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Discover Shin Okubo: Tokyo’s Hidden Gem of Korean Culture
History and Culture of Shin Okubo
Early days: From post-war slum to Korean enclave
A visit to Shin-Okubo in Tokyo, Japan, feels like stepping into Korea, with its lively atmosphere and K-pop culture. But before it became a K-pop haven, Shin-Okubo was once a poor area of Tokyo in the aftermath of World War II, overshadowed by nearby Shinjuku city. However, in the 1980s, the area experienced a resurgence when an influx of South Korean immigrants and Korean exchange students came to Japan for labor opportunities, bringing businesses, cultural centers, and the vibrant essence of Korean traditions, flavors, and sounds to the district.
The rise of Koreatown: 1990s Korean Wave and growing popularity
The 1990s marked a pivotal era for Shin-Okubo. The surge of Korean dramas, movies, and music, known as the Korean Wave or "Hallyu," enthralled Japanese audiences, sparking a widespread fascination with Korean culture. This cultural shift attracted Korean immigrants and entrepreneurs to Shin-Okubo, eager to meet the rising demand for Korean food, goods, and entertainment.
The transformation of Shin-Okubo was significantly boosted by the privatization of the East Japan Railway Company, which renovated the area and improved travel convenience to the district. This led to increased foot traffic and more visitors. Soon, Korean businesses—restaurants, grocery stores, cosmetic shops, and entertainment venues—sprang up, creating a mini Korea within Tokyo.
The area became popularly called "Koreatown" around the time of the 2002 FIFA World Cup, co-hosted by South Korea and Japan. This historic event elevated the visibility of Korean culture and fostered a sense a camaraderie and mutual interest between the two nations.
Today, Shin-Okubo is celebrated for its extensive Korean community and bustling activity, where visitors can savor authentic Korean cuisine, shop for the latest Korean beauty products, and indulge in K-pop merchandise.
Immersing in Korean Culture
K-pop merchandise heaven
Tokyo's Koreatown is a paradise for K-pop lovers, offering an unparalleled shopping experience and immersion in Korean pop culture. For any K-pop fan, Hanryu Plaza is a must-visit destination. This multi-story complex is filled with K-pop treasures, including CDs, photobooks, posters, trading cards, and official fan light sticks. Upon entering, you'll be greeted by posters of popular idols and the latest hits playing through the speakers. Whether you're a fan of BTS, BLACKPINK, or any other group, you're sure to find something to add to your collection. In addition to K-pop merchandise, Hanryu Plaza also sells Korean cosmetics and Line Friends goods.
A short walk from Hanryu Plaza is another popular K-pop destination: Idol Park. Located next to Shin-Okubo station, this specialty store offers a wide range of idol-themed products. The walls are adorned with posters and photos of K-pop stars, and the shelves are filled with keychains, phone cases, apparel, and accessories, all featuring images and logos of famous K-pop groups, from current favorites to iconic legends of K-pop history. Beyond official goods, you'll also discover unique items crafted by fellow fans, including custom-made dolls, artwork, and clothing.
Cosmetics and beauty stores galore
In recent years, South Korea has revolutionized the beauty industry, setting global trends with its innovative formulations and impressive results, and garnering a dedicated following. This influence is clearly evident in Shin-Okubo, a mecca for beauty enthusiasts seeking the latest and best Korean beauty products.
One of the neighborhood's most popular beauty stores is Skin Garden. A paradise for beauty enthusiasts, this shop offers an extensive range of Korean cosmetics at affordable prices. From the latest skincare to highly anticipated makeup products, Skin Garden has it all. You can find renowned Korean brands like Innisfree, Etude House, Missha, and Laneige, among many others.
While Skin Garden is a highlight, Shin-Okubo is also home to numerous other beauty stores offering a treasure trove of Korean cosmetics. These include THE BEAUTY SHOP, known for hair color products and collaborations with K-pop idols; Myeongdong Cosme, renowned for its budget-friendly Korean brands; and THE SAEM, the first official store in Japan, famous for its concealers.
Indulgent cafe culture, showcasing Korean culture
The café culture in Shin-Okubo is a must-explore for those keen to dive into Korean culinary delights and aesthetics. Many cafés offer a charming mix of Korean culture, cuisine, and entertainment.
Sul Bing Cafe is a popular spot in the area, renowned for its delicious bingsu, a traditional Korean shaved ice dessert. The café serves a diverse range of bingsu flavors, from classic to innovative variations, each beautifully presented with fresh fruits and sweet syrups. With its cozy and inviting interior, Sul Bing Cafe is the ideal place to unwind and savor a quintessential Korean dessert in the heart of Tokyo.
For a truly unique and Instagram-worthy café experience, visit 2D Cafe. Situated east of Shin-Okubo station, this café immerses you in a monochromatic world that resembles a comic book. The entire space is designed in black and white, with detailed line drawings on the walls and furniture, creating a surreal, two-dimensional effect. 2D Cafe also offers a menu of Korean-inspired beverages and snacks, including specialty coffees, bubble teas, and desserts.
Lastly, Cafe Neul embodies Korean café culture with its warm, inviting atmosphere and a blend of modern and traditional décor. The menu features Korean beverages and desserts like dalgona coffee, Pistachio Cream Latte, and Strawberry Shortcake. It's an ideal spot to relax or meet friends while savoring a taste of Korea.
