WISE SONS TOKYO, a popular bagel and delicatessen from San Francisco, opened on February 26th on the basement floor of Maru Building in Tokyo's Marunouchi district.


San Francisco is known as one of America's gourmet capitals. Founded in 2010 by food-loving founders Evan Bloom and childhood friend Leo Beckerman, WISE SONS was founded with the mottos "the best pastrami anywhere," "authentic bagels," and "heartwarming deli food." The brand began as a food truck and farmer's market stall, but has since grown into a popular chain with five locations across the San Francisco Bay Area. Wise Sons Tokyo, the sixth store in the chain, is the first overseas location. The menu, tailored to the time of day, faithfully reproduces the recipes of the San Francisco flagship store, offering high-quality bagels and pastrami, popular in San Francisco, along with a variety of breakfast options, lunch sets, and teatime sweets.


The interior has a warm and inviting design that follows the atmosphere of the flagship store. Like the flagship store, the store features three designs symbolizing Wise Sons. The mural on the right wall of the store is the work of San Francisco-based artist Amos Goldbaum. It pays homage to the San Francisco skyline and Mount Fuji, a symbol of Japan, representing the fusion of San Francisco and Japan. The photos displayed at the front of the store pay tribute to the people who support the store, featuring employees and their families. The California flag is also displayed in all stores, symbolizing the store's belief that it serves authentic bagels made using traditional methods on the West Coast, with a firm texture rather than the softer New York-style bagels.


The store also sells a variety of original, stylish goods. They offer a variety of items, including clear bottles (1,400 yen), tumblers (starting at 2,500 yen), and WISE SONS coffee beans (1,200 yen), perfect for both work and play. They make great gifts as well as personal treats.