The street-front of BEAMS JAPAN in Shinjuku Tokyo with its red rising-sun logo, a red Appare Nippon banner, a CRAFT GRILL sign and T-shirts in the window, pedestrians passing on the pavement.

BEAMS Japan Shinjuku: Japanese Souvenirs, Floor by Floor

BEAMS Japan in Shinjuku is a six-floor, Japan-themed store — souvenirs from all 47 prefectures, crafts, fashion and art, plus a restaurant. Free entry, tax-free, a minute from the station.

Tokyo · Shinjuku · Shopping

By Nobu · Updated June 2026 · Verified against the store & BEAMS official info

BEAMS Japan in Shinjuku is the fashion label’s “all of Japan under one roof” store — six floors, from a basement restaurant up through a ground floor of crafts and souvenirs from all 47 prefectures to fashion, collaborations and a top-floor art gallery. It opened in 2016 under the banner “Appare, Nippon,” entry is free, and it’s a one-minute walk from Shinjuku-Sanchome station. For a visitor short on time, it might be the most efficient souvenir stop in Tokyo.

The street-front of BEAMS JAPAN in Shinjuku, Tokyo, with its red rising-sun logo, a red 'Appare, Nippon!!' banner, a CRAFT GRILL sign and T-shirts displayed in the window, with pedestrians passing on the pavement.
BEAMS Japan on its Shinjuku corner — “Appare, Nippon!!”
WhatBEAMS Japan flagshipJapan-themed department store
Size6 floors (B1–5F)opened 2016
EntryFreetax-free with passport
Hours11:00–20:00restaurant runs later
WhereShinjuku 3-chōmeShinjuku-ku, Tokyo
Access1 min from stationShinjuku-Sanchōme

What BEAMS Japan is

BEAMS is one of Japan’s best-known fashion retailers, and this Shinjuku building is its love letter to the country itself. Opened in 2016 as the base of a project the company calls TEAM JAPAN, it curates everything — food, crafts, clothes, art — through the single keyword of “Japan,” and splits it floor by floor. The red rising-sun logo and the “Appare, Nippon” (roughly, “well done, Japan”) banner out front set the tone: this is Japanese culture packaged with a designer’s eye, somewhere between a souvenir shop, a craft gallery and a fashion store.

For an overseas visitor that mix is the appeal. Instead of trekking around for a regional craft here and a good T-shirt there, you get a well-edited slice of the whole country in one stop, a minute from the train.

Floor by floor

FloorWhat’s there
B1FThe CRAFT GRILL restaurant — Japanese-Western dishes and craft beer from around the country
1FThe souvenir floor: crafts and famous products from all 47 prefectures, plus a specialty coffee stand
2FFashion — men’s and women’s, leaning on Japanese making
3FCollaborations — limited co-branded pieces with Japanese and overseas partners
4FCulture & art — pop and fine art by Japanese artists
5FB Gallery and the fennica studio — rotating craft and art exhibitions

The souvenir floor is the real draw

If you only have twenty minutes, spend them on the ground floor. It’s the part that surprises people: not cheap airport keychains but a curated wall of the things Japan actually makes and keeps as lucky charms — beckoning maneki-neko cats, red daruma wishing dolls, ceramics, hand towels, wooden geta and setta sandals you can pick a strap for, folding fans. There’s even a row of BEAMS Japan’s own capsule-toy machines — a “Fuku PON!” line of original gachapon, and a HIBA-cypress one — so you can leave with a designed-in-house trinket for a few hundred yen.

