Intro: Is It Really Cheaper Than 7-Eleven?
Walking through Tokyo’s neon streets, you might spot a sign that seems like a typo: Draft Beer ¥190 ($1.30) and Highball ¥150 ($1.00). This is Shinjidai (New Age), an izakaya chain that has taken Tokyo by storm with a slogan that sounds impossible: “A pub cheaper than a convenience store.”
In a city where inflation is rising, Shinjidai offers a chaotic, energetic, and wallet-friendly sanctuary. Whether you are a solo traveler looking for a quick drink or a group wanting to feast until the first train runs at 5:00 AM, this place defines the modern “salaryman paradise.”
👁️ Kajino’s Eye: The Phoenix of the Pandemic
If you wonder how a chain can sell beer this cheap, the secret lies in its history. Shinjidai originated in Nagoya and entered Tokyo in 2017. When COVID-19 hit in 2020, while most restaurants were retreating, Shinjidai went on the offensive. They aggressively bought up fully furnished restaurant spaces (left behind by closed businesses) at rock-bottom prices. This strategy allowed them to expand rapidly with minimal cost, turning a global crisis into a massive opportunity. As of late 2025, they have over 200 locations and aim for huge annual sales.
The “Trap” You Should Fall Into: The drinks are shockingly cheap, but the food prices are standard for an izakaya. However, the quality is high. They lure you in with cheap beer and the legendary “Denshushi” (chicken skin skewers), which are salty, crispy, and addictive. Before you know it, you’ve ordered 20 skewers. But honestly? It’s a happy trap.
The Midnight Sanctuary: Most Shinjidai locations, like the one under the Shinjuku East Exit overpass, stay open until 5:00 AM. If you miss your last train (a common Tokyo tragedy), don’t wander the streets. Come here. You’ll find diverse groups waiting for the morning sun—from exhausted office workers to students.
Meet the New Staff: Recently, Shinjidai introduced serving robots. Unlike the “cat-faced” robots at Gusto, these are different. They play charming music as they navigate the crowded aisles. Watching drunk businessmen politely stepping aside for a robot is a uniquely modern Tokyo sight.
🔰 How to Order / System
The vibe is loud and crowded. Don’t expect a quiet romantic dinner; expect a festival.
- Entry & Otoshi: When you sit down, you will be charged a small cover charge (Otoshi), usually around ¥300-¥350. This is your “seat rental” and comes with a small appetizer. Even with this, the total bill is often cheaper than anywhere else.
- Ordering: Most tables have QR codes or touch panels. You can switch the language to English on many devices. If not, the photos make it easy.
- The “Troublesome” Salad: If you order the Potato Salad, don’t be surprised if it arrives as a whole boiled potato in a bowl with a pestle. You have to mash it yourself. It’s named “Mendokusai (Troublesome) Potato Salad.” It’s a fun activity to do while chatting.
- Payment: Take your bill to the register near the exit. Credit cards are generally accepted.
🏆 Popular Menu Rankings
Based on local popularity and sales data:
- Denshushi (Chicken Skin Skewers) 👑
- The absolute signature. Crispy chicken skin with zero unpleasant fat, soaked in a secret ginseng-infused sweet soy sauce. At ¥50 per skewer, people order them in “pyramids” of 10, 20, or 30.
- Draft Beer (Sapporo Black Label) 🍺
- The price driver. Authentic Sapporo draft for ¥190. There is no catch. It’s just cheap.
- Mendokusai Potato Salad
- A warm, whole potato you mash yourself. Mixing the mayo, cucumber, and bacon while the potato is hot makes it surprisingly delicious.
- Doro-yaki (Chewy Grilled Chicken)
- Another Nagoya-style hit. Spicy and chewy chicken that pairs perfectly with the ¥150 Highball.
- Closing Menu (Ramen / Oden / Fried Rice)
- Since they are open late, the carbohydrate menu is strong. The “Midnight Ramen” is a simple soy sauce base, perfect for finishing the night.
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📝 Basic Info
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- Name: Shinjidai (新時代)
- Typical Hours: Many locations 17:00 – 05:00 (Next morning)
- Note: Lunch hours vary by location.
- Budget: ¥1,500 – ¥2,500
- Google Maps Search: “Shinjidai Izakaya near me”
- Payment: Cash, Credit Cards (Visa/Master), some QR payments.
- Smoking: Many locations have separate smoking booths or allow smoking (check the sticker at the door).
- Official Website: phads.jp
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