EXPLORETOHOKUNIIGATA&

Experience the rich sights, sounds andtastes of this fascinating region.

EXPLORETOHOKUNIIGATA&

Experience the rich sights, sounds andtastes of this fascinating region.

Tohoku Regional
Advancement Center
Centre Building 9F, Chuo 2-9-10, Aoba-ku, Sendai-shi, Miyagi 980-0021 JAPANTel : +81-22-225-1426 Fax : +81-22-225-0082 http://www.kasseiken.jp

Explore Tohoku & Niigata

Onbehalfofmanypartners

Aomori andNorthern Tohoku

World Heritage Sites andNational Treasures

Introduction
involved

with

this

publication, it is my pleasure to present Explore Tohoku
and Niigata, Japan -2020.
Tohoku, the northeastern region of Japan s Honshu
Island, comprises six prefectures: Aomori, Akita, Iwate,
Yamagata, Miyagi and Fukushima. This area also has
long-standing historical ties with neighboring Niigata
Prefecture, a relationship that continues today.
The unique places, activities, products and more featured
here were selected by a committee of the specialists andare all from the six prefectures of Tohoku as well as
Niigata.
It is a great pleasure to oﬀer this information for othersaround the world to enjoy. And we hope you will someday
visit our area to enjoy these experiences directly at thesource, as well as appreciate the region s seasonal
charms.
March 2020

Tsutomu Satake
Chairman
Tohoku Regional Advancement Center

CONTENTS

Experience the rich sights, sounds andtastes of this fascinating region.

07

13

17

25

31

37

Festivalof Dance

Japanese
ZodiacExperiences andSouvenirs

The Flavor, Skill andSpirit of Tradition

03

Message from the Prefectural Governors

23

Foreign residents share advice on how toenjoy Tohoku and Niigata

53

List of outlets in Japan

Cover Photos❶ Wall painting, Zuigan-ji Temple❷ Flame-style Pottery…P7❸ Historical Sword…P12❹ Shiramizu Amida Hall…P11❺ Kuroishi Yosare…P18❻ Aoni Onsen…P35❼ Shirakami-Sanchi : Dakedai Nature Observationand Education Woods…P9❽ Morioka Sansa Odori…P18❾ Tamamushi Lacquerware…P21❿ Tsutsumi Dolls…P28⓫ Akabeko…P29⓬ Suehiro Sake Brewery Kaeikura…P32⓭ Nokkedon…P15

EXPLORETOHOKUNIIGATA&❶❷

Experience the rich sights, sounds andtastes of this fascinating region.

❻
❽
⓬

❼
❾
❿ ⓫

EXPLORETOHOKU❸NIIGATA&

Experience the rich sights, sounds andtastes of this fascinating region.

⓭❹

Tohoku Regional
Advancement Center
Centre Building 9F, Chuo 2-9-10, Aoba-ku, Sendai-shi, Miyagi 980-0021 JAPANTel : +81-22-225-1426 Fax : +81-22-225-0082 http://www.kasseiken.jp❺❶

Message from the Prefectural Governors
Enjoy extraordinary, exciting experiences and enriching
moments in the prefectures of Tohoku and Niigata.

Delight in the Allure of Aomori
Located at the northernmost tip of Honshu, Aomori Prefecture has abundant nature and issurrounded by the sea on three sides. It has a myriad of attractions in all four seasons,
including cherry blossoms in spring at places such as Hirosaki Park, world-class summer
festivals such as Aomori Nebuta, autumn colors typified by Lake Towada and Oirase Gorge,
and the chance to experience ground blizzards and “snow monsters” on the Hakkoda
Mountains during winter.
Our prefecture is also the home of Jomon culture and has many Jomon ruins, including theSpecial Historical Site Sannai-Maruyama.
The abundance of nature in Aomori produces clear water and fertile soil, which in turncreates delicious food. This includes local dishes rooted in regional food culture, various
agricultural, forestry, and fishery products, such as apples, garlic, and scallops, as well as ricecarefully grown in the healthy soil. This clear water is nurtured by a rich natural environmentthat includes the World Heritage Site Shirakami-Sanchi.
Don’t miss out on Aomori, where you can thoroughly delight in impressive nature, culture,and food.

Miyagi Prefecture has been promoting large-scale tourism campaigns and other initiatives torekindle tourism and expand the number of visitors to our prefecture through sightseeing withthe aim of tourism becoming one of the driving forces of restoration.
Through these initiatives, in 2017 the number of tourists that had significantly fallen
immediately following the Great East Japan Earthquake surpassed the number of visitors in2010 prior to the earthquake. In 2018, the prefecture saw the highest number of tourists ever.
In this publication we have put together signature products that will enable visitors fromabroad to gain an even greater sense of the wonders of our prefecture.
Miyagi will greet you with the best foods, a warm smile, and heartfelt hospitality. We eagerly
await your arrival.

Yoshihiro Murai

Governor of Miyagi Prefecture

The spirit of “Omotenashi” (hospitality)：“The other side of the Mountain: Another kind of Japan”
Shingo Mimura

Governor of Aomori Prefecture

Overflowing with various charms,
the “Beautiful Countryside of Akita”
Akita Prefecture is a blessed place, beginning with its abundant nature, of which
Shirakami-Sanchi, a UNESCO World Heritage Site, are representative. Akita also has richculture, such as the Namahage of Oga, who are deities who visit homes to bring good luck andare a UNESCO registered intangible cultural heritage. There is also the Kanto Lantern Festival,
which is one of the three grandest festivals in the Tohoku region. These are widely known, but
in recent years Akita has entertained an increasing number of guests from overseas who wish tomeet Akita dogs in their native home.
"Fermentation tourism" is also increasing in popularity, which makes it possible to experience
the fermented delicacies that represent Akita, such as Shottsuru fish sauce, sake, and miso.
This publication presents many wonderful things, such as tourist opportunities with real,
hands-on experiences. It is filled with content that will allow you to enjoy Akita's uniquecharms to the fullest. It is my hope that with this publication in hand, you will travel to ourprefecture and enjoy a bountiful trip to the "Beautiful Countryside of Akita".

Welcome to Miyagi

Yamagata Prefecture is called “another kind of Japan,” where people and nature exist in harmony.
It is surrounded by beautiful mountains such as Mt. Gassan and Mt. Zao, and the Mogami River,
known as ‘the mother river’ flows through the prefecture from south to north.
There are many things to see, taste, and experience; local seasonal delicious delicacies produced by
the blessings of the rich soil, Japanese sake, which has won gold medals for 6 consecutive years in
the Japanese Sake Competition of the International Wine Challenge (IWC), hot springs such as
Ginzan Onsen, the ‘snow monsters’ of Mt. Zao and the ancient Yamadera Temple.
Of the many tourist attractions that Yamagata takes pride in, this publication focuses on spiritual
culture and experiences such as Mt. Haguro and Iai Shrine, and the Hanagasa Festival, which is oneof the major summer festivals in Tohoku, along with recommended local products that are popularwith foreign visitors.
We hope you will visit Yamagata to fully enjoy seeing, tasting, and experiencing all that ourprefecture has to offer.
We look forward to welcoming you to “another kind of Japan.”

Mieko Yoshimura

Governor of Yamagata Prefecture

Come, Drink, Eat “Fukushima”
Norihisa Satake

Governor of Akita Prefecture

We are sincerely thankful for the warm encouragement and support we have received fromboth Japan and abroad since the Great East Japan Earthquake occurred.
Fukushima Prefecture has many must-see tourist attractions, including beautiful flowers andlandscapes to enjoy in all four seasons, over 130 hot springs, and a samurai culture that
continues to be passed down today.
In addition, Fukushima is full of foods the entire country is proud of, such as Japanese sakethat has won the gold prize from the National Research Institute of Brewing for 7 years in arow, rice that has been number one for 3 consecutive years in taste rankings, and peaches that
represent the land of fruits, Fukushima.
Be sure to “Come, Drink, Eat” and revel in a journey that can only be experienced in
Fukushima.

Masao Uchibori

Governor of Fukushima Prefecture“The Golden Land, Iwate,” Nurtured by a Rich Climate
Experience the Hospitality of Niigata!

Iwate Prefecture has numerous outstanding regional attractions, such as history, culture,
nature, and folk entertainment. They include the two World Heritage Sites, Hiraizumi andthe Hashino Iron Mining and Smelting Site. The prefecture is also a treasure trove offoods nur tured by expansive land equivalent in size to Shikoku, comprised of 4
prefectures, and the seawaters of the Sanriku region, which is one of the world's leadingfishing grounds. Iwate has an array of local cuisine and food cultures passed down forgenerations.
This publication shares tourist spots such as the World Heritage Sites that Iwate
Prefecture takes great pride in, folk entertainment including the Sansa Odori that is theworld's largest parade of drums, and souvenirs such as foods and crafts. Please take theopportunity to visit Iwate and experience with all 5 senses the many attractions of “TheGolden Land, Iwate.”
3

Takuya Tasso

Governor of Iwate Prefecture

Niigata is full of attractions−beautiful nature through the seasons, a varied food culture, andamazing hot springs.
This guidebook introduces tourist attractions and local products produced in Niigata. From
our hammered copperware, western tableware, and traditional kimono manufacturing to ourgreat tasting food and sake and warm hospitality, our prefecture's history and culture aresteeped in the elegance of Japan. Niigata is also full of experiences that can only be had in thesnow country, such as snowball fights and bullfights−all of this in the place where carp werefirst bred in Japan.
We hope you will get to know the Niigata Prefecture and experience all it has to offer.

Hideyo Hanazumi

Governor of Niigata Prefecture4Explore Tohoku & Niigata
Experience the rich sights, sounds and tastesof this fascinating region.

Specially Designated Sites
in Tohoku and Niigata
World Heritage Sites❶The natural environs of Shirakami-Sanchi❷Hiraizumi– Temples, Gardens and Archaeological Sites
Representing the Buddhist Pure Land
❸The Hashino Iron Mining and Smelting Site,
Which is among the Sites of Japan´s Meiji Industrial
Revolution : Iron and Steel,Shipbuilding and Coal Mining

Hokkaido

Set Out on a Captivating Journey
Through Tohoku and Niigata

Tohoku&Niigata
RegionJapan's Tohoku region lies in the northeast part of Honshu,
the country's main island. To the region's southwest is Niigata
Prefecture, with its coast along the Sea of Japan. This area,
covering a large swath of Honshu, breathes a unique traditionand culture cultivated over a long history amid majestic
natural surroundings.
Winter snows fall heavily in areas facing the Sea of Japan,
with skiers from around the world coming in search of finesnow. And while the summer is short, it is a lively season of
festivals including the illuminated floats of the Nebuta Festival,
the lantern-laiden poles carried in the Kanto Festival, and thecolorful streamers of the Tanabata, or Star Festival. It is often
said that the people of Tohoku and Niigata have a serious,
patient, even stalwart, character. On farms throughout theregion, they produce popular varieties of rice, like Koshihikariand Hitomebore, as well as a wealth of other foods from theseas and mountains.
This guidebook offers an introduction to favorite destinations,cuisine and local specialties, festivals, traditional crafts andactivities, storied enterprises and more to explore in Tohoku
and Niigata. You'll discover lesser-known but wonderful andunique sites and specialties. Be sure to take this guide alongon your fun-packed adventure through Tohoku and Niigata—an experience unlike anything you've done before.

AomoriPrefecture⓳

AomoriGlobally Important Agricultural
Heritage Systems

⓫

Akita

Prefecture⓴❿Sado City,Niigata– Sado's Satoyama in
Harmony with Japanese Crested Ibis

Morioka

Akita* One of several agricultural World Heritage sites in
Tohoku and Niigata.

❸

Yamagata

Iwate

❼❻

Niigata

Prefecture

SendaiPrefecture❿❺

Lake Juniko at Shirakami-Sanchi, Natural World Heritage Site

Prefecture⓭
Fukushima

Fukushima❾

Tourism Section, Town of Fukaura 84-2 Nawashirozawa, Fukaura,

⓱

⓰

⓮
⓯

❽

National Parks⓫Towada-Hachimantai National Park
⓬Sanriku Fukko National Park
⓭Bandai-Asahi National Park
⓮Oze National Park
⓯Joshin-etsu Kogen National Park
⓰Myoko-Togakushi Renzan National Park
⓱Chubusangaku National Park

Quasi-National Parks

MiyagiAt the foot of Shirakami-Sanchi, a mountainous area designated a Natural World
Heritage Site, lies Lake Juniko, which is actually a collection of 33 lakes and ponds
scattered among woods of virgin beech. The transparent, azure-blue waters of Aoike
Pond (seen here) reflect the sunlight and surrounding trees in a dazzling display
resembling a hologram. Enjoy a wonderful stroll among these magical lakes and ponds.

⓬❹❷

Prefecture

Yamagata❹Chuson-ji Konjiki-do Temple❺Main Hall of Zuigan-ji Temple❻The Five-Story Pagoda of Mt. Haguro❼Tachi Mei Sanemitsu: Historical long sword
made by Sanemitsu, master swordsmith❽Shiramizu Amida Hall at Ganjo-ji Temple❾Flame-style pottery and other ceramics
from the Sasayama Archeological Site

* These are just a few of the national treasuresof Tohoku and Niigata.

❶

Niigata

Fukaura-machi, Nishitsugaru-gun, Aomori TEL:+81-173-74-4412 http://fukadoko.jp/

National Treasures⓲

Prefecture⓲Shimokita Hantō Quasi-National Park
⓳Tsugaru Quasi-National Park
⓴Oga Quasi-National Park
Chokai Quasi-National Park
Hayachine Quasi-National Park
Kurikoma Quasi-National Park
Minamisanriku-Kinkasan Quasi-National Park
Zao Quasi-National Park
Echigo-Sanzan-Tadami Quasi-National Park
Sado-Yahiko-Yoneyama Quasi-National Park

* For more about the national parks andquasi-national parks listed here, visit the Natural Parks
Foundation website. https://www.bes.or.jp

Prefectural capitalNational treasure :National treasure : Chuson-ji Temple Konjiki-do(Pottery from the Niigata Sasayama Ruins Excavation)

A Buddhist temple built using gold and raden by lord Fujiwara no Kiyohirain 1124. It was restored in 1968 and returned to its former appearance.

