Monday, a little before eight, Kabukicho doing its usual impression of a pinball machine. The touts on Ichibangai were working in pairs, the Don Quijote jingle was bleeding into the street, and I was walking past all of it toward the JA Building at Kabukicho 1-17-7, fourth floor, home of CHERRY新宿 (CHERRY Shinjuku). The listing says five minutes on foot from Shinjuku Station and three from Seibu-Shinjuku, and that's honest. You can do it without crossing anything stupid. One thing to know before you go: the shop's own homepage carries a boxed warning that touts on the street have been using CHERRY's name and have nothing to do with the shop. If a guy on the sidewalk says he'll "take you to Cherry," say no thanks and walk to the fourth floor yourself.
Quick orientation, because this name trips people up. CHERRY runs the same address as two separate listings. There's a morning/day operation with its own website, and there's this one, the night shop at cherry3.jp, which by its own price sheet opens at 18:00 on weekdays and 17:00 on weekends and holidays, runs to last, and takes no days off. Same elevator, different menu, different math. I'm reviewing the night. If you're planning a 10 AM visit, this article is the wrong one.
The format is セクキャバ (sec-kyaba, the "sexy cabaret"). You buy a timed set, the drinks are included, a woman sits with you, and the contact is more than a hostess club and less than anything with a finish line. The theme is 制服 (school-style uniforms, worn by adult cast). The listing's own pitch is "美少女 × 制服" plus a boast about recruiting hard because the group is big. The shop states outright that no companion under 18 works there and no one under 18 gets in. It's costume. Nobody at the door pretends otherwise.
The Sheet Taped to My Brain on the Way Up
I read the price sheet on the train. That's my version of stretching before a run. Here's the night menu as the official system page prints it, tax and service included, fully prepaid, no tipping:
| Entry band | 40 min | 60 min | 80 min |
|---|---|---|---|
| OPEN–20:00 | ¥9,000 | ¥13,000 | ¥17,000 |
| 20:00–22:00 | ¥10,000 | ¥14,000 | ¥18,000 |
| 22:00–LAST | ¥11,000 | ¥15,000 | ¥19,000 |
Then the rest of the price sheet:
- Extensions: 40 min ¥11,000 · 80 min ¥21,000 · 120 min ¥31,000
- 本指名 (requesting a named woman at entry): ¥3,000
- 場内指名 (picking one once you're seated): ¥2,000
- 同伴 (dinner-date entry with a cast member): ¥2,000
- All-you-can-drink: draft beer, shochu, whisky, brandy, soft drinks
- No service charge, no table charge. Major cards accepted per the sheet.
Cityheaven adds two lines I like a lot: 完全コール制・自動延長なし. The set ends when you've been told it's ending, and nothing renews unless you say so. In this neighborhood, that sentence is worth more than any coupon.
The Coupon: "20% OFF," Real Value ¥1,000
The new-customer coupon on Cityheaven, dated for November 9–10, reads big: 20% OFF, 40 minutes ¥10,000 → ¥8,000. First visit only, free selection only (no nomination), show the screen at reception, no stacking. Then the fine print: +¥1,000 from 20:00 to 21:59, +¥2,000 from 22:00 to last. It may also be refused when they're slammed.
Now do my boring subtraction, band by band:
- OPEN–20:00: coupon ¥8,000 vs. menu ¥9,000 → you save ¥1,000 (11%)
- 20:00–21:59: coupon ¥9,000 vs. menu ¥10,000 → you save ¥1,000 (10%)
- 22:00–LAST: coupon ¥10,000 vs. menu ¥11,000 → you save ¥1,000 (9%)
The "¥10,000 regular price" on the coupon is the 20:00–22:00 price, but the ¥8,000 is only available before 20:00. The 20% comes from putting one band's regular price next to another band's coupon price. Compare each price with its own band and the coupon is a flat thousand yen, all night. That's still money. A free thousand yen buys most of a 本指名 the next time, or a cab flag-fall and change. Just don't walk in thinking you beat the house by two grand. You beat it by one, and that's the same amount whether you come at 6:30 or 11:30.
So the coupon gives you no reason to rush. The time band does: the 40 goes from ¥9,000 to ¥11,000 across the night whether you hold the coupon or not. I timed my entry for the cheap band. I gave the guy at reception my coupon screen at about 7:45, paid ¥8,000 up front, and that was the last time money came up for forty minutes. I didn't confirm whether the band is set by your entry time or by when the set starts, and the sheet doesn't say. If you're cutting it close to 20:00, ask before you pay. It's a thousand-yen question.
