#Japan #Tokyo #Omiya #Tsukiji #Wagyu

A Culinary Adventure at Omiya Beef

On November 6, 2025, Omiya Beef, located in Tsukiji, Tokyo, will unveil its latest sensation: the "YAKISHABU" experience at the newly opened WAGYU STAND. This interactive dining concept allows guests to enjoy top-tier A5-ranked Omi beef grilled right in front of them, seasoned simply with salt to enhance its natural flavors. It's a must-try for anyone looking to indulge in the authentic taste of Tsukiji.

What is YAKISHABU?

The term "YAKISHABU" refers to a style of enjoying beef that combines the luxurious flavor of A5-grade wagyu with a hands-on cooking experience. At WAGYU STAND, skilled chefs meticulously grill individual slices of the premium beef, ensuring they achieve the perfect level of tenderness while preserving the meat's rich aroma. Served with a touch of rock salt, this simple yet flavorful approach highlights the beef's exquisite quality.

Quick and Convenient

The preparation time for this unique experience is approximately 5 to 10 minutes. No reservations are required, making it a perfect stop for both locals and tourists alike looking to enjoy a quick yet rich culinary experience. If you're coming in a larger group, feel free to reach out ahead of time.

A Unique Tsukiji Experience

WAGYU STAND aims to bring the essence of Tsukiji to life, engaging all of your senses—sight, smell, sound, and taste. As a new style of meat stand, you can enjoy the experience in a designated eating space or take it with you to enjoy elsewhere.
The newly launched concept is born out of a desire to showcase the authenticity of Tsukiji’s market, allowing both local patrons and international visitors to appreciate the high-quality Japanese beef that this area is renowned for.

The Vision Behind WAGYU STAND

To delve deeper into this innovative idea, we spoke with Masahiro Terade, the third-generation owner of Omiya Beef, who is also the Chairman of the Tsukiji Outer Market Promotion Association. Terade emphasizes that Tsukiji is not just a market but a cultural hub steeped in the tradition of discerning quality.

"The culture of discerning quality, or `merchandising` as we call it, goes beyond mere transactions. It involves a sincere attitude towards handling life and engaging in honest communication with customers."

Terade's commitment to preserving the authentic spirit of Tsukiji is evident in his desire to share 'genuine' Tsukiji with the world. In a time when tourism is transforming the area, he feels a responsibility to maintain its foundational values and traditions.

The Essence of Quality Selection

At Omiya, the concept of "merchandising" is deeply ingrained. The aim is not just to sell beef, but to find the ideal cut that complements the customer's occasion. For example, if someone is seeking a birthday treat, Terade and his team will ask questions to determine the best type of meat for the celebration, guiding the customer toward their ideal choice.

"When someone asks for quality meat for a loved one’s special day, we want to understand their needs fully rather than just selling a cut, ensuring we assist them in making the best choice for their occasion."

This approach highlights the connection between the merchant and the customer, focusing on delivering satisfaction.

Responsible Sourcing and Cooking Philosophy

Terade draws from past experiences in large supermarkets, noting that while convenience is offered, the depth of personal interaction and quality understanding is often lost.

He explains, “In our practice, we provide advice on how to utilize different cuts, in some cases, offering discounts for less visually appealing pieces but suggesting how they can be cooked for maximum flavor. This mindful approach is essential as we respect the life of the ingredients we provide.”

The consciousness of taking life resonates throughout their practice, transcending meat to include other offerings like seafood and vegetables.

Looking to the Future

As Tsukiji stands at a crossroads, Terade is eager to usher in the next century of tradition while adapting to modern needs. E-commerce initiatives are in place, offering visitors the chance to order authentic Tsukiji products even if they cannot visit in person. He emphasizes the importance of growing Tsukiji’s reputation by extending the experience beyond physical presence.

Evolving the Business

Under Terade's management, innovation continues at Omiya. Realizing the shift in how consumers approach food today, he incorporates new offerings like roast beef and ready-made meals while maintaining the tradition that has made Omiya a household name for over a century.
Allowing customers from around the globe to savor Japan's culinary heritage, he envisions expanding the experience through online platforms and interactive dining concepts.

Store Information

• - Name: Omiya Beef Roast Meat Workshop
• - Location: 4-14-1 Tsukiji, Chuo Ward, Tokyo
• - Business Hours: 9:00 AM - 3:00 PM (Closed on Wednesdays)
• - Access: 5-minute walk from Tsukiji Station (Tokyo Metro Hibiya Line)

For updates and more information, follow Omiya Beef’s official Instagram at @tsukiji.oumiya. Experience firsthand the delights that Tsukiji has to offer!