Flame-style Pottery

Dating from 5,000 years ago, Flame-style Pottery is
characterized by its unique, flame-like shape and design, and isbelieved to have been used for cooking or ceremonial purposes.
Tokamachi City Museum Collection

Hiraizumi Tourism Association
61-7 Izumiya, Hiraizumi, Hiraizumi-cho, Nishiiwai-gun, Iwate
TEL:+81-191-46-2110 https://www.chusonji.or.jp/

Tokamachi City Museum＊Closed through early June 2020 for renewal
1-448-9 Nishihoncho, Tokamachi-shi, Niigata
TEL:+81-25-757-5531 http://www.tokamachi-museum.jp/

A Sensory Experience among
World Heritage Sites an d National Treasures
Enjoy a walk through the history of Tohoku
and Niigata—from the ancient past to the present day
World Heritage Sites to be explored in Tohoku
and Niigata include 1) the natural environs of
Shirakami-Sanchi, 2) Hiraizumi-Temples, Gardens
and Archaeological Sites Representing theBuddhist Pure Land, and 3) the Hashino Iron
Mining and Smelting Site, which is among the Sites
of Japan’s Meiji Industrial Revolution: Iron andSteel, Shipbuilding and Coal Mining.
Meanwhile, the National Treasures of Tohoku andNiigata include 1) Chuson-ji Konjiki-do Temple, 2)
the Five-Story Pagoda of Mt. Haguro, 3) the Main
7

Hall of Zuigan-ji Temple, 4) the Shiramizu Amida
Hall at Ganjo-ji Temple, 5) Flame-Style Pottery andother ceramics from the Sasayama ArchaeologicalSite in Niigata Prefecture, and more.
No matter where you go, there are irreplaceable
treasures that have been carefully preserved over
the ages. Enjoy your walk through the history of
Tohoku and Niigata, reflecting on the nature,
culture, fine arts and lifestyles that have evolved
from the ancient past to the present day.

Globally Important Agricultural Heritage Systems:

Sado´s Satoyama in Harmony with Japanese Crested Ibis
Niigata Prefecture's Sado City was
selected as a Globally Important
Agricultural Heritage Systems forbeing "Sado's Satoyama in Harmony
with Japanese Crested Ibis". It ishome to an abundant ecosystem anda diverse countryside culture.

Sado City Aguricultural Policy
Division Satoyama Promotion Unit
232 Chigusa, Sado-shi, Niigata
TEL:+81-259-63-5117
https://www.city.sado.niigata.jp/topics/
gihas/index/index.shtml

National treasure:

The Five-Story Pagoda of Mt. HaguroThis oldest pagoda in Tohoku, built in the 900s, is
29m high with five stories and shingled roofs.
Made entirely of plain, untreated wood, it is a sight
to behold standing amidst the surrounding cedars.
7 Touge, Haguromachi, Tsuruoka-shi, Yamagata
TEL:+81-235-62-2355
http://www.tsuruokakanko.com

8A Sensory Experience among World Heritage Sites and National Treasures
Okina-Ame / AKITA
A long-established local specialty madeentirely by hand in a week-longprocess, Okina-ame has the elasticity
of mochi (rice cake), a jelly-like
transparency and a touch of sweetness
contributing to a unique flavor. It is
made purely of agar and syrup fromglutinous rice and barley. Containing nosugar or additives, it is loved by peopleof all ages.

World
Heritage
Site

Hiraizumi / IWATE

Kikyoya
6-8 Hatamachi, Noshiro-shi, Akita
TEL:+81-185-52-5853
https://www2.chuokai-akita.or.jp/
okasi/okinaame/index.htm

The northern branch of the noble House of Fujiwara flourished
for over 100 years during the Heian period. They built the
temples and gardens of Hiraizumi as a physical representationof the Pure Land (heaven/paradise) envisioned in Buddhist Pure
Land ideology. The complex, including important archeologicalsites, is highly valued for its unique atmosphere and cultural
significance, and was designated a World Heritage Site in 2011.

Fukaura Tuna Steak Bowl
/AOMORI
The town of Fukaura boasts some of thelargest tuna catches in Aomori Prefecture,and you can savor this bounty and thehospitality of Fukaura in a new culinary
offering. The Fukaura Tuna SteakBowl features fresh, wild tuna
prepared in three different ways:
sashimi (raw), grilled on one sideand grilled on both sides. You'll
find this meal at sevenestablishments in Fukaura,
each offering its own
original sauce.

Hiraizumi Tourism Association
61-7 Izumiya, Hiraizumi, Hiraizumi-cho, Nishiiwai-gun, Iwate
TEL:+81-191-46-2110 http://hiraizumi.or.jp/heritage/

Hiraizumi confectionery:
Benkei Chikaramochi / IWATE
Produced by the local confectionery shop, Yoshino-ya, established in
1915, the name of this sweet is an interesting play on words.
Musashibo Benkei, a well-known resident of the Hiraizumi area, wassaid to be a man “of great strength” (™chikaramochi™ in Japanese).
This “mochi” (™rice cake™)-based sweet was thus created and named
after him. Featuring very soft mochi with an ample filling ofaromatic walnut, this treat has been loved by locals for many years.

Yoshino-ya

81-1 Izumiya, Hiraizumi, Hiraizumi-cho,Nishiiwai-gun, Iwate TEL:+81-191-46-2410

Oku-no-Hiraizumi:
Karinto manju confections / IWATE
These buns, with sweet red bean paste surrounded by aspringy dough, are made with carefully selected flour, plus
yams and a special brown sugar-based syrup called "kogashi
mitsu." After steaming, the sweet buns are deep-fried to givethe inside a fluffy texture and the outside a pleasant crispness.

Fukaura Tuna Cuisine Promotion Association
84-2 Nawashirozawa, Fukaura, Fukaura-machi, Nishitsugaru-gun, Aomori
TEL:+81-173-74-4412 http://www.fukauramaguro.com/

Chibakei Seika Ltd.

Shirakami - Sanchi : Dakedai Nature
Observation and Education Woods / AKITAWorldHeritage
Site

Shirakami-Sanchi, a natural
World Heritage site, ishome to a rich, pristine
ecosystem, little touched forover 8,000 years. In the
Dakedai Nature Observationand Education Woods at thesouthern foot of Mt.
Shirakami, you can walkfreely through the virgin
beech woods. No hiking
gear required; sneakers will
do! Your soothing encounter
with small animals andcolorful seasonal foliage will
include the 400-Year-Old
Beech pictured here, asymbol of Shirakami.

Shirakami-Sanchi World Heritage Conservation Center, Fujisatokan
63 Fujikoto-satoguri, Fujisato-machi, Yamamoto-gun, Akita
TEL:+81-185-79-3005 http://www.shirakami-fujisatokan.jp/

959-3 Sanohara, Hiraizumi,
Hiraizumi-cho, Nishiiwai-gun, Iwate
TEL:+81-191-46-2791 https://www.chibakei.co.jp/index.php

Authentic rice shochu"Tomozuna" – 40% alcohol;
aged 12 years / IWATEThe Hamachidori Brewery
has taken on thechallenge of carrying on
the traditional brewing
techniques of the Nambu
Master Brewers, using
locally grown rice andpure underground waterfrom the Kitakami
Mountains. Tomozuna is
an authentic shochu
distilled using Japanesesake yeast and koji mold.
Aged 12 years, it offers apleasantly full flavor.

Hamachidori Co., Ltd.
3-8-7 Kogawa-cho,
Kamaishi-shi, Iwate
TEL:+81-193-23-5613
https://hamachidori.net/

The Hashino Iron Mining and Smelting Site,from Japan’s Meiji period industrial revolution / IWATEWorld
Heritage
Site

The Hashino Iron Mine complex,
established in the 1850s, included
iron ore mines, transport tracks andsmelting facilities. The blast furnace
was built under the guidance of
Takato Oshima, the father ofJapan's modern iron industry, andits remains are the oldest surviving
western-style blast furnace remains
in the country. Other remains on
the site include a water wheel,
management office, tenement
housing, and mountain shrine, giving
you a comprehensive picture of theiron industry in the Meiji era.

Kamaishi City Industry Promotion Department, World Heritage Division
3-12-7 Odaira-cho, Kamaishi-shi, Iwate TEL:+81-193-22-8846
https://www.city.kamaishi.iwate.jp/docs/2020030600160/
10A Sensory Experience among World Heritage Sites and National Treasures
National

National
Treasures

Tachi Mei Sanemitsu:
Treasures
Historical long sword
made by Sanemitsu, master swordsmith / YAMAGATAThe Umetsukashiho confectionery shop has been in operation for
10 generations since its founding in the Edo Period (1603-1867).
Its lineup of unique, traditional sweets, such as Karakara Rice
Crackers and Gomen Kitsune, are made with natural ingredients.
Even today, each item is dried by hand over a charcoal fire.
While munching on one of these popular treats, you'll feel thewarmth of the personal touch behind the simple, satisfying flavor.

The great warlord Oda Nobunaga bestowed
this famed sword as a gift to Sakai Tadatsugu,
the first patriarch of the Sakai clan that ruled
the Shonai Domain (modern western Yamagata,along the Japan Sea). Wrapped in gold braid, it
is a beautiful example of sword forging during
the Momoyama Period (1583-1602). Other
important cultural properties in the museum
tell the story of the history and culture of the
Shonai Domain.
*Note that this particular sword is not continuallyon display.

Umetsukashiho

Chido Museum

2-8-16 Honcho, Tsuruoka-shi, Yamagata
TEL:+81-235-22-7348 http://www.umetsukashiho.com/

10-18 Kachushinmachi, Tsuruoka-shi, Yamagata
TEL:+81-235-22-1199 https://www.chido.jp/

Tsuruoka sweets / YAMAGATA

Zuigan-ji Temple©Zuigan-ji(National Treasure and Important Cultural Property of Japan) / MIYAGIZunda mochi / MIYAGIZunda mochi is a local confectionery featuring mochi (rice cake)covered with boiled and mashed edamame (green soybeans)seasoned with sugar and salt. In recent years, it has gained
nationwide fame as a specialty of Sendai. There are multiple
theories as to its name and origin; it’ s even possible that the
feudal lord, Date Masamune himself came up with the name.

Mikiya 78-1 Kamagafuchi, Nakada-machi, Taihaku-ku,
Sendai-shi, Miyagi TEL:+81-22-242-8913

Pure Rice, Special Brew SakeUrakasumi Zen / MIYAGIUrakasumi Zen is the signature product of
the Urakasumi Sake Brewery Saura Co., Ltd.,
founded in the city of Shiogama in 1724. It
is a pure rice premium sake, or "junmai
ginjo", balancing aromas and a mild flavor.
Along with a platinum award in the junmai
ginjo category at the Milano Sake Challenge
2019, Urakasumi has received numerous
accolades in Japan and oversea. In the gallery
adjacent to the Shiogama brewery, you canafford goods and sake samples along with a"choko", a small souvenir sake cup.

Zuigan-ji was founded by the Date clan in 1609. Construction took five years. The clan's head,
Date Masamune, ruler of the Sendai Domain, dictated that the design follow the Momoyama
style that flourished in Japan during the preceding decades of civil war. Timber for the structures
was transported from Mt. Kumano in faroff Wakayama (900 km away), while 130 renowned
carpenters from across Japan were summoned to build the temple. Visitors to the solemnly quiet
main hall appreciate the beautiful architecture, gorgeous sliding door paintings and more.
91 Chonai, Matsushima, Matsushima-machi, Miyagi-gun, Miyagi
TEL:+81-22-354-2023 http://www.zuiganji.or.jp/en/index.html

Kitakata ramen / FUKUSHIMA
There are about a hundred ramen shops
in Kitakata City. The noodles, soups, andtastes vary from shop to shop, but arecharacterized by thick, high-water-content
noodles with a distinct texture and curlin a soy-based soup. The Kitakata
Ramen Association, consisting of about
40 shops, offers a ramen map available
free at tourist information centers.

Sweet-stewed carp / YAMAGATA
Uesugi Yozan, the famed and benevolent ninth lord of theYonezawa Domain, bred carp, or "koi," for their nutritional value.
His initiative is remembered today in sweet-stewed carp, a
traditional dish in the Okitama district of Yonezawa.
Slowly-simmered in sake, soy sauce and sugar, the delicious fish isserved on special occasions and during the New Year holidays.

Tasuku Foods Co., Ltd.
7-130 Aioi-cho, Yonezawa-shi, Yamagata
TEL:+81-238-22-7188 http://www.koi-miyasaka.com/

Tokamachi City Museum / NIIGATA

Kitakata Tourism and Product Association
7244-2 Oshimizu Higashi, Kitakata-shi, Fukushima
TEL:+81-241-24-5200 http://www.kitakata-kanko.jp/

National
Treasures

Saura Co., Ltd.
2-19 Motomachi, Shiogama-shi, Miyagi
TEL:+81-22-362-4165
www.urakasumi.com/

Aizu painted candles / FUKUSHIMA
These traditional, hand-painted candles featureseasonal flowers in vivid colors. Cultivation of
the lacquer tree was encouraged during the
Muromachi period (1338-1573), and thesecandles were first made with its fruit. By the
beginning of the Edo period (1603-1867),
these painted candles were famed throughout
the country for their quality. You canexperience painting candles yourself at the
Yamagata-ya main store (reservation required).

Yamagata-ya main store
2-34 Uwamachi, Aizuwakamatsu-shi, Fukushima
TEL:+81-242-22-5769 http://rousoku.com/
11

Shiramizu Amida Hall,
Ganjo-ji Temple / FUKUSHIMA
Amida Hall was built in 1160 in memory of Lord Iwaki
Norimichi, husband of Tokuhime, daughter of the powerful
samurai Fujiwara-no-Kiyohira. The hall was designated a
National Treasure in 1952. The Heian Period (794-1185) hallis valuable for being one of only a few such structures
housing a Buddhist statue that also has a Pure Land garden.
Each season brings a different scene, including yamazakura
cherry blossoms, lotus flowers and autumn leaves.
221 Hirohata, Shiramizu-machi, Uchigo, Iwaki-shi, Fukushima
TEL:+81-246-26-7008 http://shiramizu-amidado.org/access.html

Hegi soba / NIIGATA
Hegi soba, served on a tray called "hegi",” isunique for being arranged with hand-waving
gestures and is thus nicknamed hand-waving
soba. Thickened with a seaweed calledfunori, it has a smooth and chewy texture
that people love.

