Here at Joyful Minowa, you’ll find a world where time has stood still—bustling greengrocers, lively fishmongers, the warm scent of freshly baked bread, and the steam rising from the local sento bathhouse—all alive with the charm of Japan’s Showa era.

As you stroll through the arcade, cheerful calls of “Irasshai!” (“Welcome!”) greet you from the shopfronts. A few friendly words with the local shopkeepers may turn your simple outing into a memorable experience.

The nostalgic scenery, which has even been used as a set for films and TV dramas, offers countless photo-worthy moments that will make you want to reach for your camera.

So why not take a small detour this weekend—and take a little trip back in time?

The Origin of the Name “Joyful”

The name “Joyful” was chosen with the hope of bringing joy and a heart full of fun to everyone who visits.

 

The History of Joyful Minowa Shopping Street

Long ago, this area was located close to the sea and was known as Mizu no Hana (“Water’s Nose”). Over time, it came to be called Minowa. During the Edo period, the Ise-Kameyama domain maintained a secondary residence here, and even today, a small shrine enshrining Benzaiten, the goddess of fortune and music, remains quietly nestled in the neighborhood.

In the Meiji era, a slaughterhouse was established nearby, leading to a thriving leather industry that also contributed to the development of neighboring Mikawashima.

During the Taisho era, the area flourished as a bustling red-light and entertainment district known as Shinkaichi, with over 400 bars and taverns lining the streets. Private establishments known as meishuya, where courtesans worked, also attracted many visitors and gave the district a vibrant nightlife.

Today, while traces of that colorful past remain, the district has evolved into Joyful Minowa Shopping Street, a beloved retro-style shopping arcade that continues to be cherished by the local community.

 

The Charm of Joyful Minowa

What makes Joyful Minowa so special is the warmth of its people and the lively, down-to-earth atmosphere. Walking through the arcade, you’ll be greeted by enthusiastic calls from vendors and the friendly smiles of shopkeepers. Whether you’re browsing old-school vegetable stalls, fishmongers, or deli counters, the experience offers a comforting, nostalgic charm.

In recent years, stylish cafés and restaurants have also opened, transforming the area into a destination that appeals to visitors of all ages.

In fact, Arakawa Ward—where Joyful Minowa is located—was featured in Airbnb’s 2025 Summer Travel Trends, ranked among the top destinations worldwide. The area is now gaining attention from international tourists looking to experience a more authentic, less-commercialized side of Tokyo.

Every month on the 11th, the Nakajima Benzaiten Day brings a special sale event to the shopping street, and seasonal festivals—including summer celebrations and year-end markets—fill the calendar with excitement.

At Joyful Minowa, the warmth of the past blends seamlessly with the joys of the present. Spend a little time here, and you’ll find yourself wanting to come back again—just because.

 

Nearby Attractions

📍 Entsuji Temple – 5 min walk from Minowa Station

A historic Soto Zen temple said to have been founded by samurai general Sakanoue no Tamuramaro. During the Edo period, it was known as one of the “Three Great Temples of Shitaya.”

Its famous Kuro-mon (Black Gate), relocated from Ueno’s Kan’eiji Temple in the Meiji era, still bears bullet holes from the Battle of Ueno during the Boshin War—a silent witness to a fierce chapter in Japanese history. Take a walk and feel the history around you.

🛕 Jokanji Temple – 3 min walk from Minowa Station

A Jodo sect temple built to commemorate the souls of Yoshiwara courtesans and laborers from the nearby San’ya district. Known as the “Throw-In Temple”, its name comes from the tragic way in which many courtesans were hurriedly buried after perishing in the Great Ansei Earthquake.

You’ll find the grave of Wakamusume, once considered the most beautiful courtesan of Yoshiwara, as well as a memorial tower for other women of the district. Though the main hall is closed, goshuin (temple stamps) are available beside the memorial.

This sacred place quietly honors the hidden sorrows behind Yoshiwara’s glittering history.

 

🛕 Entsuji Temple (again)

Notable for its distinctive architecture—combining elements of a pagoda and Kannon statue—it’s a true intersection of history and art. The Kuro-mon gate and the gravesite of the Shogitai warriors, who fought in the late Edo period, add to its historical significance. The temple offers a poignant reminder of Japan’s turbulent transition from samurai to modernity.

3 Recommended Local Snacks Near Joyful Minowa

1.“Karaoke Snack SAE” – A Cozy Hidden Gem Where Conversations Flow, Even for First-Timers

2.“Blue Velvet” – A Healing Space Wrapped in the Magic of Blue

3.A Six-Seat Miracle! Mama’s Smile Shines Until Morning at “Snack Kyo”

Getting to Joyful Minowa Shopping Street

Just a 1-minute walk from Minowa Station on the Tokyo Metro Hibiya Line! Step out of the ticket gate and you’ll instantly be greeted by a charming retro arcade ✨

It’s also within walking distance from Minami-Senju Station on the JR Joban Line, making access from central Tokyo super convenient.

Plenty of bus routes are available, and there are numerous parking lots nearby for those coming by car 🚗

Experience a Japanese Snack-bar with a fun guide tour

After you enjoy the place, you can go to Snack Bars, beloved by many but you can’t enter without a guide. You can enjoy communication with the owner and other customers, as well as singing karaoke, allowing for a relaxing time.

Most snack bars have a policy of refusing entry to foreigners. However, with a tour, you’ll have a guide, so you can enter with peace of mind.

When visiting Japan, don’t just check off the tourist spots –
dive into local experiences for an unforgettable journey!

Once you experience it, you’ll be captivated too! The charm of snack bars.

New encounters with people! The camaraderie of singing at a snack bar! Conversations with the mama-san!