Exploring Shin Okubo’s Markets and Food
Korean barbecue: Tokyo’s home of Korean food
Unlike Japanese yakiniku (grilled meat), which emphasizes the quality and natural flavor of the meat, Korean barbeque is known for its marinated meats and an array of banchan (side dishes). Shin-Okubo is the perfect place to experience authentic K-BBQ, with numerous restaurants offering extensive menus. Gather with friends and family around a grill to cook and enjoy a variety of meats, including popular options like samgyeopsal (pork belly), bulgogi (marinated beef), and galbi (marinated short ribs).
One of the hallmarks of a K-BBQ meal is the assortment of side dishes that accompany and complement the rich flavors of the grilled meat. This includes kimchi, seasoned spinach, and japchae (stir-fried noodles).
Street food paradise: Try Chimaek, Dak-galbi, and Hotteok
Shin-Okubo provides a culinary journey with its diverse selection of delectable street food options, transporting your taste buds to streets of Seoul. Korean corn dogs are one of the most popular street foods in Shin-Okubo. These Korean hotdogs are typically coated in a crispy batter and often sprinkled with sugar for a sweet and savory flavor. Some variations even include mozzarella cheese inside!
Another beloved Korean street food isn't a dish but a popular pairing known as chimaek. Combining the words "chicken" and "maekju" (Korean for beer), chimaek has become a sensation in Shin-Okubo and has been featured in numerous Korean dramas. This pairing typically includes crispy Korean fried chicken, available in various flavors, served with a refreshing glass of beer.
Another favorite is dak-galbi, a spicy stir-fried chicken dish bursting with flavor. It features boneless chicken pieces marinated in a spicy sauce and cooked with vegetables such as cabbage, sweet potatoes, and onions, all served on a sizzling hot plate.
For those with a sweet tooth, hotteok is a must-try. These Korean pancakes are filled with a sweet mixture of brown sugar, honey, chopped peanuts, and cinnamon. As they cook, the filling turns into a gooey center, while the exterior stays crispy and golden, making them a particularly delightful treat during colder months.
Korean supermarkets: Explore Seoul Ichiba and more for Korean restaurants essentials
If you can't get enough of Korean cuisine, you can recreate your favorite dishes at home by picking up ingredients and popular Korean snacks from the numerous Korean supermarkets in Shin-Okubo.
Seoul Ichiba is one of the most well-known Korean supermarkets in the area, offering an extensive selection of Korean products. From fresh produce and marinated meats to a wide variety of sauces and condiments essential for authentic Korean cooking, you'll find it all here. Known for its affordability, Seoul Ichiba is a go-to destination for anyone eager to explore Korean cuisine.
Beyond ingredients for home-cooked meals, Shin-Okubo's Korean supermarkets are a haven for snack enthusiasts. You'll find an array of popular Korean snacks, including honey butter chips, Pepero (the Korean equivalent of Pocky), and dried seaweed.
Things to Do and See
Watch street performers: Enjoy the lively atmosphere
Shin-Okubo is a vibrant cultural melting pot where Japanese and Korean influences merge seamlessly. The streets are filled with Korean restaurants, cosmetic shops, and K-pop merchandise stores, but it's the street performers who truly bring the area to life.
Musicians and dancers turn ordinary streets into dynamic stages, creating an engaging and interactive atmosphere. K-pop-inspired dance performances are a standout, with groups showcasing choreographed routines to popular songs. These street performances offer a platform for local talent, as many aspiring artists use the streets to display their skills and gain recognition.
Visit a shrine: Wrap up your explorations with a serene experience
Amidst the bustling streets of Tokyo’s Korea town, lies a tranquil retreat—Kaichu Inari Shrine. Established in the 1500s, this historic shrine offers a serene escape from the bustling urban hustle, allowing visitors to immerse themselves in Japan’s rich cultural heritage. Renowned for its ability to grant "mina ataru," or "everyone hits the target," the shrine is a favored destination for those seeking success in their careers, academics, or personal lives.
Visitors can also acquire an omamori, a traditional Japanese amulet believed to provide protection and bring good fortune. Each omamori is dedicated to a specific purpose, such as health, success, or love, making it a meaningful keepsake to carry the shrine’s blessings with you.
Getting to Shin Okubo
How to get there with a JR Pass: Convenient travel options
Reaching this exciting neighborhood is simple, especially with a JR Pass. Tourists holding a Japan Rail Pass gets unlimited travel on JR trains, making it a convenient option for exploring Tokyo and beyond. One of the most convenient ways to reach Shin-Okubo with a JR Pass is by taking the JR Yamanote Line from popular tourist spots like Shinjuku, Shibuya, or Ueno to reach Shin-Okubo Station.
Besides the Yamanote Line, Shin-Okubo is also easily reachable via the Chuo-Sobu Line, offering a convenient travel option for those without a JR Pass or seeking alternative routes.
Conclusion:
Shin-Okubo shines as a vibrant and dynamic neighborhood, offering visitors a unique slice of Korea in the heart of Tokyo. From its bustling streets lined with Korean BBQ joints, K-pop merchandise shops, and trendy cafes to its lively atmosphere enhanced by street performers and cultural events, Shin-Okubo promises an unforgettable experience that showcases the rich tapestry of Korean culture.
Just as Shin-Okubo brings a taste of Korea to Tokyo, Bokksu Boutique delivers premium Japanese snacks and artisanal goods straight to your home. Explore our thoughtfully curated gift boxes and savor the authentic flavors of Japan, no matter where you are.
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