Did you know that on Friday, June 13, 2025, a brand-new Don Quijote store made just for Japan-loving foreign visitors opened in Tokyo’s Shinjuku? Its name is "Don Quijote Shinjuku Southeast Exit Annex." The FUN! JAPAN editorial team attended a preview tour the day before its grand opening.
💡 Great Deal
FUN! JAPAN offers a special discount coupon for international tourists visiting Japan, valid at Don Quijote stores nationwide. Just tap the coupon below and show it at the register to receive a 10% tax exemption plus up to 7% off!
What Is "Don Quijote, the Palace of Amazing Discounts"?
Let’s start with a quick introduction to Don Quijote.
Don Quijote is a major discount store chain with locations all over Japan. It's known for its unique "compressed displays," with shelves packed tight with an incredible variety of items—shopping there feels like a treasure hunt.
You’ll find everything from food, daily necessities, and household goods to electronics, clothing, and even brand-name products, all at low prices. Many city-center locations are open 24 hours, making them a go-to destination for late-night shopping as well.
In recent years, the wide selection, convenience, and tax-free shopping have made Don Quijote a must-visit spot among international travelers in Japan.
Designed to Meet Every Tourist’s Needs During and After Their Trip—A Closer Look at the Floor Layout
"Don Quijote Shinjuku Southeast Exit Annex" is just a 2-minute walk from JR Shinjuku Station’s Southeast Exit—an unbeatable location. Each floor from 1F to 4F has clearly been designed with the needs of Shinjuku visitors in mind.
Let’s take a look at what makes each floor special!
1F: Food Floor – Get What You Need Right Away While Traveling! A Perfect Floor for Convenience
As you step inside, guided by the mouthwatering aroma of roasted sweet potatoes, you’re welcomed by festive decorations reminiscent of a Japanese festival. Donpen, the store’s official mascot, rides a festival float, and lanterns hang from the ceiling, setting the tone with a fun, lively vibe.
By the way, this roasted sweet potato is so popular that 12.3 million are sold annually!
The 1st floor mainly features food items, laid out to resemble a Japanese convenience store, allowing anyone to casually drop by. You’ll find everything from bread, rice balls, and drinks to all the latest trending snacks in Japan.
Buy Drinks by the Bottle
At typical Don Quijote locations, alcoholic and non-alcoholic drinks are often sold by the case or carton. But here, you can buy just a single bottle. Choose from a wide range including Japanese beer, chu-hi, tea, coffee, and juice.
Quick Bites and Desserts
A wide variety of quick snacks are available, including rice balls, sandwiches, and bread—perfect for when you're feeling a little hungry. Popular fruits among foreign visitors, like strawberries and grapes, are also sold here, offering a casual way to experience Japanese food culture. Of course, Japanese locals also use this space just like a convenience store.
Snacks
There’s a great selection of uniquely Japanese snacks along with popular items from major brands. Individually wrapped snacks are especially great for souvenirs to share with others.
Standard Register for Non-Tax-Free Purchases
This floor is the only one with regular cash registers, so customers buying just a few items can check out quickly and easily.
2F: Cosmetics and Beauty – Bring Home the Best of Japanese Beauty! From Trending Items to Trusted Classics
Don Quijote has become known in recent years for its impressive selection of cosmetics and beauty products. Japanese beauty items are hugely popular overseas, and the second floor is a treasure trove of colorful, exciting finds that won't disappoint!
The Cutting Edge of J-Beauty
Japanese beauty, often called "J-Beauty," continues to draw international attention. From the latest trending items on social media to long-loved classics, you'll find a wide variety of skincare and makeup products neatly lined up.
Bulk Sets in Abundance
Items like face masks, sheet masks, and toners—daily essentials—are not only sold individually but also in budget-friendly sets of 5 or 10. Whether you just want to try something during your trip or stock up to bring some home as souvenirs, these bulk sets have you covered.
Latest Beauty Gadgets
This floor also features the latest Japanese beauty electronics, like compact facial devices and hair care gadgets. Many are small and travel-friendly, making them easy to take home.
3F: Character Goods, Travel Essentials, and Toys – Get All the Cuteness and Convenience in One Place!
The third floor is packed with fun! You’ll find character goods that represent Japanese pop culture, travel accessories that make your trip smoother, and toys that both adults and kids can enjoy.
