8 best things to do in Shin-Okubo: Korean restaurants, bar, shop and onsen

Koreatown wasn’t always Koreatown. In the early 2000s, before local interest in Korean dramas and K-pop singers shot up, samgyeopsal specialist Tonchang was among the first few Korean restaurants to open in the area, leading to a proliferation of businesses that made Shin-Okubo what it is today. Though the restaurant chain – which has since set up about a dozen other outposts in the city over the last two decades – now has plenty of competition, it still thrives doing what it does best: offering cheap yet unequivocally delicious sets of barbecued pork belly. 

The outpost on the main road, Okubo-dori, was recently updated to double down on its focus on the signature samgyeopsal sets, even using higher-quality pork than the other Tonchang restaurants, which all have expansive menus of Korean-style katsu curry, japchae and different variations of bibimbap. With a retro neon storefront sign adorned with Tonchang’s pink mascot pig and mosaic tiles on the interior, this small yet characterful streetside restaurant embraces the simple, rustic pleasures of sharing good, honest food at a round metal table with a group of pals.

This two-storey yokocho (food alley) complex is 60 metres long and houses ten different restaurants, with seats for up to 450 people on the first floor alone. The inside looks just like an alleyway you’d find in South Korea, packed with colourful neon signs, lanterns and irresistible food.

You can snack on traditional street foods like chijimi green onion pancakes and kimbap (Korean sushi roll), fill up on zhajiangmian noodles and samgyeopsal (grilled pork belly), or try unusual dishes like braised pig’s feet. And of course, you can kick back and sip on soju and makgeolli (Korean rice wine), too. 

To make a night of it, head up to the second floor, which houses eight karaoke rooms, plus a range of bars, and a lounge area with 30 additional seats.

Korean barbecue isn't just about samgyeopsal or marinated short ribs. This ultra-local family-owned business sets itself apart from other restaurants in the neighbourhood with barbecued duck slices. Seasoned with a smattering of salt and grilled with a few slices of white onion, the meat is cooked until all the fat has rendered for maximum flavour. You can sit back and let the experts handle this part – try to resist the urge to take a slice of duck before the owner decides the bird has been cooked just right and gives you the go-ahead, or risk getting scolded. The wait is worth it, though. One bite of these morsels, wrapped in a refreshing, crisp slice of pickled daikon in lieu of lettuce, and duck might become your new favourite protein. 

Looking for a cheap deal in Tokyo’s Korea town? Macchan offers one of the best deals in town for both solo diners and big groups all day long. For lunch, which is served from 11am until 5pm, you can choose from over a dozen popular Korean dishes, all priced under ¥990, like bibimbap (¥858, dinner ¥1,078), spicy ramen (¥858, dinner ¥1,188), kimchi fried rice (¥858, dinner ¥1,078) and Sundubu Jjigae (spicy tofu stew) priced at ¥968 during lunch hours and ¥1,078 at dinner. All orders come with side dishes and refillable rice.

The lunchtime Korean barbeque set – samgyeopsal or cheese dakgalbi – will set you back ¥1,650. But you do get good value for your money, as the freshly grilled meals include unlimited soft drinks, rice, soup, chijimi savoury pancakes and japchae (Korean glass noodle stir fry).

Shin-Okubo may have its fair share of idol merch shops and Korean skincare boutiques, but many traditional establishments, including this small bathhouse, are still going strong amid the youthful frenzy of businesses catering to K-pop fans. Mannenyu has been a stalwart of the neighbourhood for years, with a straightforward, no-frills attitude to offering respite for nearby residents who need to unwind after a long day. Despite being in one of Tokyo’s most bustling neighbourhoods, Mannenyu charges a mere ¥520 for admission per adult, and ¥200 per child (pre-schoolers ¥100). 

After taking off your shoes to store in the foot lockers by the entrance and buying an admission ticket from the vending machine, you’ll find the bathing area, separated into male and female sections. There are a few different baths in either section, set at temperatures ranging from ice cold to intensely hot. With natural light peeking through the opaque shoji-style windows and an overhead mural of blue cranes in flight, the bathhouse offers a humble yet atmospheric experience. The locale gets extra points for being tattoo-friendly, and there’s a coin laundry available to use if you want to wash your clothes as well as your hair. 

Filled with Korean supermarkets, skincare boutiques and merchandise pop-ups dedicated to K-pop idols, the neighbourhood of Shin-Okubo is often referred to as Tokyo’s Koreatown. And this is where you’ll find Bacon. Opened in summer of 2022, Bacon is a bar and music venue established by Jae Won Koo, the heir of the local samgyeopsal (barbecue pork belly) restaurant chain Tonchang. He spent several years at an art school in London before returning to Tokyo to pursue his own business. 

Bacon owes its name to the family business downstairs and also the painter Francis Bacon. The neon-lit space echoes Damien Hirst’s room installation titled ‘Pharmacy’ – a deliberate choice by Koo, who also installed plastic stools inspired by the artist’s liking for glass-walled tanks and transparent display cases. The relatively recent opening means its noise level is hospitable to conversation on weeknights, but you can expect a full house for the semi-regular DJ events on weekends.

It’s hard not to notice this Korean cosmetics shop with its eye-catching yellow-and-black façade. The biggest highlight? The shop claims it’s the only place in the world where you can make your very own cosmetics tailored to your skin. The store features a special booth where you can pick three ingredients, all of which are natural and free of chemical additives. A skilled staff member will help you combine it all into a product you can take home.

Aside from DIY, Eena has a large selection of Korean cosmetics for both men and women. The store also features a YouTube recording studio and a social media shooting booth where you can show off your best BTS pose.

If you want to do a back-to-back trip from Japan to Korea but can't find the time, Hotel Cen can offer you the next best thing, with minimalist, modern guest rooms in the heart of Tokyo’s miniature Seoul. Rooms here start at ¥12,700 per person per night, with easy access to Shin-Okubo's JR Yamanote Line station.

The hotel has a stylish café that sprawls across a semi-open terrace and the rooftop, with an emphasis on fostering a comfortable, convenient hub for people from all backgrounds. Rooms here are small, but excellent if you just want a comfortable place to rest your head and stay in the centre of the city’s action.