A map of Korean food in Shin-Okubo. Introducing 14 restaurants, from the latest sweets to long-established famous restaurants.

*There are "Shin-Okubo rules" regarding eating and drinking. Please refrain from "eating while walking", eat in designated areas, throw away trash in bins, and enjoy while following the rules.
*Prices include tax.
*Prices, offerings, and business hours are current as of August 2024.

Shin-Okubo gourmet food map

Sweets: Catch the latest trends

From hotteok, which was all the rage in the early 2010s, to cat pudding, which has been gaining attention in recent years, to Korean-style donuts and churros, you're sure to be able to try new and old Korean sweets when you come to this town. Cafes with stylish atmospheres are also useful as rest spots during your stroll.

[10 yen bread] Japan's only sandal bread, with a stunning design from lattencos

From Shin-Okubo Station, walk for a few seconds towards Okubo Station, then turn left at the third alley from Shin-Okubo Station. Across from the Benzaiten Shrine is a cafe with a cosmetics shop called "lattencos." What I would like to recommend here is the mini version of the "10 yen bread (10 won bread)" that was all the rage a few years ago.

There are many stores around the area that sell 10 yen bread, but this store's motto is to focus on new trends and gourmet foods that are likely to become popular in the future. For this reason, they currently do not sell the regular size bread, but instead offer cute-looking mini 10 yen breads in a pack of four for 500 yen.

There are three types of fillings: cheese, red bean, and chocolate, with the most popular being cheese. The stretchy cheese is still as good as ever in the mini version, and the crispy, slightly sweet, chewy dough and the rich, melted cheese make for an irresistible combination.

Even more unusual is this sandal-shaped bread (500 yen per pair), which has been on sale since May 2024. The dough has the same crispy and chewy texture as the "10 yen bread," and is a special product that was developed exclusively for this shop. You can choose between cheese and chocolate flavors. These are given free with purchases of 3,000 yen or more in-store, so it might be a good idea to start by looking for cosmetics.

lattencos

[Hotteok] Popo Hotteok: A shop that sells 1,000 Hotteok a day and has long lines

"Popo Hotteok" has a prominent sign that reads "Hotteok, voted number one on the Internet." "Hotteok" is a Korean baked confectionery that looks like an oyaki, and as the store name suggests, it attracts a lot of attention, and it is not uncommon to see lines even on weekdays.

To get there, walk east along Okubo-dori street in front of Shin-Okubo Station and you will see it on your left in about 3 minutes. There are over 10 types of hotteok on the menu, but the most popular is the "Honey Hotteok" (400 yen).

The outside is crispy, the inside is chewy, and at the end is a thick honey filling. The mellow sweetness is perfectly accented with cinnamon and nuts.

On weekends, the shop sells 1,000 hotteok. They also have salty versions that use cheese or ham, so you can buy them as a meal.

Popo Hotteok

[Ddungcaron] "Macapresso" features rows of large, colorful, voluminous macarons

"Ddungcaron" is an adaptation of the macaron that originated in Paris, France, and means "fat macaron" in Korean. It is characterized by its thick and voluminous size and colorful appearance.

The flagship store of "MACA Presso" offers playful sweets with this "Ddungcaron" at its core. It is easily accessible, about a one-minute walk from Shin-Okubo Station, and is located on the second to fourth floors of a building along Tsutsuji-dori Street, which runs parallel to the Yamanote Line.

On display that day were 16 varieties of "Ddungcaron" for 380 yen each, including the summer-only "Pineapple Coco" and "Watermelon." I tried three varieties that caught my eye, including the most popular, "Cookies & Cream," topped with Oreo dough.

"Cookies & Cream" is a perfect match of the sweet dough and cream cheese, "Berry Berry" has a refreshing sweet and sour taste of dried strawberries, and "Setouchi Lemon Cheese" has a fruity sourness of citrus that creates a delicious taste similar to that of rare cheese.

The menu also includes a hybrid dessert of macarons and Frappuccinos, "Macacino" (4 varieties, 880 yen each), and in the summer, "Bingsu" (3 varieties, from 1,380 yen), a Korean version of shaved ice topped with macarons. The modern and relaxing space is also recommended for when you want to take a break.

MACAPRESSO Main Store

[Tosuni Pudding] You can also enjoy filming videos of the jiggly appearance at "Studio Cafe Maru"

Behind Macapresso, on the third floor of Seoul Town, a Korean gourmet complex, is Studio Cafe MARU. This establishment is also home to a popular Korean selfie studio, and has rooms for taking photos and accessories that you can use freely.

