新潟県は日本一の米どころとして名高く、コシヒカリに代表されるお米は全国の食卓を支えるブランド米として長年トップの座を守り続けています。特に魚沼産コシヒカリは最高級ブランドとして知られ、新品種「新之助」も大粒で豊潤な甘みが評判の特産品です。米の国ならではの食文化は多彩で、もち、おこわ、おやき、笹団子など米を使った名物が豊富にあり、お取り寄せグルメとしても全国的な人気を誇ります。県内全域で食べられる「のっぺ」は里芋を中心にした根菜の煮物で、家庭ごとに味が異なる新潟のソウルフードです。上越地方で受け継がれる「笹寿司」は笹の葉に酢飯と旬の具材を美しく盛った祝いの郷土料理で、発酵食文化も根づいています。日本海の荒波が育む南蛮エビや佐渡のブリ、村上の鮭など海の幸も豊富で、米と水に恵まれた新潟は全国有数の日本酒の産地でもあり、ふるさと納税では地酒や米が人気の返礼品です。
Food
📍阿賀町
Specialties from 阿賀町 are also available via furusato nozei
特産品
This is a specialty product unique to Tsugawa, Agano Town, known for its mystical festival.
Mount Kirin, the symbol of Tsugawa, was once believed to be a mountain where foxes lived, and has long been passed down as a place where 'kitsunebi' (foxfire)—said to be the best in the world—appears. Based on this legend of foxfire, the 'Tsugawa Fox Wedding Procession' began in 1990. It is a fantastical festival where a bride wearing fox makeup and dressed in traditional white wedding kimono (shiromuku) parades through the town leading a large group of attendants. Today, it has become a major event that attracts many tourists every year.
Sweets and crafts featuring foxes, themed after this festival, are popular souvenirs. Why not take home a piece of the mysterious night's lingering charm as a memento of your visit to Tsugawa?
📍阿賀野市
Specialties from 阿賀野市 are also available via furusato nozei
特産品
This yogurt from Agano City delivers the delicious taste of freshly squeezed raw milk exactly as it is.
In 1987, nine local dairy farmers established 'Yasuda Yogurt.' They carefully process raw milk from Agano City, known as one of Niigata's leading dairy regions, while it is still fresh. Their flagship drinkable yogurt is highly acclaimed for its balance of sweetness and acidity, inspired by the Nijuuseki pear, and is a proven performer, having won the Grand Gold Medal at the Monde Selection for three consecutive years.
Despite its thick and rich texture, the aftertaste is refreshing, making it so delicious you can drink it easily. It is perfect for both breakfast and snacks. Please enjoy this product that has grown alongside local dairy farming. It also makes a wonderful souvenir from Niigata.
📍燕市
Specialties from 燕市 are also available via furusato nozei
ご当地グルメ
So much back fat that steam barely rises from the bowl. Yet, with a single sip, a mellow sweetness and richness gently unfold. The thick, chewy noodles cling perfectly to the soy sauce-based broth infused with dried sardines, while chopped onions provide a crisp, refreshing accent.
This dish was born in the factory district of Tsubame, a place that flourished through the production of metal western tableware. It is said that the noodles were repeatedly improved into an extra-thick variety that wouldn't get soggy even if delivery was delayed, specifically for the hardworking craftsmen. To ensure the soup stayed warm longer, plenty of back fat was added, and seasonings were changed from green onions to onions—these innovations created the famous taste we know today.
A bowl that soaks into your soul, especially on cold days. It is the soul food of Tsubame, nurtured by a town of craftsmanship.
ご当地グルメ
A local gourmet dish for special occasions that has been loved by the people working in Tsubame, the city of metal.
It is said to have originated from 'Shogetsu Sakaba,' opened in 1959 by a shop owner who was engaged in file manufacturing. The kamameshi (kettle rice), cooked in bonito and kelp dashi, quickly gained a reputation and, due to the connection with the former file craftsman, earned the support of presidents in the metal industry. After completing major projects, these presidents would treat their employees to this kamameshi. At banquets, it was packed in bento boxes as souvenirs for families, spreading to various households.
A warm dish that grew alongside the city of Tsubame, which flourished through western tableware manufacturing. The aroma of freshly cooked rice carries the weight of the history of those dedicated to craftsmanship.
