Shimura Shoten

Ameyoko-short for Ameya-Yokochō-is a lively shopping street stretching about 500 meters between JR Ueno Station and Okachimachi Station, lined with more than 400 specialty shops. Amid this always-bustling scene, Shimura Shoten has been doing business for over 40 years, earning a devoted following for its famous chocolate bargain sales.

The spectacle is part of the fun: well-known chocolate brands sourced from Japan and abroad are tossed into bags one after another to the shop’s energetic calls of “Put it in! Put it in! Throw this one in too!” The finale often comes with a cheerful “One more bonus!” For 1,000yen per round, the bag ends up packed with chocolates worth well over 2,000yen. It’s easy to see why fans travel from far and wide just to soak up the sense of value and excitement.

Why not experience one of Ameyoko’s signature bargain sales for yourself? It’s a rare chance to enjoy the charm of old-school, face-to-face selling-and even just listening to the lively sales pitch is well worth it.