[200 Stores Nationwide] Tokyo's Popular Izakaya "Shinjidai" Opens First Store in Tokuyama, Yamaguchi on Wednesday, May 20, 2026

For a limited 4 days from the opening! Super value 4 days! All drinks 94 yen (103 yen including tax) sale will be held!

To celebrate its first landing, from May 20 (Wed) to May 23 (Sat), an open commemorative event will be held where all drinks except mega sizes will be 94 yen (103 yen including tax) per glass all day, no matter how many you drink! This offer is limited to Instagram followers of Shinjidai founder "Naoshi Sano" (@sanonaoshi). Don't miss this chance!

Naoshi Sano Instagram

◆Store Overview Store Name: Shinjidai Yamaguchi Tokuyama Store Address: Ginza Mainichi Kogyo Building 2F, 2-18 Ginza, Shunan City, Yamaguchi Prefecture, 745-0032 Phone: 0834-34-8223 Business Hours: 16:00〜24:00 Opening Date: May 20, 2026 (Wednesday)

Energizing towns across the country! What is the popular Shinjidai?

1) Cumulative sales of 300 million units, Shinjidai's specialty "Denshi Kushi"

"Denshi Kushi" is almost always ordered by customers who visit "Shinjidai." Denshi Kushi is a fried chicken skin skewer for 50 yen (55 yen including tax) per piece. Once you try it, you'll be hooked. You'll want to eat many, and on average, each person orders 5 or more, making it a truly famous product.

The three secrets to the deliciousness of Denshi Kushi are: ① [Chicken Skin] Excess fat is removed, leaving only collagen for a delicious crispy and chewy texture. ② [Sauce] Luxurious Korean ginseng, said to be effective for all diseases, is added, and the unique smell of Korean ginseng is eliminated to create a delicious sweet and spicy sauce. ③ [Spice] The main ingredient is soybeans, and the salt-free spice enhances the addictive taste.

Fun to look at, delicious to eat! The chain of smiles created by "Denshi Kushi Pyramid"

When you order Denshi Kushi in quantities of 10 (4 tiers), 21 (6 tiers), or 36 (8 tiers), they are served in a beautiful pyramid shape, and the "Denshi Kushi Pyramid" has become a symbol of Shinjidai. It is such a popular product that it is posted daily on SNS.

"Denshi Kushi" is a registered trademark of the Japan Patent Office, with trademark rights held by Fads Co., Ltd.

Denshi Kushi not only tastes good but also has the power to "make customers smile their best." Just by serving Denshi Kushi, customers smile, and by eating it, they smile even more, truly making it an izakaya that "energizes 1000 towns."

Instead of the existing genre of yakitori, it has established a unique position as "Denshi Kushi" throughout Japan!

2) An izakaya loved by all ages, with long lines

Shinjidai aims to "energize 1000 towns" and has energized approximately 200 towns = 200 stores nationwide, from Hokkaido in the north to Okinawa in the south. It contributes to society by creating stores, specifically through ① vitality for customers' tomorrow, ② employment, ③ consumption, ④ crime prevention, and ⑤ tax payments. And this time, it will make the town of Tokuyama even brighter and more energetic!

Unlike ordinary izakayas, Shinjidai always has long lines in any town it opens in.

Why are there long lines?

Shinjidai is the "originator of fried chicken skin skewers," and its specialty "Denshi Kushi" is a unique blockbuster product recognized by the Japan Patent Office. Many customers want to experience "Denshi Kushi" even if they have to wait in line, making it a very popular izakaya with daily queues. To energize 1000 towns, it is energizing towns one by one across the country, and this time it is opening its first store in Yamaguchi. It will energize not only Yamaguchi Prefecture but the entire Chugoku region. There is no doubt that there will be long lines even before the opening.

3) Former professional soccer player! Founder with an unusual background

Naoshi Sano, born September 4, 1975 (Kushi Day), started playing soccer at the age of 8, and participated in the Inter-High School Championships and the National High School Soccer Championship 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, Brazil for 5 years. After retiring at the age of 25 due to injury, he joined his father's construction company. However, out of gratitude to a family who helped him in the slums of Brazil, he transitioned to the restaurant industry. In 2006, he founded Fads Co., Ltd. In 2010, he opened the first Shinjidai store. In 2023, he received the Food Service Award. Currently, the group's annual sales are projected to reach 30 billion yen, with 9,000 employees and 200 stores.

Shinjidai founder Naoshi Sano has an unusual 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 the following season without a full recovery.

In 1999 (Heisei 11), he returned to Japan. He was with 4 teams in 5 years. He was a pioneer among Japanese soccer players active overseas.