There’s a place in Japan where you can feel the energy and aroma as if you’ve wandered into Bangkok’s Khao San Road. That place is ‘Asia Super Store’, located in Tokyo’s Shinjuku (Shin-Okubo area).
For long-term residents, international students, and Thai residents missing the taste of home, seeking an authentic local experience, this isn’t just any Asian supermarket. The moment you step inside, you’re entirely in ‘Thailand’. From fresh herbs to rare seasonings, and even daily necessities, we’ll introduce the charm of this hidden deep spot and practical tips for navigating it.
Asia Super Store
📍 Address: 2F, 1-8-2 Okubo, Shinjuku-ku, Tokyo 169-0072, Japan
Located discreetly on the second floor of a multi-tenant building on Okubo Dori, about a 3-minute walk from Higashi-Shinjuku Station, this store is one of Japan’s largest specialty Thai food stores. The moment you open its heavy door, the enticing aroma of spices and herbs is exactly like a market in Bangkok or a restaurant near Khao San. The interior is surprisingly bright and well-organized, making it easy for first-time visitors to browse and shop.
Asia Super Store boasts a rich selection of directly imported essentials for Thai cuisine, including seasonings, retort foods, local snacks, and drinks. Furthermore, it carries a wide range of daily necessities, such as tableware and cooking utensils often used at local food stalls, and ‘Ya Dom’, a classic Thai inhaler, functioning as a lifeline for locals who want to cook authentic Thai dishes.
Niche Ingredients to Perfectly Recreate Authentic Local Flavors
The greatest appeal of this supermarket is its selection of ‘fresh herbs and vegetables’ that are rarely found in ordinary Japanese supermarkets. Holy basil (Grapao), kaffir lime leaves, lemongrass, dill, and even green papaya, essential for Som Tum, are available fresh.
The seasoning section is also a must-see. Highly recommended for long-term international students and home cooks is the Thai version of Knorr consommé (pork and chicken flavor). It’s a hidden gem, not only usable as a base for pho and Chinese soups but also rumored to be delicious just by itself. Other local-spec items that dramatically transform the taste of dishes, such as chili in oil and tamarind paste, are lined up, allowing you to enjoy an exotic atmosphere just by browsing the shelves.
Like a Food Stall! Deli and Sweets with Authentic Energy
Visiting on weekends, you might find homemade bento boxes and sweets reminiscent of local food stalls (※Note that bento sales may be suspended during summer). Classic dishes like Pad Thai, Khao Man Gai, Gai Yang, and Pad See Ew are available, but the authentic Som Tum, with its relentless spiciness, is a must-try. Attention to detail is evident, with peanuts and dried shrimp provided in small separate packets to preserve their texture.
If you have a sweet tooth, look for ‘Khao Tom Mat’ (steamed sticky rice with banana) and ‘Khanom Mo Kaeng’ (a Thai-style pudding with a mysterious texture, like a mildly sweet omelet). Pair them with dried bananas, dates, and sweet, affordable coconut juice to perfectly recreate a Thai tea time at home.
Shopping Tips and Local Utilization
When enjoying shopping here, there are a few practical points you absolutely should remember. The biggest thing to note is that ‘payment is cash only’. Credit cards and e-money are not accepted, so we recommend bringing extra cash, anticipating that you might get excited and fill your basket.
Regarding pricing, as it’s an imported goods store, prices are generally a bit higher (for example, the classic Thai travel souvenir ‘Ya Dom’ costs around 340 yen). However, considering the location and the convenience of getting authentic local flavors, it’s a perfectly acceptable range.
There are also large Korean supermarkets like ‘Korea Hiroba’ nearby, so a smart way for locals to utilize the area is to hop between Shin-Okubo and Higashi-Shinjuku to stock up on various Asian ingredients. The staff are friendly and provide straightforward service, so don’t hesitate to ask them how to use unfamiliar ingredients – it’s a great opportunity to connect with the local community.
