New Truck Matsuyama (ニュートラック松山)

Although often overlooked, Yamagata prefecture by no means lacks appeal: the Yamadera temple trail through the mountains, deliciously tender Yonezawa wagyu, and over 100 steaming hot springs, most notably Zao Onsen, await visitors. When winter comes, the snowcapped peaks become dotted with skiers by day and onsen-goers by night, while summer brings the celebration of juicy Yamagata cherries.