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Category: Culture, tradition

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Watch the artisans as they make the senbei (rice crackers), make them yourself, and enjoy the finished product. The artisans here produce 2,000-3,000 senbei per day. In total, the Kuriyama Beika Group produces 4 million per day. The souvenir shop has Senbei Oukoku’s limited Bakauke and their many other original products as well.

Where: 2661 Niizaki, Kita-ku, Niigata-shi

Extra-large art senbei making - 1,500yen
Art senbei making - 1,800yen
Bakauke flavoring - 1,200yen


Niigata boasts sake, rice, and fish that can compete with the best in the nation as well as specialty products and traditional crafts. You can find all of these for sale at Niigata Furusato Village. What’s more, there are a whopping 10,000 products available! Starting March 1, 2017, it will become duty-free, so make sure to stop by when you visit Niigata City. There is also free Wi-Fi available inside.

Business Hours:
Appeal Hall (snow country corner, etc.): 9:00AM-5:00PM
Bazaar Hall (restaurants, shopping): 9:30AM-5:30PM

Approx. 5 min. by car from the Niigata West IC on the Hokuriku Expressway.
Approx. 30 min. by bus from Niigata Station on the JR Joetsu Shinkansen Line.
Approx. 45 min. by water shuttle from the Bandai City boarding area.


Zazen is a part of Buddhist training and is said to improve concentration and reduce stress. Try zazen yourself at Kyuushouji.

Address: 2-22-7 Tera-machi, Joetsu-shi
Phone: 025-543-2777 (Joetsu Tourism Convention Association)
Fax: 025-545-1113
E-mail: jtca@joetsu.ne.jp
*In principle, reservations must be made at least 14 days in advance.
Fee: 1,000yen (must pre-pay)
Access: ~20 min. on foot from Takada Station on the Echigo Tokimeki Railway.


Kiminoi-Shuzo (Kiminoi Brewery) is located in Arai, Myoko City, an area that receives heavy snowfall and is blessed with an abundance of underground water, making it an ideal environment for sake brewing. The business started in 1842 with “Kiminoi” as its representative brand. Tastings and brewery tours are available for your enjoyment.

E-mail: mail@kiminoi.co.jp
*Advance reservation required.
Hours of operation: 9AM-5PM
Closed: Weekends and holidays
Fee: Tours and tastings are free


Musashino Shuzo (Musashino Brewery) started in 1916 with “Ski Masamune” as its representative brand.
Address: 4-7-46 Shiro-cho, Joetsu-shi
Phone: 025-523-2169
*Advance reservation required.
Hours of operation: 10AM-4PM
Closed: Weekends and holidays
Fee: Tours and tastings are free
Access: 15 min. on foot from Takada Station on the Echigo Tokimeki Railway.


A ryotei is a high-class restaurant that serves traditional Japanese cuisine. They have Japanese architecture, a Japanese garden, and Japanese hospitality. Ryotei Ukiyo has been around for more than 140 years and offers lunch without the need for a reservation at a fair price.

Address: 3-5-4 Naka-machi, Joetsu-shi
Hours of operation:
Lunch 11:30AM-2:30PM
Dinner 5:30PM-10:00PM
Closed: Second Monday of every month, irregular holidays
Access: 6 min. on foot from Takada Station on the Echigo Tokimeki Railway.


This event got started when local volunteers started dressing up and parading for the people who would come to see the cherry blossoms blooming along the riverbanks. The courtesans, in their gorgeous outfits, are accompanied by around 70 attendants as they parade through Jizoudouhonchoudoori and along the cherry blossoms on the banks of the Ookouzu.

When: April 16, 2017 (Sun.)
Where: Bunsui-chiku, Tsubame-shi
(Jizoudouhonchoudoori; Ookouzu banks)
5 min. on foot from Bunsui Station on the JR Echigo Line.
Ookouzu banks
20 min. on foot from Bunsui Station on the JR Echigo Line.
There is a free shuttle bus from Bunsui Station that goes to the cherry blossoms on the banks.


At Yahiko Park you can see the different expressions of the four seasons. In the stream-filled area known as Maple Valley around vermillion-lacquered Kan-tsuki Bridge, the scenery becomes like a panting during the time of autumn foliage.


The Furumachi district of Niigata is considered one of the three most prestigious areas in Japan for geisha, along with Gion in Kyoto and Shinbashi in Tokyo. Boasting a tradition of 200 years, the Furumachi geigi represent the culture of Niigata as a port town.


Shibata Castle, also known as “Ayame Castle,” is the symbol of Shibata, a castle town that has prospered for more than 270 years.


Bandai Bridge could be said to be the symbol of Niigata City. The current bridge is the third incarnation, known as the solid bridge that didn’t budge during the 1969 Niigata Earthquake. The bridge lights up at night, showing off its beautiful figure.

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