📍加茂市
Specialties from 加茂市 are also available via furusato nozei
特産品
Grown in Kamo, known as the 'Little Kyoto of Hoketsu,' this Koshikari boasts an elegant sweetness.
Kamo City is a charming castle town reminiscent of Kyoto, surrounded by mountains on three sides with the Kamo River flowing through its center. The plains are covered in vast rice paddies, making it a prime rice-producing region where Koshikari is actively cultivated. The pure waters of the Kamo River and the significant temperature fluctuations between day and night characteristic of the basin nurture high-quality rice with a firm texture and refined sweetness.
With its lustrous white appearance upon cooking and a gentle sweetness that spreads with every bite, this rice—raised in a town of elegant atmosphere—is a delightful addition to your everyday dining table. You will find yourself especially looking forward to the new harvest season.
📍関川村
Specialties from 関川村 are also available via furusato nozei
工芸品
A small castle for cats, woven from rice straw.
Passed down in Sekikawa Village, the Neko Chigura is a folk craft woven exclusively from Koshikari rice straw. It is said to have originated from adapting 'tsugura,' a straw tool used for holding babies, for use by cats. Each piece is hand-woven by artisans; larger versions use over 20 bundles of straw and take approximately one week to complete.
With excellent breathability and heat retention, it provides an ideal habitat that stays cool in summer and warm in winter. Due to the adorable sight of cats curled up inside, orders continue to pour in from all over the country. At the village's roadside station, you can observe demonstrations of the production process and experience the warmth of this craftsmanship up close.
特産品
An enormous serpent measuring 82.8 meters in length parades through the streets. Made of bamboo and straw, this massive serpent appears during Sekikawa Village's 'Tashitamon Hebi Festival.' At 82.8 meters long and weighing approximately 2 tons, it is officially recognized by Guinness World Records as the 'world's longest snake.' It was created by the villagers, drawing inspiration from the memory of the 1967 Uetsu Flood and the ancient legend of the great serpent at Ozato Pass. Every summer, the sight of the serpent being carried through the village by a large crowd of bearers is powerful and has become a beloved seasonal tradition. Sweets and local specialties related to the festival are also popular as unique souvenirs from Sekikawa Village. It is a unique local specialty where legend and the people's passion come to life.
📍魚沼市
Specialties from 魚沼市 are also available via furusato nozei
特産品
This is the pinnacle of Koshihikari brand rice, a name renowned throughout the country.
The Uonuma region is a basin surrounded by mountains, where even in summer, there is a large temperature gap between day and night. The coolness of the night protects the sweetness accumulated during the day from being depleted, locking it firmly within each grain. As the snow from the Echigo Mountains slowly melts, the snowmelt becomes soft water with a balanced mineral content as it passes through the bedrock, nourishing the rice plants. Its proven track record of maintaining a 'Special A' rating in taste rankings speaks to its true quality.
Rich sweetness, stickiness, and deliciousness even when cooled are the hallmarks of Uonuma production. Please enjoy each glossy grain as it is freshly cooked.
📍五泉市
Specialties from 五泉市 are also available via furusato nozei
特産品
This is Gosen's brand taro, beautiful and pure white like silk.
When peeled, its bright white flesh is compared to 'kinu' (silk), a specialty of Gosen, leading it to be named 'Kinuotome'. Grown in the fertile soil brought by the Agano River, this taro boasts fine white flesh, a moderate sliminess, and a smooth texture that holds up well during simmering without falling apart. Its high quality is so exceptional that it was selected as an offering for the Daijosai (Great Thanksgiving Festival) following the enthronement of the Emperor on two separate occasions, during the Heisei and Reiwa eras.
When prepared as a simmered dish infused with dashi, its creamy mouthfeel is irresistible. A masterpiece Gosen is proud of, perfect for special occasions, it will enrich your dining table from autumn through winter.
特産品
Gosen tulips are overflowing with colorful blossoms.
Gosen City is one of the leading tulip-producing regions in Niigata Prefecture. In particular, the Sumoto district is blessed with sandy soil sandwiched between the Agano and Hayade Rivers, providing an ideal environment for cultivation. Niigata Prefecture boasts the highest shipment volume of cut tulips in Japan, and Gosen plays a vital role in that success. There is a rich variety of colors, including red, pink, and yellow, as well as diverse bloom types such as single, double, and fringed.
In spring, vast tulip fields spread out in full bloom, attracting many visitors to the festivals. Displaying them in your room brings a touch of spring that brightens even your heart. Please enjoy the charm of these flowers that Gosen is proud of, right by your side in your daily life.
