A Short Shopping Guide to Shin-Okubo

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Shin-Okubo, Tokyo’s Koreatown, is renowned for its vibrant atmosphere, delicious food and great shops. The area’s main street is packed with what feels like an endless amount of shops, cafes and restaurants. For those visiting the area for the first time, the choice of where to stop by can seem a little daunting.

In this short guide, we will be recommending just some of the best shops to visit. Whether you are looking for cosmetics, K-Pop goods, food or other random things, there is a shop for you.

Cosmetics

Skin Garden

Skin Garden is one of the main cosmetic stores in the area. Most of the major brands are stocked here, including InnisFree, G9SKIN, and Ma:nyo. There is even a section dedicated to the brand, Nature Republic. Alongside this, Skin Garden has haircare and body products. This shop is ideal for those looking for new beauty products to try. 

4You Cosme

Just like Skin Garden, 4You Cosme is one of the most popular stores which sells all the beauty products you could think of. Alongside makeup and skincare, you can find makeup brushes, jewelry and even adorable outfits for your pets.  

Myung Dong Cosme (明洞コスメ)

Find all the latest makeup and skincare products at Myung Don Cosme. This medium sized store is nicely laid out, with all the current hottest products being displayed at the front of the store. The good thing about shopping here is that you can easily find what you are looking for since the products are displayed by type rather than brand.

K-Pop Goods

Loved by many across the world, K-Pop has its own unique culture, one that is very much embraced in Shin-Okubo. The main street is lined with shops selling both unofficial and official K-Pop merchandise, including photocards, CDs, and magazines.

Idol Park

Idol Park is a K-Pop goods store which is hard to miss, due to its bright colored storefront. Selling fans, posters, keyrings and much more, Idol Park is a great place to pick up unofficial goods with the faces of the most popular idols. It is the go-to place for event and concert goods.

Hallyu Plaza (韓流PLAZA)

Although Hallyu Plaza can technically be counted as a ‘variety store’, its stock of K-Pop goods is unmatched. Even just when entering the store, you will notice all the K-Pop posters and photo cards. In the main area, you will find an endless amount of goods, featuring the most current idols. From official lightsticks to calendars, Hallyu Plaza has everything a K-Pop fan needs to show off their fandom.

K-Star Plus

Another popular K-Pop goods store, K-Star Plus doesn’t just stock photo cards and posters but also albums, clothes and other random goods. Consisting of three different floors, you can easily spend at least an hour in here, shifting through all the merch. Note that most of the goods in here are unofficial but there may be some official ones thrown into the mix.

Moriyoshido Book Store

These days, many K-Pop idols grace the covers of global, Korean, and Japanese magazines. Although you can find many in other book stores, the global publications can often be harder to get. The good thing about Moriyoshido Book Store is that it sells both current and past editions of magazines featuring idols. There is also a selection of Japanese and English books.

Variety Goods

Besides cosmetic shops, Shin-Okubo is filled with a few variety shops where you can buy accessories and clothes.

Star Shop

Instantly recognisable by its bright blue building, Star Shop sells a mix of cosmetics, K-Pop goods and other accessories. Yet, it is the wall filled with affordable earrings and hair accessories that draws most people in.

Banada

For all things cute and characters, head to Banada. This colorful store is great for any fans of BTS who are specifically looking for BT21 items. In addition to BT21, this store also has a range of other character goods including WDZY and TRUZ. There is also a small selection of cosmetics and skincare products.

IN BUTTER（インバター）

Looking for a new phone or airpod case? Head to IN Butter. Tucked away in one of the many side streets, IN Butter stocks a great range of cute phone accessories such as cases, stickers and pop sockets. Many of these items are K-Pop themed, featuring the faces of some of the most loved idols.

Labelle

Easily missed given its location, Labelle is a Korean select shop which sells some of the latest fashions. Although not the cheapest, if you are someone who loves the more elegant and girly Korean style, you are bound to find something suitable here.

Korean Supermarkets

For those who want to cook and enjoy some Korean food in the comfort of their homes, why not pick up some essential ingredients from one of the Korean supermarkets in the area? Although the prices may not always be the cheapest, given that these are imported goods, you are guaranteed to find some high-quality and popular Korean ingredients.

K-Foods

Located 1 minute away from Shin-Okubo station is K-Foods, a Korean convenience store. Having just opened at the end of last year, this store sells a variety of snacks, drinks and noodles. It is the perfect place to pop by if you are in a rush and want to grab some essentials quickly.

Seoul Ichiba (ソウル市場)

Seoul Ichiba is Japan’s largest Korean food specialty store, in terms of stock. This store sells everything you need, from fresh and frozen produce to Korean staples such as kimchi and ramen. With so many goods directly imported from Korea on sale, it is definitely worth spending a bit of time browsing through the aisles. Once you are done, you can grab some hot food, such as Gamja Hot Dog, or cold food, like kimbap, to take home.

Chonggak-ne

Connected to Skin Garden is Chonggak-ne, also known as Korean Food Market. Here, you will find a few long aisles filled with the usual stuff including Korean snacks, instant noodles and alcohol. There is also a solid selection of frozen foods and fresh meats. Definitely have a look around if you already find yourself in Skin Garden!

Which of these shops are you planning to visit first?

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