Long known as Tokyo's Korean enclave, Shin-Okubo has evolved into an even more multicultural area. East of the station, rows of K-POP merchandise and imported skincare products attract crowds, while the west side features multilingual ads signaling Asian cosmopolitanism. Follow this itinerary to explore the neighborhood's two sides and sample flavors from Manila to Tashkent.
East of Shin-Okubo Station, fluorescent lights illuminate neat rows of pop idol merchandise and imported skincare products, with teenage girls queuing for coin-shaped, cheese-filled buns. On the west side, ads in a mix of languages highlight Asian cosmopolitanism, alongside crowds of workers waiting for their preferred kebab, curry, or banh mi. Just one stop north of Shinjuku on the Yamanote Line, the area becomes particularly crowded by midafternoon as swarms of Japanese youngsters flock to Korean variety stores and trendy cafes offering photogenic desserts.
For a more relaxed visit, arrive early and enjoy tteokbokki rice cakes or bibimbap—rice mixed with meat and vegetables—at one of the many 24-hour Korean diners, such as Byuljan or Chuo Sigean, until shops open around 10 or 11 a.m. Fortified by a hot meal, visitors can then tackle the vibrant, chaotic Okubo-Dori shopping street, where signs in Korean, Japanese, and English create a colorful assault on the senses. Shin-Okubo stands as Tokyo's most diverse neighborhood, extending beyond its South Korean roots to embrace influences from places like Manila and Tashkent, offering a true taste of global multiculturalism in the heart of the city.