Swipe through the ground floor →

The curved glass revolving-door entrance of BEAMS JAPAN Shinjuku, topped with a display of wooden panels painted with Japanese motifs like Mt Fuji and plum blossoms, the wood-shelved interior visible inside.
The revolving-door entrance, under panels of Japanese motifs.
Wooden cube shelves at BEAMS JAPAN Shinjuku displaying maneki-neko beckoning-cat figurines, large red fuku daruma dolls, small daruma sets, plush toys and ceramic ornaments, lit with warm shelf lighting.
The lucky-charm shelf — maneki-neko and daruma.
A display of wooden geta and setta sandals with black, patterned and coloured thong straps arranged on a tatami-topped wooden stand at BEAMS JAPAN Shinjuku, the Shinjuku street visible through the window.
Wooden geta and setta — pick your strap.
A tatami-topped table at BEAMS JAPAN Shinjuku displaying a folding fan with a rising-sun logo, round white ceramic ornaments with faces, pink and blue plastic bento boxes and folded T-shirts behind.
Fans, ceramics and bento boxes on a tatami table.
Red 'BEAMS JAPAN Fuku PON!' original capsule-toy machines selling items like a Takada-textile pouch and maneki-neko miniatures inside the Shinjuku store.
The store’s own “Fuku PON!” capsule machines.
Red capsule-toy gachapon machines labelled 'HIBA Gacha 500 yen' standing by the window inside BEAMS JAPAN Shinjuku, with a woven bamboo basket hung on the wall beside them.
A HIBA cypress-wood capsule line by the window.
Tax-free & timing: BEAMS Japan handles tax-free shopping for overseas visitors — carry your passport (or your Visit Japan Web QR) and tell the register before you pay. The store runs 11:00–20:00; the basement CRAFT GRILL opens later into the evening, so it doubles as a dinner stop after the shops close.

Getting there

It’s about as easy to reach as anywhere in Tokyo. The store sits on Meiji-dōri in Shinjuku 3-chōme, a one-minute walk from Shinjuku-Sanchōme Station (Tokyo Metro Marunouchi and Fukutoshin lines), and roughly four minutes from the east side of JR Shinjuku Station. If you’re coming out of the JR east exit, walk toward the 3-chōme crossing and you’ll see the red logo.

Staying in Shinjuku

Shinjuku is one of the easiest bases in Tokyo — every train line, and BEAMS Japan a few minutes from the rooms. Booking has the deepest spread of Shinjuku hotels; Rakuten Travel is worth a look for Japanese-run business hotels and ryokan.

Shinjuku hotels Hotels on Rakuten

Good to know

What is BEAMS Japan?

It’s a Japan-themed flagship store from the fashion retailer BEAMS, opened in Shinjuku in 2016. Six floors (B1–5F) curate Japanese food, crafts, fashion, collaborations and art under the banner “Appare, Nippon,” with a ground floor of souvenirs from all 47 prefectures.

Is it free to enter?

Yes — entry is free; you only pay for what you buy or eat. It’s open 11:00–20:00, with the basement CRAFT GRILL restaurant open later in the evening.

Can I shop tax-free?

Yes — BEAMS handles tax-free shopping for eligible overseas visitors. Bring your passport (or your Visit Japan Web QR code) and tell the cashier before paying.

What should I buy there?

The ground floor is the highlight: maneki-neko cats, daruma dolls, ceramics, hand towels, geta and setta sandals, folding fans, and the store’s own original capsule toys. It’s a good one-stop for well-chosen, genuinely Japanese souvenirs.

How do I get there?

It’s a one-minute walk from Shinjuku-Sanchōme Station (Tokyo Metro Marunouchi/Fukutoshin lines) and about four minutes from the east side of JR Shinjuku Station, on Meiji-dōri.

Is there anywhere to eat?

Yes — the CRAFT GRILL restaurant in the basement serves Japanese-Western dishes and craft beer from around Japan, and stays open later than the shop floors, so it works for dinner.

More of Tokyo

Tsubakiya Café, Kichijōji

A Taishō-era coffee parlour for a slower Tokyo afternoon.

Onigiri Bongo

The legendary Ōtsuka rice-ball counter — a Tokyo food classic.

Jindaiji Daruma Market

Where Tokyo’s daruma dolls come from — the big March fair.

Plan a Tokyo Trip

BEAMS Japan is a few minutes from the trains. Three ways to set up the rest.

Stay Shinjuku hotels The easiest base in Tokyo — every line, steps from the store. Search on Booking → Do Tokyo tours & tickets Day tours, passes and experiences across the city. Browse on Klook → Connect Japan eSIM Data from the moment you land — handy for navigating Shinjuku. Get an eSIM →

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