London-based "Lina Stores" opens in Nihonbashi. It's not just cute, we look into the secret behind its popularity

LINA STORES is an Italian restaurant and delicatessen that has been loved in London since it first opened in 1944. Following its first store outside of London, the Omotesando store, COREDO Muromachi store will open in March 2023. It has already become a part of the local community and is gaining in popularity.
Why does Lina Stores continue to attract people living in cities like London and Tokyo? We report on its appeal and must-try menu!

Two reasons why Lina Stores continues to be loved
Lina Stores will celebrate its 80th anniversary next year. Its roots go back to an Italian delicatessen that was opened in London's Soho district by its founder, Lina, who was born in Genoa, Italy. The store's appearance has remained unchanged since it first opened in 1944, and it is a long-established establishment and a landmark in the Soho district.

Lina Stores at the time of its founding

Located in the glamorous Soho district, the epicenter of London's trendsetters, why has Lina Stores continued to capture the hearts of Londoners for so many years? One of the reasons is their commitment to authentic Italian ingredients. They only sell carefully selected local Italian ingredients, such as fresh cheese and salami. When they first opened, authentic Italian ingredients were hard to come by, even in London, so the store was highly valued, especially by Italian immigrants seeking a taste of home. To this day, they respect Italy's traditional food culture and remain timeless and authentic.
Another reason is the friendly staff. Lina Stores aims to blend into the local community and be loved by the locals, so they place great importance on the Italian temperament of treating all customers like family. Lina Stores in Japan not only uses authentic ingredients, but also aims to incorporate the pure affection for guest that has been passed down in the London store.

Mr. Koumi, Manager of Lina Stores COREDO Muromachi Store

A feast for the eyes at Lina Stores
One of the biggest features of Lina Stores is their stylish and cute interior and uniforms, which are based on green and white. The bicycles displayed in the store are also popular as "Instagrammable spots"! Many people have probably seen the photogenic pistachio green bicycles on social media such as Instagram.
This modern design is in fact a repeat of the historic London store. The interior, with its pistachio green key colour and classic ar* Deco style, has remained unchanged since the store's founding in 1944.

By the way, COREDO Muromachi store uses a lot of dark green and brown tones, which makes it less cute and more IN. Perhaps because of this, COREDO Muromachi store seems to attract many male customers.

Why is Lina Stores located in Nihonbashi?
We want to be a place that is loved for a long time in a town with a strong local community and a rich history. Nihonbashi, which has been the center of townspeople's culture since the Edo period, is the place that can fulfill the desire that Lina Stores has cherished since its founding.
Although the COREDO Muromachi store has only just opened, IN have a lot of calm, relaxed adult customers. It seems to attract a wide range of customers, from people on their way home from shopping, to office workers, and local residents who come every day.
It's open from noon to night, so it's convenient for everything from brunch to lunch, coffee, and dinner. Many people stop by for a quick drink after work, which is a very smart and nice way to spend time.

Lina Stores' commitment to its menu
The meals served at Lina Stores are basically based on traditional recipes from all over Italy. They recreate the flavors loved by locals and regional tastes, adding a touch of London flair to them, aiming to create delicious food that you won't get tired of eating every day.
The recipes are used in Japan, but are adjusted to suit the ingredients available in Japan. The director who oversees all menus tastes them thoroughly, and only when they are complete and can be confidently recommended are they allowed to be served to customers.

Most of the drinks are Italian. They have a lineup of Italian wines, spirits, soft drinks, and of course espresso, which is an essential part of Italian life. They also have non-alcoholic cocktails and non-alcoholic wines, so you can feel at ease even when dining with people who don't drink alcohol.

