Niigata Prefecture

A perfect spot to experience Japan’s history and culture, along with the feeling of spring in Japan.

A grand museum where you can explore the history of Japan’s formation and learn about stones.

A field museum where you can experience both satoyama culture and contemporary art.

Japan’s first salmon museum, where you can also observe spawning and hatching up close.

A rice cracker specialty shop where you can try making a one-of-a-kind original senbei.

A countryside amusement park where nature meets retro charm.

A preserved district that strongly retains the atmosphere of the Edo period, when it prospered through the shipping trade.

An interactive facility where you can experience the charm of Sado, a historic gold-producing region, through exhibits and hands-on gold panning.

A spectacular scenic spot at the northern tip of Sado Island that earned two stars in the Michelin Green Guide Japon.

A panoramic driving route across Sado Island where you can enjoy spectacular scenery.

An industrial heritage site with a scale reminiscent of ancient ruins-its nighttime illumination is a must-see.

An 8.5 km long course with views of Mt. Fuji and a sea of clouds.

A long-established Japanese restaurant loved for over 100 years since its founding in the early Showa era, with a wide selection of signature dishes.

A specialty shop where you can fully enjoy the brand wagyu “Murakami Beef.”

A Dining Bar with Authentic Cuisine, Plus Darts and Billiards for Fun Nights Out.

Savor “Niigata local Italian” cuisine filled with the blessings of the region.

An exceptionally fresh conveyor-belt sushi restaurant where you can enjoy local Sado fish with sushi rice made from Sado-grown rice.

A scenic bakery where you can enjoy bread made with house-made natural yeast while feeling Sado's ocean breeze.

Connected directly to Ogi Port, the gateway to Sado, this is a great place to find local food and souvenirs.

A specialty salmon restaurant operated by Sennenzake Kikkawa, a long-established salmon-processing shop known for its premium salmon products.

Select Japanese beef and fresh offals meet wallet-friendly prices at this warm and friendly yakiniku joint.

Top-tier Niigata ingredients come alive in this Italian restaurant set in a Japan-infused rustic kominka house.

A variety of ingredients can be enjoyed in a rich variety of kushikatsu, kushiyaki, and kushiten.

A must-stop for foodies that serves top-notch delicious sushi only found in Niigata.

A specialty salmon shop dedicated to traditional, time-honored processing methods.

Shop world-class Tsubame-brand metalworking products at 50%-90% off.

A Japan-made beverage brand that’s always aligned with top-notch quality and the best ingredients.

A Japanese-style ryokan on a hill in Echigo Yuzawa for a hot spring-filled stay.

A Japanese-style ryokan founded in the early Meiji era in Iwamuro Onsen, Niigata’s historic hot spring retreat.

A traditional hot spring ryokan that feels like stepping back into the early Showa era.

A soothing retreat where emerald-green hot springs and creative kaiseki cuisine made with local ingredients bring total relaxation.

A serene satoyama hot spring inn that blends into the original landscape of Matsunoyama Onsen.

A long-established inn where you can unwind in Akakura Onsen’s famous waters and take in spectacular views of Mt. Myoko.

An exquisite retreat where you can indulge in Michelin-recognized cuisine and soothing hot springs.

Enjoy a luxurious stay at an elegant highland resort that continues to evolve.

A popular inn offering therapeutic stays, featuring healing hot springs and homely meals for ultimate relaxation.

A resort hotel you can enjoy all year round.

A campsite operated by Snow Peak, offering an easy and accessible way for beginners to enjoy outdoor adventures.

A hot spring ryokan in Minamiuonuma’s satoyama countryside, designed for experiences and discovery.

Japan’s oldest snow festival, where the entire city transforms into one massive event venue! Admire the traditional snow sculptures, each crafted with masterful skill and filled with the spirit of true craftsmanship.

A snow festival filled with events, featuring countless lanterns floating through the night sky.

Japan’s highest number of food stalls and 800 years of traditions to behold at the jaw-dropping Kambara Festival.

A must-see magical parade of floats! Near 400 years of legends come alive at this larger-than-life festival.

A gorgeous "Fireworks of Prayer" that envelops the audience in emotion.

A modern art festival held in Echigo-Tsumari, since 2000.