An insider's guide to Tokyo’s Koreatown

Where to shop and eat in Shin-Okubo, one of the city’s buzziest districts

This article is part of a collaboration between Nikkei Asia and FT Globetrotter, showcasing the best journalism from Nikkei Asia writers about cities across the region. You can read more from Globetrotter here.

One step out of Shin-Okubo station and you will find yourself in Koreatown, a bustling Tokyo district exploding with energy. The noise and crowds may be a little overwhelming for first-timers, but the area is a gold mine for fans of Korean street food and barbecue, sweets to die for and beauty products. Upbeat hits by K-pop superstars such as BTS and Blackpink play from street-facing speakers, luring you into stores selling Korean pop-culture merchandise -- from tumblers, paper fans and keychains to mouse pads emblazoned with your favorite band member's face.

A shop selling K-pop merchandise in Shin-Okubo.

A shop selling K-pop merchandise in Shin-Okubo.

As a longtime lover of K-pop, I like to explore Shin-Okubo, either alone or with fellow fans. The recent hallyu wave, otherwise known as the rise in global popularity of Korean pop culture, has given the neighborhood a burst of vitality, despite strained Japan-Korea relations. Its streets are often awash with young people and it has become a key sightseeing spot that is just as worthy a visit as more famous destinations like Shibuya or Harajuku.

The area can be a lot to take in at once, so why not make a day of it and shop and eat at leisure? Here are five of my personal picks to help you use your time wisely.

The global popularity of Korean culture has made Shin-Okubo a key Tokyo destination.

The global popularity of Korean culture has made Shin-Okubo a key Tokyo destination.

Shin-Okubo is as worthy a visit as other trendy districts such as Shibuya or Harajuku.

Shin-Okubo is as worthy a visit as other trendy districts such as Shibuya or Harajuku.

Street food: Jongno Yataimura

NK Building, 1-6-15 Hyakunincho, Shinjuku-ku, Tokyo 169-0073

Good for: Those looking for a budget midday snack
Not so good for: Taking a relaxing break
FYI: Cash only and no big notes
Website; Directions

The potato mozzarella corn dog is the most popular item on the menu ...

The potato mozzarella corn dog is the most popular item on the menu ...

... at Jongno Yataimura, where the author stops off in Shin-Okubo for a street-food snack.

... at Jongno Yataimura, where the author stops off in Shin-Okubo for a street-food snack.

The streets of Shin-Okubo offer plenty of hole-in-the-wall takeaway food. About three minutes on foot from the station you'll find Jongno Yataimura, a famous vendor that serves up authentic South Korean grub.

The most popular item on its menu is the potato mozzarella corn dog. Instead of sausages, this Korean staple coats a stick of cheese in homemade batter and potato cubes. The concoction is made mainly from rice flour, which yields a chewy yet fluffy texture. Combined with the melted cheese inside, the deep-fried corn dog is a great midday snack. There are bottles of ketchup and mustard as well as sugar for those who like their corn dogs sweet and salty, in true Korean style. Jongno sells about 300 of them at weekends. There will probably be a long queue but it is fast-moving, so the wait time shouldn't be too bad.

For those who don't fancy the corn dog, grab a cheese dakgangjeong, South Korean-style fried chicken coated in a sweet-yet-spicy sticky sauce topped with cheese, or hotteok, a pancake filled with honey syrup.

Beauty: Skingarden

K Plaza II, 2-1-2 Hyakunincho, Shinjuku-ku, Tokyo 169-0073

Good for: Trying out different products to find what is best for you
Not so good for: Those looking for cheaper deals. Other stores have less expensive products you can buy in bulk
FYI: Some of the shop assistants can be a little aggressive in their sales talk
Website; Directions

Skingarden is one of the neighborhood’s main destinations for K-beauty products.

Skingarden is one of the neighborhood’s main destinations for K-beauty products.

The shop stocks a wide range of sheet masks.

The shop stocks a wide range of sheet masks.

K-beauty trends have started to dominate the global skin care industry. Products used by famous Korean actors and stars constantly trend on social media, frequently resulting in items going out of stock online.

Walking along the streets of Shin-Okubo, you will come across various stores selling Korean cosmetics and products for skin and hair. For anyone interested in improving their skin care routine, or those looking for ideas for gifts, I recommend popping into Skingarden.

With possibly the widest range of products out of all the district's K-beauty stores, it will take some time to browse Skingarden thoroughly. Close to the register are sheet masks -- an essential element of the K-beauty regime -- ranging from those for the face and lips to the hands and feet. I recommend the green-tea-essence ones, which are great daily skin-soothers. Go up to the second floor for makeup and skin products that are a little more high-end, including products from South Korean brands such as Tirtir, VT Cosmetics and Moonium. You can also find great deals in the "while stocks last" sale corner. And they do sell out.

The sales assistants are knowledgeable and will ask if you need help looking for specific products. Tell them about your skin care needs and they will recommend a product to suit you.

