New Emeryville Grocery Store Tokyo Central Draws Big Crowd

The Japanese-themed market and restaurant offers a taste of Japanese culture and cuisine.

Feb. 4, 2026 at 7:07pm by Ben Kaplan

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Emeryville's newest grocery store, Tokyo Central, has opened to large crowds eager to experience its Japanese-inspired offerings. The store features imported snacks, premium seafood, and ready-to-eat Japanese cuisine, as well as an in-store restaurant called the "Hand Roll Factory" that specializes in sushi rolls, rice, and sashimi. Customers have traveled from as far as San Ramon to visit the new store, which is only the second Tokyo Central location in Northern California.

Why it matters

The opening of Tokyo Central in Emeryville reflects the growing demand for authentic Japanese grocery and dining experiences in the San Francisco Bay Area. As the region's demographics and consumer preferences continue to evolve, specialty stores that cater to diverse cultural tastes are becoming increasingly popular.

The details

Tokyo Central offers a wide range of Japanese snacks, produce, seafood, and prepared foods that are difficult to find at regular grocery stores. The in-store "Hand Roll Factory" restaurant adds to the immersive Japanese experience, providing customers with freshly made sushi, rice dishes, and other Japanese cuisine. Despite the long lines during the grand opening weekend, many customers were excited to discover the unique offerings and said the wait was worth it to get a taste of Japanese culture.

  • Tokyo Central opened its doors in Emeryville on February 4, 2026.
  • The grand opening weekend saw large crowds and long lines to enter the new store.

The players

Tokyo Central

A Japanese-themed grocery store and restaurant that has opened a new location in Emeryville, California. This is only the second Tokyo Central in Northern California.

Hand Roll Factory

An in-store restaurant at Tokyo Central that specializes in sushi rolls, rice dishes, and sashimi.

Jackie Deng

A customer who visited Tokyo Central during its grand opening weekend.

Leah Teodora

A customer who visited Tokyo Central during its grand opening weekend, having recently returned from a trip to Japan.

Justin Wang

An 8-year-old customer who was excited to try the fresh seafood and Japanese sodas at Tokyo Central.

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What they’re saying

“We just came back from Japan not too long ago, and I saw this on TikTok, and I just missed the feeling of Japan, and I just wanted to come here.”

— Leah Teodora (cbsnews.com)

“There's some packets of juicy jellies that I've seen at 7/11 in Japan that I haven't seen anywhere else, and I'm so excited that they're here.”

— Leah Teodora (cbsnews.com)

“I'm most excited about eating all of this.”

— Justin Wang (cbsnews.com)

“I think it's too long, yeah. I hope we can just walk in. No need to wait in the line.”

— Yoyo Wang (cbsnews.com)

“We've been to Disney and the lines are like hours long, so we're not complaining.”

— Leah Teodora (cbsnews.com)

What’s next

The new Tokyo Central store is expected to continue drawing large crowds as word spreads about its unique Japanese offerings. The store may need to adjust its operations to manage the high demand, such as expanding hours or adding more checkout lanes.

The takeaway

The opening of Tokyo Central in Emeryville demonstrates the growing appetite for authentic international grocery and dining experiences in the San Francisco Bay Area. As the region's demographics continue to diversify, specialty stores that cater to diverse cultural tastes are becoming increasingly viable and popular with local consumers.