Matsumoto Kiyoshi (Matsukiyo) 101: The “Yellow” King of Japanese Drugstores

2026年2月1日

Walk near any major station in Tokyo—Shibuya, Shinjuku, Okachimachi—and your eyes will be attacked by a bright Yellow and Blue sign. This is Matsumoto Kiyoshi (locals call it “Matsukiyo”). Historically known as a hangout spot for Japanese high school girls (“Gyaru”), it has evolved into something much more important: The Life Support Station for everyone from tired salarymen to international tourists. It is not just a pharmacy; it is a cheaper, better version of a convenience store.

👁️ Kajino’s Eye: The Salaryman’s Life Support

Most guidebooks tell you Matsukiyo is for buying makeup. They are missing the point. For locals like me, Matsukiyo is a survival shelter.

The “After-Drink” Routine Let me share a personal secret. After drinking alcohol in Tokyo, the temptation to eat Ramen is strong. But Ramen is heavy and expensive. Instead, I look for the Yellow Sign. Unlike typical pharmacies that close early, many urban Matsukiyo stores are open late (some 24 hours). I walk in and buy a Tomato Juice and a Sandwich. Why? Because it is 20% cheaper than a convenience store (Konbini), and the tomato juice saves me from a hangover the next day. In the past, Matsukiyo was the territory of teenage girls buying cheap mascara. Today, it is a “Mini-Supermarket” strategically placed inside or right next to stations. If you want a drink or a snack, ignore the vending machine. Look for the Yellow Sign. Your wallet will thank you.

💊 Why the “matsukiyo” Brand is Different (PB Strategy)

In many countries (and even in Japanese supermarkets), “Private Brand” (PB) generic items are seen as “cheap copies.” Matsukiyo is different. Their PB strategy is aggressive. They don’t just copy; they innovate. In fact, their “matsukiyo” brand packaging is so stylish it has won design awards.

Market Power: They hold a massive share of the market, beating rivals like Welcia in brand recognition.
The Price Gap: Quality is equal to famous brands (like Shiseido or reputable Pharma companies), but the price is often 20-30% lower.
Advice: If you see a product with the “matsukiyo” logo (in English or Katakana), trust it. It is the smartest souvenir you can buy.

🛍️ The “Must-Buy” List for Travelers

According to staff at the busy Shibuya branch (near 109), these are the specific items international tourists are sweeping off the shelves.

1. Everesh White EX (Medicinal)

**Image courtesy of Matsumoto Kiyoshi official website**

What is it? A supplement to brighten skin tone and fade dark spots (sunburn/freckles).
Why buy it? Asian tourists buy this in bulk because “Whitening” supplements are expensive abroad. It helps your skin recover from the Tokyo sun.

2. matsukiyo LAB Protein Bars

What is it? High-protein chocolate bars (Choco-Strawberry is popular).
The Kicker: They are only about 148 JPY.
Usage: Perfect for a walking snack or a cheap souvenir for gym friends back home. Much better value than airport snacks.

3. Kurocure EX

What is it? A cream specifically for “Dark Elbows and Knees.”
Why buy it? This is a very “Japanese” product—targeting a specific body complex that Western brands often ignore. It smooths out rough, dark skin.

4. Lulu Attack IB Ace (Cold Medicine)

What is it? A comprehensive cold medicine.
Why buy it? Japanese cold meds are famous for being gentle but effective. If you feel a sore throat coming on during your trip, don’t wait. Buy this.

５．Keana Nadeshiko (Face Wash)

What is it: A cult-favorite peeling gel easily recognized by the retro illustration of a girl on the red package. It specializes in fixing “Strawberry Noses” (blackheads) using the power of Baking Soda.
Why buy it:
- The Baking Soda Magic: Instead of harsh chemicals, it uses baking soda to naturally soften old skin cells and dissolve clogged pores (Keratin plugs) deeply.
- Instant “Egg Skin”: As you massage it, dead skin rolls off (“Poro-poro”), polishing your face. It contains Nadeshiko flower extract, so unlike other scrubs, your skin feels moist and smooth like a peeled boiled egg, not dry.

ℹ️ Basic Info & Locations

General Info & Tips

Tax-Free: Most urban stores offer tax-free shopping. Look for the “TAX-FREE” flag. You need your passport.
The App Coupon: If you download the Matsukiyo App or add them on LINE, you can almost always get a 10% OFF coupon immediately. Use it!
Pharmacy vs. Drugstore: “Prescription” counters close early (usually 6 PM or 7 PM), but the “Drugstore” section (general meds, food, cosmetics) stays open late.