I used to be shallow. The must-visit department store in Tokyo, 'King of Stores' Isetan Shinjuku, hides these easter eggs!

On my most recent trip to Tokyo, I visited Isetan Shinjuku store with a friend who lives there, and realized that there are some treasure corners I had overlooked during my previous visits to Isetan Shinjuku. Let me share these hidden easter eggs with you, and see if you've truly explored the 'King of Stores' of Tokyo department stores haha...

On the first floor of the main building of Isetan Shinjuku, there's a curated miscellaneous goods area called 'ISETAN Seed'. It's like a living library, featuring products from nearly 50 brands, selected based on the season and current Japanese trends. If you want to know what stylish Tokyo women are buying for their daily lives, just come here.

There are adorable cotton-linen cat handkerchiefs in various colors. I was totally charmed by the hand-holding design!

You can also find popular Japanese temple scents, trendy phone straps, and affordable Japanese-style crafts perfect for gifting.

ISETAN Seed also has an area selling popular snack gift boxes, perfect for afternoon tea at home and great for photos on social media. I'm sure no Japan lifestyle enthusiast can leave ISETAN Seed empty-handed haha!

The BEAUTY APOTHECARY on B2 of the main building is a floor my Tokyo best friend loves. She always tells me that no other department store has such a floor—that's why she loves visiting Isetan Shinjuku. This floor focuses not only on makeup but also on body care and natural lifestyle products, emphasizing the experience. Apart from brands familiar to Chinese consumers, most other brands are not seen in other department stores. Stylish Tokyo office ladies and wealthy housewives love shopping here. You can try out products you're interested in, and the staff are very enthusiastic.

LUZI is a popular beauty jelly in Japan, luxuriously blending various high-end Oriental ingredients to radiate beauty from within. This jelly is truly a luxurious beauty treat. If you're interested, you can check it out. Buying oral beauty products in a department store is relatively reliable.

ANANDAH's hydrating toner contains high concentrations of bitter orange flower water, Damask rose water, and bird's nest essence. Its extremely simple formula keeps the skin moist and glowing.

SHAQUDA, a niche brand from Kumano, Japan, has a very comprehensive selection. Whether for dry brushing, makeup application, or cleansing, you can get everything in one stop. The cleansing brush is especially worth getting.

There are always many novel little items to discover in Tokyo. LOVE CHROMEⓇ is a salon brand with its own salon in Omotesando, focusing on scalp and hair care. Their best-selling product is the K24GP series. The surface of this series is treated with pure gold and a special surface treatment technology, so when you brush your hair, it becomes smooth and shiny. It can also be used for head scraping.

On the second floor of the main building, ISETAN THE SPACE is a lifestyle exhibition space with the keyword '3less (Timeless/Genderless/Category-less)', dedicated to spreading the essence of creations that are not influenced by trends. Regularly, different themed events are held, showcasing unique works with bold design and creativity. When I visited, there was a Finnish furniture exhibition. This is one of the major differences between Isetan Shinjuku and other department stores—they don't rent out the space to brands for counters. I was surprised to see such a large exhibition space on the second floor. Stepping into this space, you can feel the value of 'present and future, timeless and universal', giving customers a sense of relaxation while shopping.

From August 31 to September 29, 2024, an event by French designer Ronan Bouroullec, 'The hand remembers', will be held here.

Ronan Bouroullec, born in 1971 in Quimper, France, has created many unique products over the past 35 years through collaborations with internationally renowned brands. His works are based on the combination of industry and craftsmanship, showing the resonance between the two in the creative process.

Besides his work as a designer, drawing is an important part of his daily life. His drawings are not only noticed by art collectors and galleries but also exhibited and collected in art museums and art foundations around the world, such as the Museum of Modern Art (MoMA) in New York, the Victoria and Albert Museum in London, and the Centre Pompidou in Paris. His collaboration with ISSEY MIYAKE in January this year was also well received. In this event, in addition to drawings, items like vases and books will also be displayed and sold. The store decoration is designed by Misawa Laboratory of Nippon Design Center, showcasing Ronan's unique worldview. It is his largest solo exhibition in Japan.

In recent years, 'exhibition visiting' has become a fashionable lifestyle. Even during travels, people don't miss any chance to see exhibitions. The art gallery on the 6th floor of Isetan Shinjuku's main building holds weekly art exhibitions, including Western paintings, Japanese paintings, prints, and crafts. It features not only popular artists but also promising young emerging artists. When I visited, I happened to catch an exhibition with works by Yayoi Kusama and Takashi Murakami—you can see an art exhibition while shopping at a department store.

