[Shinjuku] The Closest You’ll Get to Thailand in Japan? A Guide to Asia Superstore

Asia Superstore

📍 Address: 2F, 1-8-2 Okubo, Shinjuku City, Tokyo 169-0072, Japan

Located in the Okubo area of Shinjuku City, ‘Asia Superstore’ bears ‘Asia’ in its name but is actually a specialty store focused on Thai ingredients and goods. It’s also known as the physical store of Japan’s largest online Thai food shop, quietly nestled on the second floor of a building about a 3-minute walk from Higashi-Shinjuku Station A1 exit.

Stepping inside, you’ll find yourself in what truly feels like ‘the closest place to Thailand in Japan’. With the chatter of local languages, the distinctive aroma of spices and herbs, and an exotic array of products rarely seen in Japan, it’s sure to excite anyone, not just Thai food lovers. While Asian supermarkets often conjure images of cluttered spaces, this store is brightly lit and meticulously organized, making it a major draw for Japanese shoppers who can browse with ease.

It enjoys overwhelming support from a wide range of customers, including short-term visitors on holiday, international students seeking a taste of home, Thai locals working in Japan, and even medium to long-term residents who love ethnic cuisine. With other large supermarkets like ‘Korea Plaza’ nearby, you can easily combine your visit with a tour of Shin-Okubo’s Koreatown and enjoy a culinary hop-through various Asian food cultures.

A Favorite Among Locals and Students! Essential Local Ingredients and Seasonings You Can’t Miss

The biggest appeal of this supermarket is its ‘overwhelming lineup of fresh produce and seasonings’ that supports the palates of self-catering locals and international students. The fresh vegetables and herbs, in particular, are impressive, with essential ingredients for authentic Thai cuisine like dill, lemongrass, green papaya, cilantro (coriander), kaffir lime leaves, and holy basil all readily available.

In the seasoning corner, in addition to chili oil and various spices, be sure to check out a hidden gem that insiders recommend: ‘Thai Knorr consommé (soup base)’. Available in pork and chicken flavors, it’s not only great as a soup base for dishes like pho but is also rumored to be delicious eaten straight – a secretly popular product. Furthermore, you might rediscover those snacks you saw on your travels, such as ‘shrimp crackers’ (a classic Thai snack), dried bananas, dates, coconut, and tamarind-based snacks and jams.

Beyond food, you’ll find tableware, cooking utensils, and even medicines and daily necessities like ‘Ya Dom’ (nasal inhalers), a classic souvenir from Thailand. This allows you to experience the excitement of browsing a local supermarket while still in Japan.

Authentic Thai Delis & Exquisite Local Sweets You Must Try!

Even if you don’t cook, you can easily enjoy local flavors at the deli and bento corner. Classic dishes like Khao Man Gai, Pad Thai, Gai Yang, and Pad See Ew are abundant, offering an authentic taste that sets them apart from typical Japanese bentos. Particularly popular is ‘Som Tum (green papaya salad)’. Peanuts and dried shrimp for topping are thoughtfully provided in separate small packets to preserve their texture, allowing you to savor a truly local-style, unapologetically spicy deliciousness that often surpasses what you find in Japanese Thai restaurants. (※However, please note that bento sales are suspended during summer months for hygiene reasons, so be mindful of your visit timing).

Also, don’t miss the traditional local Thai sweets, which are rare in Japan. Items perfect for breakfast or snacks, such as ‘Khao Tom Mat (steamed banana sticky rice)’, ‘Khao Niao Daeng (red sticky rice with coconut)’, and ‘Peanut Durian’, line the shelves. Especially recommended is ‘Khanom Mor Kaeng’, a Thai-style custard pudding. Made with coconut milk and taro, it has a mysteriously appealing texture and taste, like a subtly sweet egg custard, a truly captivating dessert that will get you hooked after one bite.

Tips and Cautions for First-Time Asian Supermarket Shoppers

When shopping at Asia Superstore, the most important thing to note is the rule: ‘cash payment only’. Credit cards and electronic money are not accepted at all, so be sure to prepare enough cash before entering the store. Many people tend to buy too many interesting items, so it’s recommended to carry a bit extra.

Regarding pricing, it might feel slightly higher overall compared to nearby discount supermarkets. For example, ‘Ya Dom’ and imported foods, which are cheap locally, will have a certain price due to location costs and rising prices. However, considering the ‘experiential value and convenience’ of reliably obtaining rare products that are hard to find anywhere else in Japan, within a clean and well-organized store, the price is certainly justifiable.

The staff maintain a neutral and appropriate distance, so you won’t feel out of place even if you drop by alone. Grab a rare soy milk drink, a red beverage reminiscent of ‘Ten Mo Pan’ (watermelon smoothie), or an inexpensive and delicious coconut juice, and fully enjoy the feeling of a short trip to Thailand.