特産品
This canned product allows you to easily enjoy 'Noppe,' an indispensable local dish of the Niigata dining table.
Noppe is a proud Niigata simmered dish where taro takes center stage, simmered with root vegetables and mushrooms in a light seasoning to highlight the creamy texture of the taro. Each household has its own unique recipe passed down through generations, making it a true 'taste of home' served on both special occasions and everyday meals. In 2007, it was selected as one of Japan's top 100 local dishes. This can is packed with plenty of taro from Gosen, a famous production area.
Its charm lies in the convenience of being able to enjoy that comforting local flavor immediately after warming it up. It is perfect for souvenirs or gifts. This delightful item allows you to easily take a piece of Niigata's food culture home with you, letting you enjoy the taste of your hometown even from far away.
📍佐渡市
Specialties from 佐渡市 are also available via furusato nozei
ご当地グルメ
The yellowtail cutlet is coated in rice flour and fried to a crisp, golden brown. When dipped into the sweet and savory soy sauce infused with flying fish dashi, it takes on a beautiful, glossy sheen. Taking a large bite over rice, the rich umami of the fatty yellowtail bursts from within the crunchy coating.
Brikatsu-don is a local rice bowl born in Sado. It uses wild, fatty yellowtail caught in areas like Ryotsu Bay, coated in a fine batter made from Sado-grown Koshikari rice flour and deep-fried. The special sauce, enhanced with flying fish dashi, makes the rice disappear quickly.
Crunchy, juicy, and impossible to stop eating. This is Sado's pride—a bowl that allows you to luxuriously savor the island's seafood.
特産品
A seedless persimmon with a melting sweetness that colors the autumn in Sado.
Its name is derived from the Sado folk song "Sado OKesa." The varieties are the seedless astringent persimmons "Hiraakina-shi" and "Tone-wase," which are shipped after the astringency has been removed. It is said that the original tree still exists in Akiba Ward, Niigata City, and continues to bear fruit every year despite being over 370 years old. Because the lack of seeds was considered the eighth wonder, following the "Seven Wonders of Echigo," it has also been known by the name "Hatchin-kaki" (Eight Precious Persimmons). Sado is truly a representative production area, accounting for over 60% of the prefecture's production.
With a smooth texture after astringency removal and a mellow sweetness that fills the mouth, it is a flavor Sado is proud of, making you crave it as autumn deepens.
特産品
This is Sado rice, nurtured alongside the Crested Ibis, a Special Natural Monument of Japan.
In 2007, Sado City established the 'Certification System for Living in Harmony with Crested Ibises' to secure feeding grounds for the birds and restore paddy fields overflowing with life. This certified rice is Koshihikary grown using the city's unique 'Life-Nurturing Farming Method,' which reduces the use of pesticides and chemical fertilizers by more than 50%. A portion of the sales is donated to the Crested Ibis Environmental Improvement Fund. Sado is also the first island in Japan to be recognized as a Globally Important Agricultural Heritage System (GIAHS) in 2011.
Each grain, grown in paddy fields where humans and nature coexist, offers an exceptional flavor. This is a rice unique to Sado, where eating it helps support the future of the island.
郷土料理
This is a unique representative dish of Sado, made by kneading seaweed into a solid form.
'Igo-gusa' harvested from the Sea of Japan is sun-dried, boiled while adjusting the amount of water, thoroughly kneaded, spread thinly, and then cooled to set. It is said to have originated from 'Okyuto' in Hakata, Kyushu, and traveled via Wajima to Sado and throughout the Echigo region through the movement of Kitamaebune trading ships and fishing vessels. This food culture, which has continued since the Edo period, was also selected as a local dish by the Ministry of Agriculture, Forestry and Fisheries.
Its smooth texture pairs perfectly with ginger soy sauce or vinegar miso. It is a simple yet profound taste of Sado that allows you to feel the blessings of the sea. It is also an ideal accompaniment to alcoholic beverages.
📍三条市
Specialties from 三条市 are also available via furusato nozei
ご当地グルメ
Covering the bowl is a thick, rich curry soup. The aroma of spices tickles the nose, and the soup clings perfectly to the chewy Chinese-style noodles. Once you finish the noodles, adding rice to the remaining soup—it's a warm bowl that makes even the way you eat it enjoyable.