Ojiya hegi soba
Ojiya Tourism Association
1-13-20 Jonai, Ojiya-shi, Niigata
TEL:+81-258-83-3512 http://www.ojiyakanko.com

Tokamachi City Museum, housing examples ofFlame-style Pottery, Niigata Prefecture's National
Treasure, will reopen in June 2020 with a new
facade integrating the themes of Pottery, Fabric,
Snow, and the Shinanogawa river. The Museum
will also feature projection-mapping for exhibit
explanations as well as a reconstructedtraditional house.
*Closed through early June 2020 for renewal.
1-448-9 Nishihoncho, Tokamachi-shi, Niigata
TEL:+81-25-757-5531
http://www.tokamachi-museum.jp/12Captivating Aomori and Northern Tohoku
Nature, history and culture make a jaunt
through Northern Tohoku a stirring experience
The Tohoku region is often divided in half, between Aomori, Akita and Iwate prefectures to the northand Miyagi, Yamagata and Fukushima prefectures to the south.
Aomori, the northernmost prefecture on the main island of Honshu, is home to many places ofscenic beauty, such as Oirase Gorge and the Hotokegaura rock formations. A staple of summertime
Aomori is the incredible Nebuta Festival, a spectacle famed throughout Japan. Surrounded on threesides by the sea, the prefecture is also a treasure trove of diverse seafood including tuna, squid,
scallops and more.
In Akita Prefecture you'll find beautiful Lake Tazawa, Japan's deepest lake. New Year’s Eve on the
Oga Peninsula features the Namahage Festival, a unique folk event featuring frightful demon
costumes. There's also Kakunodate, the old castle town. Akita has a variety of alluring sightseeing
spots, plus a fine reputation for tasty sake.
In Iwate Prefecture, you'll find historical highlights like Hiraizumi, a World Heritage Site with Buddhistroots, Jodogahama Beach and other scenic sites along the coast, plus local cuisine like wanko soba,
featuring “endless” delivery of buckwheat noodles. Iwate is a mesmerizing place to explore.
Each of these three prefectures has its own unique traits that make a trip through Northeastern
Tohoku a moving experience. Here you can enjoy a captivating journey with terrific variety.

Wanko soba / IWATE
Wanko soba is a unique, local variation
on soba in which servings of the
buckwheat noodles are tossed into thecustomer's bowl with a hearty shout
as they are consumed—one after
another. The fun is in challenging
yourself and companions to see how
many servings you can consume.

Hanamaki Tourism Association
3-183-1 Kuzu, Hanamaki-shi, Iwate
TEL:+81-198-29-4522
http://i-namamen.com/

Hokkaido

Northern
TohokuArea©odate-shi

AomoriPrefecture
Akita
Prefecture

National Natural Monument:

Hotokegaura / AOMORI
Located in the western coast of the Shimokita
Peninsula, northernmost Honshu, the rock formationsof Hotokegaura were carved over the years by therough waves of the Tsugaru Strait. The gigantic,
oddly-shaped crags line the coast for 2 km, with many
given names associated with Buddhism, such as
Nyorai no Kubi (Buddha's Neck), Hitotsubotoke (Solitary
Buddha) and Gohyaku Rakan (500 Enlightened Ones).

Iwate
Prefecture

Yamagata Prefecture

Akita Inu / AKITA*Sightseeing boat rides available: Apr 20 - Oct 31(depending on weather and sea conditions)This dog breed is native to Akita Prefecture andhas been designated as a National Natural
Treasure. Akitas have a large body with adorable
facial features, triangular standing ears, and acurled tail. Akitas are very faithful to their owners
and are gaining popularity, even overseas.

112 Osai, Sai, Sai-mura, Shimokita-gun, Aomori（Sai-mura Tourist Information Center)
TEL:+81-175-38-4515 https://saikanko.sakura.ne.jp

Akita Prefecture Odate City Tourist
Exchange Center "Akita Dog Visitor Center"
1-13-1 Onari-cho, Odate-shi, Akita
TEL:+81-186-59-4649 https://akitainunosato.jp/

Miyagi Prefecture

Fukushima Prefecture

Niigata PrefectureTokyoCaptivating Aomori and Northern Tohoku
Seisen Hinomaru Sake / AKITAThis is the signature brand from a sake brewery that,since its foundation in 1689, has innovated to keep up
with changing tastes while maintaining traditional
methods. This medium-dry sake with umami flavor
goes wonderfully with meals. You'll love it at any
temperature, whether chilled in summer or hot in
winter. With its striking label design and distribution
limited to Akita Prefecture, a bottle of Hinomaru makes
a great gift for friends elsewhere in Japan or abroad.

Hinomaru Brewing

Hasshoku Center / AOMORI

Nokkedon / AOMORIThis enormous, 170-meter-long market, with some
60 shops, sells a range of Hachinohe specialties,
from fresh seafood caught that morning tosouvenirs making excellent seasonal gifts. If
you're hungry, you can grill your purchases overcharcoal at Shichirin Village, or pay a visit to therestaurant area. The bustling Hasshoku Center
marks its 40th anniversary in 2020.

Try the popular local dish, nokkedon,at Kaga Shoten in the Hasshoku
Center market area. A bowl of hot
rice is filled to the brim with tuna,scallops and other seasonal sashimi ofyour choice. Enjoy a sumptuous bowlof excellent-quality, fresh seafoodarranged just for you at Kaga Shoten.

22-2 Kansai, Kawaragi, Hachinohe-shi, Aomori
TEL:+81-178-28-9311 https://www.849net.com/

TEL:+81-178-28-9367（Kaga Shoten）
https://www.849net.com/

114-2 Nanokamachi, Masuda, Masuda-machi, Yokote-shi, Akita
TEL:+81-182-45-2005 https://hinomaru-sake.com/

Yokote Masuda Manga Museum / AKITAThis museum is dedicated to manga, the Japanese comic books that have earned global
acclaim for their plotlines and elaborate art. The museum’ s collection contains over 230,000
original drawings, and visitors will find drawings from many popular works on display. The
power and beauty of the originals make a strong impression, and manga connoisseurs will
enjoy many sections of the museum, like the Famous Quotes Road. This is the place tofully experience the allure of this grand aspect of Japanese pop culture.
Hours: 10:00 - 18:00 (last entry: 17:30)
Closed: 3rd Tuesday of the month (or the following day if a national holiday)
Admission: free entry to permanent exhibition (paid entry to special exhibitions)285 Shinmachi, Masuda, Masuda-machi, Yokote-shi, Akita
TEL:+81-182-45-5569 https://manga-museum.com

Michinoku Coastal Trail(from Hachinohe to Fudai) / AOMORIThis 1,000 km-long nature trail stretches along the Pacific coast from
Hachinohe City, Aomori Prefecture to Matsukawaura, Soma City,
Fukushima Prefecture. One highlight is the Sanriku Fukko National
Park's Tanesashi Coast, featuring grass covered headlands, home tomore than 650 types of naturally-growing coastal and alpine plants.
Seasonal flowers make it a view to anticipate throughout the year.

Joboji Lacquerware / IWATE

NPO ACTY 14-124 Tanakubo, Samemachi, Hachinohe-shi, Aomori

Joboji lacquerware was first crafted by the monks of
Tendai-ji Temple in Iwate and spread from there to thecommon people, who have carried on the tradition.
These high-quality pieces, carefully coated with layer
upon layer of lacquer, are a supreme example of the art.

Tekiseisha

TEL:+81-178-38-8455 http://www.tanesashi.info/23-6 Onyamanakamaeta, Joboji-machi, Ninohe-shi, Iwate
TEL:+81-195-38-2511 http://urushi-joboji.com/life/tekiseisha

Tanesashi Coast

Iwate Shorthorn beef / IWATE
Shingo Raw Caramel Crackers / AOMORIIn the village of Shingo, it was once customary to eat
crackers topped with black candies. These crackers
build upon that tradition by adding milk, butter andother ingredients to the black candies to create a richraw caramel, which is then sandwiched between apair of crispy, Nambu crackers. The combination
makes for a sweet treat with a fine flavor.

The “Grave of Jesus Christ” / AOMORIThe head of the Takeuchi clan, which was based in what
is today the city of Kita Ibaraki, Ibaraki Prefecture, wasintroduced to an ancient text which stated that "Christ,
who was sentenced to crucifixion, secretly traveled toJapan." In 1935, he visited the village of Shingo, where hebelieved he "discovered" the grave of Jesus Christ. Exhibits
at the Legend of Christ Museum include the ancient text,
other materials on local customs and more.

Legend of Christ Museum
1533-1 Herai notsuki, Shingo-mura, Sannohe-gun, Aomori
TEL:+81-178-78-2511 http://www.marumarushingo.com/

Shingo Village Furusato Public Corporation
11-2 Herai-amaike, Shingo-mura, Sannohe-gun, Aomori
TEL:+81-178-78-2511 http://www.marumarushingo.com/

Goshono Site / IWATE
This archeological site features the remains of a village dating from the latter
half of the middle Jomon period, and indicating continuous human settlement
in a 7.5-hectare area over an estimated 800 years. Application for consideration
as a World Cultural Heritage Site has been made as part of the larger proposal
for the "Jomon Archaeological Sites in Hokkaido and Northern Tohoku."

Goshono Jomon Museum

2 Goshono, Iwadate, Ichinohemachi,
Ninohe-gun, Iwate TEL:+81-195-32-2652 https://goshono-iseki.com/

Raised in an abundant natural environment, Iwate
Shorthorn cattle produce nicely lean red meatwith high amino acid content and full flavor.

Iwategyu Promotion Association
10-1 Uchimaru, Morioka-shi, Iwate
TEL:+81-19-629-5735 http://www.iwategyu.jp/
16Yamagata Hanagasa Festival

Hinoemata Kabuki Theater

Niigata Soh-Odori Festival

An Amazing Display of Colors
and a Festival of Dance

Summer Festival Sendai Sparrow Dance▲ Morioka Sansa Odori

Nishimonai Bon Odori

You can see this festival dance in the streets of Morioka, August 1st to 4th. The
event features hearty taiko drumming and flamboyant dancing. The Grand Taiko
Parade and Grand Circle Dance (Dai-wa Odori) are must-sees.

Organizing Committee of the Morioka Sansa Odori Festival(Morioka Chamber of Commerce and Industry)
14-12 Shimizu-cho, Morioka-shi, Iwate TEL:+81-19-624-5880 http://www.sansaodori.jp/

The Origins of Summer Festivals and the
Bon Festival Dance in Tohoku Kazuhiro Kikuchi,

Specially Appointed Professor,
Doctor of Literature, Tohoku Bunkyo College

In the Tohoku region, the “yamase,” a cool northeasterly windcarrying misty rain, blows in from the Pacific Ocean beginningin June. When this wind continues to blow through July andAugust— the season of major rice growth and flowering— theears of rice stop growing and become damaged by the cool
weather, resulting in crop failure and loss of the harvest.
Notably, the great famine of the Edo period was primarily
caused by the yamase. Paying respects to the souls of the deadand mourning for the victims of starvation and plague weredeemed necessary to ensure abundant harvests and avoid
such disasters in the future. The prayers and memorial rites on
which festival activities and performances are based were thus
carried out in summer during the rice flowering season. This is
the root of the Three Great Summer Festivals of Tohoku —Nebuta in Aomori Prefecture, Kanto in Akita Prefecture, andSendai Tanabata in Miyagi Prefecture—all of which arose in the
Edo period.
Nebuta originated with “nebuta nagashi,” a ritual in which

lanterns are set afloat on a river or the sea to exorcise evil spirits
and memorialize the dead. The origin of Kanto was the ritual of“nemuri nagashi” that was held to welcome the souls of thedead during Obon, when ancestral spirits return to their former
homes. Of the seven ornaments seen in Sendai Tanabata, thelamps, “hiire andon,” and Tanabata incense sticks, “senko,” areof note. The lamps represent flames that receive the souls of thedead at Obon, while the incense sticks memorialize the spirits ofthe dead. Sendai Tanabata was conducted to pray for
agricultural production, but can also be said to commemorate
the departed. Finally, the Nishimonai Bon Odori (Bon dance, a
traditional Japanese folk dance) of Ugo-machi, Akita Prefecture
is well-known throughout Japan and is said to have originatedwith a dance performed to remember a departed castle lord.
Among the dancers is a group of black-masked figures called“hikosa zukin,” representing the spirits of the dead returning forObon. The Bon Odori is a performance in which the deceased
and living can meet once a year and joyfully dance together.

Kuroishi YosareThis dance originated from a 500-600 year-old song in which men and women shout
out their love to each other during a Bon dance. Spectators can enjoy viewing three
dancing styles: the Nagashi Odori, in which performers form lines and dance in aprocession down the street; the Mawari Odori, performed while circling around a
festival tower; and the Kumi Odori, in which participants dance hand-in-hand.
Kuroishi Tourist Information Center
1-187 Midoricho, Kuroishi-shi, Aomori TEL:+81-172-52-3488
https://kuroishi.or.jp/event/summer/kuroishiyosare

An Amazing Display of Colors and a Festival of Dance

Yamagata Hanagasa Festival Aug

A float dedicated to the deity Zao Gongen leads a processionof drummers beating on taiko drums and yelling “Yassho,
Makasho!” They are accompanied by some 10,000 dancers
garbed in brilliant costumes. This annual event, one of thefour great festivals of the Tohoku region, runs from August 5th
through 7th.
Yamagata Prefecture Hanagasa Council
3-1-9 Nanukamachi, Yamagata-shi, Yamagata(Yamagata Chamber of Commerce and Industry)
TEL:+81-23-642-8753 http://www.hanagasa.jp/

Aomori Nebuta Festival

Nishimonai Bon Odori

Continuing for over 730 years, the Nishimonai Bon Odori(Dance) has been designated a National Important Intangible
Folk Cultural Property. Audiences excitedly descend on thissmall town for the wild and impressive musical and vocal
performances, along with a dazzling array of costumes andgraceful dancing. This three-day festival offers a taste of atruly Japanese phenomenon.
Times: 7:00- 11:00 p.m. (Aug 16-17), 7:00-11:30 p.m. (Aug 18)
Venue: Hocho district (known as Honcho-dori) of Nishimonai, Ugo-machi
Town Ugo Tourism & Products Association
200 Nakano, Nishimonai, Ugo-machi, Ogachi-gun, Akita
TEL:+81-183-55-8635 http://ugo.main.jp/

Hinoemata Kabuki Theater

May
Aug
Sep

Summer Festival Sendai Sparrow Dance Aug

The Hinoemata Kabuki is an annual theatrical performance that is
entirely put on by the village residents, from the performers andcostume production to the makeup and stagehands. It is a traditional
form of kabuki that Fukushima Prefecture has designated an important
intangible folk cultural property. A long time ago, a farmer saw a kabuki
performance in Edo (present-day Tokyo). Apparently, Hinoemata
Kabuki began from the stories this farmer told the village about what hesaw. Since then, the art has been passed down from parent to child,grandchild and on over the generations for more than 270 years.

