Nationwide 200 Locations: Tokyo's Queue-Favorite Izakaya 'Shinjiru' Opens in Shirakamecho — Grand Opening on Friday, July 17, 2026

For the first 4 days only! An incredibly special 4-day event! All drinks just 94 yen (tax included 103 yen)!

To celebrate our debut in the area, from Friday, July 17 to Monday, July 20, we're hosting a grand opening anniversary event offering all drinks (excluding mega sizes) at just 94 yen (tax included 103 yen) per cup, all day long, no matter how many you drink! This offer is exclusively for followers of Shinjiru's founder, Naoshi Sano (@sanonaoshi), on Instagram. Don't miss this incredible opportunity!

Naoshi Sano Instagram

◆ Store Overview Store Name: Shinjiru Kyoto Shirakamecho Branch Address: 10 Kitashirakamecho, Kita-ku, Kyoto City, Kyoto 603-8325 Phone: 075-334-9455 Business Hours: Weekdays 16:00–24:00, Weekends & Holidays 12:00–24:00 Opening Date: Friday, July 17, 2026

Revitalizing towns across Japan! What is the buzzworthy 'Shinjiru'?

1) Over 300 million units sold: Shinjiru's signature 'Denkushi'

Almost every guest who visits 'Shinjiru' orders the 'Denkushi'. Denkushi is a deep-fried chicken skin skewer priced at just 50 yen (55 yen with tax) per stick. Once you try it, you'll be hooked—so delicious that guests typically order an average of five or more sticks per person. It's truly the restaurant's signature dish.

The 3 secrets behind Denkushi's deliciousness: 1 [Chicken Skin] Excess fat is removed, leaving only collagen for a delicious crispy-yet-chewy texture. 2 [Sauce] Premium ginseng, believed to cure all ailments, is generously added. The sauce eliminates ginseng's typical odor and delivers a savory-sweet flavor. 3 [Spice] A spice blend primarily made from soybeans achieves zero salt content, enhancing the addictive quality.

◼️ Fun to see, delicious to eat! The 'Denkushi Pyramid' creates a chain reaction of smiles

When you order 10 sticks (4 tiers), 21 sticks (6 tiers), or 36 sticks (8 tiers), they're served in a beautiful pyramid shape. The 'Denkushi Pyramid' has become a cultural icon at Shinjiru and is so popular that it's posted on social media daily.

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

Denkushi doesn't just taste great—it has the power to bring customers the biggest smiles.

Just serving Denkushi makes customers smile; eating it makes them smile even more. Indeed, Shinjiru is an izakaya that 'revitalizes 1,000 towns'.

Rather than fitting into the existing category of yakitori, Shinjiru has established a one-of-a-kind position nationwide with 'Denkushi'.

2) The popular izakaya that draws crowds of all ages and genders

Aiming to 'revitalize 1,000 towns', Shinjiru has already energized around 200 locations—from Hokkaido in the north to Okinawa in the south—touching 200 communities. By opening stores, we contribute to society in five concrete ways: 1 giving customers energy for tomorrow, 2 creating employment, 3 boosting consumption, 4 helping prevent crime, and 5 paying taxes. This time, we're bringing more brightness and energy to Shirakamecho!

Unlike ordinary izakayas, Shinjiru always draws long lines wherever it opens.

Why the long queues?

Shinjiru is the originator of 'fried skin skewers'. Its signature 'Denkushi' is a one-of-a-kind blockbuster product officially recognized by the Japan Patent Office. Many customers are eager to experience Denkushi, even if it means waiting in line, making Shinjiru a daily sensation with queues forming every day. To fulfill our mission of revitalizing 1,000 towns, we're opening our first store in Shirakamecho, bringing energy not just to Kyoto but to the entire Kansai region. Long lines forming even before opening day are guaranteed.