The shop also has a wide selection of trendy local sweets, and one that we would like to introduce is "Tosuni Pudding." Sometimes called "Cat Pudding," it is a cat-shaped pudding that comes in two flavors, "vanilla" and "strawberry milk." It costs 650 yen to eat in and 750 yen to take out.

We selected the "vanilla" flavor. The standard way to enjoy this treat is to shake the pudding before eating it, making the cat tremble and take a video. The taste is milky pudding with a sweet and sour berry sauce. It's not just the appearance that will satisfy you, but the taste as well.

Another recommended menu item is the "Krum Smoothie." Kurum means cloud in Korean, and the visual point is that the smoothie and whipped cream represent the sky. There are five flavors (770 yen each), each with a unique color such as pink or yellow. The most popular is the "Blue" flavor, which has a slightly sweet and sour yogurt flavor.

Studio Cafe MARU

[Donuts] Hello! Donuts offers a wide variety of donuts with a light texture and photogenic

On the first floor of Seoul Town is the Korean donut specialty store, HELLO! DONUTS. The fried donuts are popular for their light and fluffy texture and the wide variety of creams and toppings available.

The dough is made from flour and the cream is made from scratch in the store's kitchen, and the display case features a lineup of 17 types of donuts (priced from 460 to 500 yen). They also have savory items such as "ham and cheese" (500 yen).

When in doubt, try the most popular "Uyu Cream" (460 yen). Uyu is milk, and it's filled with fluffy milky cream. It has a light taste and is so delicious you'll eat it all in one go.

Not only are the donuts cute and impactful, but the packaging and take-out boxes are also stylish. They look great in photos, so be sure to have fun taking them.

HELLO! DONUTS

[Churros] Freshly fried deliciousness at an inorganic cafe: "111 Churros"

In Korea, fried churros that can be dipped in sauces are also popular. This trendy dessert is the signature dish at "111 CHURROS." It is located along a small road about an 8-minute walk from Shin-Okubo Station or about a 5-minute walk from Higashi-Shinjuku Station on the subway.

The specialty churros are made from flour blended in the store and fried only after an order is placed. There are six types of dips available, including soft serve ice cream and sauces, and I ordered the classic "churros + chocolate sauce" (800 yen).

The outside of the crust is crispy and the inside is chewy. It is sprinkled with sugar powder with a little cinnamon, and the chocolate sauce is thick and rich. It costs 680 yen without dipping, but we recommend adding some sauce to enjoy the contrast.

The bright blue façade is also the symbol of this shop. The cool atmosphere of the concrete and stainless steel interior creates an impressive "inorganic cafe," and this extraordinary space is one of the reasons for its popularity.

111 CHURROS

[Kurunji] "Hoheto" - A unique, crunchy and moist croissant

The latest crunchy sweet that's been all the rage in Korea is "Kurunji." This is a coined word that combines croissant and "nurunji," which means burnt rice. It is pressed and baked, giving it a unique crunchy and moist texture.

The shop that sells this gem is "HoHeTo". It is located about a 2-minute walk down a side street from Shin-Okubo Station towards Shinjuku, and about the same distance from Okubo Station. The store is unique in that it sells Korean retail sweets individually, rather than by the box, so you can easily buy them as a sample.

Among them, the "Kurunji" is a popular item and sometimes sells out. The price also depends on the stock, so we recommend you inquire on social media before visiting the store.

The shop also offers cafe menu items (starting at 380 yen) and Korean lattes (530 yen each) brewed with a full-fledged espresso machine. Once you've bought a drink, you can relax in the stylish, curved wooden cafe space, so be sure to stop by for a break.

HoHeTo

[Cookies] "THE COOKIE 594" has a wide variety of rich and voluminous cookies

Rich and voluminous American cookies are also trending in Korea. If you want to enjoy this sweet treat, we highly recommend "THE COOKIE 594 Shin-Okubo Branch."

The first store opened in Harajuku in 2021, and the Shin-Okubo store opened in June 2022. After exiting the ticket gate at Shin-Okubo Station, turn left into the alley, and after walking for a few seconds you will see a sign on your right. The store is located on the first basement floor.

