New izakaya 'Shinjidai' opens in Tamachi with special drink discounts

Exciting New Izakaya: Shinjidai in Tamachi

On September 27, 2025, a new izakaya named 'Shinjidai' will open its doors in Tamachi, Tokyo, as part of the popular chain that has expanded to 200 locations across Japan. This particular debut is sure to attract attention with a limited-time drink offer: from September 27 to September 30, every drink except for mega-size options is priced at just 94 yen (tax included). This special deal is exclusively for followers of the founder Sano Naoshi's Instagram account (@sanonaoshi), making it not just a meal, but an experience to remember.

What Makes Shinjidai Unique?

Shinjidai is renowned for its signature dish, 'Denshu', which has sold an astounding 270 million pieces nationwide. Each skewer is a crispy fried chicken skin offered at a price of just 50 yen (tax included) per piece. Once one tastes Denshu, they are sure to want more, with an average of more than five skewers ordered per person. This dish is truly a highlight, beloved by many.

The secret to the deliciousness of Denshu lies in three main elements:
1. Chicken Skin - Carefully processed to retain collagen and create a delightful crunchy texture.
2. Sauce - Made with the finest Korean ginseng, transforming potential bitterness into a sweet, savory glaze.
3. Spices - Utilizing salt-free spices primarily derived from soybeans to enhance the addictive taste without added sodium.

Seeing and enjoying the 'Denshu Pyramid' is also a source of fun for customers. Diners can order pyramid-sized servings, with portions of 10, 21, or 36 skewers. The visually striking presentation has become a hallmark of the Shinjidai experience, often shared and praised on social media. Ultimately, Denshu isn't just about eating; it embodies the joy of sharing experiences that brighten the mood of every patron.

A Restaurant That Brings Happiness

Shinjidai does more than serve food; it aims to enliven communities. With approximately 170 locations across the country, from Hokkaido to Okinawa, the chain continuously seeks to revitalize neighborhoods through its business practices. Each new izakaya contributes towards uplifting patrons' spirits, creating job opportunities, stimulating economic activity, and making positive contributions such as reducing crime and increasing tax revenues.

Why is there always a line at Shinjidai? It's simple: the restaurant is the birthplace of the fried chicken skin skewer, Denshu, which has garnered recognition from Japan's patent office as a unique culinary creation. Diners frequently choose to wait in line to have the chance to taste Denshu, generating a buzz of anticipation even before the doors have officially opened.

An Unusual Founder with a Unique Journey

Sano Naoshi, the founder of Shinjidai, has an extraordinary background as a former professional soccer player. Born on September 4, 1975, he began his soccer journey at age eight. After graduating from Gifu Technical High School, he moved to Brazil to play professionally for five years. An injury at the age of 25 led him to return to Japan, where he subsequently transitioned into the construction business run by his father before following his passion in the food industry.

He established PHADS Co. in 2006 and opened the first Shinjidai in 2010, eventually earning accolades like the 2023 Restaurant Awards due to his innovative management style inspired by sports strategies. Under his leadership, the company is projected to reach a staggering 28 billion yen in annual sales this year, employing around 6,000 people across 200 restaurants.

Additionally, the 2025 season will see Sano Naoshi's name as the top partner on the jerseys of the Atletico Suzuka soccer team, breaking new ground within the realm of sports sponsorships.

A Menu Full of Fan Favorites

Not only do customers rave about Denshu, but they also enjoy other menu highlights such as:

- Doru Yaki (Grilled domestic chicken) - 480 yen (tax included)
- Potato Salad (Personalized serving style) - 380 yen (tax included)
- Nori 10x Fried Seaweed (A flavorful explosion) - 380 yen (tax included)

PHADS Co. aims to create enjoyable dining environments that naturally attract people together for good times. With 200 locations of multiple brands, they strive to make every visit a memorable experience.

For more information, visit their website at PHADS.