Sanjo Curry Ramen is one of Niigata's five major ramen styles. In Sanjo, where there are many blacksmiths and metalworkers, a delivery culture took root so they could eat without stopping their work. It is said that this curry flavor became a beloved staple because it can be enjoyed deliciously in both the hot summer and the cold winter.
The flavor varies from shop to shop. It is a soul food of Sanjo that has been loved for over 70 years.
特産品
When you peel back the skin, you find large, plump berries that look ready to burst. The moment they enter your mouth, a rich sweetness spreads instantly along with an abundance of juice. It is a refreshing delicacy that heralds the summer in Sanjo.
The Oshima district of Sanjo City is a well-known grape-producing region even within Niigata. The nutrient-rich soil brought by the Shinano River nurtures sweet and juicy grapes. Greenhouse cultivation, which is less affected by rain and wind, is the primary method; it is said that Kyoho grapes, known as the 'king,' begin to appear around the end of July, while Shine Muscat begins to circulate before the Obon festival.
A single berry provides a sense of happy satisfaction. It is Sanjo's pride, packed with the blessings of the earth.
📍糸魚川市
Specialties from 糸魚川市 are also available via furusato nozei
ご当地グルメ
This B-grade gourmet dish born in Itoigawa makes a huge impact with its pitch-black appearance.
In 2009, the 'Itoigawa Umaimon Kai' (Itoigawa Delicious Food Association) was formed to promote tourism in Itoigawa City, and this Black Yakisoba was developed as a creative dish utilizing local ingredients. It is finished in an incredibly deep black using squid from the Sea of Japan and squid ink tossed with the noodles. Squid was chosen because it can be caught stably year-round off the coast of Itoigawa, and because it helps promote seafood in general.
The ingredients and seasoning are left to the discretion of each restaurant, making it possible to enjoy different personalities at every shop. Finding your favorite while food touring is part of the fun. Despite its appearance, it is an addictive dish that we are proud to present from Itoigawa.
📍十日町市
Specialties from 十日町市 are also available via furusato nozei
郷土料理
Soba noodles beautifully folded into bite-sized portions and presented in a wooden container known as a 'hegi'. They glide smoothly down the throat with a silky texture. When you bite into them, a pleasant, firm chewiness responds. The cool, refreshing texture of this cold noodle dish is irresistible.
Hegi Soba is a specialty born in the Uonuma region. The secret to that unique, slippery texture lies in using funori, a type of seaweed, as a binding agent. It is said to have originated from the idea of utilizing funori—which was traditionally used to tension warp threads in this textile-rich area—for making soba.
A smooth delicacy nurtured by a culture of weaving. This is a prideful dish you must taste when visiting Niigata.
郷土料理
Pile a generous amount onto steaming hot rice and eat it heartily. The stickiness of the natto combined with the crunchy texture of the chopped pickles, along with the saltiness and umami of the pickles blending into the natto, makes you want to eat bowl after bowl—it is the ultimate rice companion loved in Uonuma.
The 'kiri' in Kirizai means cutting, and 'zai' refers to vegetables. It is said that in the snow-covered Uonuma region, people would mix chopped pickles and vegetables into precious natto to increase the volume and make it last. This dish was born from the wisdom of grandmothers, making the most of everyday ingredients without waste.
Just by mixing, it becomes a feast. A simple and warm, happy meal from the snow country.
📍出雲崎町
Specialties from 出雲崎町 are also available via furusato nozei
特産品
The only handmade paper balloons in Japan, preserved in this seaside town.
These handmade paper balloons have been continuously produced for over 100 years since the Taisho era in Izumizaki, a port town with ties to the monk Ryokan. They began as winter work for when the sea was too rough for fishing, and as handiwork for the fishermen's wives; today, it is the only town in the country that continues to specialize in making these paper balloons.
Artisans finish each balloon with delicate manual labor using thin, highly airtight paper. With over 50 different colors and patterns always available, the sight of these nostalgic balloons floating gently in the air is enough to soothe the soul. Please take home a piece of Izumizaki's retro and charming craftsmanship.
ご当地グルメ
Savor the bounties of the Sea of Japan, robustly grilled over charcoal.