Popular Character Goods
There’s a huge variety of character goods featuring beloved Japanese icons like Chiikawa, Pokémon, Sanrio characters, and anime favorites. From stationery and plush toys to keychains, there’s so much to choose from—even those who aren’t hardcore fans will want to grab something.
There are also Japan-themed items like Hello Kitty and Kuromi dressed in kimono—perfect souvenirs with a local twist.
Handy Travel Essentials
Everything you might suddenly need while traveling is here, from voltage adapters and mobile chargers to neck pillows and suitcase belts.
The floor also has a full suitcase section, ideal for those who shop a lot and need extra luggage on the spot. Suitcases featuring characters like Pokémon are especially popular among international visitors.
Uniquely Japanese Toys and Variety Goods
Japanese toys are fun for everyone, not just kids. You’ll also find traditional-style accessories and quirky items perfect as small souvenirs—bringing a little bit of Japanese charm back home with you.
4F: Medicine and Tax-Free Checkout – Shop with Confidence for Trusted "Made in Japan" Pharmaceuticals! Tax-Free Counters Available
The top floor, the 4th floor, is dedicated to Japanese pharmaceuticals. Known for their high quality, Japanese over-the-counter medicines are trusted even overseas and are one of the top items foreign visitors look for when shopping in Japan.
Did you notice something a little different about this floor's vibe? The lighting is intentionally dimmed to create a festive atmosphere, with original lanterns featuring Donpen (Don Quijote’s official character) adding to the celebratory look. If you find yourself stuck in line at the tax-free register, take a moment to enjoy the fun décor around you.
Carefully Selected Medicines and an Information Counter
Popular Japanese OTC medicines for colds, stomach issues, pain relief, eye drops, and patches are neatly lined up and curated with care. Next to the tax-free registers, you’ll find an "Information Counter" where registered sales staff are available to answer any questions about the medicines.
Bulk Sets for "Big Shopping"
Just like the cosmetics floor on 2F, this floor also offers bulk-sized products. Items like patches and supplements, often bought in multiples as souvenirs, are sold in value-packed sets.
Multilingual Tax-Free Registers
There are four tax-free registers on this floor, with multiple staff members always on standby to ensure smooth processing. Staff fluent in English, Chinese, Korean, and Japanese are available, so you can complete your tax-free shopping without any language worries.
*"Tax-free" means that visitors who do not reside in Japan can purchase items for personal use without paying consumption tax. You’ll need to show your passport or other valid ID to use this service.
👉 For more on Don Quijote’s tax-free service, click here (Japanese site).
Don’t Miss Don Quijote’s Original Brand "Jonetsu Kakaku"!
Don Quijote offers a huge range of items from various brands and manufacturers, but special attention should be given to its private label brand, "Jonetsu Kakaku." It’s more than just a line of budget-friendly goods.
What is "Jonetsu Kakaku"?
"Jonetsu Kakaku," meaning "Passionate Price," launched in October 2009 under the concept of "Turning Customer Voices into Products." In February 2021, it was rebranded with the new slogan "Exciting Surprises Nonstop!" ("Dondon Odoroki").
From food and household items to beauty, clothing, appliances, home goods, bicycles, toys, and novelty items—the lineup covers just about everything.
Look for the “ド” symbol as your guide. The products are known for delivering quality at affordable prices, making them especially appealing.
Don Quijote Shinjuku Southeast Exit Annex – A "Legendary Store" Packed with Everything You Want!
Don Quijote Shinjuku Southeast Exit Annex is a carefully curated store designed to meet both the "right now" shopping needs of visitors and their "take lots of souvenirs home" goals. It's also an exciting destination for those living in Japan.
The store perfectly blends what’s current and what’s classic in Japanese shopping—and with the added charm of the "Jonetsu Kakaku" line, it guarantees a memorable experience for anyone visiting Shinjuku.
Be sure to stop by Don Quijote Shinjuku Southeast Exit Annex and discover your favorite part of Japan!
Don Quijote Shinjuku Southeast Exit Annex
- Address: 3-35-16 Shinjuku, Shinjuku-ku, Tokyo
- Access: 2-minute walk from Shinjuku Station Southeast Exit
- Opening Hours: 8:00 AM – 2:00 AM
- Closed: None
- Official Store Website 👉Click here
Photography cooperation: Don Quijote Shinjuku Southeast Exit Annex
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