Head to Local Supermarkets If You Want to Experience Japanese Food Culture!

Supermarkets are essential to our daily lives. They are stores that offer a wide range of groceries and daily necessities, and the formats vary greatly, from large general supermarkets to smaller stores. The most common type is the grocery supermarket.
Among them, the type of supermarket you absolutely must visit while traveling is the locally-oriented grocery store, referred to as a “local supermarket.” The National Local Supermarket Association defines local supermarkets as those that meet at least one of the following three criteria:

In fact, large supermarkets with nationwide operations are limited, and most are regional chain stores or small to medium-sized supermarkets with just a few locations. This means that you can encounter local supermarkets no matter where you go in Japan.

However, among local supermarkets, there are those with dozens of locations within the region, well known to everyone who lives there, as well as those that started as individual stores and have only one or a few locations.
Additionally, there are various types of supermarkets, not only by scale but also by focus. These include supermarkets that sell at very low prices, those increasing their product range to compete with larger supermarkets, supermarkets that carry products from well-known national manufacturers and those that primarily stock items from local manufacturers.

If you're stopping by during your travels, you’ll want to choose a supermarket that has connections with local manufacturers and offers unique ingredients and specialty products from that region. Wouldn’t you like to know how to find such local supermarkets? We’ll share the secrets later!

Local supermarkets are filled with fresh ingredients, such as seafood caught in the area and freshly harvested vegetables, and simply looking at them is one of the joys of traveling. Of course, in addition to fresh produce, there are also unique local ingredients available. However, if you just browse without paying attention, you might miss the differences from your neighborhood supermarket and pass right by. Since products from local manufacturers and national brands are placed on the same shelves, it's important to actively look for local products.

In supermarkets at tourist destinations, you may find eye-catching signs that say “Local Products!” but these are relatively rare. To discover local products, you need to walk around the store yourself and seek them out. It’s easier to find interesting items with multiple pairs of eyes, so you may want to explore with family or friends. This sense of treasure hunting can be one of the attractions of local supermarkets.

For people living in the area, supermarkets are places to buy the ingredients that appear on their daily dining tables. In other words, they are locations where the region's food culture is gathered, allowing people to engage with everyday eating habits. When you look at the back of local manufacturers' product packaging, you often find descriptions. Reading about how the food was created or how it has been consumed reveals glimpses of the region's food culture. Sugawara-san describes it as a “library of food culture,” but this library is also a practical space where you can purchase and actually experience that food culture.

First, if you notice several supermarkets with the same name during your travels, it's likely that they are local chain supermarkets operating in that region, which means they generally carry products from well-known local manufacturers. The availability of local products may vary by store, but these community-focused supermarkets are perfect for souvenir hunting.

The challenge lies with independent supermarkets that have only one or a few locations. While these local supermarkets often feature many original products and can be very interesting, it’s difficult to spot them just by appearance. Moreover, many of these supermarkets require you to transfer to local trains or buses to reach them from major stations, making them somewhat challenging to access.
However, it is precisely these unique supermarkets that Sugawara-san specializes in. In the past, she would ask supermarket insiders about well-regarded local supermarkets, but now she often checks information posted on social media. She searches for posts about deli items on Instagram and X, and if something catches her eye, she goes for an interview. Additionally, Sugawara-san's website, “Local Supermarkets Online,” is filled with information about trending local supermarkets.

Among the various products displayed in supermarkets, there are sections that strongly convey a sense of local identity. By consciously observing these areas, even beginners in supermarket exploration should be able to perceive regional differences.

First, let's look at the rice cracker section. In Tokyo, round soy sauce rice crackers made from non-glutinous rice are common, but this assumption doesn't hold true in other regions. For example, in Aichi Prefecture, you'll find an overwhelming number of shrimp crackers in various cracker sections. Crackers made from potato starch and shrimp have a flavor that is, of course, completely different from soy sauce rice crackers. It's fascinating how the dominant flavors, ingredients and shapes of crackers vary so much from region to region.

In the Tohoku region, the Japanese cracker section features Nanbu senbei. These are round crackers made from wheat flour kneaded with water and baked hard. While the distinctive shape with thin edges can be found in other regions, Tohoku supermarkets offer an especially wide variety. In addition to the common sesame and peanut varieties, you can find Nanbu senbei topped with squid, cheese, natto and apples. There are also sweet versions filled with molasses or chocolate, along with crackers for the local-style senbei soup, all sold by various companies. This results in the cracker section being completely filled with Nanbu senbei.

In Niigata, a rice-producing region of the country, a significant amount of space in the rice cracker section is dedicated to arare which is made from glutinous rice. The famous “Kaki no Tane” is soy sauce-flavored, but the mainstream flavor is salt. The majority of rice crackers are sprayed with oil and seasoned with salt, referred to as “salad flavor.” While they are essentially salt-flavored rice crackers, the section is filled with light-colored crackers.
There’s also this theory – since it's a rice-producing area, the flavor of rice is preferred, and people enjoy the rice's taste through salt rather than soy sauce.

When you go to Kansai, you'll see a lot of kawara senbei, which are made by mixing flour and eggs and then baking them. The lineup of Japanese crackers varies by region, allowing you to learn about the local food culture, as well as the history and climate of each area.

Soy sauce is one of the ingredients that often reflects regional differences. There are soy sauce manufacturers in each region, with the total exceeding 1,000 companies. However, when looking at the shipment quantities of soy sauce, it’s clear that the top five companies account for more than 50% of the total, while smaller manufacturers are engaged in small-scale soy sauce production tailored to regional demand.

