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Shopping Spots in Yuzawa / Uonuma / Tokamachi Area

  • Juichiya – Souvenir and Art Gallery Coffee Shop
    Nigata Pref. Tokamachishi Matsunoyamayumoto 9-1
    Juichiya is a souvenir shop located in the Matsunoyama Onsen resort in Tokamachi City, Niigata Prefecture. It is a striking building with tiled roof and white walls. Many people come to browse and buy from the large selection of specialty products, cakes, and goods from Matsunoyama Onsen and the local area. Among them, popular items include Shinko Mochi, a local specialty of slightly sweet bean paste wrapped in the finest quality mochi, and their Western style Mukonage Manju (a bun with a bean paste filling), as well as cosmetics and skin-care products which use water from the hot spring.
  • Okumanya
    Nigata Pref. Minamiuonumagunyuzawamachi Yuzawa 354-10
    Okumanya is a confectionery shop located about seven minutes on foot from Echigo Yuzawa Station, famous for its Komako mochi, named after the heroine of the novel Snow Country written by Yasunari Kawabata. Komako mochi is a bite-sized sweet with crushed adzuki bean paste filled into soft gyuhi (a softer variety of mochi) and covered with roasted soybean flour. The shop also sells the Echigo specialty sasa dango (dumplings wrapped in bamboo grass) and chimaki, the classic Boys’ Festival treat. As well selling sweets in boxes, ideal as a gift or souvenir, they also sell them individually too.
  • Uonuma Soyu Noen Onigiriya
    6 Reviews
    Nigata Pref. Minamiuonumashi Shiozawa 471-11
    This rice ball shop is managed by a farm in Shiozawa, Minamiuonuma City, Niigata Prefecture. It has been featured on TV and always has a line forming outside. The rice used here is Koshihikari rice produced with no pesticides and carefully grown in rice paddies with the well water in which carp are left loose. Each rice ball is meticulously handmade and filled with the farmers’ love, bringing out the full taste of the rice. There’s also an eating area where you can enjoy the popular pickled tuna rice bowl, curry, and more.

    たまたま通りがかりに見つけたお気に入りのおにぎり屋さんです。 新潟に行く時にはこのお店のおにぎりが楽しみで、今では目的ルートから外れても必ず立ち寄るようになりました。 店員さんは気さくで愛想のいい方ばかりです。 お勧めは「塩むすび」南魚沼の塩沢産コシヒカリの甘さと絶妙な炊き加減に毎回感動です。 新潟県は、B級グルメの宝庫でおなかがいくつあっても足らないですが、このおにぎりだけは別腹でぺろりと食べて...

  • Echigo Sake Museum Ponshu-kan
    5 Reviews
    Nigata Pref. Minamiuonumagunyuzawamachi Yuzawa 2427-3
    This is a Niigata local sake and rice themed shopping center located within JR Niigata station. Visitors can enjoy sake made in 93 different breweries from the Niigata Echigo area in the “Sake Tasting corner” and “rice ball bombs” made from Koshihikari rice grown in the Minamiuonuma area at the “Yukinhora” restaurant as well as a sake bath called the “Yunosawa” in the facility. In the produce sales section, special Niigata products such as local foods using rice and “koji” rice malt, sake and confectioneries are sold. It is an irresistible spot for those who are Japanese sake enthusiasts.


  • Yukiguni Maitake Bussankan
    1 Reviews
    Nigata Pref. Minamiuonumashi Yokawa 2968-1
    Yukiguni Maitake Bussankan near Muikamachi Interchange on National Route 253 in Yokawa, Minamiuonuma City is a product promotion center. It sells mushrooms such as yukiguni maitake, goods related to Yuki-chan, a unique character mascot, local sake and rice from Niigata mainly Minamiuonuma, and well-known local products such as Yummy’s ice cream. You can also experience pick-and-pay for fresh maitake, king trumpet mushrooms, and shimeji which are directly delivered from a bio center. Restaurant Yukiguni on the same site offers mushroom dishes.

    舞子高原ホテルに宿泊する前に立ち寄りました。場所は六日町駅から車で5分くらいの場所にあり、道をはさんでイオンがあります。 一番の売りは、まだ菌床から生えている新鮮な舞茸、エリンギ、しめじのもぎ採り体験が出来て、自分の手で収穫したきのこは、お土産としてお持ち帰りいただけます。 休日には、かなりの賑わいらしいです。 お土産も地酒からお菓子など豊富に揃っています。