This festival is held every year from late July to early August
outside the east gate of Sendai Station. A group of "mazura"
dancers carrying a folding fan in each hand dance to tunes
played by accompanying musicians as they proceed down
the street. Spectators are free to jump in and join during thebig dance at the end. Nearby you'll also find plenty of stalls
selling foods, crafts and more.

Three performances a year: May, August and September
Hinoemata Kabuki Stage - 664 Idaira, Hinoemata-mura, Minamiaizu-gun, Fukushima
Oze-Hinoemata Tourism Association
TEL:+81-241-75-2432 http://www.oze-info.jp/history/

Summer Festival Sendai Sparrow Dance Steering Committee
Daiichi Hirose Building 4F, 2-1-8 Honcho, Aoba-ku,
Sendai-shi, Miyagi
TEL:+81-22-267-1040 http://www.suzume-odori.com/

Aug

Kitakami Michinoku Performing Arts Festival Aug

The Aomori Nebuta Festival, one of the Tohoku region's threegreat festivals, is a six-day annual event running from August
2-7. The "nebuta" are enormous, colorful lanterns shaped likepeople, animals, demons and more. Their procession down
the streets, led by drummers beating large “taiko” drums andother accompanying musicians, is an incredible sight tobehold. The dancers, called “haneto,” shout and prance tohelp fire up the festivities.

This mega-event of local performing arts is held in earlyAugust. During the impressive Onikenbai Dance, a group ofdancers wearing demon masks performs in front of a bonfire.
In the Shishi Dance, dancers toting decorative three-meter
bamboo poles beat on taiko drums and sing as they dance toexcite the onlooking spectators.

Aomori Nebuta Festival

Aomori Tourism and Convention Association
1-2-18 Shinmachi, Aomori-shi, Aomori
TEL:+81-17-723-7211 https://www.nebuta.jp/
19

Aug

Kitakami Convention & Visitor Bureau
Odense Plaza Globe 1F 1-3-1 Odori, Kitakami-shi, Iwate
TEL:+81-197-65-0300 https://geinoumatsuri.com/

Niigata Soh-Odori Festival Sep

This annual September event features 15,000 dancers of all
types from 250 troupes arriving from Japan and overseas.
Over 200,000 spectators congregate to revel in the dance
performances on the city streets. In the Soh-Odori on thesecond and third nights, the audience is allowed to enter thebarriers and have fun joining in the dancing.
Niigata Soh-Odori Festival Executive Committee
1-6-1-4F Bandai, Chuo-ku, Niigata-shi (Bus Center Bldg.), Niigata
TEL:+81-25-383-6688 http://www.soh-odori.net/

20

An Amazing Display of Colors and a Festival of Dance❶ Goldfish Nebuta

Festival Costumes, Local Specialties & Souvenirs⓭

Look out for the tightly wrapped orange
packages designed like goldfish faces. These
adorable, bite-sized yokan, a sweet madewith red bean paste, also come in an apple
flavor.

❹❶A OMORI

Aomori Nebuta Festival Kuroishi
Yosare❾Nishimonai
Bon Odori

A KITA❽

Kitakami Michinoku
Performing Arts
Festival

IWATE
Morioka Sansa Odori❻❺
Yamagata
Hanagasa
Festival

Summer Festival
Sendai Sparrow
Dance

YAMAGATA❿

JT&Associates / Apple Loves Blue
243-13 Tamagawa, Hamada, Aomori-shi, Aomori
TEL:+81-17-752-1755 http://www.aoi-jam.jp/❸ Nishimonai Soba Noodles❹ Hanui Costumes

In this unusual style of soba, the noodles
are a mix of buckwheat flour and funori
seaweed, and are served in a cold broth.
Many visitors come to Ugo for the soba,
and visit several local restaurants and thehighway rest area to compare tastes.

Colorful hanui costumes are stitched
together from pieces of fabric, large andsmall. Some items, crafted from fabrics overa century old, become valuable works of art.
View an exhibit of beautiful pieces at the
Bon Odori Kaikan Museum.

Town Ugo Tourism & Products Association
200 Nakano, Nishimonai, Ugo-machi, Ogachi-gun, Akita
TEL:+81-183-55-8635 http://ugo.main.jp/

Town Ugo Tourism & Products Association
200 Nakano, Nishimonai, Ugo-machi, Ogachi-gun, Akita
TEL:+81-183-55-8635 http://ugo.main.jp/❺ Sansa Taiko Drum Strap❻ Shishi Dance Dolls

This strap features a drum like those playedin the Morioka Sansa Dance. Use it as aphone strap or keyholder. Prices start at
1,000 yen each.

The Shishi Dance is a folk dance that has been
designated as an Intangible Folk Cultural Property in
Iwate Prefecture. These dolls made of Japanese washi
paper illustrate the spirited drumming (taiko) anddancing (Kasuga style) characterizing the Shishi Dance.

Organizing Committee of the Morioka Sansa Odori
Festival, Morioka Chamber of Commerce and Industry
TEL:+81-19-624-5880 http://www.sansaodori.jp/

Odashima Folk Arts Center
10-20 Zaimoku-cho, Hanamaki-shi, Iwate
TEL:+81-198-23-4856 https://www.odasima.com/item.html❼ Tamamushi Lacquerware❽ Suzunosuke Hand Towel

This lacquerware from Sendai features vivid colors and alustrous sheen. The style is called "tamamushi," theJapanese word for "jewel beetle," for the iridescent lacquer's
resemblance to the remarkably beautiful wings of these
insects. Changes in lighting cause subtle, ever-shifting
variations in color. A bookmark with a seasonal Sendai
design is a wonderful gift that is lightweight and gorgeous.

The Sparrow Dance is also performed at the
Sendai Aoba Festival, an early summer event
in Sendai. Printed hand towels with the
Sendai Aoba Festival Sparrow Dance mascot,
Aoba Suzunosuke, are a popular souvenir.

❾ Hanagasa Items⓫

NIIGATA⓮

Niigata
Soh-OdoriFestivalHinoemata Kabuki Theater

FUKUSHIMA

⓬
❼

❷

❸

Sendai Aoba Festival Sponsor Association
Sendai City Hall Nishikicho Building 3F, 1-3-9
Nishikicho, Aoba-ku, Sendai-shi, Miyagi
TEL:+81-22-223-8441❿ Hanagasa Dagashi Sweets

You, too, can jump in and participate at the
Yamagata Hanagasa Festival!
Get your hat, sandals, sash and other attire
to join in for an even more exciting
experience!

This gently flavored confection is made with roasted
soybean flour and Yamagata-grown Tsuyahime rice
flour. Its taste and ingredients convey the "heart" ofJapan. Comes with a Hanagasa button pin.
*Limited sale from April to September
220 yen per bag (excluding tax)

Shobido Co., Ltd.
2-11-8 Midori-cho, Yamagata-shi, Yamagata
TEL:+81-23-631-1411
http://new.shoubidou.co.jp/

Hogetsudo
3-7-39 Kojirakawamachi, Yamagata-shi, Yamagata
TEL:+81-23-622-9361
http://www.hogetsudo.com/index.html⓫ Sarunashi Jam⓬ Nango Tomato Juice

Sarunashi is a unique variety of kiwi fruit. It isa superfruit with enormous nutritional value,possessing 10 times the vitamin C of a lemon.
This jam features natural colors and a rich flavor
with a nice balance of tartness and sweetness.

This tomato juice, with a sweet, bold flavor,
is made from Nango tomatoes, a Minamiaizu
specialty with a fiery red skin. Even if you're
not a fan of tomato juice, you're likely tofind this one delectable!

Michi-no-Eki Tamakawa
140-2 Miyanomae, Gampoji, Tamakawa-mura,
Ishikawa-gun, Fukushima TEL:+81-247-57-3800
http://www.kobushinosato.com/sarunashi/index.html

JA Aizu Yotsuba
22-1 Kawakubo, Miyatoko, Minamiaizu-machi,
Minamiaizu-gun, Fukushima TEL:+81-241-72-3800
http://www.nangotomato.jp/index_pc.html⓭ Tenugui Sake Set⓮ Poppoyaki

Kirinzan sake brewery uses 100% locallygrown rice from Aga. Released once a year,
this special sake comes wrapped in a
traditionally dyed textile from the nearby
Fujioka Dyeing Factory (Est. 1748).
*The design changes every year.

21

This set includes a fantastical apple jam with agorgeous, royal blue color naturally produced by
the Anchan Blue Tea leaf, and accented with ascattering of actual gold dust. A handmade
Tsugaru Vidro glassware cup, symbolizing thenature of Aomori, completes the set.

Joboshi Takeuchi Candy Factory
5-1-20 Honcho, Aomori-shi, Aomori
TEL:+81-17-734-1834
http://www.jyoboshi.com/

Tamamushi Lacquerware Sohonpo - Tohoku Kogei Co., Ltd.
3-3-20-1F Kamisugi, Aoba-ku, Sendai-shi, Miyagi
TEL:+81-22-222-5401 www.t-kogei.co.jp/

MIYAGI

Naturally Blue Gold Leaf Jam &❷ Tsugaru
Vidro Glassware

Kirinzan Brewery Co., Ltd.
46 Tsugawa, Agamachi, Higashikanbara-gun, Niigata
TEL:+81-254-92-3511 http://kirinzan.co.jp/lineup/other/

This baked confection, madefrom brown sugar and flour, is said to haveoriginated in Shibata Town, Niigata Prefecture, andis popular for its gentle sweetness. 10 sticks for
370 yen (tax included) Hours : 9:00 a.m. - 4:00 p.m.
(closes as soon as the day's supply runs out)

Closed: Saturdays, Sundays, and National holidays
Ayame Corporation
15-34 Teraoasahi-dori, Nishi-ku, Niigata-shi, Niigata
TEL:+81-25-201-9893
mail order http://ayame-poppo.com/#contact

" I was hired as a Coordinator for International Relations (CIR) through the Japan
Exchange and Teaching Program (JET Program) and have been working at Yamagata
Prefectural Office since August 2019.
The scenery in Yamagata is very beautiful wherever you go, and all of the food is sodelicious! I really enjoy living here. One of my favorite places to visit is Yonezawa,
because it is home to so much of Yamagata’ s precious history. Uesugi Shrine and the
Denkoku no Mori museum are very informative about the history of the Uesugi Clanand the life of Uesugi Kenshin. I always learn a lot when I go there. In winter, Zao
Onsen is the best for sightseeing. The other day, I went to Zao Onsen with 2 friends
who were visiting from Kyoto. We enjoyed the hot spring baths, ate delicious mochi,
and rode the ropeway to see the winter landscape from the observatory at the top of
the mountain. It was such a great day!
In addition, Yamagata offers many unique hands-on experiences where tourists can comeinto contact with the Prefecture’ s history and culture. They include a samurai experience in
Murayama Town and a yamabushi (mountain priest) experience at Mt. Haguro. I think it's
great that there are so many opportunities to actively experience the spirit of Yamagata
through events such as these, as well as enjoying the delicious food and rich nature! "At the top of Mt. Torikabutoin Zao Onsen ski resort

Alice French

Coordinator for International Relations
Home Country: United Kingdom
Currently resides in Yamagata-shi, Yamagata Prefecture

A message for international visitors to Yamagata Prefecture
Please make the most of the amazing nature in Yamagata all year round! There’s
cherry blossom viewing in spring, hiking to see the autumn leaves in fall, and skiing
in winter. Yamagata also has a lot of historical and cultural must-sees. Don’t missout on the opportunity to experience them for yourself and have fun in Yamagata!

Goshiki-numa Nature Trail

A message for international visitors to Fukushima Prefecture
I think many visitors to Fukushima and Japan, stay only for a short time, so it’ s important tothink about the following.
1) When deciding on a destination, convenience and cost of transportation is an important factor.
2) Other important points are whether a location is characteristic of Japan and has featuresunique to a region, and whether there are places that are instagrammable.
3) There are tours for foreigners that start at major stations for bullet trains, etc., so if you’vechosen a general destination, you won’t need to prepare as much.

LI YONGYANG
Coordinator for International Relations
Home Country: The People’s Republic of China
Currently resides in Fukushima-shi,
Fukushima Prefecture

Foreign residents share advice on
how to enjoy Tohoku and Niigata

We asked foreign residents of Tohoku and Niigata about their favorite
places, foods, and memorable experiences in the prefectures they now
call home.
There are also messages for international visitors who will be enjoying
sightseeing in Tohoku and Niigata.

