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A bento shop in Katsushika Ward, Tokyo, is gaining significant popularity by offering a variety of generously portioned bento boxes for just 390 yen. It attracts diverse customers, from budget-conscious families to students, who appreciate the affordability and volume in an era of rising costs.

'390 Yen Bento' Catches On in Tokyo

'Himawari Ran', a bento shop in Tokyo's Katsushika Ward, has become a local sensation since its opening in September last year, selling approximately 300 bento boxes daily for a remarkably low price of 390 yen. The shop's success is largely attributed to the proprietor, Kim Ran-soon, a Korean national with nearly 30 years of experience in the food service industry. To maintain such low prices, Kim personally prepares all side dishes, minimizes labor costs, and consistently develops menus using affordable ingredients, showcasing significant efforts in cost reduction. This strategy enables the store to offer 12 different bento varieties, including Saba Tatsuta-age and daikon stew, Yangnyeom Chicken, and Bibimbap, all priced at 390 yen.

Frugal Consumption Across Generations

The generous portions, including 250g of rice, satisfy 50-something homemakers who prioritize value for money, helping them save on household expenses. Middle school students find the bentos affordable enough to purchase with their pocket money whenever hungry. A 40-something homemaker also noted that buying these bentos is cheaper than cooking at home due to rising ingredient costs, often purchasing multiple boxes for family dinners. 60-something pension recipients frequent the shop 2-3 times a week, relying on the inexpensive meals to manage their living expenses and save for retirement, as their pensions are often insufficient. The shop also offers an irregular, special service in the evenings: 100-yen fried food sets, further enhancing its appeal.

Students Pursue Dreams on a Budget

Mr. Ono, a 19-year-old vocational school student, relies on these affordable bentos to save money. He uses the savings to purchase expensive tools, such as wigs, required for practicing hairstyling at his beauty school. Wigs can cost anywhere from 3,000 yen to 10,000 yen for high-quality ones. By cutting down on food expenses, he aims to ease the financial burden on his parents while pursuing his dream of becoming a hairdresser. He expressed gratitude for the bento shop, stating that its low prices and generous portions significantly help him manage his finances.

*Source: YouTube: 日テレNEWS (2026-03-31)*

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