Yamaguchiya was originally a traditional kanmidokoro—a Japanese sweets shop that sold confectioneries and served them inside alongside tea. Over time, likely in response to the desires of local residents, it began offering light meals like ramen, as well as alcohol such as beer and small bites to pair with it.
As a result, it has created a wonderfully peculiar space where tipsy patrons settle their bill for drinks and snacks at a combined display-case-and-register counter, talking to a clerk wearing a crisp white kerchief who looks every bit like a traditional sweets seller.
While Asakusa is filled with countless eateries serving “Western-style” staples like ramen and fried noodles, this place always maintains a steady stream of customers and a pleasantly filled room. That comes down to its sheer comfort, which goes far beyond whether the food is good or bad, and it is precisely why such an old-fashioned, almost out-of-time establishment has managed to survive to this day. I recommend this shop because I want people to truly experience this quintessential Asakusa atmosphere.