" I arrived in Morioka in the summer of 2017. I came to
Iwate Prefecture as a Coordinator for International Relations(CIR) through the Japan Exchange and Teaching Program(JET Program).
I like the beautiful fall and winter scenery in Morioka, which
is something you can’ t really see back at home. I’ m not used
to the cold yet, but I’ m very interested in the culture of thesnow country in Tohoku.
Plus, I love festivals and like to experience the mood andenergy of the Morioka Sansa Odori Festival held August 1st–4th
every year, and to see the colorful floats in the Morioka Fall
Festival held in September. Cold reimen noodles are popular in
Morioka, but I think the hot onmen noodles taste good, as well. I
also find the mochi culture of eating mochi with a variety of
toppings in the city of Ichinoseki interesting. Since coming toJapan, I found it surprising that not only Iwate, but all of Japan isstill a cash-based society. Plus, some stores will cut businesshours short and close their doors without warning (laughs). "" I came to Niigata through the Japan Exchange
and Teaching Program (JET Programme) in August
2019. I had lived in Japan before and wanted toutilize my Japanese again. My image of Niigata
before moving here was that it was all rural, but I was
glad to see that Niigata City is still fairly urban
compared to what I am used to.
The Niigata Prefecture is wonderful because no
matter where you go you can eat great food. Since
Niigata runs along the coast of the Sea of Japan,
there’ s a ton of great seafood, and recently there’ salso been an uptick in ramen. Niigata is also famous
for its sake, which is known for its crisp and dry taste.
There are also places to enjoy winter sports likeskiing and snowboarding in the mountains, and at
only an hour and a half from Niigata City or from
Tokyo, the mountains are very accessible. "At Morioka Sansa Odori Festival

A message for international visitors to Iwate Prefecture
Iwate is a beautiful place with many breathtaking sceneries and delicious food to eat. Whilemost places are accessible by bus or train, it will make your experience better if you are able
to rent a car to drive around the prefecture.
23

Mt. Bandai" I arrived in Fukushima Prefecture as a
Coordinator for International Relations(CIR) in May 2018. There are many greatthings about Fukushima, including a very
long history, an abundance of nature, anddelicious foods, but what amazes me mostare the people who live here. They havesuffered unimaginable hardship due to theGreat East Japan Earthquake, but inspiteof that they are kind and positive. I wastruly moved by their stories of the disasterthat they speak about so matter-of-factly.
I love the magnificent landscapes found in
Fukushima. Since there is little untouchednature in my hometown of Guangzhou Cityin Guangdong Province, I felt soothed andexhilarated when hiking Mt. Bandai andwalking around Goshiki-numa. "At the Kuzumaki Wineryin the town of Kuzumaki

Jennifer Redona
Coordinator for International Relations
Home Country: Guam, United States of America
Currently resides in Morioka-shi, Iwate Prefecture

Naeba Ski Resort

A Message for international visitors to Niigata Prefecture
If you want to travel around to different places in Niigata Prefecture, a rental car is best!
That said, it snows a lot in winter, so you should practice driving in the snow before coming ifyou’ ve never done it before. If you like castles, then I recommend Shibata Castle, which isjust a short train ride north of Niigata City.

Brendan Murphy
Coordinator for International Relations
Home Country: United States of America
Currently Resides in Niigata-shi,
Niigata Prefecture
24

Rat
Boar

Symbolic animal
Ox

Rat

Rooster
Dog

SE

1938
1950
O
1962
19
1974
19 37
19 49
1986
19 61
1998
19 73
19 85
97

SNAK

R
E

1939
O
G
1951
1963
8
2
1975
19 40
19 64
1987
9
6
1 7
1999
19 88
19 00
20

Monkey

HOR

1929
1941
1965
1977
1989
2001

N

Sheep

1930
1942
1966
1978
1990
2002

HAR

R

Horse

Boar

Y

D
R
A

E
Sheep

Snake

The “Junishi,” or twelve animials of the zodiac,
originated in ancient China and were assigned to
the 12 months of the calendar, the 12 compass
directions (North, North-Northeast, East-Northeast,etc.), and the 12 hours of the day (each ancienthour equivalent to two modern hours). Over time,years were divided into 12 year cycles, with ananimal assigned to each. Junishi were passed downfrom ancient Japan and became popular among
commoners in the Edo period. Stories of junishi
could be read in Nihon Mukashibanashi Taisei(Collection of Japanese Folktales), a compilationby the folklorist Keigo Seki. One of these stories isabout a race among the animals. A deity specified a
day and place he wanted the animals to gather anddetermined junishi according to the order in which
the animals arrived, from 1st to 12th. The cat forgot
the day of the gathering and asked the rat, but the
rat purposely told him it was the day after the actual
gathering. The ox walked slowly, so he started out
the day before. The rat rode on his back, and just as
the ox was about to reach the gathering spot, the rat
jumped off his back and arrived barely ahead of theox. Thus, the rat was 1st and the ox 2nd. The catthat had been tricked by the rat came a day late andwas not included in junishi. There are many otherrelated stories, but the cur rent junishi wasdetermined based on this story of the animal race.

M ONK
E

Snake

Doctor of Literature, Tohoku Bunkyo College

OSTE

DragonD

Kazuhiro Kikuchi, Specially Appointed Professor,

1
9
3
2
SH
1944
1968
19
198
19 31
0
19 43
1
9
9
2
19 67
2004
19 79
2 91
0
03

MonkeyHorse

Stories ofJunishi in JapanRO

Dragon

20

TIG E

1935
1947
Tiger
1959
1971
1983 Hare
1995

The Twelve Signs of theJapanese Zodiac
Hare

R

P

Rooster

Ox

1933
G
1945
O
1969
34
1981
19 46
19 70
1993
19 82
2005
19 94
19 06

X

Dog
Tiger

1936
1948
1960
1972
1984
1996

BOA

EE

RAT

Animals of the Zodiac and Local Culture

Towada Horse Park
(Komakko Land)

Junishi Shrine(Guardian Shrine of the Japanese Zodiac)❹❶
Shotokukan, located in the Towada Horse
Park, is a unique facility where you learn
about the origins of famous horses, as wellas the history and culture of residents andhorses of the Nanbu region. At Komakko
Ranch, also inside the park, a wide varietyof horses can be found, including theNomauma, a horse indigenous to Japan.
You can interact with the horses throughhorseback rides (rope-led), carriage rides,
and pony walks.

❷

Junishi Shrine, located inside the larger
Morioka Hachimangu Shrine, recognizes
beliefs concerning the Japanese zodiac.
Each animal of the zodiac is enshrined
there, and paying annual homage to theanimal of your birth year is said to bringgood fortune.
Morioka Hachimangu Shrine
13-1 Hachiman-cho, Morioka-shi, Iwate
TEL:+81-19-652-5211 http://morioka8man.jp/db10/

Guardians of the Japanese Zodiac

1-1 Umeyama, Fukamochi, Towada-shi, Aomori
TEL:+81-176-26-2100 komakkoland.jp

Town of Kami : Fire Prevention Tiger Dance at the Hatsu-uma Festival
Intended to ward off disastrous fires,
this ritual has a history going backsome 650 years. The dance's firstorganizers decided to put on the tiger
dance after learning the Chinese sayingthat "the clouds obey the dragon, andthe wind obeys the tiger." Every year
on April 29, the town comes alive withbrilliantly colored floats and aprocession of marchers in tiger
costumes. Finally, several tigers gohigh up on the roof of a building to
put on a brave dance.

Odate City Tourism & Exchange
Facility : Akita Dog Visitor Center©odate-shi❸

Commerce, Industry and Tourism Section, Town of Kami - Hatsu-uma Festival Organizing Committee Office
3-5 Nishida, Kami-machi, Kami-gun, Miyagi
TEL:+81-229-63-6000 http://www.town.kami.miyagi.jp

Opened in 2019 to promote the Akita dog
breed, the center's museum and otherattractions introduce the birthplace andhistory of the breed. The building's exterior
is fashioned on the theme of the faithfuldog Hachiko, and there is a tower made of
160 stuffed animals. Visitors can alsointeract with real Akita dogs in the
meet-and-greet dog room.

Dainichi Nyorai, in Aoba-ward, Sendai, ishome to guardian deity statues of the
sheep and the monkey.

Long ago, the people of Sendai followed
a custom of paying homage to statues
representing the guardian deities of theJapanese zodiac. It is said that thiscustom flourished beginning in the
mid-17th century, when Lord Date
Masamune's arrival in Sendai broughtstability to the community.
Miyagi general tourism information site:
Miyagi Marugoto Explorationwww.miyagi-kankou.or.jp/kakikomi/detail.php?id=2407❺

1-13-1 Onari-cho, Odate-shi, Akita
TEL:+81-186-59-4649 https://akitainunosato.jp/❶ "Fluffy Akita Dog Design" Blend coffee
made by Nagahama Coffee [5-pack set]This original drip coffee is officially recognizedby ONE FOR AKITA. Every bag has cute Akita
dog design. A portion of proceeds will be
donated to Akitainu conservation association
for Akita Dogs preservation activities.
One For Akita General Incorporated Association
1-1-3 Yabaseminami, Akita-shi, Akita
TEL:+81-18-807-2535 http://saveakita.or.jp/ofa/❷ Japanese Zodiac Neputa❸ Plush Toy : Masaru the Akita Dog

Zodiac neputa are paper folk craft creations
depicting the current year's animal of theJapanese zodiac. Made by local artisans, you
can find them at the Tsugaru-han Neputa
Village, where you can also try your hand atdesigning your own goldfish neputa.

This stuffed animal is based on Masaru, thedog given to 2018 Olympic figure skating
gold medalist Alina Zagitova. Her cute face
and fluffy fur have been so realistically
reproduced that you can't resist giving thisadorable doggy a hug.

Tsugaru-han Neputa Village
61 Kamenoko-cho, Hirosaki-shi, Aomori
TEL:+81-172-39-1511
http://neputamura.com/experiecce-crafts/

Akita Dog Conservation Society
13-1 Sannomaru, Odate-shi, Akita
TEL:+81-186-42-2502
http://www.akitainu-hozonkai.com/❹ Silk Cocoon Figurinesof the Japanese Zodiac❺ Tsutsumi Dolls

These adorable pieces are crafted fromsilkworm cocoons produced in Japan. Eachhandmade work bears a unique expression andexudes a warm glow of simple craftsmanship.

These folk dolls were first created in Sendai during
the Edo Period (1603-1867). Each one is handmade
and painted by artisans. These sophisticated, adorable
dolls are widely popular, and as each year draws to
a close, collectors seek out dolls of the next year's
animal of the Japanese zodiac.

Murata Folk Craft Workshop
5-5-6 Mitsuwari, Morioka-shi, Iwate
TEL:+81-19-661-2229
http://muratamingeikoubou.com/

Haga Tsutsumi Doll Workshop
3-30-10 Tsutsumimachi, Aoba-ku, Sendai-shi, Miyagi
TEL:+81-22-275-1133
https://www.pref.miyagi.jp/soshiki/shinsan/10ningyo.html

Animals of the Zodiac and Local Culture

Eto Explained❹

Soma Nomaoi
Cavalry Exercise Reenactment

Kazuhiro Kikuchi, Specially Appointed Professor,

Doctor of Literature, Tohoku Bunkyo College❶
Enzoji❸❷Over 1,000 years ago, Taira no Kojiro
Masakado, the founder of the Soma clan,organized a military training exercise for his
cavalry using wild horses in place of enemy
forces. This was also the start of the traditional
practice of offering captured horses to thegods. Modern-day festivities commemorating
this history are held over three days in lateJuly. Main events include the Armored Horse
Competition, with steeds kicking up a storm ofdust, and the Capture the Divine Flag contest,
a battlefield-like spectacle reminiscent of scenes
from picture scrolls drawn during Japan's
Warring States Period.
Soma Nomaoi Executive Committee
2-27 Motomachi, Haramachi-ku,
Minamisoma-shi, Fukushima
TEL:+81-244-22-3064 http://soma-nomaoi.jp

Kumano Shrine

The largest thatched roof building in
Yamagata, Kumano Shrine was rebuilt by
the imperial edict of Emperor Heizei in
806. Protected by the Emperor, it was asacred site for ascetics of the region. The
shrine is also said to house "the god of
marriage", and it is said that if you find
three rabbits carved in the rear wall of themain shrine, your wish will be fulfilled.
Kumano Shrine Office3476-1 Miyauchi, Nanyo-shi, Yamagata
TEL:+81-238-47-7777
http://kumano-taisha.or.jp/

Yamakoshi Bullfighting

Bullfighting in Yamakoshi may date back as far as a thousand years.
Bull oxen were indispensable in the cultivation of rice terraces, andthis led to their joint use for entertainment through rousing
bullfighting. Yamakoshi bullfighting is special in that it is designed to
avoid injury to the bulls. It is also a spectacle to witness thetechnique of the referee, or "seko" when the bulls lock horns.
Yamakoshi Bullfighting Society
1627-5 Yamakoshinanpei-otsu, Nagaoka-shi, Niigata
TEL:+81-258-59-3933 http://tsunotsuki.main.jp“Eto” is the word for the combination of“jikkan” (10 calendar signs) and “junishi” (12signs of the zodiac) developed in ancient
China. Jikkan is the division of a single month
into three cycles of 10 days each: “kinoe,”“kinoto,” “hinoe,” “hinoto,” “tsuchinoe,”“tsuchinoto,” “kanoe,” “kanoto,” mizunoe,”and “mizunoto.” These names are related to
the five elements—metal, wood, water, fire,and earth—in Chinese thought. Junishi wereoriginally comprised of the names for the 12months, which later became associated with
12 animals: “ne” (rat), “ushi” (ox), “tora”(tiger), “u” (hare), “tatsu” (dragon), “mi”
(snake), “uma” (horse), “hitsuji” (sheep),“saru” (monkey), “tori” (rooster), “inu” (dog),and “i” (boar). Later, each animal of thejunishi was assigned to one year in a 12 year
cycle, and this custom of celebrating theanimal associated with the current year has
b e c o m e r o o t e d i n Ja p a n e s e c u l t u r e .
Incidentally, 2020 is the year of “ne” (the rat).
When the 60 combinations of jikkan andjunishi are assigned to calendar days and years,
it creates a 60-year cycle that reaches
completion and returns to the beginning on
the 61st year. Because of this, the year inwhich you reach the age of 61, according toEast Asian age reckoning, is called “kanreki”(combining the characters for “return” and“calendar” ), and it iscustomary to have a big
celebration on your6 1 s t b i r t h d a y. I n
a d d i t i o n , “e t o ,”associated with nature
and animals, has led tothe creation of
fortune-telling andmagic that predict
character and luck
based on the year aperson is born.

Kumano Shrine❶Akabeko❷Miharu-koma

There is a legend in Yanaizu Town that a
red cow appeared and helped inrebuilding the Enzoji Temple after it wasdestroyed in the 1611 earthquake. You
can see Akabekos (red cows), also known
as "lucky cows," throughout the town.

Miharu-koma are traditional wooden toy horses made in
Takashiba-mura, ruled by the Miharu feudal lord. Black
ones were offered to shrines as amulets for children
while white ones were for the elderly. At Dekoyashiki's
Hikoji Mingei, you can enjoy a tour of the production
facilities as well as trying your hand at painting your own.

