Beams Japan:
Where Japanese Culture Meets Fashion and Design in Shinjuku
March 26, 2025
BEAMS is a popular retail chain that boasts close to 200 locations around Japan and even abroad. However, there is also a special extension of BEAMS called Beams Japan, which has only eight locations in Japan.
Its storefront in Shinjuku stands as a distinctive destination and merits a special visit. Its striking exterior alone captures attention, but the interior reveals a curated exploration of Japanese culture. Spanning from the basement to the fifth floor, each level is meticulously dedicated to a different facet of Japan, showcasing 'Food,' 'Fine Goods,' 'Fashion,' 'Collaborations,' 'Culture,' 'Art,' and 'Crafts.' This comprehensive approach allows visitors to delve into Japan's rich heritage and contemporary expressions, all conveniently housed within a single, compelling space.
knick-knacks
Knick-knacks, or zakka in Japanese, is a category that Japan does so well. At Beams Japan, the ground floor showcases a charming array of knick-knacks, like tea cups you’d find at sushi restaurants, Beams exclusive ramen spoons, and food shaped chopstick holders. Visitors can also join the gacha craze with Beams' exclusive gacha machines.
Adding to its unique offerings, the ground floor features displays highlighting different prefectures and their specialty goods, such as apple juice from Nagano. This provides an opportunity to explore and purchase regional products, allowing visitors to experience the diversity of Japan's prefectures without leaving Tokyo.
For those seeking a more comprehensive look into Japanese brands, art, and goods beyond the cute knick-knacks, it’s worth it to explore all the floors. A favorite amongst locals, the fashion floors feature notable Japanese brands like Needles, evisen skateboard, and nanamica.
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