skin Garden. MISSHA and Etude House, which are both popular Korean cosmetics brands, can be purchased from these shops. For those wanting to invest more in skincare, you can drop by skin holic which carries plenty of Korean brands. One brand to check out is “it’s skin”, which is known for carrying a wide assortment of products to help with all skin needs and types.

You could spend a whole day looking up or testing products, so it might be best to do some research on the brands beforehand.

K-pop stands out as one of the most popular music genres at present, thanks to global sensations like BTS and BLACKPINK who have solidified their names in the industry. In 2022, BTS seized the chance to visit the White House in the U.S., underscoring its international prominence. Given these facts, it's no surprise that Japan is equally captivated by the craze for K-pop and its idols.

You’ll see plenty of shoppers whose bags are adorned with pins or badges with their favorite K-pop idol. If you really want to get your hands on some K-pop merchandise, you’ll need to drop by Idol Park. Upon entering, you’ll see the faces of tons of K-pop singers on folders, hand fans, towels, and calendars. So if you’ve got a favorite singer in mind, you’ll be sure to leave with a few of their products and maybe some new CDs as well.

Through all the shopping, you’ll probably want to grab something to eat in between. Emulating Korean street food culture, you’ll find plenty of small stands that carry popular Korean snacks. Two popular street foods that you might want to try include hotteok and Korean corn dogs.

Hotteok (hottoku in Japanese) is a sweet pancake often stuffed with brown sugar, cinnamon powder, and nuts. There are savory flavors, too, which include kimchi or cheese. In Shin-Okubo, you can drop by POPO Hotteok for both sweet and savory options.

For Korean corn dogs, you’ll often see people taking a bite with a stringy cheese pull that follows. On top of the cheese filling commonly found in the corn dog, deep-fried potato bits are often combined with it to give the corn dog more texture and flavor.

While snacking your way through Shin-Okubo is an option, a visit wouldn't be complete without indulging in some Korean barbecue. Although Japan boasts numerous yakiniku (grilled meat) establishments, when it comes to K-BBQ, the preferred cut is samgyeopsal (three-layered pork). You can enjoy the meat as is or wrap it in a lettuce leaf, adding kimchi and garlic for extra flavor.

These K-BBQ joints typically offer an extensive menu with a variety of options. We also suggest trying some Korean fried chicken, samgyetang (chicken soup), and cheese dak galbi (stir-fried chicken with cheese). Remember that portions can be substantial, so consider your group size when placing orders. All in all, Shin-Okubo leaves no shortage of robust and flavorful food choices.

Cafe culture is often a big reason people visit Korea, with plenty of trendy cafes opening up in Seoul all the time. In Shin-Okubo, you’ll find plenty of shops serving cute lattes and fashionable desserts; it might be hard to decide which ones to try!

On a warmer day, you might want to get a bingsu (Korean shaved ice) from the popular Korean dessert chain, Sul bing cafe. These tall mountain-like desserts are often stacked with plenty of toppings. You can choose options like the matcha ice cream or mango vanilla ice cream. For a unique coffee experience, drop by the 2D cafe where the shop is decorated in black and white and the edges of furniture are distinctively drawn in black to create an illusion that you’re in a 2D space. You’ll surely feel like a comic book character while eating in the shop. Finally, there’s also Cafe Neul, which is designed with a minimalistic look that is trendy in Seoul nowadays. You can grab a coffee and a strawberry shortcake here to recharge.

Amid the rich tapestry of Korean culture in Shin-Okubo, it's easy to lose sight of the fact that you're still in Tokyo. One easily overlooked gem in the area is Kaichu Inari-jinja Shrine.

Dating back to the 1500s, the shrine's name ("all get hit") reflects the aspiration for everyone's wishes to come true. Legend has it that soldiers who created the shrine would fervently pray here during the Tokugawa Shogunate, seeking improved aim before battles. If you aim to achieve a goal this year, consider picking up an omamori (good luck charm) from the shrine.

Convenient designer option

It can be hard to decide where to stay in this area. Do you pick from one of the options near Shinjuku Station, just one station over? Or do you stay in the heart of the bustling streets of Shin-Okubo? To provide a little variation, we introduce Bespoke Hotel Shinjuku, a boutique hotel located in East Shinjuku and just 15 minutes on foot from the heart of Shin-Okubo.

While East Shinjuku is considered to be part of Kabukicho (the entertainment/nightlife district of Tokyo), Bespoke Hotel Shinjuku is located on one of the quieter streets away from all of the bars and bright lights. This means that staying here offers a convenient walk to two fun nightlife areas and you can quietly retire to bed after a long night day/night out.

As you explore the hotel, you'll encounter a blend of distinct elements: warm, muted tones; a fusion of wood and industrial furniture; street photography; and soft lighting. The rooms, while simple, offer comfort and a variety of options that cater to couples, families, or friends.

For those planning to spend more time in their rooms, the king bedroom with a small raised platform covered in tatami mats is worth considering. A cafe and bar are also at your disposal throughout the day. During breakfast hours, onigiri (rice balls) and bread are available, while a selection of coffee, tea, and alcoholic beverages is served from the afternoon into the evening.

Luxurious, sustainably conscious option

For those who want to have a more luxurious stay and are willing to take the train one stop from Shinjuku to Shin-Okubo, we recommend Hyatt Regency Tokyo. You can easily enjoy all that Shinjuku has to offer with Shin-Okubo also being just one stop away as well.

The hotel provides a variety of room types, with most featuring a stunning view of Shinjuku. Similar to other upscale establishments, it boasts an excellent fitness center operating from early morning until evening, along with a spa and wellness center for those seeking relaxation.

For dining, there are several options available, from Chinese cuisine to teppanyaki (flat-iron grill). A cafe and bar cater to those who want a drink in the afternoon or evening.

What sets the Hyatt Regency Tokyo apart is its strong commitment to sustainability. To address environmental concerns, the hotel actively monitors its food waste quarterly, enabling staff to visualize the amount destined for landfills, with a yearly commitment to reducing this waste by 2%.

Restaurants prioritize locally and sustainably sourced ingredients. Wooden keys replace plastic ones, many room amenities have transitioned to biomass products, and the staff are encouraged to volunteer in Shinjuku-based environmental activities.

If you're seeking a relaxing and eco-friendly stay with convenient access to Shin-Okubo, this hotel might be the ideal choice for you.

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