Shibuya 109 Tokyo Shopping Guide: Best Brands, Floor Map, and Access

Most department stores don’t end up in emoji sets. Shibuya 109 did. Its signature cylinder and glowing “109” logo became shorthand for Tokyo youth culture long before hashtags and influencers took over. Opened in 1979, the building started as a fashion destination for women in their 30s, but it quickly transformed into the headquarters of “gyaru” style, and later a hotspot for young trendsetters.

Today, Shibuya 109 remains a tightly packed vertical maze of fashion, beauty, and street culture. With over 100 shops stacked across ten floors, it’s where you’ll find everything from niche Japanese labels to big-name collaborations. This guide breaks down everything you need to know, like what stores are worth your time, how to navigate the floors, where to take a break, and how to get there without wandering in circles.

And for those of you looking for a comprehensive area guide, be sure to check out our All‑in‑One Guide for Shibuya.

---

What is Shibuya 109?

Shibuya 109, known among the Japanese as simply “109” or ichi-maru-kyuu (one-zero-nine), is one of Tokyo’s most recognizable shopping landmarks. Perched right outside Shibuya Station’s Hachiko Exit, this ten-story cylindrical building has long served as a launchpad for youth fashion trends in Japan. While officially categorized as a department store, its influence stretches far beyond retail, so it’s often the first stop for anyone looking to understand what Tokyo’s trend-conscious youth are wearing next.

Originally opened in 1979 by Tokyu Corporation, Shibuya 109 was initially targeted at career women in their 30s. But by the 1990s and early 2000s, it had transformed into the epicenter of “gyaru” style, a subculture known for its flashy, rebellious fashion and heavily stylized makeup. Since then, it has continued to evolve, adapting to each generation’s tastes with savvy branding, pop-up events, and influencer partnerships.

Today, Shibuya 109 operates less like a traditional mall and more like a curated fashion feed, constantly refreshing its offerings to reflect online trends and cultural shifts.

History and Transformation of Shibuya 109

Shibuya 109 opened its doors in April 1979, developed by Tokyu Corporation with the intent to modernize department store culture. Its unusual name “109” is a numeric wordplay on Tokyu (10 can also be pronounced as “to,” while 9 stands for “kyu”) that also hints at the business hours, from 10 AM to 9 PM. Its cylindrical architecture was deliberately made with a futuristic flair in mind, courtesy of architect Minoru Takeyama’s design.

But what truly set it apart, beyond the structure, was the marketing. By the late ’90s, it had become a cultural touchstone for the gyaru movement, an explosive subculture driven by rebellious femininity, glitter-heavy fashion, and youth-led defiance of social norms.

Throughout the early 2000s, Shibuya 109 cemented itself as a must-visit destination for young women looking for edgy, loud, and unapologetically bold styles. Many brands that began as tenant shops inside 109, such as CECIL McBEE, Liz Lisa, and EGOIST, later became household names across Japan. CECIL McBEE no longer operates within its premises, but during its tenure, it was one its most successful brands and an icon of “gyaru” aesthetics. It led, along with EGOIST, the surge in popularity of the “charismatic shop clerk” concept.

The building’s evolution didn’t stop with fashion trends. It underwent major renovations in 2019 and 2020, refreshing its interiors, updating signage, and improving multilingual accessibility to better serve a growing international tourist audience. It also introduced SHIBUYA109 Lab., a data-driven branding project that tracks social media trends and consumer behavior to inform both shop curation and pop-up concepts.

More recently, Shibuya 109 has become highly attuned to Gen Z preferences. It’s now known for short-term brand activations, influencer-linked campaigns, and seasonal visuals that change as frequently as Instagram feeds. Stores are optimized for social media aesthetics, and common areas often feature photo spots or AR installations.

Despite changing retail habits and the rise of e-commerce, Shibuya 109 has retained its relevance by doing what many malls failed to do: reinvent continuously while staying culturally fluent. In 2025, it remains a fast-moving, fashion-forward space that has managed to avoid resisting the constant shifting of youth tendencies and instead, reflects it and goes along with it.

Related: Shibuya Shopping Guide: 20 Best Shops in Shibuya & 10 Trendy Japanese Fashion Brands 2025

Store Lineup and Popular Brands

Shibuya 109 hosts over 100 shops across its basement to 8th floor levels, serving a wide range of styles from cute “gyaru” to edgy streetwear. In spring 2025, twenty-one stores either opened or relaunched, including major names like Dr. Martens, merry jenny, ACLENT, Kastane, and the unisex brand HTH. Foodies can also explore B2’s “MOG MOG STAND,” featuring Tokyo’s first KUMONOCHA CAFE and TRIBECCA café for sweets lovers.