The atmosphere of the shelves also varies by region. In the soy sauce sections of Hokkaido and Tohoku, you’ll find 1.8-liter plastic bottles lined up on the bottom shelf. One reason for this is that these regions have a cultural tradition of making soy sauce pickles as winter preserves, which has led to a higher consumption of soy sauce. In fact, many soy sauce pickled products are sold in supermarkets in these areas.

In Kyushu, you’ll be amazed by the variety of products in the soy sauce section. As is well known, Kyushu soy sauce is sweet, but in addition to sweet soy sauce, you can also find regular dark soy sauce, light soy sauce and a derivative of sweet soy sauce called uma-kuchi soy sauce, which contains umami components. Since various companies each offer these four types of soy sauce, the soy sauce section in Kyushu is filled with a wide array of options.

Sweet soy sauce is said to have a rich flavor that enhances the taste of fresh fish. There are various theories as to why the soy sauce in Kyushu is sweet. One factor could be its compatibility with the food culture centered around fresh fish, as sweet soy sauce is also favored in regions like Hokuriku. Additionally, some strong theories suggest that higher temperatures made sugars and salts lost through sweating necessary, that trade on Dejima in Nagasaki made sugar more accessible and that it was a region where sugarcane was produced.

However, large bottles of soy sauce are heavy, making them a challenge to buy as souvenirs. That's where miso comes in as a recommended alternative. Like soy sauce, the preferred types of miso vary by region, with options made from rice, barley and soybeans. Even among the common rice miso, there are many varieties such as Shinshu miso from Nagano Prefecture, Sendai miso from Miyagi Prefecture and Saikyo miso from Kyoto. Barley miso is produced in Kyushu, while soybean miso is made in Aichi Prefecture. Like soy sauce, these miso packs are also sold in large sizes, making it difficult to use them up after bringing them home.

In such cases, instant miso soup, which is easy to use, comes in handy. Instant miso soup from local manufacturers is compact and doesn’t take up much space, making it a perfect option. You can taste it while traveling, and of course, it's ideal for souvenirs.

Another area to pay attention to at local supermarkets is the prepared foods section. In the past, supermarkets primarily sold fresh foods and ingredients, but now they also offer a wide range of bento and side dishes as a matter of course. More and more supermarkets are putting effort into these offerings, making it a pleasure to search for bento and side dishes that use local ingredients unique to the area.

However, just because it’s a local supermarket doesn’t mean that only regional dishes are available. For instance, even if there are about 50 types of side dishes in the display, there might only be 3 or 4 that are unique to the area. It’s true that local people don’t exclusively eat traditional dishes every day.
That’s why it’s important to pay close attention to the products. For example, something that looks like ordinary deep-fried tofu might actually be a local dish called “agezuke,” soaked in soy sauce, in Takayama City, Gifu Prefecture.

In the western region of Tottori Prefecture, there is a side dish called “itadaki” (also known as “nonokomeshi”), which is made by cooking rice with vegetables, and this is a traditional dish that everyone in the area knows. But it's a menu item that uninformed tourists might easily overlook.

Local products are often found among perishable items, such as bread, milk and tofu, known as “daily goods.” In particular, fresh sweets are likely to be sourced from local shops. In historical cities like Matsue in Shimane Prefecture, you may find traditional Japanese sweets made by long-established confectionery shops with over 300 years of history available in supermarkets. Additionally, you'll find pastries from popular bakeries that often have long lines, so be sure to check them out.

Local ice cream is definitely something you want to try if you find it. Ice cream that is loved in the area tends to be unique and interesting. Since you can’t take it home as a souvenir, there’s a special feeling of delight in enjoying it that only those who visit can experience.
For example, “Momotaro,” a local ice cream from Niigata Prefecture, is a popular product found in every supermarket in the prefecture. It is characterized by its crunchy, shaved ice-like texture. Despite its name “Momotaro” (peach boy), it has a strawberry flavor, and the juice used is apple juice, making it a curious ice cream with no peach elements at all. Originally, in Niigata, a frozen treat drizzled with red syrup was sold at festival stalls and candy shops, and it happened to be shaped like a peach, which is why the popsicle in general came to be called “Momotaro.” Therefore, for people in Niigata, it feels completely natural that “Momotaro” has a strawberry flavor. It's fascinating how ice cream can connect you to the culture of the region!

In Akita, there is a local ice cream called “Babahera Ice.” This ice cream is a standard item found in many Akita supermarkets. It features two cute colors—pink and yellow—decorated like roses. The name comes from the local female farmers (referred to as "baba") who sold ice cream from mobile carts. It is said that the term "Babahera" originated from the way these ladies used a spatula (or hera in Japanese) to scoop the ice cream. The pink part has a strawberry flavor, while the yellow part has a banana flavor. It has a simple taste.

Sugawara-san, who has been touring local supermarkets across the country, has selected some special local supermarkets just for GOOD LUCK TRIP readers. Each of these supermarkets is definitely beloved by the locals.
Note: Prices (including tax) at the time of the interview. Prices and contents may change without notice.

Are you interested in visiting unique local supermarkets now? While supermarkets are an essential part of daily life, for travelers, they are treasure troves of local ingredients and not only spots for souvenir shopping but also places to experience Japanese food culture. If you're going on a trip, it would be a shame not to look for local supermarkets. You can better appreciate the attractions of the area, making your trip more memorable.
When you're unsure about which ingredients are local, asking the locals is the best option. They will likely be kind and helpful. It might also be a good idea to ask them about how to eat the food!