Been here many,many times over the years, even when it was in a previous location. Located very close to Leicester Square. The main store is in the basement.It really is a great place to buy a variety of different Japanese produce, food, drinks, stationary, magazines, etc. The fresh food is amazing, can't fault it, especially the sashimi. You can also eat in but it's not a huge seating area so you'll be lucky to get a seat at peak times. The sake selection is really good, it's where I usually get mine from. The overall costs can be a bit pricey but usually worth it. The staff are always friendly and helpful.