The Closest Place to Thailand in Japan! The Charms of Asia Super Store
📍 Address: Japan, 〒169-0072 Tokyo, Shinjuku City, Okubo 1-chome 8-2, 2nd floor
Located between Tokyo’s Shin-Okubo and Higashi-Shinjuku, ‘Asia Super Store’ is an authentic supermarket where you can feel the local atmosphere of Southeast Asia right here in Japan. While the name says ‘Asia,’ it particularly specializes in Thai ingredients and daily necessities, also carrying some items from Taiwan and other Southeast Asian countries.
Since its opening, it has boasted a product lineup so impressive that Thai-loving regulars who frequent the store, as well as international students and long-term foreign residents seeking a taste of home, rave, ‘This place is just like Thailand!’ Although the store, located on the second floor of a FamilyMart, is not spacious, it lacks the often-chaotic atmosphere found in many Asian supermarkets; instead, products are neatly displayed facing forward.
With convenient access, about a 3-minute walk from Higashi-Shinjuku Station’s A1 exit, and Korean supermarkets like ‘Korea Plaza’ nearby, it’s highly recommended to incorporate it into a multinational shopping route in the Shin-Okubo area.
Only Available Here! Deep Local Ingredients and Seasonings
For mid- to long-term residents who cook for themselves and ethnic food enthusiasts, the biggest draw is the availability of fresh herbs and vegetables that are hard to find in regular Japanese supermarkets. Dill, lemongrass, green papaya, cilantro (coriander), kaffir lime leaves, holy basil, and many other fresh ingredients essential for authentic Thai cuisine are neatly lined up. Just seeing them is sure to boost your cooking motivation.
The seasoning corner is also extensive, offering chili oil and various spices. A regular customer’s top recommendation is ‘Knorr’s consommé-like soup base.’ Available in pork and chicken flavors, it’s not only perfect as a base for soups like pho but also has an addictive deliciousness, like the powder from popular snack foods, if you taste it plain. It’s truly the Thai version of a Chinese soup base, a versatile seasoning that you won’t want to live without once you try it.
Enjoy Authentic Flavors! Deli & Rare Sweets Scene
Even if you don’t cook, the abundant deli and sweets section offers plenty to enjoy. The Som Tum (green papaya salad) features a carefully designed package where peanuts and dried shrimp for topping are separately provided in small bags to maintain their texture, with the original dressing hidden underneath the salad. It’s spicier than what you’d typically find in Japanese Thai restaurants, offering a powerful, authentic taste.
Also a must-see are the rare Thai sweets, perfect for snacks or breakfast. You’ll find filling light meals like ‘Khao Tom Mat’ (steamed sticky rice wrapped around banana), ‘Khao Niao Dam’ (black sticky rice with coconut), and ‘Peanut Durian.’ The Thai-style pudding, ‘Kanom Mo Kaeng,’ has a mysterious taste, like a subtly sweet omelet, and has garnered a strong following of repeat customers.
Classic bentos like Khao Man Gai, Pad Thai, Gai Yang, and Pad See Ew are also sold, but please note that bento sales are suspended during the summer, so be mindful of the season you visit. Some deli items are sold only on weekends, so the best time to visit is from Friday through the weekend.
Practical Tips and Cautions for Enjoying Your Shopping Even More
Beyond food, you’ll find Thai tableware, cups, stone mortars, and other cooking utensils, as well as medicines like cough syrup and ‘Ya Dom’ (Thai herbal inhaler), so even just browsing can give you a taste of a travel experience. The beverage section also features unfamiliar packages of soy milk, instant coffee, coconut juice, and red smoothies reminiscent of ‘Tenmo Pan’ (watermelon juice). For snacks, we recommend classic ‘shrimp crackers,’ dried bananas, and dates.
A crucial point for shopping is that payment is ‘cash only.’ Since there are so many appealing products that make it easy to overbuy, we recommend bringing plenty of cash. While prices are generally a bit higher due to import costs and location (e.g., Ya Dom around 340 yen), the store is packed with authentic items that are well worth the cost.