4 Must-Try Menu Items at Lina Stores

01. Tagliolini al Tartufo e Parmigiano
Tagliolini with fresh truffles and parmesan

Since its founding, Lina Stores has been serving fresh pasta as its signature dish. It is handmade daily by skilled craftsmen using wheat flour from Italy. In Japan, it is also handmade by craftsmen at the Bus workshop in the Omotesando store, using recipes from the original country. A wide variety of freshly made pasta is delivered to COREDO Muromachi store every day.
This is by far the most popular menu item in both London and Japan. Wide, flat pasta (approximately 3mm wide), mainly made in Northern Italy, is coated in a cream-based sauce made from truffle paste and butter, and topped with plenty of Parmigiano Reggiano and fresh truffles. The rich aroma reaches your seat before the plate even reaches you, so you can be sure that it will be delicious. Every time you loosen the noodles and take a bite, the rich aroma fills your nose and you can't get enough of it. The chewy, flat noodles of tagliolini, which are unique to fresh pasta, are firmly entangled with the rich sauce, and at the same time, you can taste the deliciousness of the wheat. It's so addictive that you'll want to take just one more bite, and you can enjoy the lingering aroma even after you've finished eating.
It's a Lina Stores specialty, and precisely because it's simple, all the ingredients complement each other to a high degree. This dish shows the strength of the restaurant.

02. Polpette of Melancholy
Italian-style eggplant croquettes

Next up is the antipasto, a dish that goes perfectly with beer or sparkling wine. Although it's called croquette, it doesn't contain any potatoes. A large amount of eggplant is steamed until it becomes soft and fluffy, then dehydrated, rolled into balls, coated with batter and fried. This is also a simple dish with tomato sauce and a sprinkle of salt.
The batter is lightly coated, yet crispy and chewy at the same time. When you bite into it, the eggplant melts in your mouth and the rich flavor overflows. I was reminded of the rich flavors of eggplant.

It's so simple yet so delicious that many customers are enthralled by its unexpectedness, and it's a menu item that many customers order every time they visit. You'll be able to experience the true joy of Italian cuisine, which makes the most of the natural flavors of the ingredients without adding too much to the dishes.

03. Cannolo Siciliano con Pistacchio e Cioccolato
Sicilian specialty Cannoli (pistachio and chocolate)

The third item is Dolce's top recommendation. Cannolo is a sweet that originated in Sicily, southern Italy, and became famous after appearing in the movie "The Godfather." Recently, it has been gaining attention as an Italian sweet that is showing signs of becoming popular in Japan.
Lina Stores' cannoli was not created to jump on the bandwagon, but is based on a traditional recipe that has been served since the store opened in 1944. The cylindrical dough is deep-fried in lard, filled with ricotta cream, and topped with crushed pistachios and chocolate on each end. To make the most of the dough's texture, the cream is added just before it is served.
At first glance, it looks like a sweet and heavy treat, but when you eat it, it's less sweet than you'd imagine. It's a flavor that both men and women will enjoy. IN contrast between the crunchy dough and the surprisingly smooth cream is enjoyable, and you'll want to keep eating it. It's delicious as is, but the pistachios and chocolate on both ends give it a different flavor! The filling size is also a plus, so even those who love sweets will be satisfied.

04. Casarecce con Gamberi e Pesto di Pistacchio
Shrimp and pistachio sauce Casarecce
*Menus may change depending on the season.

Finally, we chose this pasta in honor of the green-themed event "COREDO GREEN FES." The green sauce, reminiscent of Lina Stores' key color, is made with plenty of pistachios. You can enjoy the sweet aroma, rich flavor, and savory richness of the pistachios, which go perfectly with the plump, large shrimp.
Many people may not be familiar with Casarecce, but it is a short pasta (about 18 mm wide) that originated in Sicily. It is rolled up in an S-shape, so the sauce clings to the grooves. Of course, it is fresh, handmade pasta, and has a chewy texture. Because it is a short pasta, it is also excellent as a companion to alcohol.
All the dishes are hearty and filling, so we recommend sharing them with family and friends just like in Italy. Come and enjoy the various dishes and experience the secret behind Lina Stores' popularity!