Introduction
The Shinjuku and Shin-Okubo area might primarily evoke images of Koreatown, but it’s actually a deep melting pot where diverse food cultures intersect. For international students and long-term residents seeking authentic local flavors, as well as locals who want to cook genuine spice curries or Vietnamese dishes at home, the Asian supermarkets in this area are truly a treasure trove.
Even if you’re specifically ‘looking for a Vietnamese supermarket in Shinjuku,’ by exploring multinational markets that handle Southeast Asian ingredients in general, or specialty Thai food stores, you can find fresh cilantro (coriander), lemongrass, dried pho noodles, rice paper, various herbs, and fish sauce at great prices. This time, we’ll introduce five carefully selected spots, ranging from deep Asian grocery stores highly endorsed by locals to reliable local supermarkets where you can supplement your high-quality Japanese ingredients.
Asia Super Store
📍 Address: Japan, 〒169-0072 Tokyo, Shinjuku City, Okubo, 1 Chome−8−2 2F
Located on the 2nd floor of a building that houses a FamilyMart, about a 3-minute walk from Higashi-Shinjuku Station’s A1 exit, ‘Asia Super Store’ is a specialty Thai ingredient shop boasting one of Japan’s largest selections. While specializing in Thai cuisine, it also carries some Southeast Asian ingredients from countries like Vietnam, making it an essential stop for anyone wanting to cook authentic ethnic dishes.
The moment you step inside, you’re transported straight to Southeast Asia. You’ll find a vast array of fresh herbs, coconut milk, and various types of fish sauce (nam pla) and chili oil, items rarely seen in Japanese supermarkets. Beyond fresh foods, they also stock stone mortars, dedicated tableware, and even daily necessities and medicines like ‘Ya Dom’ (nasal inhaler), guaranteeing a feeling of being on a trip.
Particularly not to be missed are the many authentic local sweets. ‘Khao Tom Mat’ (steamed sticky rice wrapped with banana), ‘Khanom Mor Kaeng’ (a Thai-style pudding with a mysterious texture, like a mildly sweet omelet), and ‘Khao Niao Daeng’ (red sticky rice with coconut) are perfect for breakfast or a light snack. Regulars consistently visit for the authentic side dishes sold only on weekends, and the bright red, sweet watermelon smoothie ‘Tangmo Pan.’ Among Asian supermarkets, the displays are exceptionally beautiful, and the aisles are well-organized, ensuring even first-time visitors can enjoy shopping with peace of mind.
Kakyo Fukumusha
📍 Address: Japan, 〒169-0073 Tokyo, Shinjuku City, Hyakunincho, 2 Chome−11−2 Kamikura Building
Located about a 1-minute walk from Shin-Okubo Station, ‘Kakyo Fukumusha’ is a massive Chinese supermarket occupying an entire building. From the first basement floor to the third floor, it’s packed with authentic ingredients from mainland China, Taiwan, and other Chinese-speaking regions, supporting the culinary needs of international students and long-term residents.
The first basement floor is dedicated to shelf-stable foods and condiments. You can find large quantities of Sichuan peppercorn powder, five-spice powder, Pixian Doubanjiang, douchi (fermented black beans), and Chinese soy sauce at affordable prices. The selection of Chinese teas is also extensive, with commercial-sized tea leaves perfect for souvenirs or daily use. A pro tip: cell phone reception can be spotty on the basement floor when making smartphone payments, so it’s wise to prepare beforehand or open your payment app near the entrance.
The second floor, with its frozen and refrigerated sections, is a paradise for hot pot lovers. Highly recommended is the frozen lamb for hot pot, rolled into a cylinder. Furthermore, you’ll find a rich variety of deep processed foods, such as the popular ’round dumplings with orange and white stripes and flying fish roe inside,’ a favorite ingredient for Malatang. From authentic Chinese seasonings to niche frozen dim sum, this store is a powerful ally that will dramatically expand your home cooking repertoire.
Seoul Market
📍 Address: Japan, 〒169-0072 Tokyo, Shinjuku City, Okubo, 1 Chome−16−15 1F
Situated along Okubo-dori, Shin-Okubo’s main street, ‘Seoul Market’ bustles with people every day. It’s arguably the most famous and well-established Korean supermarket in Koreatown, with an energetic atmosphere where the latest Korean trends seamlessly blend with traditional food culture.
