Shin-Okubo Travel Guide: Find Trendy Spots, Food, and Shops!

The best times to visit Shin-Okubo are spring and fall, when the weather is mild and generally stable.
Fresh greenery on the street trees in spring and autumn leaves in fall make the neighborhood even more attractive, and you can comfortably enjoy exploring cosmetics shops and cafes, shopping, and trying street food.
Spring is especially appealing because seasonal menu items and sweets appear, and the lively atmosphere makes it easy to take social media-worthy photos while enjoying the local food scene.
Fall, on the other hand, is a great time for visitors who like to stay on top of trends, as many new Korean cosmetics and fashion items are released then.

The nearest station to Shin-Okubo is Shin-Okubo Station on the JR Yamanote Line.
It is the next stop from Shinjuku Station, and trains run from 5:00am to 12:00am, with 10 to 15 trains per hour during the daytime, making it extremely convenient.
There is only one exit, and if you turn right after passing through the ticket gates and head east, you will reach the main sightseeing area between Okubo-dori and Shokuan-dori.
Ikemen-dori (nickname) and Nishi-Okubo Park are also nearby, so this is generally the best direction to head.
JR Okubo Station on the Chuo-Sobu Line, as well as Higashi-Shinjuku Station on the Tokyo Metro Fukutoshin Line and Toei Oedo Line, are also within walking distance.
For how to get to Shin-Okubo Station from major stations in Tokyo and Approx. travel times, please refer to the table below.

Jinsei 4 Cut Shin-Okubo Store is a spot where you can enjoy “Korean-style photo booths,” known for taking four vertically arranged shots.
Inside, there are six photo machines of different types, along with mirrors with vanity lights and large full-length mirrors, creating a fun and exciting space especially popular with women.
Unlike Japanese purikura, there are no editing or doodling features, and the photos are printed simply as they are taken.
That real and natural look feels fresh and stylish, which helped make it popular among young people and K-POP fans.
You can also rent costume accessories, and photo frames are available that make it look like you are taking pictures with K-POP artists, turning the whole experience into a memorable part of your visit.

sepurish is an amusement facility specializing in photo booths.
Based on the concept of “the place girls most want to visit right now,” it also includes a full-scale Korean school uniform rental shop led by the popular brand NUGUNA.
Inside, you will find many school-themed photo spots such as classrooms, locker rooms, and a pool area, with multiple courses available depending on whether you want to focus on photography, strolling, or both.
Its charm lies in letting you immerse yourself in the world of Korean school life and feel as if you have traveled to Korea.
Photos taken in your dream school uniform look like scenes from a K-POP idol music video, making them perfect for special memories.
Dressers and hair styling items are available free of charge, which also makes it easy to enjoy the photo shoot in your own preferred style.

Shin-Okubo Korean Yokocho is a multi-use facility recreating a Korean street food village.
Along a narrow alley about 60m long, around 10 specialty Korean eateries line up like an authentic Korean market, serving dishes such as jeon, grilled horumon, and jokbal.
With its colorful signs, retro murals, and storefronts covered in Hangul, one of its biggest draws is that you can casually enjoy the atmosphere of a Korean night market while in Japan.
You are free to take out food or bring dishes into other shops within the alley, so even first-time visitors can easily compare different foods.
There is also karaoke, a darts bar, and free space on the second floor, which adds to its entertainment appeal.

THE COOKIE 594 is a specialty shop for hearty Korean-style American cookies.
This hideaway-style basement cafe features a stylish interior with a Korean-inspired design based on gray and wood tones.
Its appeal lies in being able to try the Approx. 100-gram American cookies that have been trending in Korea for the past few years.
They are known for their moist yet crisp texture, and although they are filling, the sweetness is kept moderate, making them easy to eat.
The menu usually includes around 15 varieties, including classics such as chocolate chip and double strawberry.
Among them, the Shin-Okubo store-exclusive fruit cookie and the “Oreo S’more,” made with Oreo and marshmallow, are especially popular.

Opened in 2023, 111 CHURROS is a churro specialty shop from Korea known for its stylish and minimalist space.
Its biggest feature is the made-to-order style: the dough is cut by machine after you order and then fried in fresh oil, so you can always enjoy churros that are hot and crispy.
The churros are generously coated with cinnamon sugar, and they are known for their irresistible texture, crispy on the outside and chewy on the inside.
They are delicious on their own, but another plus is that you can also enjoy changing the flavor with a dipping sauce of your choice: chocolate, rare cheesecake, or chili yogurt.
The standard set comes with four churros and a dipping sauce, and enjoying them with your favorite sauce is the classic way to order.

Kang Ho Dong Chicken 678 is a Korean fried chicken specialty restaurant produced by famous Korean entertainer Kang Ho-dong.
Using domestic chicken and a cooking method that fries it crisply in canola oil, the restaurant prides itself on chicken that is less greasy and nicely crunchy.
The authentic chicken faithfully recreates Korean flavors while also being adjusted to suit Japanese tastes, and pairs especially well with drinks such as highballs and makgeolli.
Popular menu items include the juicy “Karikari Crispy Chicken” and the “Sugoku Oishii Seasoned Chicken,” made with a Korean sweet and spicy miso-based sauce.
Ordering a half-and-half set to enjoy two different flavors together is also recommended.

