It started with a terrible tourist trap sushi restaurant in Shinjuku. $30 for mediocre fish. Meanwhile, locals were eating incredible sushi for a third of the price just two blocks away.
That experience was the spark for Under 10 Japan. We realized that the information gap between tourists and locals wasn't about language — it was about knowledge. Locals know where to go, what to order, and how to navigate the system. Tourists don't.
So we built a bridge. Our guides take everything a local knows about budget dining in Japan and package it into clear, actionable guides that anyone can follow — even if they've never been to Japan and don't speak a word of Japanese.
Today, we've helped hundreds of travelers discover the joy of a perfectly tender $4 gyudon bowl, the thrill of conveyor belt sushi for under $10, and the comfort of a steaming bowl of udon on a cold Tokyo morning.