Fashion mainstays include Liz Lisa (frilly pastel kawaii), Emoda (high-fashion “mode gyaru”), Moussy (vintage-inspired urban “cool”), Dazzlin (soft retro vibes), Murua (feminine with an edge), and Gyda (LA-style casual/sexy).

The mall is also known for exclusive limited-edition items, such as lucky bags (fukubukuro) and collaborations only available at the Shibuya location, ensuring fresh styles that reflect the latest youth trends.

Top Fashion and Beauty Brands You’ll Find in Shibuya 109

We don’t have access to official sales numbers, so we’ve compared social media following to get a rough idea of brand popularity for each shop. Based on that, here are the standout brands currently stealing the spotlight:

• PEACH JOHN: Known for playful, stylish lingerie and PJs, with a unisex loungewear offering.
• dazzlin: 70s-influenced retro charm with modern comfort, polka dots, pleats, and overall a breezy casualwear vibe.
• MURUA: A fusion of feminine minimalism and bold design, built around monochrome tones and striking, structured pieces.
• EMODA: Sleek, monochrome mode-gyaru for women in their 20s and beyond; think bold cuts and high-fashion edge.
• SPINNS: Affordable, trend-driven pieces and pop-culture accessories, popular among teens and young adults .
  KASTANE: Opened in early 2025, this womenswear label brings soft, romantic textures and neutral-toned everyday fashion to Shibuya 109’s lineup
• Ank Rouge: Dreamy, fairy-girl gyaru style, the Ank Rouge shop serves up ruffled, and romantic outfits.
  MAJESTIC LEGON: A reimagined “girl to lady” aesthetic, offering modest and chic fashion.
• LIZ LISA: Defined by pastel hues, lace, ruffles, and vintage-inspired silhouettes, this brand symbolizes “sweet” gyaru style and remains a crowd favorite.
• MOUSSY: Urban and sophisticated, with vintage-style denim and oversized silhouettes designed for confident city wearers.
• evelyn: A feminine label mixing romantic silhouettes and trendy prints, emphasizing girly dresses for young city shoppers.
• GYDA: Casual meets sexy with LA-inspired denim, crop tops, and laid‑back, confident styling.
• Jóuetie: A blend of vintage, rock, and romantic styles into accessible street fashion.
• SLY: Cool, edgy urban apparel and statement pieces, drawing a fashion-savvy crowd looking for standout looks.

Brand Comparison Table

* Price ranges are meant to be simply orientation. Actual prices may vary depending on seasonal collections, campaigns, special offers, etc

Men’s Fashion Shops

Although Shibuya 109 is mostly centered around Women’s Fashion, there are a few shops that also cater to men with male or unisex clothing:

• PEACH JOHN: A lingerie shop for women that also has a unisex loungewear offering.
• SPINNS: Unisex streetwear suitable for everyone.
• VOLCAN & APHRODITE: delivers bold streetwear with some unisex items.

Cosmetics & Skincare Shops

Shibuya 109 also offers a small selection of cosmetic and skincare brands:

• PJ_C: Kawaii character merch with functional Korean-style skincare, featuring cult-favorite essences.
• PLAZA: A curated mix of trendy Japanese and global beauty items, from lip tints to quirky accessories, making it a go-to for spontaneous beauty finds.
• Dress Table by ShinQs Beauty Palette: High-end cosmetics, with brands like RMK, MAC, Estée Lauder, etc

Shibuya 109 Floor Guide

For a complete list of shops and services, you can check Shibuya 109’s directory. Here’s an overview of the main spots on each floor:

8F – Services & Café

• BUTTERLY café provides a mellow break with coffee and sweets after shopping.
• Multiple service counters offer photo-printing (DISP!!!), personal color consultations (EXCEL Colorist), body care (WALLMA), and capsule toys (#C‑pla+)—perfect for a mid-day refresh.

7F – Streetwear & Unisex Fashion

• A haven for gender-neutral style with shops like Dr. Martens, SPINNS, VOLCAN & APHRODITE, WEGO, HTH, .KOM, and Never mind the XU.
• Also features café Ma Maison and Cheese to Hachimitsu (Cheese & Honey) for cozy sipping between shops.

