Step inside and you’re greeted by rows of custom-made lanterns, torii gates, and even omikoshi-style displays overhead. Maneki-neko fortune cat balloons float across the ceiling, and the scent of freshly roasted sweet potatoes wafts in from a dedicated baked sweet potatoes stand right by the door.

The idea? To give visitors not just a place to shop, but a place to feel immersed in Japanese culture, with a healthy dose of Donki-style fun.

With Japan seeing a sharp rise in inbound tourism and Shinjuku already one of the most trafficked train stations in the world, this new Donki is built to meet both the needs of foreign travelers and the lifestyle of busy Tokyoites. About 70% of the store’s product lineup is curated specifically for tourists, with everything from exclusive souvenirs to travel-friendly daily essentials.

Despite its tourist focus, the first two floors also offer convenient and affordable items for locals, including snacks, drinks, cosmetics, and even everyday clothing and toiletries, making it a great stop for anyone navigating Shinjuku, day or night.

The first floor is modeled after a compact convenience store, but with a Donki twist. Here you’ll find popular snacks like matcha KitKats, Japanese tea and coffee, and plenty of ready-to-eat options like bento boxes, desserts, and fruits, the perfect stop for fueling your day out. There’s even an area for pop up events, including a Japanese sake tasting during Don Quijote Shinjuku Tonanguchi Bekkan's grand opening on June 13, 2025.

Up on the second floor, it’s all about beauty and self-care. Expect a wide variety of Japanese skincare products, masks (sold by sheet or set), shampoos, body soaps, and even nail art and beauty tools.

Don Quijote Shinjuku Tonanguchi Bekkan also stocks travel-sized goods, making it easy for visitors to pick up last-minute essentials. Think of it as your go-to if you need a quick skin care set for your next adventure.

Look out for Donpen, Donki’s beloved penguin mascot, hiding in unexpected corners on your way up the stairs, great fun for families with kids.

The third floor is a dream for collectors and character fans. There’s a dedicated Sanrio section, where you’ll find Hello Kitty in traditional kimono, as well as goods featuring Chiikawa, Snoopy, Pokémon, Tomica, and even Super Mario.

This is also the floor for unique, Japan-only souvenirs. Think katana-shaped letter openers (4,950 yen), DIY bonsai kits (from 1,100 yen), sushi sample magnets (from 3,000 yen), and even Tokyo-themed Donki-branded merchandise. Need a suitcase to carry it all home? They have those too, including adorable Pokémon suitcases and plenty of travel gear like compression bags and neck pillows.

The fourth floor is where tax-free shopping happens, and it’s a treasure trove of souvenir sweets, medical supplies, body pain patches, cold medicine, supplements, and even alcohol and tobacco.

To make the wait a little more fun, there’s even an omikuji (fortune-telling) roulette game near the cashier line, because this is Donki, after all.

If you need help with medications or products, staff are on hand at the medical information counter, and multilingual support is available in Japanese, English, Chinese, and Korean. Note that tax free payment is only on the fourth floor.

LIVE JAPAN offers a coupon for up to 10% Tax-Free and an added 7% off* your purchase at Don Quijote. Tap the coupon below and present it at the cashier.

(*10% tax-free rate + 7% off on purchases of tax-free items of 10,000 yen (excluding tax) or more.)

The store is open daily from 8 AM until 2 AM, making it a great place in Tokyo where you can do serious shopping well past midnight.

More than anything, this new Don Quijote location is about creating a joyful, memorable experience. Whether you’re tasting sake, searching for your favorite anime character, or simply escaping the summer heat for a late-night browse, you’ll leave with bags full of discoveries, and probably a few surprises.

With plans to open more stores like this in Tokyo and beyond, with the second store to open in Naha, Okinawa, Shinjuku Tonanguchi Bekkan is just the beginning. But if you’re in town now, this is the store you’ll want to see first.

(Information in this article is as of June 2025. All prices listed include tax. Product variety, pricing, and availability are subject to change.)