Long, Long Ago The Story of When This Town Was Born
Long, Long Ago The Story of When This Town Was Born
The origin of the place name “Minowa” has several theories. The most widely known suggests it derived from a geographical feature once called “Mizu no Hana” (Water’s Nose). This name came from the land’s shape jutting into the sea, resembling a nose. Alternatively, another theory proposes it evolved from “Minowa,” referring to the semicircular shape of the land resembling an agricultural tool called “mi” (winnowing basket). Researchers tend to favor this latter explanation. Both theories undoubtedly reflect the unique topographical characteristics of this land.
During the Edo period, the area flourished as a historically significant region, even housing the residence of the Ise Kameyama Domain.
The birth of the shopping street dates back to 1919 (Taisho 8). It formed following the opening of the Oji Electric Tramway in 1913 (Taisho 2), the predecessor to the Toden Arakawa Line, and has walked through over a century of history. The number of shops peaked around 1943 (Showa 18) before the war, and it continued developing as one of Tokyo’s most vibrant shopping districts throughout the postwar era.
Today’s Shopping Street Close to Everyone’s Daily Life
Today’s Shopping Street Close to Everyone’s Daily Life
The current shopping street features approximately 80 shops along a 480-meter arcade, allowing comfortable shopping even on rainy days. Local food culture thrives with specialties like Torifuji’s famous fried chicken and third-generation family-run coffee shops that embody the downtown spirit.
The district has served as a filming location for numerous visual productions, including films “Shoplifters” and “The Fish Tale,” and dramas “Sanibiki no Ossan” and “Machinami Terasu Yatsura,” earning recognition as a “famous Showa retro filming destination.” The nostalgic warmth felt alongside the scenic streetcar views adds to its great appeal.
International recognition has also grown significantly. In autumn 2023, Number_i members Hirano Sho and Jinguji Yuta’s Instagram posts shot in the shopping street gained attention. In 2024, it became the stage for a drama starring SixTONES member Morimoto Shintaro, creating buzz. Then in 2025, Airbnb’s “Summer Travel Trends” selected it as the sole Japanese representative among the world’s top 10 “Hidden Culinary Gems.” The locally-rooted gourmet culture gained global recognition as a “quiet culinary sanctuary for food connoisseurs.”
This achievement sparked features across television, magazines, and other media, developing into an international exchange hub bustling with domestic and foreign tourists.
The Future of Minowa Creating New Stories Together
The Future of Minowa Creating New Stories Together
Joyful Minowa aims to become a shopping street beloved by new generations while cherishing its history and human warmth. It continues evolving by incorporating diverse attractions, including creating Instagram-worthy spots and fostering coexistence between old and new establishments.
By creating environments where everyone from children to elderly can enjoy safely, and providing visitors opportunities to experience “downtown warmth,” this shopping street continues its journey toward the next century, with local residents and visitors together weaving new stories.
Then, now, and in the future. We want to be a place where everyone’s smiles gather. That is the wish of us, the Joyful Minowa Shopping Street.