From Ginza to Dubai
Just a short stroll from Tokyo’s glamorous Ginza district sits Age.3, the wildly popular fried-sandwich shop famous for queues that wrap around the block and an endless stream of social-media converts. Now, the cult favourite has officially arrived in Dubai, landing in Marsa Boulevard – bringing its crispy, photogenic, and utterly over-the-top creations to the UAE for the very first time.
Age.3, Japan’s pioneer of the fried sandwich, has become a viral sensation since opening in 2023. With stores already in Fukuoka, Hong Kong, Shanghai, Australia, and the Philippines, its Dubai debut marks the brand’s latest global leap.
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What Exactly Is a Fried Sandwich?
Age.3’s signature creation is simple but brilliant: slices of sandwich bread are plunged into high-temperature oil, giving them a golden, crackling exterior while staying soft and fluffy inside. A slit is cut into the bread and – true to the brand’s go-big philosophy – stuffed generously with sweet or savoury fillings. Everything is made à la minute: freshly fried, freshly filled, and served at peak crispness.
The sandwich was created by Japanese pastry chef Kouhei Matsushita, who was born in Fukuoka found his passion for cooking in his mother’s kitchen, and went on to train at some of the leading hotels of Tokyo, Kyoto, and Fukuoka, as well as the renowned Hotel Okura.
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Sweet, Savoury, and Seriously Photogenic
A major part of Age.3’s fame comes from its unmistakable look – towering layers, glossy fillings, and colours that pop on camera. In Japan, nearly 80 per cent of customers are tourists who discovered the brand through Instagram and TikTok. Expect Dubai’s feeds to follow.
On the sweet side, the runaway bestseller is the Crème Brûlée Sandwich, loaded with silky custard and crowned with a caramelised sugar shell you tap before biting. Other highlights include the Chocolate Cream Strawberry, balancing rich chocolate with tart berries, and the Ganache Matcha, where earthy matcha softens the decadence of raw chocolate.
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If you prefer savoury, the Egg Salad sandwich is a must – creamy, tangy, and filled from corner to corner.
A Name with Layers
‘Age’ comes from ageru, the Japanese verb ‘to fry’, while the ‘3’ plays on the Japanese pronunciation of ‘three’, which echoes ‘sand’ (from sandwich). The result: Age-san, a playful name full of linguistic wordplay – and now, global recognition.
With its combination of crunch, colour, heat, and indulgence, Age.3 brings something genuinely new to Dubai’s already ambitious dining scene. It’s casual, quirky, and wildly fun – exactly the kind of trend -setting bite Dubai loves. For now, expect lines, cameras at the ready, and plenty of people taking that first all-important, extra-crispy bite. Age.3’s arrival is poised to spark a new wave of fried-sandwich fever across the city.
Dubai, welcome to the world’s most addictive fried sandwich.
Image credit: @age.3_ginza on Instagram
Curious, expressive, and always chasing new ideas, Zainab sees creativity as a way of life. She thrives on discovering new perspectives, connecting with people, and turning inspiration into something tangible. Her work and her world reflect a balance of intuition, imagination, and authenticity.
