[200 Stores Nationwide] Tokyo's Popular Izakaya 'Shinjidai' Opens Second Store in Omiya on Saturday, June 27, 2026

Limited to the first 4 days after opening! An incredibly great 4-day deal! All drinks 94 yen (tax included 103 yen) sale!

To celebrate the opening, from Saturday, June 27th to Tuesday, June 30th, we will be holding an opening commemoration event where all drinks, except for mega sizes, will be 94 yen (tax included 103 yen) per glass, all day long! This is exclusively for Instagram followers of 'Shinjidai' founder 'Sano Naoshi' (@sanonaoshi). Don't miss this chance!

Sano Naoshi Instagram

◆Store Overview
Store Name: Shinjidai Omiya Station North Ginza Street Branch
Address: 1-86-1 Miyacho, Omiya Ward, Saitama City, Saitama Prefecture, 330-0802 M1F
Phone: 048-658-9466
Business Hours: 14:00 - 24:00
Opening Date: Saturday, June 27, 2026

Store Information

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

1) Cumulative Sales of 300 Million Units, Shinjidai's Signature Dish 'Denshi'

'Denshi' is almost always ordered by customers visiting 'Shinjidai'. Denshi is a fried chicken skin skewer for 50 yen (tax included 55 yen) per skewer. Once you try it, you'll be hooked. You'll want to eat many skewers, with the average customer ordering over 5, making it a signature product in name and reality.

■The secret to Denshi's deliciousness lies in the following 3 points:
① [Chicken Skin] Excess fat is removed, leaving only collagen for a delicious crispy and chewy texture.
② [Tare Sauce] Luxuriously infused with ginseng, believed to cure all ailments, the unique smell of ginseng is eliminated to create a delicious sweet and savory sauce.
③ [Spice] With soy as the main ingredient, this spice achieves zero salt content, enhancing the addictive quality.

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

When you order Denshi in quantities of 10 (4 tiers), 21 (6 tiers), or 36 (8 tiers), it is served in a beautiful pyramid shape, and the 'Denshi Pyramid' has become a symbol of Shinjidai. It's so popular that it's posted on social media every day.

'Denshi' is a registered trademark of the Japan Patent Office, owned by Phads Co., Ltd.

Denshi not only tastes good but also has the power to 'bring the biggest smiles to customers'.

Simply serving Denshi makes customers smile, and eating it makes them smile even more. It is truly an izakaya that 'energizes 1000 towns'.

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

2) An Izakaya Loved by All Ages, Where Crowds Form

Shinjidai aims to 'energize 1000 towns', and has currently energized approximately 200 stores = 200 towns across the country, from Hokkaido in the north to Okinawa in the south. By creating stores, we contribute to society, specifically through: ① Providing vitality for customers' tomorrow, ② Employment, ③ Consumption, ④ Crime prevention, and ⑤ Taxation. And now, we will make the town of Omiya even brighter and more energetic!

Unlike ordinary izakayas, Shinjidai draws huge crowds in every town it enters.

Why do crowds form?

Shinjidai is the originator of 'fried chicken skin skewers', and its signature 'Denshi' is a unique hit product recognized by the Patent Office. Many customers want to experience 'Denshi' enough to wait in line, making it a highly popular izakaya with daily queues. To energize 1000 towns, we are energizing towns one by one across the country, and now we are opening in Omiya. This will energize not only Saitama but the entire Kanto region. Huge crowds are expected even before the opening.

3) Former Professional Soccer Player! A Founder with an Unusual Background

Sano Naoshi, born September 4, 1975 (Skewer Day), started playing soccer at the age of 8. He participated in the Inter-High School Championships and the National High School Soccer Tournament at Gifu Prefectural Gifu Technical High School. After graduation, he went to Brazil, the kingdom of soccer, where he played as a professional soccer player for 5 years in Sao Paulo state. After retiring at age 25 due to injury, he joined his father's construction company. However, out of gratitude to a family who took care of him in a Brazilian slum, he transitioned to the food and beverage industry. He founded Phads Co., Ltd. in 2006, opened the first Shinjidai store in 2010, and received the Gaishoku Award in 2023. Currently, by the end of this fiscal year, the group's annual sales are projected to be 30 billion yen, with 9,000 employees and 200 stores.

Shinjidai founder Sano Naoshi has an unusual background.

◾️Former Professional Soccer Player in Brazil
After graduating from high school, he joined the professional soccer team America FC (Sao Paulo state) as a trainee.
In 1995, he signed a professional contract. In the same year, he transferred to CA Votuporanguense in the same state as a professional.
In 1996, he transferred to Joinville EC in Santa Catarina state as a professional.
In 1997, he transferred to a professional club in Sao Paulo state.
In 1998, he suffered a major injury and, unable to fully recover the following season, decided to retire.
In 1999, he returned to Japan. He played for 4 teams in 5 years, becoming a pioneer among Japanese soccer players active overseas.

◾️Top Partner of Atletico Suzuka, the Team Where King Kazu Plays
Phads Co., Ltd. has entered into a top partner agreement with 'Atletico Suzuka Club', the soccer team where Kazuyoshi Miura plays. The logo 'Sano Naoshi' will appear on the chest of the 2025 season uniforms.

It is unprecedented for an individual's name to be the logo on the chest of a uniform.

◾️Recipient of the Gaishoku Award
He received the 'Gaishoku Award 2023', announced on Tuesday, December 5, 2023.

His management skills, which have built a large-scale organization by leveraging his overwhelming decision-making speed and execution capabilities developed through team building applying soccer tactics. Furthermore, his exceptional marketing abilities, including growing six business formats into a growth trajectory, earning him the nickname 'God of Format Creation'. These two factors were recognized, leading to the award.

Phads Representative Introduction https://www.phads.jp/message.html

Sano Naoshi Official Instagram https://www.instagram.com/sanonaoshi/reels/?locale=de

Authentic Ingredients at Everyday Prices! Popular Menu Items at an Izakaya Visited by 30,000 People Daily

[Popular No. 1] "Doruyaki" - Grilled Domestic Young Chicken Charcoal Grill, Rich in Flavor with Every Chew - 480 yen (tax included 528 yen)

[Popular No. 3] "Troublesome Potato Salad Half" - Customize it yourself! Fun x Delicious - 380 yen (tax included 418 yen)

[10x Nori!] "Nori 10x Isobe Age" - The aroma of aonori fills your mouth - 380 yen (tax included 418 yen)

About Phads Co., Ltd.

Established in 2006, with the corporate culture "People gather where there is fun."
We operate a total of 5 brands of restaurants, including "Shinjidai", "Shinjidai 44", "Kamo to Buta Ryori Tonpera-ya", "Nama-kushi Uchi Shioyaki Toribura", and "Thai-O-Food Certified Restaurant SCONTA", with approximately 200 stores mainly in the Tokyo metropolitan area and nationwide.

The company name PHAD'S is derived from the first letters of Partner, Heart, Agora (now [Portuguese]), Dream, and Sano-ism (professionalism).

■Company Overview
Company Name: Phads Co., Ltd.
Date of Establishment: May 2, 2006
Capital: 84,930,000 yen
Shareholder Composition: Sano Naoshi 100%
Annual Sales: 30 billion yen
Number of Employees: 9,000 (including part-timers)
Office Location: <Tokyo Office