Shin-Okubo is widely known as a Koreatown, but it’s also a vibrant battleground for multicultural ‘Asian supermarkets’ offering ingredients from various Asian countries like Thailand, India, and Nepal.
This time, we’ve carefully selected two truly deep-dive local supermarkets that are frequented by international students on mid-to-long-term stays and cooking enthusiasts who adore authentic local flavors. The biggest appeal isn’t just finding rare spices and vegetables, but also experiencing the vibrant energy and genuine local life of these places.
Asia Super Store
📍 Address: 2F, 1-8-2 Okubo, Shinjuku-ku, Tokyo 169-0072, Japan
‘Asia Super Store’ is located on the second floor of a FamilyMart, just a short walk from Higashi-Shinjuku Station. Step inside, and you’ll be enveloped by spicy aromas and an exotic atmosphere, almost feeling as if you’ve wandered into a local market in Bangkok. Hailed as one of Japan’s largest Thai ingredient markets, the store boasts an impressive array of products, from fresh produce and seasonings to daily necessities. Unlike some Asian supermarkets, it lacks a cluttered feel; products are neatly and beautifully arranged, making it remarkably easy for first-time visitors to shop.
Rows of fresh herbs like dill, lemongrass, green papaya, holy basil, and kaffir lime leaves—rarely seen in typical Japanese supermarkets—are sure to impress locals who cook at home and Thai food enthusiasts alike. The store also offers a wide selection of convenient Thai-specific seasonings, such as ‘Knorr’s’ pork bone and chicken broth concentrates with a consommé flavor. With these, you can perfectly recreate classic dishes like Pad Thai and Gai Yang, as well as more obscure regional specialties, right in your own kitchen.
And you absolutely must check out the ‘Handmade Thai Sweets & Deli’ corner. Here, you’ll find exquisite desserts that faithfully reproduce authentic Thai flavors, such as ‘Khao Tom Mat’ (sticky rice steamed with banana and black beans), ‘Khao Niao Daeng’ (red sticky rice with coconut milk), and ‘Khanom Mo Kaeng’ (a Thai-style pudding with an intriguing texture, mildly sweet, reminiscent of a savory egg custard). Even classic Som Tum (green papaya salad) comes with peanuts and dried shrimp packaged separately to preserve their texture, showcasing thoughtful attention to detail (Note: Bento boxes are not sold during summer).
When shopping, remember that only cash is accepted, so it’s a good rule of thumb to bring plenty of bills. The store also features a rich selection of items like tableware used in local Thai eateries, ‘Ya Dom’ (Thai herbal inhaler), and classic snacks such as shrimp crackers. So grab a ‘Tang Mo Pan’ (red watermelon smoothie-style drink) and enjoy a mini-trip to Thailand!
Shin-Okubo Asian Market
📍 Address: 1-10-13 Hyakunincho, Shinjuku-ku, Tokyo 169-0073, Japan
Despite its unbeatable location right outside JR Shin-Okubo Station’s ticket gate, ‘Shin-Okubo Asian Market’ exudes an intensely deep and local vibe. Cardboard boxes brimming with daily special vegetables and fruits are piled high outside the store, sometimes even bell peppers and bananas are sold at unbelievably low prices. It has the lively atmosphere of a greengrocer, attracting a throng of local international students and residents from various countries who come here to shop.
Step inside, and the distinctive aroma of Indian and Nepalese spices tickles your nose. From floor to ceiling, narrow aisles are packed with esoteric ingredients from various countries, primarily South Asia and the Middle East. With so many types of curry spices to choose from, along with frozen paratha (flatbread), canned goat meat, and incredibly cheap instant ramen, the biggest draw is the joy of shopping like a treasure hunt. For mid-to-long-term residents eager to try their hand at authentic spice curry, this place is nothing short of a sanctuary.
At first glance, it might seem intimidating, giving off an ‘expert-only’ vibe, but it’s actually a very welcoming store for Japanese customers too. Spices, rare vegetables, and meats are pre-packaged in easy-to-use sizes, with clear Japanese labeling for quantity, price, and expiration dates. You can confidently try new ingredients without the worry of ‘not knowing what to use them for’.
Furthermore, a pleasant surprise for this type of deep-dive supermarket is its acceptance of credit cards and electronic payments. If you’re tired of the crowds in front of the station, why not drop in, soak up the exotic atmosphere, and procure some tropical fruits and spices that are hard to find elsewhere in Japan?
Smart Shopping Tips for Enjoying Asian Supermarkets
To make your local supermarket hopping in Shin-Okubo even more rewarding, here are a few tips. First, the best time to visit is ‘weekday mornings to early afternoon’. After weekend evenings, not only does the area around the station get extremely crowded with tourists, but your desired fresh herbs and handmade deli items often sell out. Especially for fresh produce, availability can vary greatly depending on delivery times, so when you see it, buy it.
Additionally, we highly recommend bringing a large eco-bag and an insulated cooler bag when you shop. Asian supermarkets offer many tempting items that require temperature control, such as frozen meats, paratha, and handmade Thai sweets. With a cooler bag, you can stock up to your heart’s content without worrying about them melting.
Finally, immerse yourself in the extraordinary feeling of being surrounded by authentic ingredients. While some items like ‘Ya Dom’ might be slightly pricier or feel more expensive than they would be locally, consider it the ‘cost of convenience’ for being able to recreate authentic flavors without taking a flight. Enjoy a real market shopping experience as if you were walking through a local market, all while staying in Japan.