The interior of the shop is spacious, and the ceiling is so high that there are even multi-level seats. There are 11 types of cookies, all priced at 450 yen each. The most popular "Oreo S'more" is a combination of crispy dough and slightly bitter Oreo, with melted white chocolate and moist s'mores (marshmallows) as a nice accent.

On the other hand, if you're looking for something lighter, we recommend the "Lemon Earl Grey." This has a crispy, crumbly crust with a gentle sweet and sour taste like lemon cake. The Earl Grey flavor is subtle, and the fruit flavor is richer than black tea, making for an exquisite taste. It's close to the station, so it's a great place to stop by if you forgot to buy souvenirs.

THE COOKIE 594 (The Cookie Gokyuyon) Shin-Okubo store

Food stall gourmet for meals, snacks, and souvenirs!

Just like with the sweets, we have picked out popular shops where you can enjoy both old and new street food. You can eat a little at a time and go bar-hopping, or enjoy a full meal, or of course buy some as souvenirs. Enjoy visiting in whatever way you like.

[Hotdog] "Jongno Yataimura" - the delicious, stretchy cheese dog

Founded in 1995 in the Shin-Okubo area, Jongno Yatai Mura is a takeaway specialty store with several branches in the neighborhood. Its main store is located near the entrance to Don Quijote on Shokuan Street, and offers a variety of takeaway gourmet foods, including Korean-style hot dogs called hot dogs.

Among their specialties, the hot dog is made from rice flour, so it is chewy and delicious even when it has cooled down a little. On busy days, they sell 1,000 of them. The fillings are cheese and sausage, and there are six types in the lineup, depending on whether or not you want to decorate the outside with potatoes. There are fillings of just cheese or sausage, as well as a luxurious type with both.

From these, we picked out the "Potato Cheese Rice Hot Dog" (500 yen) and the "Potato Sausage Rice Hot Dog" (500 yen). The fact that they are fried right in front of you is also a plus, so you can enjoy the crispy potato and the chewy dough texture.

Add ketchup, mustard, or sugar as toppings to taste, and take a bite, being careful not to burn yourself. The "Potato Cheese Rice Hot Dog" is a masterpiece with its stretchy cheese. The "Potato Sausage Rice Hot Dog" is also very satisfying, with a richer texture and volume than average American corn dog. There are also other affiliated stores in the vicinity, such as in front of Shin-Okubo Station, so be sure to check them out as well.

Jongno Yataimura, Syokuan-dori Main Store

[Chicken] A diverse menu of authentic, handmade dishes at "Kanghodong Chicken 678"

There are many fried chicken specialty shops in Korea. Korean chicken is characterized by its crunchy texture and spicy, rich flavor, and the one we recommend in this article is "Kang Ho Dong Chicken 678" located along "Nishi Okubo Park Street".

The restaurant's official mascot is Kang Ho-dong, a former Korean sumo wrestler known as "Ssireum" who is now a TV personality. The restaurant's appeal is that it offers a wide variety of dishes and homemade flavors, including sauces and other ingredients, and can be also enjoyed as takeout.

The specialty fried chicken comes in a variety of flavors, including with or without bones, chicken wings, and sweet and spicy. Among them, we will introduce a half of the popular assorted "3 Flavor Chicken" (1 chicken 2,800 yen / half 1,650 yen).

There are three flavors: "Seasoned" with sweet and spicy yangnyeom, "Soy Sauce" with sweet and salty sauce, and "Fried Chicken" with salt and spices. The chicken is made using fresh young chicken from Japan, not frozen, and is deep-fried in oil, making it juicy and light in flavor, making it an excellent choice.

The coleslaw salad, radish pickles, and honey mustard sauce for a different flavor are also great sides. Until 3pm, you can order a chicken set with a drink from 650 yen, so it's also recommended for lunch.

Kanghodong Chicken 678

[Cheese Balls] Chewy and gooey round snacks from Seoul Ichiba

Seoul Ichiba Shin-Okubo store is a supermarket with a stand-up eatery located along Okubo Street. There is a ticket vending machine on the corner of the store, and when you hand your food ticket to the staff, they will make a variety of food right in front of you.

What I would like to introduce here is the homemade "Cheese Ball." The dough looks like takoyaki and is filled with melted cheese, making it chewy and delicious. In addition to ketchup and mustard, there are plenty of toppings such as cheddar cheese seasoning and onion seasoning, and of course you can add as many as you like.