Yanaizu Tourism Association
176-3 Jikemachiko, Yanaizu, Yanaizu-machi,
Kawanuma-gun, Fukushima
TEL:+81-241-42-2346
https://www.aizukanko.com/kk/aibase/
01shirou/bussan/bussan_akabeko.htm

Takashiba Dekoyashiki Hikoji Mingei
TEL:+81-24-972-2412
http://www.dekoyashiki-hikojimingei.co.jp/index.html
Takashiba Dekoyashiki Tourism Association(Office: Oichi Chaya) TEL:+81-24-971-3907
https://www.gurutto-koriyama.com/detail/index_203.html❸Sasano Ittobori
Woodwork Design Activity❹Fine Japanese Zodiac
Confections

Chokokuji Temple Rabbit Kannon

Make your very own Otaka Poppo
wooden hawk by painting the eyes
and other features onto a carved
piece of koshiabura wood.
*Reservation required.
Time: 1 hour Price starts at 1,000 yen

The 4th generation owner of Furindo,founded in 1912, is a certified top-classconfectioner of Japanese sweets. His fine,zodiac-themed confections are a popular
product that generates big sales every year.
*Pre-order required.

The Rabbit Kannon, standing 6 meterstall, was built in 2018 in recognition ofrabbits that help in weeding the temple
grounds.

Sasano Folk Crafts Hall5208-2 Sasanohoncho,
Yonezawa-shi, Yamagata
TEL:+81-238-38-4288

Furindo Confectionery
1-3-17 Motomachi, Nagai-shi, Yamagata
TEL:+81-238-88-2373 http://fu-rindo.jp

Chokokuji Temple
13 Hase, Sado-shi, Niigata
TEL:+81-259-66-2052 http://sado-choukokuji.jp/

Tohoku & Niigata Experience
BREWERY&

FACTORY

Yamamo Miso and Soy Sauce
Brewing Company / AKITAThis soy sauce brewery was founded in 1867, and carries on with traditional
products while also developing new ones in-step with the modern day. All
are crafted with the plentiful, pure waters of Yuzawa using techniquespassed on over generations. The fine reputation of the Yamamo brand has
expanded worldwide in recent years. Visitors can take a tour of the brewery,
the garden and the storehouse. Tour-goers praise it for offering a close-up
look at the hands-on work of artisans, and the remodeled storehouse
contains a gallery exhibiting works of art relating to the local area's history
and culture. You'll also find a popular cafe serving gelato flavored with miso
and soy sauce, as well as the factory shop selling miso, soy sauce and othergoods for daily use. Even a brief stop at the storehouse alone offers visitorsa chance to see and learn about the enterprise and taste its creations.
Hours: 9 a.m. - 6 p.m. Garden Cafeé: 10 a.m. - 5 p.m. (last order at 4:30 p.m.)
Closed: Inquire in advance
124 Iwasaki, Yuzawa-shi, Akita TEL:+81-183-73-2902 http://yamamo1867.com/

Suehiro Sake Brewery Co., Ltd. Kaeikura / FUKUSHIMA
A local sake brewery founded in 1850, Suehiro Sake puts afocus on the water, rice and people of the Aizu area, and has
won many a gold prize at the Annual Japan Sake Awards. Its
Suehiro Yamahai Junmai Ginjo was served at the summit dinnerof the 2019 G20 Osaka Summit. Sake brewery tours andtastings are available for visitors. You will also find a stylishcafe refashioned from one of the historical brewery buildings.
Yamamo Miso and Soy Sauce Brewing Company

Experiences & Souvenirs
from Tohoku & Niigata

Discover Deep Culture through Interactive Experiences in Tohoku and Niigata
An interactive trip with hands-on activities is a wonderful way for curious travelers to learn and experience the allures of
Tohoku and Niigata. Take sake, for example. It is a drink that pairs well with so many foods and has developed a dedicatedfollowing beyond Japan. Tohoku and Niigata are major rice-producing regions, and are thus home to numerous sakebreweries, some of which offer sake samplings and brewery tours—great opportunities to experience the traditional culture ofsake brewing.
If you're fascinated by samurai, ninja and such aspects of Japanese culture, you’ll love a tour of a samurai residence or alesson in "iaido," Japanese swordsmanship. You’ ll also have opportunities to appreciate and purchase traditional craftwork
popularly known as “Cool Japan,” and enjoy local gourmet dishes and souvenirs. And when you need a respite from yourbusy itinerary, why not visit a hot spring retreat where you can bathe and take in the incredible natural scenery? Perhaps it’ stime to get off the beaten track and embark on an enriching journey into Tohoku and Niigata.

MARUNAO OPEN FACTORY / NIIGATA
Marunao creates chopsticks employing the special characteristics ofvarious hardwoods, such as ebony and rosewood. The open factoryhas both a shop and a gallery. You can watch firsthand how thecraftsmen bring their works to life. There is also an exhibition allowing
a helpful glimpse of the history of the craftsmanship on display.
1662-1 Yada, Sanjo-shi, Niigata
TEL:+81-256-45-7001 http://www.marunao.com/

12-38 Nisshin-machi, Aizuwakamatsu-shi, Fukushima
TEL:+81-242-27-0002 https://www.sake-suehiro.jp/
32

Tohoku & Niigata Experience

SAMURAI

Kakunodate Samurai Residences / AKITA
Bukeman Sweets / AKITAThis venerable confectionery store in Kakunodate sells
handmade local sweets with no addtives. Enjoy the delicious
aroma of these treats, stuffed with tasty ingredients, as
they are baked before your eyes. There are four regularfillings, including red bean paste and cream, along withspecial, limited-time flavors to sample. Bukeman isparticularly proud of its homestyle red bean paste sweets.
Travelers will also be happy with the reasonable prices!

Yukarido Confectionery, Bukeman Ozuka Branch
Bukeman : All items 120 yen (incl. tax)
Months open: Oct-May 176-1 Shimosugasawa
Kakunodate-machi, Semboku-shi, Akita TEL:+81-187-54-3768

Kakunodate has retained the same traditional look and feel for over
400 years. It is known as the "Little Kyoto of Michinoku" for its
resemblance to the old Japanese capital of Kyoto. Walking down
the street, you wouldn't be surprised to see a samurai step out ofa nearby residence. The district is well-known for its cherry
blossoms in spring and colorful leaves in autumn. The historicalbuildings and the natural surroundings produce a wonderfulatmosphere. Make a memorable visit with a relaxing stroll throughthe gorgeous scenery or don a kimono for a rickshaw ride as you
imagine a time when samurai and commoners strode along thesestreets.

Tourism Section, Department of Tourism,
Commerce and Industry, City of Semboku
36 Nakamachi, Kakunodate-machi, Semboku-shi, Akita
TEL:+81-187-43-3352 https://www.city.semboku.akita.jp/sightseeing/

NINJA

Hachimantai Geothermal Dyeing / IWATE
This dyeing method employs geothermal steam from the Matsukawa
Geothermal Power Plant to produce powerful, intensely coloredproducts filled with the energy of the earth. The unique process andproducts are attracting great attention, and at regular workshops, you
can experience dyeing items such as handkerchiefs and scarves.
*2,750 yen for dyeing workshop (for cotton mini scarf)˜〜*Reservations usually required at least 7 days in advance for groups of 10 or more.

Geothermal Dyeing Research Institute Co., Ltd.:Workshop Mujosen

Yamabushi Mountain Training Programs / YAMAGATA

Rinhan-wo-shohan, 559 Matsukawakokuyurin, Matsuoyoriki, Hachimantai-shi, Iwate
TEL:+81-195-78-2451 http://geo-color.com/

Shizukuishi Prince Hotel

Discover one of Tohoku's greatest locations for ancient mountain worshiphere on the Dewa Sanzan, the Three Mountains of Dewa: Mt. Haguro, Mt.
Gassan, and Mt. Yudono. For centuries, mountain worshippers known as
Yamabushi have undertaken ascetic training on these three sacred peaks.
Led by 13th generation Master Fumihiro Hoshino, himself a very
accomplished Yamabushi, Daishobo is a Shukubo pilgrim lodge that hasoffered visitors not only lodging, but the chance to be spiritually reborn
through ascetic training. Yamabushido has taken this ancient training andmade it available in English for those coming from abroad. Trainings arealso known for offering Dewa Sanzan Shojin Ryori, meticulously preparedascetic meals made using ancient techniques that incorporate ingredientssourced directly from the mountains. Take the opportunity to get back tonature, and back to yourself with Yamabushido. Other spiritual and culturalactivities also available.

Megurun Inc.
120-2 Konkoji, Yabase, Tsuruoka-shi, Yamagata
TEL:+81-90-2981-7251 yamabushido.jp megurun.com

YAMABUSHI

Shizukuishi-cho, Iwate-gun, Iwate (Takakura Onsen)
TEL:+81-19-693-1111 https://www.princehotels.co.jp/shizukuishi/

Japan's Hayashizaki Iai Shrine / YAMAGATA

Uonuma International
Snowball Fight / NIIGATA
Join a snowball fight with some
250 teams! This is safe and fun,organized combat following set
rules. Highlights include the teamcaptains wearing "yamagasa,"
woven bamboo hats. Other fun activities include a snow playzone and the Gourmet Grand Prix.

Koide Festival Executive Committee

33

Shizukuishi Ski Resort / IWATE
In addition to fun on the snow, you can take in thestarry night sky from the Shizukuishi Galaxy Ropeway.
Hoshino Shizuku Studio, open from spring to autumn, willtake your commemorative photo under the brilliant stars.
Beyond great skiing and snowboarding, the full array of
winter activities includes the Premium Snowmobile Tour,Snow Ninja Dojo and Shizukuishi Snow Land.

It is said that Jinsuke Shigenobu Hayashizaki,
the founder of Iaido, devoted himself totraining at Kumano Myojin (Japan's Hayashizaki
Iai Shrine) in order to avenge his father andwas given the secrets of Iai (sword drawing)by his great ancestors. In the experience
session, you will learn about sword etiquetteand the form of "Kata" in Iai, and perform"Tameshigiri" of Battoujutsu Technique.

(Secretariat: Tourism Chief Clerk, Commerce,Industry andTourism Section, Industry and Economy Department, City of Uonuma)

Murayama City Tourism Products Association

213-1 Osawa, Uonuma-shi, Niigata
TEL:+81-25-792-9754 https://seinenbu.uonumakoide.com/yuki/index.html

1-10-1 Tateokashinmachi, Murayama-shi, Yamagata
TEL:+81-237-53-1351 https://www.iaidoexperience.com/
34

Tohoku & Niigata Experience
MARKET

Gojome Morning Market / AKITAHOT SPRING

A wide variety of merchants offering fresh local goods and household items set
up shop at this bustling morning market with a history of over 520 years. At
the newer Morning Market Plus, you can find handmade goods, confectionery
and more. At seasonal events like the Alpine Vegetable Festival in spring, don't
miss Damakomochi, a delicious local rice cake pounded into a round shape.
Dates: Every day of the month with a date ending in a 2, 5, 7 or 0.
(Occasionally open on other dates, too.)
Hours: 7 a.m. to noon
Location: Shitamachi Street (also known as Asaichi Street) in the town of Gojome*Morning Market Plus only opens on Sundays when the regular market is open
(dates ending in a 2, 5, 7 or 0) from April to November, from 9 a.m. to noon.
Commercial and Industrial Promotion Section, Gojome Town Hall
1-1-1 Nishiisonome, Gojome-machi, Minamiakita-gun, Akita
TEL:+81-18-852-5222 http://www.town.gojome.akita.jp/gojomeasaichi/index.html

Damako-nabe

Yuriage Port Morning Market / MIYAGIThis market is held every Sunday and on all official holidays at Yuriage
Port in the city of Natori. You'll find 50 shops selling fresh fish, alongwith vegetables, meat, processed foods, sweets and more. You canenjoy a variety of activities, such as grilling up the seafood you justbought, bidding on items at the popular auction, or enjoying a delicious
breakfast or lunch in the restaurant.

Aoni Onsen / AOMORIThis quaint, quiet hot spring retreat nestled among thestreams of the Aoni Valley opened in 1929. In addition to
the four baths at Kenroku-no-Yu, enjoy countryside cuisine
made with locally grown alpine vegetables and freshwater
fish. With no electricity or radio available in the rooms, you
can pass the evening in peace, illuminated only bylamplight.
1-7 Aonisawa-takinoue, Okiura, Kuroishi-shi, Aomori
TEL:+81-172-54-8588 https://www.aoninet.com/

Market days: Sundays and holidays
Hours: 6 a.m - 1 p.m
Yuriage Port Morning Market Association
5-23-20 Yuriage, Natori-shi, Miyagi TEL:+81-22-395-7211 http://yuriageasaichi.com/
Kenroku-no-Yu, a bath constructedentirely of cypress wood

A magical scene of snow andlamplight

Northern Limit Shirasu / MIYAGIOkuaizu Braided Crafts/ FUKUSHIMA

These National Traditional Craftworks ofJapan are braided by hand over the snowy
months from plant materials found deep inthe mountains of the Okuaizu region,
including the bark of the crimson glory vine,
silver vine, and hiroro. At the Mishima
Town Local Crafts Museum, you can shop
for sturdy, rustic baskets, bowls and more.
Visitors can also join braiding andwoodworking activities (reservation required).

Mishima Town Local Crafts Museum
395 Nairi-Suwanoue, Mishima-machi,
Onuma-gun, Fukushima
TEL:+81-241-48-5502 www.okuaizu-amikumi.jp

Hayato Onsen Tsurunoyu / FUKUSHIMAWith a proud history going back 1,200 years, Hayato
Onsen Tsurunoyu offers visitors free-flowing waterfrom a 100% natural, medicinal hot spring. The
open-air, communal bath is a fine place to relax andtake in the seasonal scenery along the Tadami River.
Visitors can enjoy an overnight stay or just a daytime
visit. You can also journey down the river in a rowboat"Mugenkyo no Watashi" amidst the magical mists
floating over the water on summer mornings andevenings. It’ s just a 15 minute walk down to the dock.

Hayato Onsen Tsurunoyu"Shirasu" are tiny young sardines harvested from the cold ocean waters off thecoast of Tohoku. These fatty fish with a subtle sweetness are boiled and dried tobring out their excellent flavor. Suzuei, was originally founded in Namie,
Fukushima Prefecture. Temporarily suspending business after the 2011 Great East
Japan Earthquake, Suzuei reopened in Natori to continue its proud history of over
70 years preparing shirasu.

