[Opening Tomorrow] 'Toribura Takadanobaba Store,' a Sister Brand of 'Shin Jidai' with 200 Stores Nationwide, NEW OPEN on Friday, May 8, 2026
The 'Toribura Takadanobaba Store,' a sister brand of the nationwide 'Shin Jidai' yakitori chain with 200 locations, is opening on May 8, 2026. To celebrate, a special 4-day sale will offer all drinks (excluding mega sizes) for 94 yen (103 yen including tax) all day from May 8th to May 11th. The store features freshly skewered yakitori made from never-frozen domestic meat and a special 'Sano Shio' salt developed by the founder.
📋 Article Processing Timeline
- 📰 Published: May 7, 2026 at 20:01
- 🔍 Collected: May 7, 2026 at 11:31
- 🤖 AI Analyzed: May 8, 2026 at 02:06 (14h 34m after Collected)
For 4 days only from the opening! Super advantageous 4 days! All drinks 94 yen (103 yen including tax) sale!
To celebrate its first landing in Takadanobaba, from Friday, May 8th to Monday, May 11th, we will hold an open commemorative event where all drinks (excluding mega sizes) will be 94 yen (103 yen including tax) per glass, all day long, no matter how many you drink!
Don't miss this chance!
◆Store Overview
Store Name: Toribura Takadanobaba Store
Address: AU Building 2F, 2-8-4 Takadanobaba, Shinjuku-ku, Tokyo 169-0075
Phone: 03-6205-6768
Business Hours: 14:00〜24:00
Opening Date: Friday, May 8, 2026
Store details page
Freshly skewered, never-frozen meat × the ultimate "salt" for yakitori
1) "Freshly Skewered" - Authentic deliciousness, with the highest freshness.
Freshly skewered, never frozen
To pursue "truly delicious yakitori," we have meticulously focused on every process, from ingredient selection to preparation and grilling, without compromise.
The meat used is only carefully selected domestic raw meat. We achieve thorough freshness management by never freezing the meat at any stage, from production to distribution, skewering, and grilling.
This commitment delivers a surprisingly fluffy texture, which cannot be experienced with typical frozen meat, and the original umami of the meat. Everyone will be surprised by the juicy meat juice that spreads with every bite and the soft tenderness. Please enjoy this "exceptional skewer" that overturns the conventional image of yakitori.
2) "Sano Shio" - A special salt created solely to bring out the umami of chicken meat
"Sano Shio" is a unique, original blend of salt developed exclusively for yakitori. The creator of this salt is Naoshi Sano, the founder of the yakitori brand "Toribura." After 20 years of eating yakitori around the world, he concluded that "truly delicious yakitori requires salt that brings out the best in the ingredients."
Sano Shio is a special salt that combines Japanese and Western charms. It is characterized by the umami of the salt itself and a deep flavor that enhances the juiciness of the chicken. It blends smoothly with the chicken fibers, creating a simple yet memorable taste.
With this "Sano Shio," Toribura's salted yakitori takes on a unique aroma and umami, completely transforming the image of "just salted yakitori." This is a one-of-a-kind taste that only Toribura, with its commitment to ingredients and technique, could achieve.
3) Former professional soccer player! Founder with an unconventional background
Naoshi Sano, born September 4, 1975 (Yakitori Skewer Day), started playing soccer at age 8. He participated in the Inter-High School Championships and the National High School Soccer Championship while at Gifu Prefectural Gifu Technical High School. After graduation, he went to Brazil, the kingdom of soccer. He played as a professional soccer player in São Paulo State, Brazil, for 5 years. After retiring at age 25 due to injury, he joined his father's construction company. However, out of gratitude to a family who helped him in a Brazilian slum, he transitioned to the food and beverage industry. In 2006, he founded Phads Co., Ltd. In 2010, he opened the first Shin Jidai store. In 2023, he received the Restaurant Award. Currently, the group's annual sales are 30 billion yen, with 9,000 employees and 200 stores.
Shin Jidai founder Naoshi Sano has an unconventional background.
◾️Former professional soccer player in Brazil
After graduating from high school, he joined the professional soccer team America FC (São Paulo State) as a trainee.
In 1995 (Heisei 6), he signed a professional contract. In the same year, he transferred to CA Votuporanguense in the same state as a professional.
In 1996 (Heisei 7), he transferred to Joinville EC in Santa Catarina State as a professional.
In 1997 (Heisei 9), he transferred to a professional club in São Paulo State.
In 1998 (Heisei 10), he suffered a major injury and decided to retire as he did not fully recover the following season.
In 1999 (Heisei 11), he returned to Japan. He played for 4 teams in 5 years. He was a pioneer among Japanese soccer players active overseas.
◾️Top partner of Atletico Suzuka, where King Kazu belongs
The logo of "Naoshi Sano" will be on the chest of the 2025 season uniform of the soccer team "Atletico Suzuka Club," where Kazuyoshi Miura, a player affiliated with Phads Co., Ltd., is a top partner.
This is the first time in Japan that a personal name has appeared as a logo on the chest of a uniform.
