Nationwide 200 stores: The popular Tokyo izakaya 'Shin Jidai' opens first store in Hiyoshi on June 21, 2026 (Sunday)

Limited to the first 4 days! Super bargain! All drinks 94 yen (tax 103 yen) sale!

To celebrate the first landing, from June 21 (Sun) to June 24 (Wed), we will hold an opening commemoration event where all drinks except mega sizes are 94 yen (tax incl. 103 yen) all day, no matter how many you drink! Limited to followers of Shin Jidai founder 'Nao San'o' (@sanonaoshi) on Instagram. Don't miss this opportunity!

Nao San'o Instagram

◆ Store overview Store name: Shin Jidai Hiyoshi Store Address: 1-3-4 Hiyoshi Honmachi, Kohoku-ku, Yokohama-shi, Kanagawa 223-0062, Takase Building 1F Phone: 045-577-9739 Business hours: 17:00-27:00 Opening date: June 21, 2026 (Sunday)

Energizing towns nationwide! What is the talked-about Shin Jidai?

1) Cumulative sales of 300 million skewers, Shin Jidai's specialty 'Dengushi'

Almost all customers who visit Shin Jidai order the 'Dengushi'. Dengushi is a fried chicken skin skewer at 50 yen (tax 55 yen) each. Once you eat it, you'll get hooked. You'll want to eat many skewers, and on average each person orders 5 or more skewers, making it a truly popular item.

The secret of Dengushi's deliciousness is the following three points: ① [Chicken skin] Excess fat is removed, leaving only collagen for a crispy and chewy texture. ② [Sauce] Luxuriously uses ginseng, which is said to be effective for various ailments, and the unique smell of ginseng is eliminated to create a sweet and spicy sauce. ③ [Spices] The main ingredient is soybeans, and the salt-free spice enhances the addictive quality.

◼️ Fun to look at, delicious to eat! The chain of smiles created by 'Dengushi Pyramid'

When you order 10 skewers (4 tiers), 21 skewers (6 tiers), or 36 skewers (8 tiers), they are served in a beautiful pyramid shape, and the 'Dengushi Pyramid' has become a symbol of Shin Jidai. It is so popular that customers post about it on social media every day.

'Dengushi' is a registered trademark of Phads Co., Ltd. with the Japan Patent Office.

Dengushi not only tastes delicious but also has the power to 'make customers smile the most'.

Just by serving Dengushi, customers smile, and eating it makes them even happier. This izakaya truly 'energizes 1000 towns'.

Instead of the existing category of yakitori, we are building a unique position for 'Dengushi' throughout Japan!

2) An izakaya loved by all ages and genders, where lines form

Shin Jidai aims to 'energize 1000 towns' and has energized about 200 towns nationwide from Hokkaido to Okinawa with about 200 stores currently. We contribute to society by opening stores, specifically through: ① vitality for customers' tomorrow, ② employment, ③ consumption, ④ crime prevention, ⑤ tax payment. And this time, we will make Hiyoshi town brighter and more energetic!

Shin Jidai is different from ordinary izakaya; long lines form in every town.

Why do lines form?

Shin Jidai is the originator of 'fried skin skewers', and the famous 'Dengushi' is a unique blockbuster product recognized by the Patent Office. Many customers want to experience 'Dengushi' even if they have to wait in line, and it is a hugely popular izakaya with lines every day. To energize 1000 towns, we are energizing one town at a time nationwide, and this time we open our first store in Hiyoshi. We will energize not only Kanagawa but the entire Kanto region. It is certain that long lines will form even before the opening.

3) Former professional soccer player! Founder with a unique career

Nao San'o was born on September 4, 1975 (Yakitori Day). He started soccer at age 8, and at Gifu Prefectural Gifu Technical High School, he participated in the Inter-High and the National High School Soccer Championship. 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 due to injury at age 25, he joined his father's construction company. However, out of gratitude to a family he had been indebted to in a Brazilian slum, he switched to the restaurant industry. He founded Phads Co., Ltd. in 2006, opened the first Shin Jidai store in 2010, and received the Food Service Award in 2023. Currently, the group annual sales are 30 billion yen, with 9,000 employees and 200 stores.

Shin Jidai founder Nao San'o has a unique career.

◾️ Former professional soccer player in Brazil

After high school, he joined the professional soccer team América FC (São Paulo state) in São Paulo state as a trainee, and signed a professional contract in 1995. That year, he transferred to CA Votuporanguense in the same state. In 1996, he transferred to Joinville EC in Santa Catarina state. In 1997, he transferred to a professional club in São Paulo state. In 1998, he suffered a major injury and decided to retire the following season. He returned to Japan in 1999. He played for 4 teams in 5 years, becoming a pioneer of Japanese soccer players active overseas.

◾️ Top partner of Atlético Suzuka, where King Kazu plays

Phads Co., Ltd. has a top partner contract with the soccer team 'Atlético Suzuka Club', where Kazuyoshi Miura plays. For the 2025 season, the logo of 'Nao San'o' appeared on the chest of the uniform.

Having an individual's name on the chest of a uniform is unprecedented.

◾️ Received the Food Service Award

We received the 'Food Service Award 2023' announced on December 5, 2023.

The overwhelming speed of decision-making and the ability to execute using soccer tactics applied to team building to build a large-scale organization were recognized. Also, the ability to put 6 business types on a growth trajectory and the outstanding marketing ability, earning him the title 'God of business concept creation', were evaluated.

Phads representative introduction: https://www.phads.jp/message.html

Nao San'o official Instagram: https://www.instagram.com/sanonaoshi/reels/?locale=de

Providing genuine ingredients at affordable prices! Popular menu of the izakaya visited by 30,000 people every day

[Popular No.1] Charcoal-grilled domestic mature chicken 'Doru-yaki' 480 yen (tax 528 yen)

[Popular No.3] Make it your own! Free to mash! Fun x delicious 'Troublesome potato salad half' 380 yen (tax 418 yen)

[10 times seaweed!] 'Seaweed 10 times isobe-age' 380 yen (tax 418 yen)

About Phads Co., Ltd.

Established in 2006. Corporate culture: 'People gather where it's fun'. We operate about 200 stores nationwide, mainly in the Tokyo metropolitan area, under 5 brands: 'Shin Jidai', 'Shin Jidai 44', 'Kamo to Buta Ryori Tonperaya', 'Namikuchi Shioyaki Tori Tsubura', and 'Thai Government Certified Restaurant Sukontha'.

The company name PHAD'S is derived from the initials of Partner, Heart, Agora (Portuguese for 'now'), Dream, and Sanoism (professionalism).

Company overview Company name: Phads Co., Ltd. Date of establishment: May 2, 2006 Capital: 84,930,000 yen Shareholder composition: Nao San'o 100% Annual sales: 30 billion yen Number of employees: 9,000 (including PA) Office location: <Tokyo office> 〒105-000