Issaan Honten (Soba)
Founded in 1926, this legendary soba shop's founder Yasuo Katakura was known as a 'soba master' with over 1,000 students nationwide. Visitors came from across Japan in a pilgrimage called 'Ashikaga Mairi.' Queues form before opening on weekends; often sold out by 1pm.
Tabelog 3.43, 153 reviews. Queues before opening on weekends. Many reviews note 'often sold out before 1pm.' A legendary shop visited by soba artisans from across Japan. High repeat customer rate on Retty. No PR campaigns.