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Living the Honda Dream
A very different kind of bike
shop in Tokyo
April 2026, by Guy
'Guido' Allen
Our recent tour of museums and bike shops in Japan
(mostly Tokyo) has a revealed a few surprises. Along the
way we wanted to visit a current and relatively high-end
dealership. Honda Dream (part of a chain) in Shinjuku
fitted the bill nicely
Wander into the store
and you'll new bikes ranging from stepthrus to
Goldwings, and no used offerings.
We were surprised to see
a 'standard' Fireblade CBR1000RR-R in satin black and
priced at ¥2,849,000 (Au$25,100, US$17,900, GB£13,300,
€15,300). Most markets, including Australia, only
receive the more exotic and expensive SP version
priced around Au$39,000 (US$27,800, GB£20,600,
€23,800).
The next surprise is the
absolute minimalist accessory offering – no helmets or
riding gear or brand merchandise.
Upstairs you'll find more new toys.
One of the more prominent displays is the Hello Kitty
edition of the Super Cub 50 – yours for just
¥330,000 (Au$2900, US$2100, GB£1600, €1800).
Off to one side of the main showroom is a two-part
workshop area. One is shut away, while the other is open
and is where staff do quick minor services (oil change and
a few checks) while the customer waits. The latter are
provided with a modest seating area with magazines and
free drinks.
Dream Honda Shinjuku is worth a visit, if only to see a
different business model in operation. Now, there must be
a way to slip that Fireblade into our luggage...
See more from our casual Japan tour
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