Each pack contains four pieces and comes in two flavors: plain "Mozzarella Cheese" and sweet and salty "Sweet Potato Cream." Each is 400 yen, so we recommend trying them out to compare the flavors.

The store also sells the commercially available "Mozzarella Cheese Balls" (734 yen/248g) and "Ann & Cream Cheese Balls" (734 yen/288g). These are frozen foods, so you can enjoy this flavor anytime.

Seoul Ichiba Shin-Okubo Branch

delicious, crispy and flaky, 40cm-long [Twisted Potatoes] Uncle Ddung's House

Next to Seoul Ichiba Shin-Okubo store is Uncle Ddung's House. The store also sells many Korean street food items, but the one I would like to introduce here is the impressive "Twisted Potatoes."

There are two sizes, small (400 yen) and large (450 yen), and the recommended size is the large one. It is 40cm long, so you will definitely stand out just by holding it.

The jumbo-sized potatoes are cut into thin, tornado-like pieces, and the shape is also unique. They are also coated in batter and deep-fried. Therefore, unlike ordinary French fries, they have a crunchy, fluffy texture that is like a crispy homemade potato chip, and are absolutely delicious.

Ketchup, mustard, salt, cheese seasoning, etc. are also available at the storefront. If you add your favorite seasoning, you'll be able to finish this one in no time, even though it's this size.

Uncle Ddung's House

[Fried oden] New style oden and cheap samgyeopsal at "Oppabunsik"

Oppabunsik is located on the north side of Okubo Street, a few meters before Popo Hotteok (on the Shin-Okubo Station side) which we introduced earlier. It is a stylish takeout specialty store marked by the words "KOREAN SNACK oppa."

The highlight of this shop is the "fried oden." This is a deep-fried dish made with the classic Korean oden ingredient "omuk," said to have originated in the local metropolis of Busan, and is finished with a punchy flavor. It is sold for 500 yen for two pieces or 700 yen for three pieces.

"Omuk" is a fish paste with a thin dough and light brown color. It is fried, so if you compare it to Japanese oden ingredients, "age oden" is like a thin satsumaage. It is garnished with ketchup, mayonnaise, and condensed milk. The mild-tasting dough is combined with sour, sweet, and salty sauces to create a new and delicious taste.

Another unique feature of this restaurant is that you can get samgyeopsal as takeout (700 yen). Bean sprouts and pork belly are fried on a hot plate, and the meat is cut into bite-sized pieces and served with cabbage kimchi. This is a great place to go when you want to eat a quick and easy portion of samgyeopsal.

Oppabunsik

[Kimbap] "Myeongdong Chibi Nori Maki" - Try the four varieties and compare them!

Myeongdong Chibi Norimaki is located on the corner of the Shin-Okubo Station intersection. This is a takeout specialty store of Myeongdong Norimaki, which has stores in Shin-Okubo and along Shokuan-dori. In addition to the usual kimbap (Korean-style seaweed rolls), they also sell thin "Chibi Norimaki", with four types of fillings - bulgogi, tuna, oden, and cheese - all for 700 yen for eight pieces each.

If you're trying them for the first time, we recommend the "Chibi Nori Maki 4 Kinds Set" which contains all the different types.

All of the nori rolls are filled with pickled radish, carrots, spinach, and rolled omelet. On top of that, the bulgogi has a rich, sweet beef flavor that is not heavy at all, and the tuna has a light taste with a good balance of mild flavors. The oden has a chewy texture and a simple flavor, and the cheese has a rich flavor and a smooth texture that melts in your mouth, creating a new sensation.

You can eat in at the affiliated "Myeongdong Norimaki Shin-Okubo store." The specialty "Myeongdong Norimaki" (660 yen), which comes in a pack of 10, is a filling dish that is packed with ingredients. In addition, they have a wide variety of Korean dishes, including bibimbap and jjigae, as well as tteokbokki and chijimi.

If you want to enjoy small portions, you can order takeout, or eat in for lunch. Use it for a variety of occasions.

Myeongdong Chibi Nori Maki

Myeongdong Norimaki Shin-Okubo store

Shin-Okubo is packed with Korean cuisine within a 10-minute walk from the station. It is truly one of the best Korean towns in Japan. There are many cosmetics select shops and Korean food supermarkets, and the content is rich, so you should be able to enjoy it thoroughly for a whole day. When walking around the town, be sure to use this map as a reference and enjoy the delicious cuisine.

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