Supermarket: Seoul Ichiba

Hoseido Building, 1-16-15 Okubo, Shinjuku-ku, Tokyo 169-0072

Good for: Tracking down unusual Korean ingredients
Not so good for: A leisurely shop. It gets crowded and employees are often too busy to answer questions
FYI: They'll wrap kimchi up with an ice pack to keep it fresh while you take it home
Website; Directions

If you are looking to stock up on delicious Korean snacks and ingredients ....

If you are looking to stock up on delicious Korean snacks and ingredients ....

... supermarket Seoul Ichiba is your best bet.

... supermarket Seoul Ichiba is your best bet.

For anyone wishing to stock up on delicious Korean snacks and food, Seoul Ichiba, a small but superb supermarket, boasts a diverse lineup. The section that draws most visitors is the instant ramen aisle, which includes everything from Shin Ramyun, with its spicy beef broth, to the cup-noodle Chapaguri, which became a massive hit after it was featured in the Oscar-winning film "Parasite." There's also a great selection of spices, sauces and other ingredients to re-create your favorite Korean dishes at home, as well as sets of traditional Korean spoons and metal chopsticks.

Aside from the instant food, snacks and spices, Seoul Ichiba has a stand offering freshly made kimbap -- Korean seaweed rice rolls with delicious fillings like pickled radish, cucumber and carrots -- and tteokbokki, a popular Korean street-vendor snack: chewy rice cakes drenched in hot gochujang chili paste.

Photo: Preparing kimbap at Seoul Ichiba.

Cafe: Bam Bi Coffee

1-14-26 Okubo, Shinjuku-ku, Tokyo 169-0072

Good for: A girls' day out or a date
Not so good for: Big groups or those without a sweet tooth
FYI: You'll probably have to wait in line. The queue does get especially long at the weekend
Website; Directions

Einspanner -- a traditional Viennese coffee -- and the Korean rice cake siad-injeolmi at Bam Bi.

Einspanner -- a traditional Viennese coffee -- and the Korean rice cake siad-injeolmi at Bam Bi.

Despite often being packed, Bam Bi Coffee has a soothing vibe.

Despite often being packed, Bam Bi Coffee has a soothing vibe.

For a caffeine hit, head to Bam Bi Coffee, tucked away in an alley off a busy main street. Open since March, this small, airy space, with its simple wood and white-paint decor, is a welcome addition to the area. According to the manager, about 80% of customers are female, both young and old. Although constantly packed on each of my visits, the place manages to maintain a calming ambience.

Its menu is a rarity in Tokyo. One of the most popular drinks is the Einspanner, a traditional Viennese coffee topped with a generous amount of whipped cream. The coffee is made from a blend of beans from Brazil and Guatemala, which gives a slight acidity that works well with the rich cream. Bam Bi also offers unusual drinks such as a creamy latte made with the herb yomogi, also known as Korean wormwood, and a black sesame latte.

To go with it, order a siad-injeolmi, a traditional Korean rice cake made from mochigome, or glutinous rice, powdered in a fine yellowish flour ground from soybeans. It has a wonderful bouncy consistency that goes well with the crunchy almonds and sunflower seeds sprinkled on top. Top it off with the cafe's homemade cinnamon syrup.

Restaurant: Tomato

Value Okubo Building, 1-14-18 Okubo, Shinjuku-ku, Tokyo 169-0072

Good for: A blowout feast
Not so good for: Vegetarians or vegans
FYI: The minimum order for pork belly is for two people, so visit with a friend
Website; Directions

Tomato is popular for its authentic Korean cuisine and all-you-can-eat barbecue deals.

Tomato is popular for its authentic Korean cuisine and all-you-can-eat barbecue deals.

Pork dolloped in ssamjang -- a Korean dipping sauce -- and wrapped in lettuce at Tomato.

Pork dolloped in ssamjang -- a Korean dipping sauce -- and wrapped in lettuce at Tomato.

For really authentic Korean cuisine, head to Tomato. Known for its samgyeopsal (grilled pork belly), this barbecue restaurant is popular among Japanese students as well as foreign tourists for its generous portions (and for the fact they use fresh rather than frozen meat, which is rare).

Order the grilled pork belly by itself or, if you're really hungry, plump for the all-you-can-eat deal, which includes three types of pork as well as side dishes including kimchi, green onion salad, Korean lettuce and pickled radish. Entrust the grilling to the servers, who will cook everything in front of you on an iron hot plate.

Wrap the tasty pieces of pork in lettuce and enjoy with ssamjang, a Korean dipping sauce -- add raw garlic for further punch. If you're curious about other options, chijimi is another fan favorite. The thin Korean pancake is speckled with spring onions and served with a tangy soy-sauce dip.

Tomato also offers a variety of soju, sometimes called the "Korean vodka," a subtly sweet alcohol with a range of flavors including blueberry and muscat. Drink it neat as a digestif.