I personally love shopping on the 5th floor, which focuses on lifestyle homeware. Every time I come to Isetan Shinjuku, I spend a long time there. This floor contains pottery, lacquerware, metalware, and glassware works by over 40 to 50 Japanese artisans at various price points.

At the deepest part of the tea utensil section, there is an elegant Japanese-style space displaying works by the third-generation Murase Jihee, a Japanese lacquer artist. His works, from raw wood to lacquerware, pursue a practical beauty that fits modern times. Having a long-standing deep interest in tea ceremony, he has developed various original utensils that blend Japanese tradition with modern aesthetics.

Jihee's works are also highly recognized worldwide. They are collected by places such as the Crafts Gallery of the National Museum of Modern Art in Tokyo, the Metropolitan Museum of Art in New York, the British Museum, the Philadelphia Museum of Art, and the Victoria and Albert Museum.

Another reason I enjoy shopping here is the aesthetic display of the items. Shopping here feels like visiting an art exhibition, and I often come to learn about the arrangement and display of objects.

Edo Kiriko, a high-end gift item, is a type of cut glassware that first appeared in the Edo period. The biggest characteristic of these handmade Japanese crafts is the very delicate cut patterns on the cups. The light refracted through these cuts falls on the tabletop like a kaleidoscope. Isetan Shinjuku has a very complete selection, with each artisan's works displayed in their own area.

Hatake Man Tōen mainly produces Imari Nabeshima ware, high-end Japanese tableware, especially famous for its exquisite floral patterns. With a 370-year history, Imari Nabeshima ware is very popular in Japan for its unique charm and deep cultural heritage.

IFUJI, a wooden brand from Nagano Prefecture, is very popular for its handmade OVAL BOX. To achieve perfect curves, artisans carefully bend and shape the wood, using superb skills and fine handiwork to make seams invisible. Isetan Shinjuku carries all sizes and colors.

Isetan buyers have excellent taste and selection skills. They can invite many popular artisans or craftsmen to the store. During this visit, I met a Kyoto pottery artisan I have long admired. Not only did she help me choose items, but she also gave me her autograph—I was thrilled!

Imabari towel brand OLSIA from Japan has been very popular for its soft, lightweight texture and modern design. UCHINO's towels and loungewear have good breathability and moisture absorption, made of soft materials that are gentle on the skin. I strongly recommend them to friends with sensitive skin like me—they are extremely comfortable to wear. You can also find the right pillow with the help of a saleswoman who is professionally trained in pillows. Recently, Japanese-made pillows with adjustable height and materials have become extremely popular.

I've been attending various tourism industry award events recently, and I shopped for a long time with my bestie on the 3rd floor women's section. Isetan has always been the benchmark for fashion trends in Tokyo department stores. I was particularly drawn to Japanese brands like CYCLAS, Chaos, ebure, and EPOCA. The buyers' selections are top-notch in the industry, and many styles are only available at Isetan.

The women's clothing is of high quality, with simple and elegant designs. With the favorable exchange rate recently, it's quite cost-effective when converted to RMB.

I bought a bunch for myself, but I couldn't forget my husband haha. Besides the main building, Isetan Shinjuku also has a men's building dedicated to men's products. On the 8th floor, ISETAN MEN'S RESIDENCE has many carefully selected items, including a vintage watch counter, luxury brands like MATSUDA, which carries on Japanese craft frame-making, and 999.9 glasses, representing a rich lineup of Japanese-made brands. The Leica counter not only has the popular Leica Q3 but also many other Leica accessories. These are very sought-after items. The saleslady said inventory is limited—buying them is like making a profit!

The food floor is the last stop before leaving the department store. Isetan Shinjuku has wagashi from the famous Kyoto brand 'Murasakino Wakuden'. Among them, 'Saiko' is the most popular, made from lotus root starch and Japanese wasanbon sugar. It's light and refreshingly sweet, changing my stereotype of lotus root starch haha. You must buy and try it. There are also boxed versions with a longer shelf life, perfect as gifts for elders.

EN TEA's yuzu cold-brew green tea has also become popular recently. There are tea bags you can take home, as well as sets of cold-brew green tea ready to drink—you can enjoy it immediately after purchase. Cold-brew tea is incredibly refreshing in summer!

shodai bio nature's petal chocolates are visually stunning. I was attracted just by passing by. Different colors represent chocolates made from different fruits. They are perfect for gifting—much more special than the common snacks bought at the airport!

Money-saving tips:

Before you start shopping, you can first go to the tax-free counter on the 6th floor to apply for a GUEST CARD that offers a 5% discount. Tourists only need to show their passport to get it. Except for food, discounted items, and some high-end luxury goods, items over 3,000 yen before tax are eligible for the discount. Be sure to get one before checkout!