3) Founder with an unconventional background: former professional soccer player

Naoshi Sano, born September 4, 1975 (Coincidentally 'Skewer Day'), began playing soccer at age 8. He represented his school at the National High School Championships and the All-Japan High School Soccer Tournament while attending Gifu Prefectural Gifu Technical High School. After graduation, he moved to Brazil, the kingdom of soccer, where he played professionally for five years in the state of São Paulo. After retiring at age 25 due to injury, he joined his father's construction company. However, driven by gratitude toward a family who helped him in a Brazilian favela, he transitioned into the food and beverage industry. In 2006, he founded Phads Co., Ltd. In 2010, he opened the first Shinjiru store. In 2023, he received the Food Service Award. Today, the group achieves annual sales of 30 billion yen, employs 9,000 people, and operates 200 stores.

Shinjiru's founder, Naoshi Sano, has an extraordinary background.

◾️ Former professional soccer player in Brazil

After high school, he joined América FC (São Paulo) as a trainee, then signed a professional contract in 1995 (Heisei 6). That same year, he transferred professionally to CA Votuporanguense in the same state.

In 1996 (Heisei 7), he transferred professionally to Joinville EC in Santa Catarina state.

In 1997 (Heisei 9), he moved to another professional club in São Paulo state.

In 1998 (Heisei 10), he suffered a major injury and, unable to recover fully for the next season, decided to retire.

In 1999 (Heisei 11), he returned to Japan. Over five years, he played for four teams, becoming a pioneer among Japanese soccer players active overseas.

◾️ Top partner of Atletico Suzuka, home to King Kazu

In the 2025 season, the jersey of soccer team Atletico Suzuka Club—where Kazuyoshi Miura (King Kazu) plays and with which Phads Co., Ltd. has a top partner agreement—will feature the name 'Naoshi Sano' on the chest.

Having a personal name as a chest logo is unprecedented in sports history.

◾️ Recipient of the Food Service Award

On Tuesday, December 5, 2023, Shinjiru received the 'Food Service Award 2023'.

The award recognized two key strengths: exceptional leadership in building a large-scale organization by leveraging rapid decision-making and applying soccer tactics to team management, and outstanding marketing skills demonstrated by successfully growing six different restaurant formats, earning Sano the nickname 'God of Concept Creation'.

Company President Introduction: https://www.phads.jp/message.html

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

Authentic ingredients at everyday prices! Popular menu items loved by 30,000 daily customers

【#1 Best Seller】 Domestic mature chicken charcoal-grilled 'Doruyaki' — gets more delicious the more you chew: 480 yen (528 yen with tax)

【#3 Popular】 Customize it your way! Fun × delicious 'Troublesome Potato Salad (Half)': 380 yen (418 yen with tax)

【10x Nori!】 '10x Nori Isobie Fry' — the rich aroma of ao-nori seaweed fills your mouth: 380 yen (418 yen with tax)

About Phads Co., Ltd.

Founded in 2006, our corporate culture is 'People gather where it's fun'. We operate a total of five restaurant brands—'Shinjiru', 'Shinjiru 44', 'Kamo to Butaniku Tonperaya', 'Namikushi Uchishio Yakitori Toribura', and 'Thai Government Certified Restaurant Scontar'—with around 200 locations nationwide, primarily in the Greater Tokyo Area.

The name 'PHAD'S' combines the first letters of five words: Partner, Heart, Agora (Now in Portuguese), Dream, and San-ism (professionalism).

Company Overview Company Name: Phads Co., Ltd. Founded: May 2, 2006 Capital: 84,930,000 yen Shareholders: Naoshi Sano 100% Annual Sales: 30 billion yen Employees: 9,000 (including PAs) Office Locations: 〈Tokyo Office〉 521 New Shinbashi Building, 2-16-1 Shinbashi, Minato-ku, Tokyo 105-0004 〈Nagoya HQ〉 3-27-18 Tsutsui, Higashi-ku, Nagoya 461-0003 〈Nagoya Station Office〉 2F, 4-3-14 Meieki, Nakamura-ku, Nagoya 450-0002 URL: https://www.phads.jp