  • Echigo Yuzawa Nmaya
    Nigata Pref. Minamiuonumagunyuzawamachi Yuzawa 2455 Echigo Yuzawa HATAGO Inoueuchi
    This food store and café is located near the West Exit of Echigo-Yuzawa Station. They also sell koji-pickled items and other sides for rice, Uonuma Koshihikari rice from contracted farms, and miso which is also used in the adjacent lodge “Hatago Isen.” Also, they have original sweets like “Yuzawa ruuro” (limited 24 per day)—a roll-cake made using rice flour. And in the adjacent café, you can enjoy a toast set or sweets with your coffee made with hot spring water.
  • Tsunan Kanko Bussankan
    Nigata Pref. Nakauonumaguntsunanmachi Ashigasaki Otsu 203
    This product store is located along National Route 117, in Ashigasaki, Tsunan Town, Nakauonuma County. In addition to Uonuma-cultivated Koshihikari, it sells products such as condiments for rice, souvenirs, locally made sake and original additive-free juice. There is also a direct sales store that sells fresh vegetables, processed products from local farmers, and folk crafts as well as a restaurant that serves tonkatsu and ramen which is made using Uonuma's Tsumaari brand pork.
  • Yunotani Tezukuri-mura
    Niigata Uonuma-shi Utsuno 57-1
    This market is owned and operated by Yunotani, a company which makes and sells onigiri rice balls made with Uonuma-grown Koshihikari rice, and other products made with ingredients from Uonuma. Adjoining the company’s head office and factory, the market sells mochi rice cakes, tofu, Japanese confections, and Uonuma gifts and souvenirs. Customers rave about the company’s safe and healthy Uonuma-grown Koshihikari rice, the same rice used in high-class department store and station mall deli shops, which the company processes from start to finish, including polishing, product production, and sale. The adjoining Kokorotei restaurant serves soba noodles made fresh exclusively using stone-milled buckwheat flour.
  • Dairiki Natto
    Niigata Uonuma-shi Tokamachi 360-6
    The manufacturer of DairikiNatto which won an award of excellence at the National Natto Review 2018. In the over 80 years since their founding in 1936 they've continued to carefully make natto fermented soybeans raised on the subterranean waters of Mr. Hakkai. DairikiNatto, with its trademark gumbai fan mark and red packaging, stands out for its viscosity compared to other brands of natto. Their specialty Otsubu Natto Ginsen is made with the rare Hokkaido Tsuru-no-Ko soybean and as they can only produce once per week this limited product can't be purchased without reservation.
  • Moegi no Sato Tochi no Mikan
    Leisure / Hobbies
    Niigata Nakauonuma-gun Tsunanmachi Ketto 984-9
    A tourism facility located in Akiyamago, an area known for its remoteness and called a paradise since ancient times. Surrounded by old-fashioned, bucolic scenery, facilities include a hotel, outdoor bath, restaurant, and shop. The restaurant boasts a panoramic view of Akiyamago; the Moegi Teishoku combo meal, made with an abundance of local ingredients, is particularly recommended. The hearty meal comes with char grilled with salt shioyaki style, kenchin jiru vegetable soup, a local stew called hira, and a side. The use of local Uonuma-grown Koshihikari rice further enhances the innate flavors of the ingredients used.
  • Takahashiya
    Niigata Minamiuonuma-gun Yuzawamachi Yuzawa 2-1
    A liquor store specializing in local alcoholic beverages from Niigata standing just beyond the east entrance of Echigo-Yuzawa Station. The store’s Western-style facade, emerald green paint, and the pop typeface of its sign give it a distinctive look. The store primarily carries liquors from Echigo, a region known for its many sake breweries which is in turn located in Niigata, a prefecture which boasts the greatest number of sake breweries in Japan. The store also stocks an abundant array of wines, shochus, and other alcoholic beverages. The store takes great pride in a lineup so deep, people say there’s not a local Echigo sake you can’t find here, including brews by Shirataki, praised for its easy-to-drink flavor even by sake novices; Chojasakari, which has received the most awards from the National Research Institute of Brewing of any sake in the prefecture; and dry and elegant Hakkaisan. If you’re lucky, you might even encounter ultra-rare sakes only released on a special sole agent contract.
  • Okashi to Oyaki Koto
    Niigata Minamiuonuma Nishi-izumida 65-1
    A Japanese confectionary shop standing in the former town of Muika, birthplace of the samurai Naoe Kanetsugu. The shop makes and sells confections utilizing choice ingredients from Minamiuonuma. The shop’s signature Oroku Manju are a type of brown sugar manju bun made one at a time by wrapping a carefully prepared skinless sweet bean paste in a chewy kokuto brown sugar dough. The shop uses high grade kokuto brown sugar from Tarama, Okinawa, which has a unique color and flavor and contains an abundance of Vitamin B1 and B2 as well as potassium, calcium, and other nutrients. A Muika Town specialty produce, the recipe for the buns has been passed down for generations, and even today the tasty confections are loved by people of all ages.
  • CoCoLo Yuzawa Gangi Street Central Market
    Nigata Pref. Minamiuonumagunyuzawamachi Yuzawa 2427-1
    This shopping spot is impressive for its interior, styled in the image of the streets of Echigo in the Showa period, located near the ticket gate at Echigo Yuzawa Station. In “Gangi Street Central Market” a variety of famous Niigata produce is available and products such as the famous sasadango (mugwort-flavored mochi and red beans wrapped in bamboo leaves), Koshihikari rice grown in Minamiuonuma, pickles, confectionery, and local goods are on sale. In addition to “Ponshu-kan,” providing various Niigata sake and local cuisine, a visitor center providing sightseeing information and restaurants are also in the building.
  • Lawson Tokamachi Date
    Niigata Tokamachi-shi Date Ko 983-1
  • Lawson Minamiuonuma Seki
    Niigata Minamiuonuma-shi Seki 915-2
  • Lawson Tokamachi Takadacho
    Niigata Tokamachi
  • Lawson Muikamachi
    Niigata Minamiuonuma Muikamachi 759-1
  • Lawson Minamiuonuma Urasa
    Niigata Minamiuonuma Urasa 79-1
  • Lawson Uonuma Yunotani
    Niigata Uonuma-shi Osawa 694-2
  • Lawson Tokamachi Nishihoncho
    Niigata Tokamachi-shi Nishihoncho 2-13-7

Niigata Main Areas


Found along the northwestern coast of Japan, Niigata prefecture is celebrated for its high-quality rice and breathtaking nature, most notably its spectacular mountains, whose white peaks draw in snow sports lovers from far and wide over the winter months. Hit the slopes at Yuzawa, pick out your favourite modern artist at Echigo Tsumari, or take a ferry over to Sado Island for an extra adventure.

Niigata Photo Album

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