6F – Sweet & Girly Styles

• Quintessential kawaii floor with standout shops like Amavel, Ank Rouge, Bubbles, LIZ LISA, merry jenny, Honey Cinnamon, plus accessories like LAFARY and Sanrio.
• Designed for sweet-style lovers with accessories, playful pastel prints, and feminine outfits.

5F – Trendy Adult Casual

• Tailored to mature young shoppers with shops like MURUA, jouetie, GYDA, ACLENT, or ENVYM, as well as the shoe brand ESPERANZA.

4F – Eclectic Styles

• Neutral-tone frilly-chic styles can be found in shops like Án MILLE, F i.n.t, or Olive des Olive.
• More casual and varied styles can be found at KASTANE, SLY, SpRay, or RESEXXY, while ROGER AND RAW put a fashionable spin on sporty styles.
• For cute lifestyle items and girly accessories, check out Lattice.

3F – Feminine & Romantic Looks

• Romantic styles glow here: evelyn, archives, MAJESTIC LEGON, PEACH JOHN, or REDYAZEL.
• For bags and novelty items check out GALET’S.
• Sporty casuals will find their home at EGOIST.
• School uniforms-inspired kawaii styles can be found at Secret Honey.

2F – Young Trendsetters & Minimalist Chic

• Focused on trend-forward fashion for young adults mixing sleek styles with a bit of an edge, with standout shops like dazzlin, EMODA, MOUSSY, FREE’S MART, LUNA EARTH, or ROYAL PARTY.

1F – Cosmetics, Bags & Lingerie

• Leading beauty floor with cosmetics at Dress Table by ShinQs Beauty Palette, lingerie brand Risa Magli, and bag boutique SAMANTHA VEGA.
• MITSUMARU Chico and MITSUMARU INGNI caters to casual fashion and accessories, while MITSUMARU RIN brings all you need when it comes to trendy piercings.

B1F – Variety Fashion & Footwear

• Multi-brand floor catering to all with a diverse bazaar of essentials: budget fashion (4every, ANAP), shoe destinations (ABC-MART, csT&P, MIHATO, R&E), lingerie, swimwear (San‑ai Resort), plus shoe care and repair services.

B2F – Cafés & Lifestyle Goods

• MOG MOG STAND dining area with TRIBECCA, Waffle Khan, KUMONOCHA CAFE, and OVER MACARON.
• Lifestyle flair with PJ_C cosmetics, PLAZA goods, photo booths (girls mignon), and more for a casual, fun revisit.

Various Facilities and services:

• ATM: Seven Bank ATM available on the 7F
• Multipurpose toilet available on the 8F, and nursing room available on B2F
• Coin lockers available in the underpass from B2F and B1F (technically outside of Shibuya 109 premises, as there is underground connection to other facilities).
• Simultaneous interpretation service over the phone available for Shibuya 109 shoppers.

Shopping Tips for International Visitors

• Tax-Free Shopping Made Easy
  • Spend at least ¥5,000 (before tax) in a single store to qualify for tax exemption on general goods.
  • Show your passport at checkout for an immediate 10% off—no extra steps required—thanks to Japan’s current “immediate exemption” system.
  • Starting April 1, 2025, you can’t ship tax-free purchases back home; you must carry them with you through customs.
• Know the Upcoming Changes
  • Japan plans to move to a refund-at-airport system in late 2026, meaning you’ll pay tax at checkout and apply for a refund before departure. No need to worry yet for your 2025 visit, but keep this on radar.
• Avoid Long Refund Lines
  • If your discount is modest, skip tax-free queues to save time. For example, it makes sense using tax-free only on bigger purchases (e.g., ¥10,000+).
• Shopping Permits & Sealed Bags
  • Tax-free consumables come in sealed, tamper-proof bags, so keep them unopened until you leave Japan or risk paying full tax.
  • Non-consumable items (clothes, electronics) won’t be sealed and can be used during your stay, but must be taken home.
• Payment & Card Tips
  • Most stores accept international credit cards, UnionPay, and have ATMs (Seven Bank on 7F) that support overseas cards.

How to Get to Shibuya 109

Just steps from Shibuya Station and the famous scramble crossing, Shibuya 109 is hard to miss. Here’s your quick guide to reaching this fashion icon:

Official website: https://www.shibuya109.jp/

Business hours: 10:00 – 21:00​ ​/ 7F cafe & restaurants until 22:00 (last order 21:00)

By Train or Subway

• JR Yamanote & Saikyo Lines → Alight at Shibuya Station → Take the Hachikō Exit (wonderful meeting point with the dog statue) → Cross Shibuya Scramble Crossing → Walk ~1–2 minutes west. The building’s round shape and lit “109” sign are instantly recognizable.

