Zenzai Restaurant Fujiya

👋 Haisai! It’s CULT.
Today, I’d like to tell you about Fujiya, a Zenzai specialty shop I used to visit frequently when I first came to Okinawa. It’s an Okinawan brand, and you can often spot it in Naha. The Zenzai is delicious, and the interior is lovely, so if you’re unsure where to eat, I recommend giving it a try.

📌 Location and Opening Hours

The location is right next to Route 58, so accessibility is excellent. It’s a great place to visit when you arrive in Okinawa and head north, or when you’re finishing your trip and heading back south. ⏰ Opening hours are from 11 AM to 7 PM every day.
When I first came to Okinawa, I couldn’t speak any Japanese, so I have fond memories of this restaurant as I could practice speaking Japanese with the staff here. [Google Map]

This is what the entrance of the shop looks like. I’ve heard there are a few more branches in Okinawa, but I mostly visited this one. It was close to my home. Over more than half a year, I noticed that they only take a break on January 1st. Quite a diligent restaurant, isn’t it?

Fujiyaya has not just one, but two outdoor car parks. So there’s no need to worry about parking. I’ve never seen the car park full. This is because the car park is too large compared to the size of the restaurant. It’s usually the other way around. So parking is easy, and even if it were difficult, there are plenty of coin-operated car parks nearby.

🍜 The Various Foods I’ve Tried

The first dish I tried was called Sanmainiku Soba (三枚肉そば). Initially, I wasn’t quite sure what it was. Since it was my first time dining out alone in Okinawa, I just ordered the menu item at the top left corner. Although I had travelled to Okinawa for about three weeks eight years ago, I hadn’t tried Okinawa soba back then, so this was actually my first taste of it.
Generally, Okinawa soba tends to be quite polarising among older Korean folks. It often feels like the noodles aren’t fully cooked. However, this Sanmainiku Soba didn’t have that issue. It seemed like the restaurant had adapted the recipe so that even foreigners could easily enjoy it.
It was delicious 🥰

They also provide condiments made with pickled ginger or Okinawan traditional liquor Awamori with added chilli. The staff warned that it’s a very spicy sauce, but from my Korean perspective, it doesn’t seem spicy at all. For Japanese people, it’s considered spicy, and for Europeans, it’s a deadly level of heat.
In any case, since it’s alcohol, those driving should refrain from consuming it.

On my next visit, I decided to try the Nankotsu Soki Soba (軟骨ソーキそば), which was the next item on the menu after what I had last time. Nankotsu means cartilage, and Soki is Okinawan dialect for pork. Simply put, it means soba topped with pork! It’s a version of Sanmainiku Soba with an additional pork topping, so it’s slightly more expensive.

After visiting several times, they even offered me a complimentary cup of sanbing tea. As expected, I enjoyed it thoroughly, right down to the last drop of broth 👍

The restaurant I first visited in mid-December had quickly transformed into a festive Christmas atmosphere by the end of the year.
This post is a rewrite based on the original I wrote on Korea’s NAVER blog, so it might not feel very different. If you want to experience this kind of atmosphere, visiting at the end of the year is a good idea. Anyway, I used to frequent this restaurant quite often.

The next menu I tried was taco rice. However, it was a failure.
I’m not really fond of taco rice itself. The reason is… from a Korean perspective, the menu composition is quite frustrating. In Korea, we tend to eat a lot of side dishes and less rice, whereas in Japan, it’s the opposite, with fewer side dishes and more rice. When Koreans dine in Japan, there are many dishes where you can adjust the amount of rice you eat, but with taco rice, that’s not possible. There’s just too much rice.
I’ve tried taco rice several times, but I have yet to find one that satisfies me.

My favourite item from the taco rice menu was the soup. I really like this soup. I often make it at home too.

Next up is Loco Moco (ロコモコ).
It’s said to be a Hawaiian dish. It’s made up of rice, hamburger steak, and gravy sauce, but I’m a bit sceptical if this is truly a Hawaiian dish. Did Hawaiians eat rice? Did they eat hamburger steak? Hmm… I wonder if it was created by Japanese workers who went abroad.
Anyway, it’s not quite to my taste. The hamburger steak is delicious, but overall, it feels a bit bland. My top recommendation would be to have a bowl of Okinawa soba and then enjoy zenzai as a dessert 🍛

🍧 The Much-Awaited Zenzai

The last one is Zenzai. The exact menu name is Fujiya Zenzai (富士家ぜんざい). This shop’s unique Zenzai differs from the typical Okinawan Zenzai in that the shaved ice, red beans, and dango are served separately rather than together. It’s quite nice to put the shaved ice on top of the red beans and dango. It’s distinctive. I even had Zenzai just before writing this. It’s a summer delicacy.
If you visit Okinawa in the summer, make sure to try Zenzai. Have it twice 👍

This is the Jisen Ice we ordered together. It’s also an Okinawan-style dessert. Inside a slightly hard bun on both the top and bottom, there’s soft ice cream. It feels a bit like an ice cream burger.

However, the bread is a bit hard, so it’s not recommended for those in your group who have dental issues. Still, once you try it… you’ll have an experience that makes you think, “Wow, there’s something like this in the world?” Isn’t trying new experiences what real travel is all about?

🎁 Souvenir Shop and Conclusion

In one corner of the restaurant, they sell souvenirs like these. They mention it so you can have a look while waiting for your food. I just had a look around too. There were some interesting items.

What do you think? Since it’s next to Route 58, why not visit before you start your Okinawa trip or after you finish your journey up north? I’ve tried everything from large franchises to small village school-front shops, but Fujiya has its own special charm. That’s why I recommend it.

That’s all for today! I’ll wrap it up here and return tomorrow with more Okinawa travel news. Matayasai 👋