◾️Recipient of the Restaurant Award
He received the 'Restaurant Award 2023,' announced on Tuesday, December 5, 2023.
His management skills, which built a large organization by leveraging overwhelming speed in decision-making and execution power through team building applying soccer tactics. Also, his outstanding marketing ability, which led 6 business formats to a growth trajectory, earning him the title of 'God of Business Format Creation.' These two points were evaluated, leading to the award.
Phads Representative Introduction https://www.phads.jp/message.html
Naoshi Sano Official Instagram htt
Keywords:
To celebrate its first landing in Takadanobaba, from Friday, May 8th to Monday, May 11th, we will hold an open commemorative event where all drinks (excluding mega sizes) will be 94 yen (103 yen including tax) per glass, all day long, no matter how many you drink!
Don't miss this chance!
◆Store Overview
Store Name: Toribura Takadanobaba Store
Address: AU Building 2F, 2-8-4 Takadanobaba, Shinjuku-ku, Tokyo 169-0075
Phone: 03-6205-6768
Business Hours: 14:00〜24:00
Opening Date: Friday, May 8, 2026
Store details page
Freshly skewered, never-frozen meat × the ultimate "salt" for yakitori
1) "Freshly Skewered" - Authentic deliciousness, with the highest freshness.
Freshly skewered, never frozen
To pursue "truly delicious yakitori," we have meticulously focused on every process, from ingredient selection to preparation and grilling, without compromise.
The meat used is only carefully selected domestic raw meat. We achieve thorough freshness management by never freezing the meat at any stage, from production to distribution, skewering, and grilling.
This commitment delivers a surprisingly fluffy texture, which cannot be experienced with typical frozen meat, and the original umami of the meat. Everyone will be surprised by the juicy meat juice that spreads with every bite and the soft tenderness. Please enjoy this "exceptional skewer" that overturns the conventional image of yakitori.
2) "Sano Shio" - A special salt created solely to bring out the umami of chicken meat
"Sano Shio" is a unique, original blend of salt developed exclusively for yakitori. The creator of this salt is Naoshi Sano, the founder of the yakitori brand "Toribura." After 20 years of eating yakitori around the world, he concluded that "truly delicious yakitori requires salt that brings out the best in the ingredients."
Sano Shio is a special salt that combines Japanese and Western charms. It is characterized by the umami of the salt itself and a deep flavor that enhances the juiciness of the chicken. It blends smoothly with the chicken fibers, creating a simple yet memorable taste.
With this "Sano Shio," Toribura's salted yakitori takes on a unique aroma and umami, completely transforming the image of "just salted yakitori." This is a one-of-a-kind taste that only Toribura, with its commitment to ingredients and technique, could achieve.
3) Former professional soccer player! Founder with an unconventional background
Naoshi Sano, born September 4, 1975 (Yakitori Skewer Day), started playing soccer at age 8. He participated in the Inter-High School Championships and the National High School Soccer Championship while at Gifu Prefectural Gifu Technical High School. After graduation, he went to Brazil, the kingdom of soccer. He played as a professional soccer player in São Paulo State, Brazil, for 5 years. After retiring at age 25 due to injury, he joined his father's construction company. However, out of gratitude to a family who helped him in a Brazilian slum, he transitioned to the food and beverage industry. In 2006, he founded Phads Co., Ltd. In 2010, he opened the first Shin Jidai store. In 2023, he received the Restaurant Award. Currently, the group's annual sales are 30 billion yen, with 9,000 employees and 200 stores.
Shin Jidai founder Naoshi Sano has an unconventional background.
◾️Former professional soccer player in Brazil
After graduating from high school, he joined the professional soccer team America FC (São Paulo State) as a trainee.
In 1995 (Heisei 6), he signed a professional contract. In the same year, he transferred to CA Votuporanguense in the same state as a professional.
In 1996 (Heisei 7), he transferred to Joinville EC in Santa Catarina State as a professional.
In 1997 (Heisei 9), he transferred to a professional club in São Paulo State.
In 1998 (Heisei 10), he suffered a major injury and decided to retire as he did not fully recover the following season.
In 1999 (Heisei 11), he returned to Japan. He played for 4 teams in 5 years. He was a pioneer among Japanese soccer players active overseas.
◾️Top partner of Atletico Suzuka, where King Kazu belongs
The logo of "Naoshi Sano" will be on the chest of the 2025 season uniform of the soccer team "Atletico Suzuka Club," where Kazuyoshi Miura, a player affiliated with Phads Co., Ltd., is a top partner.
This is the first time in Japan that a personal name has appeared as a logo on the chest of a uniform.
◾️Recipient of the Restaurant Award
He received the 'Restaurant Award 2023,' announced on Tuesday, December 5, 2023.
His management skills, which built a large organization by leveraging overwhelming speed in decision-making and execution power through team building applying soccer tactics. Also, his outstanding marketing ability, which led 6 business formats to a growth trajectory, earning him the title of 'God of Business Format Creation.' These two points were evaluated, leading to the award.
Phads Representative Introduction https://www.phads.jp/message.html
Naoshi Sano Official Instagram htt
Keywords: