Taiyaki is one of Japan’s most popular traditional sweets. But did you know that it was actually born in Tokyo?
According to popular belief, taiyaki was created in 1909 by Naniwaya Sohonten in Azabu, Tokyo. The shop transformed the traditional imagawayaki into the shape of a sea bream (tai), a fish considered a symbol of good fortune in Japan.
In this article, I visited 5 famous taiyaki shops in Asakusa—one of Tokyo’s most competitive taiyaki districts—to find out which one is the best. If you’re planning a trip to Asakusa, this guide is for you.
Located in the heart of Shin-Nakamise Shopping Street, Naruto Taiyaki Honpo is one of the most popular taiyaki shops in Asakusa, often attracting long lines throughout the day.
Their taiyaki features a thin, crispy crust filled generously with sweet red bean paste. The combination of a crunchy exterior and chewy texture makes it especially satisfying. As for the filling, the red bean paste is relatively smooth while still retaining some whole beans, making it my personal favorite among the five shops.
Because each taiyaki is baked individually using a traditional single-mold method known as tennenmono (“natural-style” taiyaki), it is also the most expensive option on this list at ¥400. However, the balance of crispy crust, chewy texture, and generous red bean filling makes it easy to understand why customers are willing to wait in line.
As of June 2026, the shop offers three classic flavors: red bean paste, sweet potato, and custard. If red bean paste is not your favorite, I highly recommend trying the custard version instead.
Located just a short walk from K’s House Tokyo Oasis on Hanayashiki Street, Taiyaki Sawada serves well-balanced taiyaki with a satisfying combination of crispy and chewy textures.
Its style is similar to Naruto Taiyaki Honpo, but instead of baking each taiyaki individually, multiple taiyaki are cooked at the same time on a large iron griddle. The red bean filling stood out for its stronger bean flavor, making it a great choice for those who enjoy a more traditional taste.
At ¥350, it is also slightly more affordable than Naruto Taiyaki Honpo. Another unique feature is that each taiyaki is lightly toasted again before serving, creating an extra-crispy exterior while keeping the filling warm and soft inside.
In addition to the classic red bean and custard flavors, the shop also offers Crunchy Caramel, Premium Chocolate, and German Potato, bringing the total selection to five flavors. During the summer season, ice cream taiyaki in caramel and chocolate flavors are also available.
Opened in 2010 with the blessing of Naniwaya Sohonten—the shop widely credited as the birthplace of taiyaki—Asakusa Naniwaya offers one of the best-value taiyaki in the area at just ¥230. Considering that many shops in Asakusa charge around ¥300 or more, this price is hard to beat.
The menu is simple, with only one flavor available: classic red bean paste. What makes this taiyaki stand out is its exceptionally thin crust. In fact, the filling is packed so generously that you can almost see the red bean paste through the surface.
Each taiyaki is grilled individually over direct heat, creating small charred spots that add a distinctive roasted aroma and deeper flavor. Among the five shops I visited, this was one of the most fragrant taiyaki.
One thing to keep in mind is that the ultra-thin crust can lose its signature texture if it absorbs moisture for too long. For the best experience, enjoy it immediately after purchase. If you take it home, reheating it in a toaster will help restore its crispness.
As of June 2026, the shop holds a rating of over 3.7 on Tabelog, making it the highest-rated taiyaki shop among the five featured in this article.
Located near Tawaramachi Station on the Ginza Line, Guraku sits slightly away from the busiest parts of Asakusa. However, the short walk is well worth it for anyone looking for affordable and creative taiyaki.
Its taiyaki is known for its crispy “wings”—the thin, crunchy edges left around the fish-shaped pastry after cooking. Among the five shops I visited, Guraku offered the crispiest texture, making it a great choice for fans of extra-crunchy taiyaki.
Another highlight is the impressive variety of flavors. In addition to traditional sweet options, the shop offers several savory fillings, including Spicy Curry, Cheese, and Chili Tacos, making taiyaki a satisfying snack or even a light meal.
For customers eating on-site, there is also an Anko Butter option, which combines sweet red bean paste with melted butter. While this is a classic pairing in Japan, Guraku was the only shop in this comparison offering it.
I personally tried the Spicy Keema Curry and Yomogi (Japanese mugwort) flavors, and both were excellent. If you are not a fan of sweets, Guraku may be the perfect taiyaki shop for you.
Another unique attraction at Guraku is the opportunity to make your own taiyaki. Visitors can try baking a full iron mold, producing six taiyaki at once, making it a fun hands-on introduction to Japanese food culture.
Different fillings can be used in the same batch, allowing you to compare several flavors after the experience. If you’re traveling with friends or family, this is a great way to enjoy both the cooking process and the tasting afterward.
Unlike the other four shops featured in this article, which all serve thin-crust taiyaki, Edo Taiyaki is the only shop in Asakusa specializing in a thicker, fluffier style.
The pastry is soft and substantial, almost resembling a pancake rather than a traditional crispy taiyaki. As a result, the texture is quite different from the others on this list. I also found the red bean filling to be slightly milder in flavor compared to some of the competing shops.
Another unique feature is that the two sides of the pastry are not completely sealed together. Instead, they sandwich the filling much like a sandwich, which makes the taiyaki easy to eat but also more likely to leak filling while you’re enjoying it. (You can even see the red bean paste overflowing in the photo above!)
Personally, I preferred the thinner and crispier taiyaki offered by the other shops. However, Edo Taiyaki stands out for its impressive variety, including unusual options such as Chashu Pork and Bacon & Egg.
After comparing taiyaki from five different shops in Asakusa, I expected to find much bigger differences between them. In reality, I enjoyed every taiyaki I tried, and each shop had its own strengths.
While there were some differences in the texture and richness of the red bean filling, I found the pastry itself to be the biggest factor. Some shops focused on a thin and crispy crust, while others offered a softer and fluffier texture. Ultimately, choosing the best taiyaki comes down to personal preference.
① Naruto Taiyaki Honpo
– For those who want to try a famous taiyaki with a perfectly balanced texture.
② Taiyaki Sawada
– For fans of rich red bean flavor and a crispy-yet-chewy crust.
③ Asakusa Naniwaya
– For those who want to taste the birthplace of taiyaki and enjoy an ultra-thin, aromatic crust.
④ Guraku
– For crispy winged taiyaki and the widest variety of flavors.
⑤ Edo Taiyaki
– For those who prefer a thick, fluffy pastry rather than a crispy crust.
I hope this guide helps you find your favorite taiyaki in Asakusa. If you’re visiting the area, be sure to try a few for yourself and decide which one you like best!
Thanks for reading, and I’ll see you in the next article!
