Shin Jidai

Shin Jidai (新時代) is a Japanese izakaya (pub-restaurant) chain operated by PHAD'S Co., Ltd. (株式会社ファッズ), a company based in Aichi Prefecture. The brand began in 2010, in the fourth year after PHAD'S was founded, when the first location opened in Kariya City, Aichi Prefecture under the name 'Densetsu no Kushi Shin Jidai' (Legendary Skewer Shin Jidai). It has since grown into a multi-store chain, expanding rapidly after entering the Tokyo market in 2017. The chain's defining feature is its low-price strategy built around its signature menu item, 'Dengushi' (伝串), a fried chicken-skin skewer priced at 50 yen (55 yen including tax) per skewer. By sourcing directly from producers and standardizing ingredients to reduce loss, the company achieves both a low average customer spend of around 2,000 yen and high profit margins. All menu items are supervised by founder Naofumi Sano himself. In addition to directly operated stores, roughly 30% of locations are franchise outlets. Dengushi is a fried skewer made from chicken skin, threaded in a wavy pattern, deep-fried, and served with a sweet-and-spicy sauce and a proprietary soy-based spice blend containing Korean ginseng and zero salt. The cooking process removes excess fat to create a texture the company calls 'Parimochi' (crispy-chewy), and the product is promoted for its collagen content. While most menu items are prepared in-store, Dengushi skewers are threaded at a factory to maintain quality. When multiple skewers are ordered, they are customarily served stacked in a 'pyramid' shape. The company holds multiple patents on the cooking method for chicken-skin skewers (Patent Nos. 6940294, 7181357, and 7467573), and 'Dengushi' and 'Parimochi' are registered trademarks; the company warns against imitations on its official website and elsewhere. In 2020, the company launched a sister brand, 'Shin Jidai 44,' with an expanded alcohol lineup. The brand's official website features a collection of aphorisms written by the founder, who is also a calligrapher; these were originally posted on the wall of an early store and, after positive customer reactions, were rolled out to all stores, later appearing on beer mugs and generating responses on social media. In July 2024, the Consumer Affairs Agency issued an administrative order against PHAD'S for a violation of the Act against Unjustifiable Premiums and Misleading Representations (premiums and representations act) based on misleading representations. According to the agency, the company displayed prices such as 'Dengushi 1 skewer 50 yen' and 'draft beer 190 yen' on the gourmet site Tabelog and its official X account, but consumption tax was actually required separately; this was found to mislead consumers into believing the prices included tax.

Shin Jidai is operated by PHAD'S Co., Ltd. (株式会社ファッズ), a company founded in Aichi Prefecture. The brand's first store opened in 2010, in the fourth year after PHAD'S was established, in Kariya City, Aichi Prefecture, under the name 'Densetsu no Kushi Shin Jidai' (Legendary Skewer Shin Jidai). The chain expanded its store network rapidly after entering the Tokyo market in 2017. During the COVID-19 pandemic, when restaurants faced severe difficulties, the company became known for an aggressive expansion strategy that utilized existing restaurant spaces (known as 'inuki' properties). In 2020, it launched a sister brand, 'Shin Jidai 44,' which strengthened its alcohol lineup. The brand's core offering, Dengushi, is a fried chicken-skin skewer. The company has patented its cooking method for chicken-skin skewers (Patent Nos. 6940294, 7181357, and 7467573) and registered trademarks for 'Dengushi' and 'Parimochi.' The founder, Naofumi Sano, who is also a calligrapher, supervises all menu items. His aphorisms, originally posted on the wall of an early store when the chain had only two or three locations, were later rolled out to all stores, printed on beer mugs, and shared on social media. In July 2024, the Consumer Affairs Agency issued an administrative order against PHAD'S for violating the Act against Unjustifiable Premiums and Misleading Representations (premiums and representations act) based on misleading representations. The agency found that the company displayed prices such as 'Dengushi 1 skewer 50 yen' and 'draft beer 190 yen' on the gourmet site Tabelog and its official X account, but consumption tax was actually required separately, misleading consumers into believing the prices included tax.

• 2020

  Launched sister brand 'Shin Jidai 44' with an enhanced alcohol lineup.

• 2017

  Entered the Tokyo market, leading to rapid expansion of the store network.

• 2010

  First store opened in Kariya City, Aichi Prefecture, under the name 'Densetsu no Kushi Shin Jidai'.

• Consumer Affairs Agency issued an administrative order against PHAD'S for misleading price displays.

Low-price izakaya chain centered on its signature 50-yen Dengushi skewers, combining affordability with high profit margins through direct sourcing and ingredient standardization.

• Dengushi (伝串)

  A fried chicken-skin skewer, threaded in a wavy pattern, deep-fried, and served with a sweet-and-spicy sauce and a proprietary soy-based spice blend containing Korean ginseng and zero salt. Priced at 50 yen (55 yen including tax) per skewer. The cooking method removes excess fat to create a texture called 'Parimochi' (crispy-chewy). Multiple skewers are served stacked in a pyramid shape.

• Misleading price display issue

Read more

1. 1新時代 / 新時代44・ブランド紹介 | 株式会社ファッズ [ PHAD'S ]phads.jp
2. 2新時代 (居酒屋) - Wikipediaja.wikipedia.org
3. 3Shin Jidai - Wikidatawikidata.org