Alice in Wonderland is a beloved tale, and its magic has captivated fans across the globe. In Japan, this fascination is particularly strong, leading to the creation of numerous themed cafes and restaurants. Tokyo is a hub for these whimsical eateries, and Alice in Magical Land is one such enchanting establishment.
This restaurant, also known as Alice in a Magical Land, is part of the Alice’s Fantasy Restaurant chain run by Diamond Dining, the company behind the iconic Vampire Cafe and Kawaii Monster Cafe. Alice in Magical Land is situated in Shinjuku, a bustling district in Tokyo, and it’s one of two Alice in Wonderland themed restaurants in the area.
We were eager to experience this magical realm after visiting the Shibuya branch, Alice in a Dancing Land. Each restaurant offers a unique take on the Alice in Wonderland theme, boasting distinct decor, menus, and atmospheres. Located in the basement level of a shopping mall, Alice in Magical Land is easily accessible, just a short stroll from Shinjuku Station.
A Wonderland Unveiled
The restaurant’s facade was adorned with enticing mock food displays. Sadly, these delectable delights were not part of the lunch menu, leaving us with a tinge of disappointment. We were the first guests of the day, and the restaurant was almost deserted, save for a family who arrived shortly after us.
We had envisioned ourselves nestled among the cute green, furry hedges, but despite the lack of crowds, our table choice was predetermined. Our hearts sank a little as we realized that the restaurant’s charm, while present, didn’t quite live up to the alluring photos on its website. Perhaps our expectations were a bit too high, or we had been spoiled by the innovative decor of other themed cafes.
Wonderland’s Quirks and Unexpected Rules
Despite our initial disappointment, the staff were incredibly welcoming and allowed us to explore and take pictures. This is a rare treat in Japan, where many restaurants, even themed ones, have strict photography policies.
We were seated at a cute pink table, and our eyes were drawn to the large red heart-shaped table with the matching red heart chandelier, a signature piece of the restaurant. Alas, it was covered in cobwebs, a remnant of Halloween, which had long passed. The cobwebs detracted from the table’s kawaii charm, and we were left wishing we could have seen the Queen of Hearts’ table and chandelier in their full glory.
We were presented with two menus – one for the cafe and another for lunch. However, we were told we could not order from the cafe menu! This came as a surprise, as it was only 11am, and we weren’t ready for lunch. We found it peculiar that a cafe would refuse to serve its cafe menu at 11am, especially since they had handed us copies. We were only allowed to order a grapefruit juice from the cafe menu. It seemed like we had stumbled into the Mad Tea Party.
The strict cafe time, from 3pm to 5pm, seemed a bit arbitrary. Giving customers a cafe menu that they can’t order from at morning-tea time is a classic example of Japan’s fondness for seemingly illogical rules. We had our eyes set on the tempting green tea roll cake plate, but sadly, our plans were thwarted by the restaurant’s strict policy.
Alice’s Wonderland Feast
The lunch menu featured a selection of sets with soups, open sandwiches, small pasta bowls, salads, and simple desserts. None of the enticing mock food displayed outside the restaurant appeared on the lunch menu. We were reminded of our visit to Alice in a Dancing Land, where the lunch menu was far more elaborate, resembling the dinner menu at Alice in Magical Land.
At 11am, these options weren’t particularly appealing, but to our surprise, the staff allowed us to order desserts without a main course. We managed to secure one main course, two desserts, and a drink.
We reluctantly ordered the vegetable soup, which was an unexpected disappointment. Despite its name, it contained large pieces of bacon and slices of salami, a surprising and unwelcome addition for those seeking a vegetarian option. The soup itself was uncharacteristically sweet, the frittata was cold, and the bread was served without butter. Considering the high standards of Japanese cuisine, this meal was undoubtedly one of the worst we had experienced in the country.
We attempted to salvage our culinary experience with two desserts. My partner ordered the baked cheesecake, which was average, while I opted for the Swiss roll, supposedly inspired by the Cheshire Cat. It was a decent dessert, but a little overpriced.
Alice’s Verdict
We had hoped that Alice in Magical Land would surpass the Shibuya branch, but our experience left us feeling disappointed. The decor, while charming, didn’t quite reach the heights of our expectations, and the lunch menu was underwhelming. We found ourselves missing the more enticing lunch offerings at Alice in a Dancing Land. If you’re planning a visit to Alice in Magical Land, it might be worth considering a dinner reservation instead, when the menu might offer more appealing choices.
While we love the concept of Alice in Wonderland themed cafes, our recommendation would be to either head to the Queen of Hearts Banquet Hall at Tokyo Disneyland, where you can enjoy decent food at reasonable prices amidst captivating decor. Alternatively, you might want to explore the Maidreamin Digitized Cafe in Shibuya or the spectacular Kawaii Monster Cafe in Harajuku, both run by Diamond Dining. While these establishments are more expensive, they offer a truly unique and unforgettable experience.
Alice’s Wonderland Address Book
There are two Alice’s Fantasy Restaurant branches in Shinjuku: Alice in Magical Land in Nishi-Shinjuku and Alice in Fantasy Book in Kabukicho.
Alice in Magical Land is located on the third basement level (B3) of the Nishiguchi Hulk shopping centre in Nishi Shinjuku.
You can walk in for lunch, but for dinner, you can reserve a table via the website.
The complete list of Alice in Wonderland restaurants run by Diamond Dining:
- No.5 Alice in an Old Castle – Ikebukuro, Tokyo
- Alice in a Dancing Land – Shibuya, Tokyo
- Alice in Fantasy Book – Shinjuku, Tokyo
- Alice in Magical Land – Shinjuku, Tokyo
This magical journey through Alice in Magical Land might not have been as enchanting as we hoped, but it’s a reminder that even in Wonderland, there are unexpected twists and turns.
