A branch of Gion Ninigi located on the 2nd floor of the NEWoMan shopping complex in Shinjuku, Tokyo, which recently underwent renovation.
Insights
JapaneseBakeryModerateAll DayCafe
Last updated: 7/20/2026, 4:53:59 AM
Key Information
Ninigi NEWoMan Shinjuku is a Japanese confectionery shop specializing in traditional sweets, particularly known for its fresh fruit daifuku. It is located within the modern and stylish NEWoMan Shinjuku complex, offering a calm and relaxing atmosphere amidst the bustling Shinjuku area. The shop is part of a larger retail and dining destination, making it a convenient stop for a sweet treat.
Customer Perception
Customers appreciate Ninigi for its high-quality Japanese traditional sweets, especially the fresh fruit daifuku, which is highlighted as a notable item. While specific reviews for Ninigi itself are limited in the provided snippets, the overall perception of NEWoMan Shinjuku, where it's located, is positive, described as modern, calm, and a pleasant place for shopping and taking a break.
Additional Details
Ninigi is recognized as one of the notable wagashi shops in Tokyo, featured in lists of best wagashi cafés and shops. Its location within NEWoMan Shinjuku, an 'Ekinaka' (inside the station) facility, makes it easily accessible for commuters and shoppers.
No specific peak times are mentioned, but as a confectionery shop within a shopping complex, it is likely busy during general shopping hours and weekends. It could be an ideal spot for a quick treat or gift purchase during a visit to NEWoMan Shinjuku.
5
Modern, calm, and surprisingly relaxing—
even with the station just downstairs.
Shops are beautifully arranged,
and walking the glass corridors gives you space to breathe.
I stopped for coffee, browsed a few boutiques,
and ended up buying a small gift.
It’s not about cheap deals here—
it’s about enjoying everyday things in a nicer way.
Perfect for taking a short pause
before diving back into the rush of Shinjuku.
Part of how I read this city.
Very good selection of brands, like Salon Adam & Rope, Emmi and Converse Tokyo, sales assistants were very friendly. When we went there was also a vintage pop-up on the top floor which had some really nice vintage clothing (eg Burberry and Barbour coats). The food hall is separate but very cozy and stylish, we had some Spanish tapas that were amazing.
Dear NEWoMan Customer Service Management,
I am writing to formally lodge a complaint regarding an appalling display of negligence and unprofessionalism I experienced today, May 4th, at the tax-free counter on the 4th floor of NEWoMan. As a foreign tourist, this incident severely damaged my perception of your establishment and caused unnecessary distress during my trip.
The incident occurred while I was processing a tax refund for a perfume I had just purchased. I handed the perfume to the staff member assisting me. Instead of handling my paid merchandise with care, she carelessly placed it on a counter behind her. Simultaneously, another group of customers was being assisted at the counter.
Once my tax refund paperwork was completed, the staff member simply stated that the process was finished. When I asked her, "Where is my item?" she turned around only to discover that my perfume was missing. It became immediately apparent that her colleague had mistakenly handed my paid merchandise to the other customer, who had already placed my perfume into their bag (likely unnoticed due to the large volume of their own purchases).
I was forced to personally intervene and ask the other customer to return my property. What is most unacceptable, however, was your staff's reaction. Rather than taking immediate action to rectify their serious error, they simply sat there and offered a dismissive, perfunctory apology. They took zero responsibility for resolving the situation they created.
This level of carelessness is staggering. Had I not been paying close attention, the other customer would have left the premises with my merchandise. I must ask: what would have happened then? As a tourist on a strict schedule, would I have been expected to waste an entire day filing a police report for an item lost entirely due to your staff's sheer incompetence?
When a customer hands over paid merchandise to your staff, there is an expectation of basic security and competence. Your team failed on both counts.
I expect a prompt investigation into this specific incident. Furthermore, I expect to be informed about the concrete steps NEWoMan will take to improve staff training and operational protocols at the tax refund counter to ensure no other customer has to experience this level of irresponsibility.
I want to express my biggest gratitudes to all the ladies that helped me today at the information counter on the 4/F. Aya I recall her name and her colleague.
I had the most thrilling experience on losing my phone on the taxi and I cannot locate my phone, and they both move heaven and earth to help me track down my phone even tho this is not even their job!
This shows so much on their culture and Japanese spirit in helping without expecting any returns.
I can’t express enough how lucky I’m to have these ladies today. Truly blessed and that’s why I love coming back to NEWoMan to shop even more!