Running parallel to Omotesando, the main approach to Naritasan Shinshoji Temple, is the "Ura-sando" (back approach), commonly known as Shinmichi-dori. Once bustling but gradually losing its lively atmosphere, this area is now seeing a new kind of community-building take shape, one that brings vacant houses and empty lots back to life.
At the center of it all is the Narita Kaigi General Incorporated Association, whose concept is "weaving back-alley culture together."
In this article, we introduce Narita Kaigi's activities and the new shops that have opened on Shinmichi-dori.
Weaving Back-Alley Culture Together: The Launch of "Narita Kaigi"
Around 10 million visitors come to Narita each year for Naritasan Shinshoji Temple and Omotesando. Meanwhile, the Ura-sando area that runs parallel to Omotesando, once bustling with shops, has seen more and more vacant houses and empty lots in recent years, and has often been passed by visitors.
Narita Kaigi, a general incorporated association, was launched in January 2026 to tackle this challenge. While respecting the area's history, it aims to make the most of the back alleys' unique scenery and retro streetscape to create a “destination” that travelers choose to visit. Through study sessions that nurture the next generation of community-building players, as well as efforts to revitalize vacant houses and connect industry, government, academia, and residents, the association is working to shape the area's future.
Shinmichi-dori, Where Showa-Era Charm Lingers, Hosts "Narita no Hikari"
Shinmichi-dori, the street at the heart of the Ura-sando area, once bustled in the early Showa era with movie theaters and restaurants lining both sides. One event held here is "Narita no Hikari," a food-crawl festival where visitors can sample dishes from the street's restaurants and food trucks. Started with the wish to light up Narita at night, the 6th edition, the "Showa 100th Anniversary Ura-sando Food Crawl Festival" held in March 2025, featured 27 participating shops, along with a special stage in front of the station and a stamp rally.
Narita Kaigi also positions events like this as a place for hands-on practice, supporting people who want to start their own business, for example through pop-up shops. The next edition has not yet been decided, but we're already looking forward to news of it.
New Shops Open One After Another Through Vacant House Reuse on Shinmichi-dori
Thanks to vacant house reuse efforts led by Narita Kaigi, a variety of distinctive shops are opening one after another in and around Shinmichi-dori.
ROUTEMAP COFFEE ROASTERS
This specialty coffee shop occupies a former butcher's shop building that is more than 60 years old. The Narita location opened in May 2024 as the brand's second base. Visited by everyone from international tourists to locals, it has become a staple morning spot on Shinmichi-dori.
TNF geek
A secondhand clothing shop set in a former fishing tackle store. Centered on overseas models of The North Face, it carefully selects rare pieces and popular imported brands. It's a great stop not only for North Face fans, but also for vintage lovers hunting for hidden gems.
Brune Studio
With the concept "a small art experience for travelers on Narita's Ura-sando," this studio offers art experiences designed for visitors. Both Japanese and English are supported, making it a perfect way to create a special memory between visiting Naritasan or heading to the airport. Because it is open on limited days, please check Instagram for details.
Kisetsu no Hakoniwa
A vegan restaurant that opened its first location on Shinmichi-dori. Dishes are made without animal-derived ingredients, making the most of seasonal produce. Its opening days are announced on Instagram, so it's a good idea to check before you visit.
Bar Suzunari
A bar in a former house, a traditional Japanese-style building. Look for the single light glowing in the alley to find it. Macrobiotic dishes are served here, and it opened as the owner's first permanent location.
etm. nail&eye
A nail salon opened in September 2025 in a former fishing tackle shop by a nail artist who grew up in Narita. In July 2026, eye services such as lash perms and lash extensions were added, turning it into "etm. nail&eye," a salon that takes care of both your hands and your eyes. It opens at 9:00 a.m.
Kasane
A florist who has been active in many ways from a home studio, including event pop-ups, mobile sales, shipping flower gifts, and teaching wreath and arrangement classes. Her new shop on Shinmichi-dori, set in a former pharmacy, will open in November 2026. As a flower shop and studio, it looks set to expand her field of activity even further.
A Plaza on Vacant Land Is Also in the Works
A plaza is also currently being developed on vacant land. Once completed, it is expected to become a new center of activity for Shinmichi-dori.
With an atmosphere unlike that of Omotesando, Shinmichi-dori is full of the unique feel of the back alleys, and it is an area to keep an eye on as Narita Kaigi's efforts continue. Take a stroll and visit the new shops for yourself.