Gyosho Suzuei
3-90-1 Yuriage, Natori-shi, Miyagi TEL:+81-22-393-6303 http://suzueinatori.thebase.in/

Nakayoshi / AOMORIPort town of Hachinohe is known for one of thelargest squid catch in Japan. Using only the best
quality caught from our water, we made it into awafer to sandwich cheese! Unique combination goes
hand in hand. Great with beer or wine, or as anappetizer, we certainly recommended it for souvenir!
Enjoy the taste of squid and cheese in harmony!

Hanaman Shokuhin
24-11 Mishimashita, Shiroganemachi,
Hachinohe-shi, Aomori
TEL:+81-178-33-0353 https://hanaman.net/

Tatehana Wharf
Morning Market/ AOMORI
This market, one of thelargest in Japan, is held
early on Sunday mornings
from mid-March to
December at the large
wharf in Hachinohe. Everyweek more than 10,000
shoppers browse over 300
stalls selling a wide variety
of products—from the freshand dried seafoods that are
Hachinohe specialties tovegetables, fruits, prepareddishes, breads, and an arrayof miscellaneous goods.

888 Yunodaira, Hayato, Mishima-machi, Onuma-gun,
Fukushima TEL:+81-241-52-3324
https://www.okuaizu-tsurunoyu.jp/

Mugenkyo no Watashi (No service during winter)
Kaneyama-machi Tourism & Products Association
TEL:+81-241-42-7211 https://www.mugenkyo.info
35

4-1 Shiroshita, Hachinohe-shi, Aomori (Kayama Coffee)
Minato Sunday Morning Market Cooperative
TEL:+81-80-5734-3251
http://minatonichiyouasaichikai.com/
36

Kawatsura Lacquerware

Sendai Tansu (Chest of Drawers)

Uetsu Shina-fu Fabric

The Flavor, Skill and Spirit of Tradition
Satoshi Kato,
The Background and Attraction ofLong-established Shops in Tohoku and Niigata

Associate Professor,
Tohoku University Archives

More than 30,000 shops in Japan have been
in business for over a century, and these
venerable establishments are an importantpart of the character and fabric of Japanesesociety. Tohoku and Niigata are blessed with
an abundance of these jewels. The traditions
on which these businesses are based are
well-seen in the importance placed on
respect for customers, the high levels ofservice at many hot springs and other tourist
attractions, and a culture that merges tradition

with modern sensibilities. Since the Edo
period, many merchants of Tohoku havestrived to contribute to society and prioritize
the joy of the buyer. The region boasts thegreatest number of hot springs in Japan andtraditional products unique to the region havebeen appreciated throughout the years.
Department store exhibits of local products
were first held in Tohoku, and the region’s
producers continue to offer traditional goods
while constantly innovating to create products

compatible with modern lifestyles
and contemporary trends. The
many long-established shops of
Tohoku and Niigata are atestament to the region’s sense ofhistory, hospitality, and ability toadapt to modern sensibilities.

Ando Brewing

100-Year-Old Ryotei Ukiyo

青森

The Flavor, Skill and Spirit of Tradition

AOMORIManji Monaka Sweets

Manji Monaka Sweets from Kaiundo
Kaiundo, the maker of Manji Monaka sweets, is a businessof long standing that was founded in 1878. The sweets'
symbol, called "manji" in Japanese, is a common religious
symbol in Asia that dates back to ancient times. It wasalso used as a symbol of Tsugaru Domain under the
Tokugawa Shogunate, and today it is the emblem of theCity of Hirosaki. In 1906, in commemoration at a festival on
the 300th anniversary of the death of Tsugaru Tamenobu,
the domain's first lord, the second-generation proprietor of
Kaiundo respectfully offered monaka sweets for which he
was permitted to use the manji. Kaiundo then created theManji Monaka sweets. The treats have an aromatic outerlayer. Inside is a white bean paste made from navy beans,
mixed with sweetened red beans produced in Hokkaido.
Manji Monaka have a fine reputation as a part of Hirosaki's
culinary history.

Kaiundo Confectionery
83 Dotemachi, Hirosaki-shi, Aomori (Kaiundo)
TEL:+81-172-32-2354
https://www.facebook.com/開雲堂-269871630566957/

Nakamachi Komise Street

Kogin-sashi
The Tsugaru area of Aomori has always experienced
harsh, cold winters, and during the Edo Period(1603-1867), the women of Tsugaru began producing
Tsugaru Kogin-sashi. The cloth's characteristic
needlework involves stitching cotton yarn into hemp
cloth to give the fabric greater heat retention anddurability. Hirosaki city was the hub of development of
the technique, and it is counted among the three great
needlework traditions of Japan. This traditional craft has
been preserved to the present day, and these entirely
handmade pieces have attracted a wide following fortheir rustic style and geometric designs.
This rice will become fine-tasting sake.

Kogin-sashi business card cases

Kogin-sashi covered buttons

Hirosaki Kogin Laboratory
61 Zaifucho, Hirosaki-shi, Aomori
TEL:+81-172-32-0595 http://tsugaru-kogin.jp/

Narumi Sake Brewery on Nakamachi Komise Street
Nakamachi Komise Street in the city of Kuroishi, Aomori is a well-known
sightseeing street lined by traditional buildings with the walkway covered by a
600 meter-long, wooden arcade. Still retaining the atmosphere of the old castle
town, the district is also home to Narumi Sake Brewery. The area's nickname is
Inamura, or "rice village," because the area has historically enjoyed good
harvests, even when other areas fared poorly. For over 200 years, the brewery
has used "Inamura" as a trade name, and produced fine sake such as Inamuraya
Bunshiro, Inamuraya and Kikunoi. The sake storehouse, designated by the city as
an Important Cultural Property, was built several decades before the brewery's
establishment by a merchant from Omi, a province near the ancient Japanese
capital of Kyoto. Except during brewing season, tours can be booked inadvance.
Kikunoi Special
Pure Rice Sake

Narumi Sake Brewery
1-1 Nakamachi, Kuroishi-shi, Aomori
TEL:+81-172-52-3321 http://narumijozoten.com
39

Kikunoi Daiginjo

Kogin-sashi bags

40

秋田

The Flavor, Skill and Spirit of Tradition

A great snack with tea!

AKITA

Tofu Kamaboko
Tofu kamaboko have been a tradition for 150
years in Omagari, home of the world-famous
fireworks festival. The treats are made with nosynthetic additives or preservatives, strictly
following an old recipe in which fine tofu and"surimi" paste, made from white fish meat, areblended and steamed. Tofu kamaboko arequite healthy, with a pleasant, slightly sweet
flavor. They can serve as fancy treats for
special occasions or gifts, but locals also often
serve them as snacks with tea. The traditional
type, when sliced, somewhat resembles a
Swiss roll cake, and comes with outerwrappings in four different textures andflavors. The popular, bite-sized tofu kamabokocomes individually wrapped for a quick snack
anytime. They're also great for sharing with agroup!

Each roll is carefully formed.

These beautiful wares feature
natural, rounded lines and aglossy sheen.

Tsujiya Nakadori Main Shop
1-20 Nakadori-machi, Omagari, Daisen-shi, Akita
TEL:+81-187-62-0494 https://akita-tsujiya.jp/

Kaden Soy Sauce

Advanced technique is indispensable for
applying the lacquer smoothly

The subtle art of lacquerwork

The display and sales corner is filledwith the best products from theprefecture

Kawatsura Lacquerware

This soy sauce is made with the "saishikomi" technique, in whichfermented soy sauce is used in place of the usual salted water in the
production process. This results in a rich flavor and aroma. Besides serving
it with sashimi or sushi, you can use it in all kinds of cooking or as asubtle accent for many dishes. Ando Brewing has a history going backmore than 160 years, and while times may change, Ando's accomplishedmaster brewer has meticulously preserved the quality of this naturally
brewed soy sauce containing zero additives. Small-scale production means
sales are mostly limited to the brewery's own store, where, in addition to
its traditional soy sauce, you can sample and purchase its wonderful miso
(soybean paste), tsukemono (pickles) and other items. Enjoy searching for
flavors that delight your palate while feeling the tradition of this venerable
establishment.

Ando Brewing

It is said that the Kawatsura Lacquerware got its start with lacquer
being applied to armor during the 12th century. It developed into ahigh-quality, traditional craft as large-scale production began during themid-17th century. It is distinctive for the traditional drying method
involving initial rough shaping and smoking of the pieces. This createsa strong wood resistant to cracking, distortion, and decay, that evenrepels insects. Another feature of Kawatsura Lacquerware is Hananuri,
an advanced hand-painting technique that doesn't leave brush marks.
Artisans of the Kawatsura District specialize in different parts of theprocess, with up to 10 manual steps going into the creation of eachbeautiful piece of lacquerware. Most are traditional pieces such as
bowls, lacquer boxes, and trays, but new products with new colors
and forms are being developed to fit modern lifestyles. We believe thatlacquerware pieces crafted by artisans from natural wood make goodcompanions, bringing warmth and life to the dining table.

27 Shimoshinmachi, Kakunodate-machi , Semboku-shi, Akita
TEL:+81-187-53-2008 https://www.andojyozo.co.jp/

Akita Prefecture Lacquerware Industry Cooperative Association
142-1 Odate Nakano, Kawatsura-cho, Yuzawa-shi, Akita
TEL:+81-183-42-2410 http://www.kawatsura.or.jp/
41

The rounded edges arepleasant to the touch.

Meticulously fermented, additive-free soy sauce

A plethora of items to peruse in the gift shop

42

岩手

The Flavor, Skill and Spirit of Tradition

IWATE

Walnut Yokan
Created using traditional methods by a confectionery shop establishedover 110 years ago, these treats feature Manchurian walnuts inserted
into yokan made of red beans, agar, and starch syrup, with absolutely
no additives. The finely chopped walnuts add a subtle aroma andunique texture to the delicious yokan. There are two types, "black"which uses red beans and "white" which uses navy beans. With its
unforgettable flavor, you'll crave it again and again.

Sazen Shoten Co., Ltd.
Workers pour melted iron
into a kettle mold.

Bamboo bark wrapping exudes a warmth of its own.

25 Ochikubo, Fukuoka, Ninohe-shi, Iwate
TEL:+81-195-23-3136

Nanbu Bijin
Special Pure Rice Sake

Hikifune teapots
An artisan creates a pattern ina casting mold.

Nambu Ironware"Koji" is sprinkled onto steamed
rice to facilitate fermentation.

Several hundred years ago, when the Tokugawa shoguns ruled
Japan, kettles and other ironware came into widespread use as thepractice of tea drinking grew. Nambu ironware was, and still is, aparticularly popular style. In addition to their utility, these items
have recently gained notice for their beautiful design, leading to a
growing reputation as excellent articles for everyday use. Since its
start over a century ago in 1902, Iwachu has established a finename for itself as a top manufacturer of Nambu ironware. Iwachu
remains faithful to traditional techniques and handles everythingfrom design to sale, sending over a million items a year to buyers
in Japan and beyond. In addition to iron kettles, the company's
lineup includes kitchenware and more, making it a favorite stop foryounger shoppers.

Nanbu Bijin
Nanbu Bijin is an enduring, best-selling brand of fine sake. Dating backto 1902, it is produced in a setting surrounded by nature, with aclimate well-suited to sake brewing following the traditional techniquesof the Nambu Master Brewers. In 1997, Nanbu Bijin was first exported
abroad using the brand's English translation, "Southern Beauty." Junji
Matsumori, a young Nambu Master Brewer and recipient of the Aomori
Prefecture Commendation for Highly Skilled Youths, and Kosuke Kuji,
the fifth-generation owner of the Nanbu Bijin brewery, currently
manage sake production. Nanbu Bijin goes down smoothly and can bepaired with any cuisine.

Iwachu Co., Ltd.
2-23-9 Minamisenboku, Morioka-shi, Iwate
TEL:+81-19-635-2501 https://iwachu.co.jp/
43

The image shows anexample of the products.

Nanbu Bijin Co., Ltd.
Typical Nambu ironware Type23 Kettles with a hailstone pattern

13 Kamicho Fukuoka, Ninohe-shi, Iwate
TEL:+81-195-23-3133 https://www.nanbubijin.co.jp/

Nanbu Bijin
Junmai Daiginjo

44

宮城

The Flavor, Skill and Spirit of Tradition
Namakoyu teacups

MIYAGI

Tsutsumiyaki gallery

Tsutsumiyaki Kenba Kiln - Ceramics Workshop
Around the turn of the 18th century, a garrison of low-ranking samurai assigned
here are said to have started up a kiln as a side business. The name of thispottery, Tsutsumiyaki, comes from the town of Tsutsumi, in which the kiln was
located. North of Sendai Castle, Tsutsumi was in what is today Aoba Ward, Sendai.
The pottery is distinguished by a rustic simplicity born of the local clay, and by the
splendid "namakoyu" design produced with black and white glazing. During peaktimes, there were 30 producers in the area, but today only Kenba Kiln remains inoperation. This enterprise was later relocated to the Marutazawa neighborhood in
Sendai's Izumi Ward to carry on the traditional techniques. From March throughNovember, their ceramics workshops offer a great chance to produce pottery with ahand-operated potter's wheel.

Tsutsumiyaki Kenba Kiln
Reservation required for ceramics workshop
Adults (1kg) 3,200 yen, children (500g) 1,600 yen(Separate charge applies if you want your pieces shipped.)
Class size: 4-36 people
Time: averages around 2 hours *No workshops in winter (Dec-Feb)
8-4 Akasaka, Kamiyagari, Izumi-ku, Sendai-shi, Miyagi TEL:+81-22-372-3639 tsutsumiyaki.net/

Gorgeous clasps are craftedfrom steel plates 1 to 2
millimeters thick.

The patterns are engraved witha hammer and chisel.

Handmade chisels of assorted types.

Unglazed cups fired in a gas kiln.

A jewelry caseSendai Tansu (Chest of Drawers)
Production of these ornate pieces of furniture began
sometime around the mid-1800s. They were originally usedby warriors for everyday use to store their swords andformal "haori" coats. These dressers are sturdily constructedfrom zelkova or chestnut wood, with " kijiro" lacquer
beautifully highlighting the wood grain. The pieces also
feature splendid steel fittings. Three jobs-joining, applying
lacquer and installing the metal fittings-are performed
separately by professional craftsmen. Each tansu (chest of
drawers) is produced with painstaking care. Many families
proudly maintain and display beautiful dressers inheritedfrom ancestors, and everyone can appreciate the traditionof Sendai tansu and how they reflect the culture andlifestyle of Japanese through the generations.

