
Fuji no ya at Omoide Yokocho Memory Lane
Location: 1 Chome-2-14 Nishishinjuku, Shinjuku City, Tokyo 160-0023, Japan
Omoide Yokocho Memory Lane
Fuji no ya is a Japanese sweets (wagashi) shop in Shinjuku offering traditional confections crafted to reflect the changing seasons.
Fuji no ya is a Japanese sweets (wagashi) shop in Shinjuku offering traditional confections crafted to reflect the changing seasons.
Fuji no ya is a Japanese sweets (wagashi) shop in Shinjuku, the name translating as "Fuji's shop" and evoking the traditional confectionery craft of Tokyo. Shinjuku has long been home to a cluster of longstanding wagashi makers serving the old post-town community, and Fuji no ya sits within that heritage, offering handmade sweets that change with the seasons of the Japanese calendar.The shop specialises in classic wagashi such as nerikiri shaped into seasonal flowers and motifs, soft mochi, dorayaki and yokan, each piece crafted to be eaten with matcha in the tea ceremony tradition. Seasonal sweets marking cherry blossom in spring, coolness in summer, autumn leaves and New Year celebrations are a particular highlight, making a visit worthwhile several times through the year. The careful balance of sweet red bean paste and delicate outer skins reflects the disciplined craft that defines Tokyo-style wagashi.
Fuji no ya is located in the Shinjuku area, convenient to Shinjuku-Sanchome and Shinjuku-Gyoenmae stations. Sweets are typically available for takeaway throughout the day and make excellent gifts or souvenirs, and visiting in the morning offers the best selection before popular items sell out.
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Photo Gallery

Fuji no ya

Wagyu Beef Shop Front
A narrow shop front with a dark facade, featuring a sign reading 'つじ' (Tsuji) above the entrance. Red maple leaves decorate the sides. A menu board is visible on the left side of the door.

Yokotori Shop Front
A traditional Japanese shop with a dark blue noren curtain displaying white kanji characters, including 'Yokotori'. The entrance features glass doors and windows, with visible signage on the building facade. Outside, there are cardboard boxes stacked near the entrance, along with a blue trash bin and a motorcycle parked nearby.

Grilled Skewers on a Plate
A white rectangular plate holds three skewers of grilled food, likely pork belly and meatballs, glazed with sauce. The skewers are arranged side by side on the plate, which rests on a wooden table surface.

Golden Cup with Japanese Text
A golden-colored cup with a textured surface sits on a light brown table. The cup features black Japanese characters and the text 'Since 1984' along with an illustration of two figures in suits. A metallic utensil is partially visible to the left.

Grilled Food at Counter
A close-up view of food being grilled on a charcoal grill, including skewers and flatbread-like items. In the background, several people are seated at a counter, engaged in conversation or using their phones. A staff member wearing an apron with 'SUPER' written on it is visible near the grill.

Marinated Beef Slices
Close-up of raw beef slices with visible marbling, arranged on a metal tray. The meat appears to be seasoned or glazed, likely prepared for grilling or hot pot.

Grilled Meat Skewer with Sauce
A close-up of a grilled meat skewer on a white speckled plate, accompanied by a small bowl of dark sauce with a dollop of yellow condiment and a piece of wasabi. In the background, there is another plate with sliced mushrooms and a glass of water.

Grilled Skewers and Seafood Platter
A close-up of two white rectangular plates on a wooden table. The foreground plate holds grilled squid wrapped around bamboo skewers, drizzled with sauce, alongside a dollop of mayonnaise. The background plate contains three skewers: two spiral-shaped grilled items (possibly chicken or pork) and two round, glazed balls (likely tamagoyaki or meatballs). A glass bottle is partially visible in the top left corner.

Grilled Beef at Japanese Restaurant
A close-up of a metal grill with blue flames, two pieces of raw marbled beef on a silver plate, and a small bowl of soy sauce beside it.

Grill and Side Dishes at a Restaurant
A close-up view of a dining table featuring a small portable grill with sizzling meat, a bowl of kimchi, a plate of seaweed snacks, and various utensils.

Grilled Meat and Vegetables on a Grill
A close-up view of various ingredients being grilled, including slices of raw meat with visible marbling, pieces of onion, zucchini rounds showing char marks, and what appears to be a piece of bread or flatbread.

Grilled Meat on Grill
Two pieces of raw meat sizzling on a metal grill grate with visible flames underneath, showing marbling and slight charring.

Grilled Mushrooms on Skewers
A close-up shot of grilled mushroom slices arranged on a white rectangular plate, drizzled with sauce and skewered with wooden sticks. A glass of beer is visible in the background, along with another dish partially seen at the bottom left.

Grilled Shishito Peppers with Sauce
A white square plate holds several grilled shishito peppers, some charred and glistening with a glossy brown sauce drizzled on top. Two wooden skewers rest across the dish. The plate sits on a dark wooden table surface. A glass of amber liquid is partially visible in the upper background.

Grilled Meat Shop Interior View
A view into a Japanese yakitori shop showing customers at the counter and staff cooking on grills. A menu board is visible in the foreground listing various grilled items.

Raw Meat Slices with Salt
A close-up view of several raw, thinly sliced pieces of red meat arranged on a metallic tray. The meat has visible marbling and is sprinkled with coarse salt crystals.
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