• Tokyo Metro (Ginza, Hanzomon, Fukutoshin) & Tokyu/Inokashira Lines → Exit at station’s “3a” (Ginza Line) or equivalent central exit → Follow signs to Shibuya 109 → About a 2–3 minute walk. It’s connected directly via underground walkways.

Walking Route from Hachiko Exit

1. Exit station through Hachikō Gate at northwest side.
2. Head across Shibuya Scramble Crossing—follow the sea of pedestrians.
3. Walk straight onto Dogenzaka Street for ~100 m.
4. Shibuya 109 appears on your left—no map needed, you’ll see the iconic cylinder. Time: ~2–3 minutes.

Alternate Underground Route

• Use the Shibuya Chikamichi (underground arcade on B2/B1) to bypass surface crowds. It links station directly to 109’s basement entrance and continues east to Shibuya Hikarie. Helpful during rain or peak times.

Travel Time Estimates
From central hubs:

• Shinjuku → Shibuya: 5 min on Yamanote + 2–3 min walk
• Tokyo Station → Shibuya: ~25 min + 3 min walk
• Metro lines typically arrive near the 3a/1 exits; route still takes ~3 min total.

Tourist Reviews of Shibuya 109

Shibuya 109, one of Tokyo’s most iconic shopping landmarks, is a favorite among fashion enthusiasts and tourists looking to explore Japanese street style. As of July 1, 2025, it holds a Google rating of 3.9 (9,567 reviews), a TripAdvisor score of 3.8 (613 reviews), and a Yelp rating of 4.1 (45 reviews). While its popularity has slightly waned compared to its peak in the early 2000s, it remains a vibrant and culturally significant shopping destination in the heart of Shibuya.

One TripAdvisor reviewer highlighted the positive experience with the staff and the store variety:

“The staff here are lovely. To get photos of the stores I asked politely. Many staff kindly helped me pick out a special outfit for an event here. As it’s open from 10am and super close to Shibuya Hachiko Gate exit, 109 is such a fun place to go to. A lot of shops are more expensive but there are accessible ones like SPICA, the tights store, the basement accessories and gear store, and some other rare gems. Japanese popular fashion is a lot of fun! Definitely go if you like clothes, though the more affordable shops are more hidden.”

―from TripAdvisor

A Yelp reviewer added more context for fans of niche fashion subcultures:

“If you have been a fan of Japanese street fashion at some point in the last twenty years, you must make the trek here. Many of the famous visual kei, gothic lolita, fairy kei and gyaruu shops have boutiques here. Most shops have a strict no camera policy, but that doesn’t seem to deter people. The selection is pretty small in person, but most shops have online counterparts. There are centrally located elevators on each floor, as well as guides in English and Japanese, so don’t be afraid to ask. I went for the Liz Lisa, WC, and Wego shops. There is also a cute cafe space, but it’s super crowded and a little pricey—I recommend grabbing a bite elsewhere around the plaza.”

―from Yelp

Tourist Attractions Near Shibuya 109

Magnet by Shibuya 109

This rebranded version of 109 Men’s opened in 2019 and now blends fashion, food, and creative spaces across multiple floors. Its rooftop lounge—MAG’s PARK—offers a panoramic view of Shibuya Scramble Crossing for a small fee, as well as rotating art installations and rooftop events like anime DJ nights. Ideal for visitors in their 20s who want culture, cuisine, and city views in one spot.

Other shopping spots in Shibuya (Center Gai, Parco, Hikarie)

Just steps from Shibuya 109, Center Gai is a neon-lit alley packed with fast-fashion stores, record shops, and nightclubs, a true youth culture artery. Nearby Shibuya Parco and Hikarie provide contrast: Parco’s pop-culture vendors, including Nintendo Tokyo and designer boutiques, appeal to anime and gamer fans, while Hikarie offers a sleek mix of dining, retail, and event spaces in a landmark tower.

Shibuya Crossing, Hachiko Statue, Shibuya Sky

You can’t miss the iconic Shibuya Crossing, legendary for its human choreography and over 3,000 crosswalkers at each signal. Just beside it stands the beloved Hachiko statue, memorializing Japan’s most loyal dog. And for sweeping cityscapes, Shibuya Sky (on Shibuya Scramble Square rooftop) is the best vantage point in the district, offering 360° views and memorable photo spots.

---

For more information about fashion and shopping in Tokyo, don’t miss the articles below!