Welcome to Joyful Minowa Shopping Street,
Where the Spirit of Showa Lives On
Welcome to Joyful Minowa Shopping Street,
Where the Spirit of Showa Lives On
Joyful Minowa, stretching from Minowabashi—the terminal station of the Toden Arakawa streetcar line—is one of Tokyo’s most iconic retro Showa-era shopping districts. This nostalgic streetscape has appeared in numerous films and TV dramas, including “Shoplifters,” “The Fish Tale,” “3-nen B-gumi Kinpachi-sensei,” “Sanbiki no Ossan,” “Machinami Terasu Yatsura,” and “Nippon-ichi Saitei Otoko,” earning recognition as a “sacred pilgrimage site for filming locations.”
Recent years have continued to bring exciting developments. In autumn 2023, Number_i members Hirano Sho and Jinguji Yuta were photographed in the shopping street for Instagram posts. Spring 2024 saw the district serve as the backdrop for a drama starring SixTONES member Morimoto Shintaro, and winter 2025 brought attention as the main filming location for a drama starring Katori Shingo.
Furthermore, on April 28, 2025, Airbnb’s “2025 Summer Travel Trends” selected the area as the sole Japanese representative among the world’s top 10 “Hidden Culinary Gems.” Moving beyond the bustling districts of Asakusa and Shibuya, this “hidden culinary sanctuary for food connoisseurs” earned global recognition for its third-generation traditional coffee shops, local delicatessen and wagashi confectionery stores, and nearby ramen and dumpling cooking classes, cementing its place on the international gourmet map.
Source: Airbnb Official Website “2025 summer travel trends” (Link to external site)
This remarkable achievement sparked features across television networks and Forbes Japan, with domestic media turning their spotlight on the district simultaneously. The area began its transformation into an “international shopping street,” bustling with pilgrimage fans and tourists while fostering interactions with local residents.
The shopping street features a diverse array of establishments, from century-old traditional shops to modern newcomers, including Torifuji’s famous fried chicken and traditional coffee shops serving classic cream sodas, offering endless delights for food enthusiasts. Every 11th of the month, “Benten-sama Day” brings special services and great deals.
A unique destination where Showa-era warmth meets contemporary international flair—visit Joyful Minowa, where people from around the world come seeking authentic Tokyo culinary experiences, and create unforgettable memories.
Great Value Events at Our Shopping Street
Great Value Events at Our Shopping Street
Benzaiten Sale held on the 11th of every month! We announce special deals for the day on our website and social media, so please check them out. We also host major seasonal events such as lucky draw sales and festival fairs throughout the year!
Great Value Point Card
Great Value Point Card
Joyful Minowa Shopping Street issues the “Joyful Card,” a point card that lets you earn points when shopping at “Pink Flag Shops.” Each time you shop at “Pink Flag Shops,” points are stamped, and when you collect enough points to reach the maximum, you can shop for 500 yen worth of goods at participating stores! Points never expire, so whenever you shop at “Pink Flag Shops,” please present your Joyful Card to collect points. We also hold events such as lottery drawings and great value product exchanges that you can participate in with a full point card! Information about participating stores and events is available on our website and social media, so please check them out.
Joyful Minowa Shopping Street Overall Map
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