The Night Menu Runs the Right Way
This next part is quieter. Look at the per-minute cost on the night sheet:
- OPEN–20:00: 40 = ¥225/min, 60 = ¥217/min, 80 = ¥212.5/min
- 22:00–LAST: 40 = ¥275/min, 60 = ¥250/min, 80 = ¥237.5/min
Every extra twenty minutes on the sheet costs a flat ¥4,000, which is ¥200 a minute, in every band. The time-of-day premium lands entirely on the first forty. So the longer you buy, the more that fixed entry premium gets diluted. The 80 is the cheapest minute in the building at every hour, and the later it gets, the bigger its edge. At 22:00 the 40 runs ¥37.50 a minute more than the 80.
What that means in practice: if you come late, come long. A 40-minute set at 23:00 is the worst-value ticket on the sheet. An 80 at 23:00 costs ¥19,000, only ¥2,000 more than the same 80 at seven o'clock.
The ¥3,000 Penalty for Deciding in the Chair
Extensions are priced flat, regardless of hour: 40 more minutes is ¥11,000. Compare with buying the time at the door:
- 40 → 80 booked up front costs an extra ¥8,000 in any band.
- 40 + a 40 extension costs an extra ¥11,000.
That's ¥3,000 for hesitating, about 38% more for the identical forty minutes. In the early band it's worse than it looks: the 40-minute extension costs ¥2,000 more than a brand-new 40-minute set at that hour. Bigger extension blocks barely help. 80 extra minutes is ¥21,000 (¥262.50/min), 120 is ¥31,000 (¥258/min), and both are still worse than any set on the menu.
The shop isn't hiding any of this. It's printed in the same font as everything else, and with no auto-extension you can only end up paying it by saying yes. But that's the point of the design: the extension is priced for the man who's already comfortable, already two drinks in, and has stopped comparing prices. Decide your length at the counter. That's the whole trick.
How the Forty Minutes Went
They seat you in a booth, and the drinks start before you've finished taking your coat off. I stuck to highballs, which they poured without fuss. Since it's all-you-can-drink, the waiter has no reason to push you toward anything pricier, and that's half the stress of a cabaret gone. Free selection means the house picks. The schedule that night listed thirteen women starting between 18:00 and 21:00, so it wasn't a skeleton crew. The first woman they sent was quick, funny, and very aware of the clock in a way I appreciated. She told me, unprompted, when we had ten minutes left. That's the call system working as advertised.
The contact follows the standard sec-kyaba arc: talk, a drink, closer, then the lights change and the music comes up for the busier stretch. If you've never been to one of these, the main thing to know is that the woman sets the pace, and she's very good at it. The uniform theme is a costume, worn the way a bunny suit gets worn at a bar. It frames the room and doesn't run the conversation. I didn't press for anything off the menu, and nobody offered any.
At the call, I passed on the extension, and nobody sulked. Out on the street by 8:30, ¥8,000 down, nothing else owed. That's what a prepaid sheet with tax and service included should feel like.
The Event Banner, Read Correctly
The official site is running a Cityheaven tie-in called ミテネ (Mitene, "come see me"). If a cast member sends you a Mitene through the site and you show it, you get ¥1,000 off, any hour. It's limited to the woman who sent it, you have to be registered to her My Girl list, and it can't be combined with other discounts. In plain terms: it's a nomination incentive. You're coming in to see one specific woman, so a ¥3,000 本指名 is on the bill, and the Mitene gives back a third of it. Good for regulars, irrelevant on a first visit, and it can't be stacked with the new-customer coupon anyway.
Bottom Line
- First visit: use the coupon before 20:00: 40 minutes for ¥8,000, which is the lowest number on either sheet tonight. Know the real saving is ¥1,000, not "20%."
- Arriving late: skip the 40. Buy the 80 at the door (¥19,000 after 22:00). It's the best per-minute rate at that hour, and it's ¥3,000 cheaper than a 40 plus an extension.
- Coming back for someone specific: budget ¥3,000 for the nomination, and get a Mitene from her first to take ¥1,000 off.
- What I'd tell a friend: tax-in, prepaid, no auto-extension, drinks included. Your bill is exactly what you chose at the counter. The only trap is the extension, and you have to agree to it out loud.
Shop info
- Name: CHERRY新宿 (CHERRY Shinjuku), night operation
- Type: sec-kyaba (sexy cabaret), uniform theme, adults only
- Address: JA Building 4F, 1-17-7 Kabukicho, Shinjuku-ku, Tokyo
- Access: 5 min walk from Shinjuku Station, 3 min from Seibu-Shinjuku Station
- Hours: weekdays 18:00–LAST, weekends & holidays 17:00–LAST, open every day
- Phone: 03-3207-6377 (mention you saw it on Heaven)
- Official site: cherry3.jp
- Listing: CHERRY Shinjuku on CityHeaven
Prices and conditions are as listed on the shop's official system sheet and Cityheaven coupon page as of November 9, 2026, and can change. Adults 18+ only.