[Odakyu Ace 60th Anniversary] 5 long-established businesses that have been loved across generations in Shinjuku, a fiercely competitive area!

2026.08.19

Having grown alongside Shinjuku West Exit, Odakyu Ace celebrates its 60th anniversary this year. Amidst the diverse crowds that come and go, we introduce five of Odakyu Ace's renowned shops that have remained beloved and continue to thrive.

Crispy and juicy! "Tonkatsu Shinjuku Saboten"

Did you know that the first Saboten restaurant was actually located in Odakyu Ace?
When it was founded in Showa , the interior was inspired by Mexico and had a relaxed, open atmosphere.

It's quite moving to think that Saboten's signature sesame sauce originated here.
Like Ace, this restaurant is also celebrating its 60th anniversary, and it's a place I want to keep going to forever.
Click here for the website ↓

"Cafe Rally" is a huge hit for its exquisite sweets.

Founded in Shinjuku, the company opened Diner Koshima Island in Showa , followed by Angel Koshima Island, and currently operates Cafe Rally in Ace North Building.

As this is a cafe run by a dairy company, their special ice cream is absolutely delicious! They offer a Toyotomi variety of ice cream-based menu items, including parfaits, anmitsu (a Japanese dessert), and floats, so please stop by for a meeting or a break in Shinjuku.
Click here for the website ↓

Cafe Terrace Silhouette is a traditional coffee shop where you can enjoy delicious, carefully roasted coffee and cigarettes.

"We founded the shop in Shinjuku with the hope that it would be a place where customers could always be seen through the window, looking relaxed and at ease."

Currently, this is a rare coffee shop where smoking is permitted, and it's a place that's constantly busy throughout the day, with customers smoking and having breakfast before work, having lunch at lunchtime, and stopping for a cigarette before heading home. Their specialty is coffee that pairs perfectly with cigarettes, so smokers should definitely give it a try!
Click here for the website ↓

Delicious! Fast! Cheap! That's the motto of "Shinwa Soba".

For 60 years since its founding, this long-established standing soba noodle shop has operated with the motto of being delicious, fast, and cheap, always prioritizing the customer.

This restaurant is packed during lunchtime and full of energy.
They also offer a free extra-large portion every Tuesday, making it a restaurant that lives up to its motto and is always friendly to office workers.

"Cha no Ikedaya" offers a selection of the finest Japanese teas from all over the country.

This tea shop, which has been selected as one of Tabelog's Top 100 Restaurants, has long lines every day. Their matcha soft serve ice cream is extremely popular with customers from overseas!

Every single one of their special matcha sweets is delicious, and we also recommend enjoying their high-quality matcha at home. You can purchase a complete set of tea ceremony utensils and matcha, so why not try your hand at matcha, which is currently booming, while consulting with Toyotomi experts?
Click here for the website ↓

These renowned shops have a long history alongside Odakyu Ace. Their unwavering dedication to customer satisfaction and daily efforts have ensured their continued success in the highly competitive Shinjuku area.

Then and now, we'll always be waiting for you at Odakyu Ace in Shinjuku West Exit.