For those who cook at home, we highly recommend ‘Dashida,’ a powdered seasoning condensed with beef umami, authentic Korean seaweed, and a wide variety of kimchi. Beyond ingredients, they also stock an abundance of tableware and cooking utensils that allow you to bring home a piece of the local ambiance, such as brass bowls for drinking makgeolli and ‘Yang-eun Yakkan,’ the pot-and-kettle combo often seen in Korean dramas.
Another charm of Seoul Market is its well-stocked deli section. You’ll find freshly made gimbap, seafood pajeon, yangnyeom chicken, and even frozen ganjang gejang (soy-marinated crab), which will instantly elevate the quality of your home dining. Enjoying freshly made hotteok or cheese corndogs from the demonstration stalls outside the store is also a unique pleasure of this neighborhood.
Shin-Okubo Asian Market
📍 Address: Japan, 〒169-0073 Tokyo, Shinjuku City, Hyakunincho, 1 Chome−10−13
Tucked away in an alleyway close to Shin-Okubo Station, ‘Shin-Okubo Asian Market’ is a hidden gem for multinational ingredients. Focusing on South Asian spices from Nepal and India, it also covers Southeast Asian ingredients from Vietnam, Thailand, Myanmar, and more, filling the store with a unique, exotic aroma.
What’s particularly noteworthy here is the convenience and affordability of their fresh herbs and spices. Essential fresh vegetables for Vietnamese and Thai cuisine, such as dill, lemongrass, green papaya, cilantro (coriander), kaffir lime leaves, and holy basil, are sold at prices unheard of in Japanese supermarkets. Moreover, they come in small, pre-packaged portions with expiry dates and contents clearly labeled in Japanese, making it reassuring to purchase even if you don’t understand the local language.
Furthermore, the shelves are packed with exciting items like canned goat meat, rare frozen fish in Japan, and incredibly cheap instant noodles, making browsing alone an adventure. The market also accepts credit cards and electronic money, making it an indispensable resource, an ‘infrastructure’ for mid to long-term residents who regularly cook curry and other ethnic dishes.
Santoku Shinjuku Honten
📍 Address: Japan, 〒160-0022 Tokyo, Shinjuku City, Shinjuku, 7 Chome−26−38
After stocking up on plenty of spices and ethnic ingredients, you’ll want to secure your everyday Japanese groceries too. ‘Santoku Shinjuku Honten,’ located right near Higashi-Shinjuku Station, is an indispensable high-quality local supermarket for residents and long-term stayers in this area. The store is divided into two floors, 1st and 2nd, and has been renovated, offering a very clean and easy-to-navigate space.
Santoku’s appeal lies undoubtedly in the high quality of its fresh produce. You’ll find premium ingredients rarely seen in other supermarkets, such as Wagyu beef and incredibly fresh sashimi. They also boast an excellent selection of delicious own-brand bread made without yeast food, and luxurious fruits perfect for a small treat, enriching your diet.
For international students living alone and busy professionals, the extensive bento (lunchbox) and deli section near the 1st-floor entrance is a blessing. It offers a wide range from elaborate Western dishes like ‘baked shrimp gratin’ to traditional Japanese cuisine, and you might even find discounted items late in the evening. However, popular discounted bentos sell out quickly due to high demand, so timing your visit is a golden rule for locals. Combined with friendly service, it’s a wonderfully reliable supermarket where daily shopping can be enjoyed stress-free.
[Column] Smart Shopping Route for Vietnamese & Asian Ingredients in Shinjuku
While large specialty stores dedicated ‘only to Vietnamese ingredients’ are surprisingly few in the Shinjuku and Shin-Okubo area, you can complete your collection of all authentic ingredients by hopping between the multinational Asian markets introduced here.
For a smart shopping hack, first, head to ‘Shin-Okubo Asian Market’ to get fresh herbs like cilantro (coriander) and lemongrass, essential for pho, as well as spices, all at great prices. Next, visit ‘Asia Super Store’ to stock up on Southeast Asian condiments such as nam pla (fish sauce), chili sauce, and rice paper. If you want to add hot pot or Chinese-style arrangements, it’s best to pick up spices like Sichuan peppercorn at ‘Kakyo Fukumusha’.
Finally, stop by ‘Santoku Shinjuku Honten’ to purchase staple fresh foods like meat, seafood, and fresh Japanese vegetables before heading home. This combination strategy of ‘deep Asian supermarkets + high-quality Japanese supermarkets’ is the ultimate shopping route practiced by international students and local cooking enthusiasts. Be sure to bring a large eco-bag on your day off and enjoy a mini overseas trip and ingredient hunt in Shinjuku!