Grill Your Own Sasa Kamaboko!
Sasa Kamaboko, a Miyagi specialty, is made from white fish groundinto a paste called "surimi" and then pounded into the shape of apalm-sized bamboo leaf. You can try making your own Sasa Kamaboko
at Matsushima Kamaboko Honpo's main store in Matsushima and at
the Monzen branch. When you skewer the Sasa Kamaboko with abamboo stick and place it on the grill, it begins to expand. Keepflipping it over occasionally for six or seven minutes. When you see
nice sear marks, it's time to eat. The outside is crispy and aromatic,
while the inside is soft and fluffy. This is the outstanding flavor of
Sasa Kamaboko grilled up hot. Take your time enjoying your grilled
delicacy as you sip on complimentary tea.
*Grilling costs 250 yen（incl.tax) per piece of Sasa Kamaboko.

Sendai Tansu Cooperative
2-7-3 Honcho, Aoba-ku, Sendai-shi, Miyagi
c/o Yunomekagu main store
TEL:+81-22-225-8368 http://www.sendai-tansu.com/

Matsushima Kamaboko Honpo
A Sendai chest of drawers

45

120 Chonai, Matsushima, Matsushima-machi, Miyagi-gun, Miyagi
TEL:+81-22-354-4016 http://www.matsukama.jp/
46

山形

The Flavor, Skill and Spirit of Tradition

YAMAGATA

Hogetsudo

Hogetsudo confections

Hogetsudo has a 70-year history producing Japanese and Western
confections that fit the season, focus on local ingredients, such as riceand soybeans, and have a reputation for both presentation and taste. The
current, second and third generation owners continue to develop new
confections that combine traditional techniques and a modern sensibility.
Particularly well-known items, and popular souvenirs, include theirdelicious Karinto and their Yamagata Monaka, in the form of a person's
side-profile. "Ganko Yubeshi" are garnished with walnuts and sesame toconvey the authentic taste of Yamagata's traditional "Yubeshi" sweet.
Yamagata Monaka

3-7-39 Kojirakawamachi, Yamagata-shi, Yamagata
TEL:+81-23-622-9361 http://www.hogetsudo.com/index.html

Carefully hand-woven

The breathable fabric isperfect for caps

Enjoy a hands-on experience(reservation required)Thread laboriously produced from tree bark

Uetsu Shina-fu Fabric
Savor the rich flavor of soba.

Shina-fu Fabric is woven with thread made from the bark of linden
and Japanese lime trees-a technique dating back as far as 1,200
years and passed through the generations in the Uetsu Region.
Sekigawa Village is a small settlement of about 36 homes on theborder of Yamagata and Niigata Prefectures. Women of the town
carry on the Shina-fu tradition cooperatively, each specializing inparticular aspects of production. The time consuming manual
processes involved-cutting trees, peeling bark, boiling the bark tosoften it, outdoor drying, tearing the bark to create threads, andweaving the fabric-take more than a year. But the resulting
Shina-fu is durable and appealing, with a rustic feel and color.
Shina-fu is currently used not only in obi but also in bags, caps,
and wallets. It's a long-lasting and beloved craftwork.

Shojiya Soba Restaurant
This venerable establishment dates back to a teahouse that served soba at theedge of the Yamagata Castle moat. Founded over 150 years ago, the restaurant
carries on the practices of its forebears, still making its own noodles by hand. Theirsoba is made from 10 parts buckwheat flour and one part "tsunagi," a flour thatbinds the ingredients together. This kind of soba is called "toichi soba." The noodles,with a slightly green hue, have a pleasant chewiness, aromatic scent and subtly
sweet flavor. Sit by the fire and sip sake while enjoying your soba, or have yourmeal in a historical storehouse. Both are great ways to dine! In addition to theoriginal establishment, the Gotenzeki Nanokamachi Branch, in the central part oftown, features a more modern atmosphere.

Sekigawa Shina Fabric Cooperative

Soba Restaurant Shojiya, Yamagata Main Branch

222 Sekigawa, Tsuruoka-shi, Yamagata
TEL:+81-235-47-2502 http://shinafu.jp
Accessory cases and luncheon mats made with Shina-fu

47

14-28 Saiwaicho, Yamagata-shi, Yamagata
TEL:+81-23-622-1380 https://www.shojiya.jp/honten/
48

福島

The Flavor, Skill and Spirit of Tradition
Kagu no Ki no Mi

FUKUSHIMA

Fly Me to The Moon
Yokan Fantasia

Honke Nagatoｰya
This long-established shop, founded in 1848, started making
confectionery under orders of the Aizu feudal lord. They strive
to make sweets offering something new while retaining the
meticulous skills and materials involved in producing theirtraditional sweets. Popular products include the artistic "Fly Me
to The Moon Yokan Fantasia" in which a bird flies closer to afull moon with each cut of the confection, and the tea-time
confection "Kagu no Ki no Mi" (Fruit of the Aroma Tree) which
was served at the Ise-Shima Summit.
2-10 Kawara-machi, Aizuwakamatsu-shi, Fukushima
TEL:+81-242-27-1358 http://www.nagatoya.net/

Aizu Hongoyaki Workshop

Painting a horse

Double-walled structure

Obori Somayaki
This simple pottery is made in the Obori District of Namie-machi,
Futaba-gun, Fukushima Prefecture and it is nationally recognized
as an important traditional craft. It has three distinctive
characteristics. First are the "aohibi" or cracks that run all overthe surface, creating fascinating patterns. Second is the
double-wall structure, accomplished through double-firing, thatallows easy handling, even with hot beverages.Third is the"Hashirikoma," the figure of a dashing horse, on each piece. Thisis a sacred horse of the old Soma domain, a lucky-charm only
produced in this area. Obori Somayaki dates back to the start of
the Edo period, and 11 potters (9 of which have formed acooperative) continue to preserve this tradition of over 300 years.
The disasters resulting from the Great East Japan Earthquake of2011 forced production out of its historical home, but plans arebeing made to bring it back to the region.

Obori Somayaki Cooperative
115-25 Ozawahara, Nihonmatsu-shi, Fukushima
TEL:+81-243-24-8812 http://www.somayaki.or.jp/
49

Aizu Hongoyaki Pottery
Aizumisato-machi (former Aizuhongo-machi) is the oldest pottery-producing area in
the Tohoku region. The local industry reportedly got its start when Lord Gamo
Ujisato invited roof tile producers to come set up shop and make the tiles forhis castle renovation. In 1645, Lord Hoshina Masayuki, the founder of the Aizu
Matsudaira clan, opened a kiln that prospered by serving the imperial court.
Beginning in 1800, local makers supplemented their pottery by using stone to
manufacture porcelain. There are 13 local potters, each with his/her own uniquestyle and personality, all with shops along a narrow street branching off from
Setomachi Street, which retains the look of an early 20th century commercial
district. Despite their simple design, these works assert a tangible presence all
can appreciate. Visitors can also join a ceramics workshop taught by aprofessional potter.
Pottery shop

Aizu Hongoyaki Business Cooperative
1823-1 Kawarachoko, Aizumisato-machi, Onuma-gun, Fukushima
TEL:+81-242-56-3007 https://aizuhongouyaki.jp/

Pieces of Aizu Hongayaki

50

新潟

The Flavor, Skill and Spirit of Tradition

NIIGATAThe "Kinseki no Ne" course at the winery restaurant

Iwanohara Vineyard
The Iwanohara Vineyard was established in 1890 by Zenbei
Kawakami, the Father of Japanese Wine Grapes. He hoped
Honke Nagatoｰya
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The first stone storehouse registered as aTangible Cultural Property of JapanOne choice from the lunch menu

1223 Aizuwakamatsu-shi,
Kitagata, Joetsu-shi, Fukushima
Niigata
2-10, Kawara-machi,
TEL:+81-25-528-4002 http://www.iwanohara.sgn.ne.jp/index.html
Tel. 0242-27-1358
http://www.nagatoya.net/"Miyukibana," an Iwanohara wine

Murakami Salmon Culture"Haru no Ma" is sure to leave an
impression with its red ochre
painted walls.

"Oohiroma" boasts a spacious,
153-tatami mat area.

100-Year-Old Ryotei Ukiyo
A ryotei is a high-end restaurant that serves traditional Japanesecuisine such as kaiseki ryori (Japanese multi-course haute cuisine) inprivate rooms floored with tatami mats. The Ukiyo is a charming
ryotei in a 140-year-old wooden building designated as a Tangible
Cultural Property of Japan. It's an exceptional pleasure to enjoy
beautiful Japanese cuisine in a luxurious, traditional dining room. It
is even possible to request a young geisha to perform a song or
dance. Ukiyo is a leader in the 100-year-old Ryotei Network, a
network of traditional ryotei, together preserving ryotei culturearound Japan. Visitors are also welcome to experience ryotei culture
as well as enjoying local tourist attractions through various planned
activities. By spending time in a gorgeous ryotei, one canexperience the essence of Japan.
3-5-4 Nakamachi, Joetsu-shi, Niigata
TEL:+81-25-524-2217 http://www.ukiyo.jp
51"Suisha no Ma" is furnished on
the theme of a water mill.

Salmon is called "iyoboya" in the dialect
spoken around the city of Murakami.
Salmon fishing in the Miomote River,which runs through the city, has long
been a thriving local enterprise. In theearly modern era, salmon was animportant resource for the surrounding
Murakami Domain. However, overfishingin the 1700s depleted stocks andthreatened the financial health of the
feudal domain's government. Aoto Buheiji,
a warrior in Murakami Domain, proposeda plan to conserve the river and institutea government-backed system to replenish
the salmon population by making it easierfor the fish to lay eggs and the eggs tohatch. The project took 31 years to
implement, but it was a success that
restored the domain's financial healththrough salmon. Since that time, thepeople of Murakami have had a firmly
entrenched tradition of conservation toprotect their salmon. They have also
developed food preparation methods thatbring out the flavor of every part of thefish, with traditional preparation
techniques passed down through thegenerations. Every year, the Keikonsai
Festival and other events are held toexpress the local community's gratitude
to the salmon. Visitors can also take atour on the Miomote River to experience"Iguriamiryo" fishing.

A full course of fresh salmon

Murakami City Tourism Association
11-8 Tabata-machi, Murakami-shi, Niigata
TEL:+81-254-53-2258
https://www.sake3.com/en/salmon.html

Iyoboya Kaikan, Japan's first museum dedicated to salmon"Iguriamiryo" fishing52

List of outlets in Japan
Shops in other areas of Japan offering Tohoku and Niigata products for direct sale.

Outlet shops from each prefecture (Antenna shops）offer avariety of attractive products. Please take your time to stop by atthese shops when you visit Tokyo, Osaka or Fukuoka.

Iwate

Miyagi

Fukushima

AomoriIwate Ginga Plaza
5-15-1-1F Ginza, Chuo-ku, Tokyo 104-0061
TEL:+81-3-3524-8282 URL : http://www.iwate-ginpla.net/language/en.html

Miyagi Hometown Plaza
1-2-2-1F-2F Higashi Ikebukuro, Toshima-ku, Tokyo 170-0013
TEL : +81-3-5956-3511 URL : http://cocomiyagi.jp/

Nihonbashi Fukushima-kan MIDETTE
4-3-16 Yanagiya Taiyo Building 1F Nihonbashi-Muromachi, Chuo-ku, Tokyo 103-0022
TEL : +81-3-6262-3977 URL：https://midette.com/

Aomori Hokusaikan-Tokyo branch
2-3-11-1F Fujimi, Chiyoda-ku, Tokyo 102-0071
TEL : +81-3-3237-8371 URL : https://www.hokusaikan.com/

Prior to this publication, seven Japaneseeditions, three English editions and one
Chinese edition (in both Simplified andTraditional Chinese) have been published,
and are available for free download fromthe following website.
http://www.kasseiken.jp/investigation/index.php

Akita

Akita

Yamagata

Niigata

Niigata

Aomori
Iwate
Akita

Akita Bisaikan
4-10-8-1F Takanawa, Minato-ku, Tokyo 108-0074
TEL : +81-3-5447-1010 URL : http://www.akita-bisaikan.jp/

This guidebook is also available at thiswebsite.

Akita Furusatokan

https://www.explore-tohoku-niigata.jp/en/

2-10-1-1F Yurakucho, Chiyoda-ku, Tokyo 100-0006
TEL : +81-3-3214-2670 URL : http://www.a-bussan.jp/shop/tokyo/

Oishii Yamagata Plaza

Note: Please understand that the Tohoku Regional Advancement
Center will not be able to answer questions or participate
in business negotiations regarding individual products.

1-5-10-1F-2F Ginza, Chuo-ku, Tokyo 104-0061
TEL : +81-3-5250-1750 URL : https://oishii-yamagata.jp*Reproduction is prohibited without permission

Omotesando Niigatakan N'ESPACE
4-11-7 Jingumae, Shibuya-ku, Tokyo 150-0001
TEL : +81-3-5771-7711 URL : https://www.nico.or.jp/nespace/2020 Explore Tohoku & Niigata

NIIGATA OKOME

Publication : March, 2020

WHITY UMEDA, 4-3 Umedachikagai, Komatsubaracho, Kita-ku, Osaka-shi, Osaka 530-0018
TEL : +81-6-6232-8356 URL : https://niigataokome.com/

Chief editor : Yoko Ushio

Michinoku Yume Plaza

Publisher : Tohoku Regional Advancement Center
Centre Building 9F, 2-9-10 Chuo, Aoba-ku,
Sendai-shi, Miyagi 980-0021 JAPAN

2-8-34-1F Tenjin, Chuo-ku, Fukuoka-shi, Fukuoka 810-0001
TEL : +81-92-736-1122 URL : https://www.iwatekensan.co.jp/lang/en/

TEL : +81-22-225-1426
FAX : +81-22-225-0082

AomoriIwate

AOMORI IWATE EEMON SHOP
1 Dojima, Kita-ku, Osaka-shi, Osaka(Dojima Chika Center 6） 530-0003
TEL : +81-6-6346-0888 URL : https://www.eemonshop.jp*Please note that not all products from this guide book are available atthe stores listed above.
*Some of the websites above may not offer an English version.

53

URL : http://www.kasseiken.jp

English editorial advisor :Kenneth Schmidt
Professor, Tohoku Fukushi University
Sendai, Japan