Welcome to Joyful Minowa Shopping Street,
Where the Spirit of Showa Lives On
Welcome to Joyful Minowa Shopping Street,
Where the Spirit of Showa Lives On
“Joyful Minowa,” stretching from Minowabashi, the terminal station of the Toden Arakawa Line, is one of Tokyo’s premier Showa-era retro shopping districts. This traditional streetscape has appeared in numerous films and TV productions, including “Shoplifters,” “A Boy Called Sailfish,” “3-nen B-gumi Kinpachi-sensei,” “Three Old Men,” “Those Who Illuminate the Streets,” and “Japan’s Worst Man,” earning recognition as a “sacred pilgrimage site for film locations.”
Recent years have brought continued acclaim. In autumn 2023, it served as the backdrop for photo books featuring Number_i members Hirano Sho and Jinguji Yuta. Spring 2024 saw it as the setting for a drama starring SixTONES member Morimoto Shintaro, and winter 2025 featured it in a drama starring Katori Shingo.
Furthermore, on April 28, 2025, Airbnb’s “2025 Summer Travel Trends” selected it as the only Japanese location among the world’s top 10 “Hidden Culinary Gems.” Moving beyond the bustling districts of Asakusa and Shibuya, it was recognized as a “hidden sanctuary for food connoisseurs,” with its three-generation traditional coffee shops, neighborhood delicatessen and Japanese sweets stores, and nearby ramen and dumpling cooking classes earning its place on the global culinary map.
This achievement sparked features across television networks and Forbes Japan, drawing nationwide media attention. The district began its evolution into an “international shopping street,” bustling with pilgrimage fans and tourists while fostering exchanges with local residents.
The shopping street features a diverse array of establishments, from century-old traditional shops to modern newcomers, including “Torifuji’s” famous fried chicken and coffee shops serving traditional cream sodas, offering abundant street food delights. Every 11th of the month, “Benzaiten Day” brings special services and great deals.
This unique destination where Showa-era warmth meets contemporary international flair welcomes visitors from around the world seeking authentic Tokyo culinary experiences. Come create unforgettable memories at Joyful Minowa.
Great Value Events at Our Shopping Street
Great Value Events at Our Shopping Street
Benzaiten Sale held on the 11th of every month! We announce special deals for the day on our website and social media, so please check them out. We also host major seasonal events such as lucky draw sales and festival fairs throughout the year!
Great Value Point Card
Great Value Point Card
Joyful Minowa Shopping Street issues the “Joyful Card,” a point card that lets you earn points when shopping at “Pink Flag Shops.” Each time you shop at “Pink Flag Shops,” points are stamped, and when you collect enough points to reach the maximum, you can shop for 500 yen worth of goods at participating stores! Points never expire, so whenever you shop at “Pink Flag Shops,” please present your Joyful Card to collect points. We also hold events such as lottery drawings and great value product exchanges that you can participate in with a full point card! Information about participating stores and events is available on our website and social media, so please check them out.