Asakusa is where Tokyo’s oldest traditions meet its liveliest street food. Around Senso-ji Temple, you can wander through centuries of flavor — from delicate Edo-era confections once offered to pilgrims, to new creations that tempt Instagram-savvy travelers today. This guide brings together both worlds: the enduring sweets that tell Asakusa’s story, and the modern snacks that keep it alive.
🍵 The Traditional Side of Asakusa
Before the neon lights and camera phones, Asakusa’s food culture revolved around its temple. Each sweet had a meaning: to pray, to thank, or to bring luck. These treats, still handmade by long-established shops, are edible echoes of faith and craftsmanship.
1. Kaminari Okoshi
Perhaps Asakusa’s most symbolic souvenir, Kaminari Okoshi is a crispy rice confection bound with sugar syrup and peanuts. The name comes from Kaminarimon — the “Thunder Gate” of Senso-ji Temple — and the word okoshi also means “to raise” or “to prosper,” making it a traditional good-luck sweet for business success. Light yet fragrant, its crunch carries the sound of Edo nostalgia in every bite.
2. Ningyo-yaki
Originating in Nihonbashi Ningyocho during the Meiji era, ningyo-yaki — literally “doll-shaped cakes” — are small sponge-like pastries filled with red bean paste. When the recipe reached Asakusa, bakers gave it local flair, shaping the cakes like lucky gods, lanterns, or the Thunder Gate. Served warm from the iron mold, they are soft, sweet, and irresistibly nostalgic.
3. Kibi Dango
Sold on sticks and dusted with roasted soybean flour, kibi dango are chewy millet dumplings — a simple snack once offered to pilgrims visiting Senso-ji. The word kibi originally referred to millet, but later became associated with the old province of Kibi (modern Okayama), famous for the “Momotaro” folk lore. Because of this, kibi dango came to symbolize good fortune and protection against evil. Today, shops like Asakusa Kibi Dango Azuma still serve them fresh and steaming from the pan.
4. Funawa’s Imo Yokan
Established in 1902 as Yokan-shi Funawa, the shop’s founder, Wasuke Kobayashi, wanted to make a version of yokan (bean jelly) that ordinary people could afford. Instead of red beans, he used sweet potatoes — creating the now-famous Imo Yokan. Made only from sweet potatoes, sugar, and a pinch of salt, its clean, earthy flavor epitomizes Meiji-era simplicity and honesty. The shop still stands at its original location in Asakusa, offering the similar recipe more than a century later.
5. Umezono’s Zenzai
Founded in 1854 near the Senso-ji grounds, Umezono began as a teahouse within the precincts of a small temple called Baion-in — known for its plum trees, which inspired the name “Umezono” (Plum Garden). Its signature awa-zenzai, a warm red bean soup served with mochi and millet, became a Tokyo specialty and a symbol of comfort. The red color of azuki beans was traditionally believed to ward off evil spirits, and to this day, eating zenzai after temple visits carries a quiet sense of purification.
💡 *All five confections are still made in Asakusa today — not as museum pieces, but as living traditions born from faith and everyday craftsmanship.*
🍓 The Modern Side of Asakusa
Asakusa isn’t stuck in the past. Amid the smell of incense and old timber, new flavors rise — sweet, bold, and photo-ready. These modern street foods reflect how Tokyo constantly reinvents itself while staying connected to its roots.
1. Kagetsudo’s Melonpan
Kagetsudo’s melonpan — a fluffy, golden bun with a crisp cookie crust — has achieved near-mythic status. Despite its name, it contains no melon; the crosshatch pattern simply resembles one. Freshly baked throughout the day, the contrast between the crunchy shell and airy inside makes it unforgettable.
2. Asakusa Menchi
Golden, juicy, and fragrant — Asakusa Menchi’s deep-fried minced meat croquette is one of the most beloved bites on Denboin Street. Made with a secret mix of pork and wagyu beef, it bursts with umami the moment you bite in. Grab one fresh from the fryer and eat it standing by the shopfront, as locals do.
3. Unana’s Eel Onigiri
A newcomer blending luxury with convenience, Unana serves a bite-sized grilled onigiri topped with eel — the same flavor profile as traditional unagi restaurants, but made accessible as a casual street snack. It’s a small indulgence with a big flavor, bridging Edo sophistication and Tokyo modernity.
4. Monja Croquette
Born in Asakusa’s backstreets, the Monja Croquette transforms Tokyo’s savory pan-fried dish monjayaki into a handheld snack. Crispy outside, creamy and cheese-laden inside, it captures the spirit of B-class gourmet culture — inventive, unpretentious, and totally satisfying.
5. Matcha Crepes
Replacing the classic parfaits, Asakusa’s newest sweet trend is the matcha crepe — a paper-thin, freshly made crepe wrapped around layers of matcha cream, mochi, and sweet red beans. The earthy bitterness of Kyoto-style green tea balances the sweetness perfectly, making it lighter and more refined than the typical dessert crepe. Shops near the Kaminarimon and Hanayashiki serve them rolled to go, their bright green color standing out against the warm tones of Asakusa’s streets.
6. Tako-sen (Octopus Rice Cracker)
If you see someone holding a snack larger than their face, it’s probably a tako-sen. Made by pressing a whole octopus between sizzling iron plates until paper-thin, this giant rice cracker is crispy, salty, and slightly smoky — a spectacle as much as a snack. Vendors along Nakamise and Denboin Street make them on the spot, the steam rising as the iron opens to reveal a perfectly flattened octopus, ready to be devoured or proudly displayed for photos.
✨ Where Tradition and Trend Meet
Walking through Asakusa’s streets is like flipping through the pages of Tokyo’s culinary history. The same neighborhood that sells century-old yokan now serves neon-green matcha parfaits. Old or new, humble or refined — every flavor carries the same spirit: a blend of craftsmanship, hospitality, and a touch of good fortune. That is the true taste of Asakusa — a place where faith, flavor, and creativity never stop evolving.