The popular shaved ice shop from Korea, SNOWY VILLAGE Shin-Okubo Store, is a takeout-only sweets shop.
With its blue exterior and large “Choco Churros” sign, it easily catches the eye, and it is a popular spot often featured on social media, especially among young women.
What makes this shop appealing is the excellent combination of freshly fried churros and soft-serve ice cream.
The standout item is the “Choco Churros Oreo Vanilla,” whose popularity comes from the contrast between hot churros and cold ice cream.
The churros are not overly sweet and are sized well for eating on the go, making them ideal for anyone who wants to casually enjoy Korean-style sweets.

Oppa Bunsik is a takeout specialty shop styled after Korean street food stalls.
Marked by the “KOREAN SNACK oppa” sign along Okubo-dori, it has become popular as a stylish yet casual place to try classic Korean dishes.
The menu focuses on hot snacks that are easy to eat with one hand, and customers especially like the photo-friendly cup service and toppings.
Among the most ordered items are the Busan-originated “fried fish cake (omuk),” known for its unique flavor, and the “cheese dakgangjeong (Korean-style sweet and spicy fried chicken),” famous for the great pairing of chicken and sweet-spicy sauce.

HELLO！ DONUTS is a Korean donut specialty shop located on the first floor of the multi-use facility Seoul Town, just a few minutes on foot from Shin-Okubo Station.
The shop has a pop and colorful design, and many visitors, especially younger people and influencers, come looking for both great taste and social media-worthy visuals.
The donuts are handmade from the dough up and filled with plenty of cream, and even when freshly fried, they are known for their light texture that does not feel heavy.
Around 15 varieties with a wide range of looks and flavors line the display case, and there are also plenty of seasonal items and drinks to enjoy depending on your taste.
The most popular item is the “Uyu Cream Donut,” known for its rich and mellow milk cream.

2D Café is a one-of-a-kind concept cafe themed around a “cafe inside a drawing (geurim cafe).”
The entire interior is unified in black and white monochrome, and everything from the walls and floor to the furniture, curtains, and cushions is drawn with two-dimensional line art, making it all look flat.
Its biggest draw is the chance to experience a mysterious otherworldly space that feels like stepping into a whimsical picture book.
In addition to its visual uniqueness, the vividly colored desserts that stand out against the monochrome interior are also well loved, and the photogenic atmosphere created by this contrast attracts many visitors.
The most popular item is the “2D Cake (shortcake),” finished with outline lines and unique to this shop, making it so eye-catching that it can fool your eyes at first glance.

Located in the heart of Shin-Okubo, Hanryukan Seoul Market is a supermarket specializing in Korean food ingredients.
Its main draw is an authentic selection that includes everything from standard foods and hard-to-find seasonings to prepared dishes, frozen foods, snacks, drinks, and even Korean cosmetics and miscellaneous goods.
Open year-round with long business hours, it is also highly convenient, making it something like a local base where Korea lovers can easily enjoy local flavors and culture.
It is also highly rated for its easy-to-understand store layout for tourists and its selection of the latest trending foods, and if you go there, you can find most popular Korean items in one place.
There is also a street stall-style sales corner, which is another plus if you want to enjoy eating on the go or grabbing a quick bite on the spot.

Skin Garden is one of Japan’s largest specialty shops for Korean cosmetics.
The appeal lies in its spacious two-story sales floor, filled not only with skincare, makeup, and hair care products, but also with foods and miscellaneous goods.
Its ability to quickly bring in the latest Korean beauty trends is another point not to miss.
Because you can find cutting-edge items here that are hard to get at other stores, it is convenient for bulk buying or looking for gifts.
The shop also carries many brands at all times, including KAHI, which gained attention through Korean dramas, along with products such as hand creams focused on fragrance, making it a pleasure to browse with all five senses.
It is also well regarded among K-POP fans, and browsing the store gives you the feeling of exploring a deep local scene in Korea.

Opened in 2024, fwee Agit Tokyo is the first flagship store in Japan for the Korean cosmetics brand fwee.
Its pop exterior in blue and pink catches the eye, and inside you will find a cute space reminiscent of Seongsu in Korea.
Since the store itself is designed to look great in photos, it is enjoyable even just to visit.
The shop has three floors, with cosmetics on the first and second floors and goods on the third, and one of its key features is the large number of testers you can freely try.
It is easy to compare colors and textures, and you can actually test popular items such as the signature pot-shaped lip products and 3D Voluming Gloss, making it easier to shop with confidence.

K-foods Korean Convenience Store is a new-style Korean convenience store where you can experience Korean food culture up close.
Inside, the shelves are packed with a wide range of popular brands, from standard spicy instant noodles such as Shin Ramyun and the Buldak series to seasonings, kimchi, drinks, cosmetics, and frozen foods.
Another major appeal is the excitement of discovering something new, as the store carries products reflecting the latest Korean trends, rare items usually only available locally, and products making their first appearance in Japan.
It is also recommended as a place to shop for souvenirs, thanks to its large selection of gift-friendly items such as limited-package snacks and imported sweets.

Myeongdong Cosme is a specialty shop for Korean cosmetics, accessories, and Korean pop culture goods.
Inside the spacious store, you will find a wide range of skincare and makeup items such as serums, packs, sheet masks, and BB creams, along with many testers, making it fun to look, touch, and choose.
The staff are knowledgeable about Korean cosmetics, so even beginners can feel comfortable asking questions while trying products.
In recent years, the shop has also added an official K-POP idol goods section, and being able to buy cosmetics and favorite artist goods in one stop is another part of its appeal.
The easy-to-browse layout organized by product category and the reasonable prices for trendy and popular brands are also welcome points.