Izumozaki is a port town along the Sea of Japan that flourished during the Edo period as a direct territory (Tenryo) under the Shogunate. It thrived as a landing site for gold and silver from Sado and as a stopover for Kitamaebune ships, and is also known as the birthplace of the poet Ryokan. In this fishing town, a long-standing tradition is 'Hamayaki,' where seafood caught at the beach is skewered and slowly grilled over charcoal.
Mackerel, squid, alfonsino, and more are fragrant-ly grilled over Bincho charcoal, with the aroma wafting through the streets. It is said that this practice originally began as a way to preserve large catches, and its charm lies in the concentrated umami flavor. In this historic port town, please enjoy the blessings of the Sea of Japan along with the scent of the ocean tide.
📍小千谷市
Specialties from 小千谷市 are also available via furusato nozei
郷土料理
Soba noodles beautifully folded in waves, served one bite at a time in a wooden container called a 'hegi.' When slurped with chopsticks, you experience a smooth texture followed by a satisfying, bouncy firmness. The cold, crisp texture is truly irresistible.
Hegi Soba is a local specialty passed down through Uonuma and Tokamachi. The secret to its silky mouthfeel and firm bite lies in the use of funori (a type of seaweed) as a binder. It is said that this practice originated from using funori—which was traditionally used for stretching weft threads in this textile-rich region—in the making of soba.
The 'taguri' presentation, where noodles are rolled into bite-sized portions, is a joy to behold. It is a dish with a smooth texture, nurtured by a rich culture of weaving.
📍上越市
Specialties from 上越市 are also available via furusato nozei
特産品
This is a natural salt from Joetsu that embodies the spirit of 'Gi' (justice/righteousness) of the Sengoku warlord Uesugi Kenshin.
It is said that when the supply of salt to the Takeda territory was cut off, Kenshin of Echigo did not join the salt blockade and continued to sell salt from the Sea of Japan at unchanged prices. This anecdote is known as the story of 'sending salt to the enemy,' and the spirit of justice—caring for the lives of the people even in the midst of conflict—is embedded in the name of this salt. Produced by slowly boiling seawater from Joetsu using traditional methods, this salt is rich in minerals and characterized by a mellow, smooth umami without any harshness.
A sprinkle on rice balls, grilled fish, or tempura will greatly enhance the natural flavors of the ingredients. It is a masterpiece of Joetsu that you can enjoy while reflecting on history.
郷土料理
Bite-sized pieces of glossy vinegared rice rest atop vibrant green bamboo leaves. They are adorned with colorful toppings such as bracken fern, shredded omelet, cherry blossom-flavored fish flakes, and salmon crumbles. Taking a bite of the perfectly seasoned rice while enveloped in the fresh scent of bamboo—this is a delightful dish passed down through Joetsu.
Sasa-zush is also known by the name "Kenshin-zushi." Legend has it that the tradition began when local people served sushi served on bamboo leaves to the army of Uesugi Kenshin as they headed toward the Battle of Kawanakajima. Large bamboo leaves possess antibacterial properties, and the fact that they can be eaten by hand without chopsticks is said to be a remnant of their use as portable rations on the battlefield.
The true feast begins the moment you unwrap the bamboo leaf. It is a colorful local sushi from Echigo, a renowned rice-producing region.
特産品
Just a tiny bit added to your dish is enough. Beyond the initial sharp spiciness, the refreshing aroma of yuzu and the mellow umami of koji gently unfold. It is a fermented condiment with deep richness and umami that offers much more than just heat.
Kanzuri is a chili pepper fermentation condiment passed down in the snow-covered region of Myoko. Its most distinctive feature is 'Yuki-sarashi' (snow exposure), where salted chili peppers are left out on the snow for three days and three nights. The snow removes excess bitterness and astringency, refining the spice into a mellow, smooth heat. This is then combined with yuzu, koji, and salt, and allowed to slowly ferment and age for up to three years.
Perfect for hot pots, sashimi, or soups. It is a versatile condiment born from the wisdom of snow country that turns any dish into a feast with just a single spoonful.
📍新潟市
Specialties from 新潟市 are also available via furusato nozei
ご当地グルメ
A row of thin cutlets sits atop the rice. Unlike other styles, these are not bound with egg; instead, they are lightly dipped in a sweet and savory soy-based sauce. The coating is light and crispy, creating a deliciousness that makes you feel like you could eat endless bowls.
Tare-katsu Don was born in the early Showa era. The restaurant believed to be its birthplace, "Tonkatsu Taro," was a Western-style eatery opened in Furumachi by an owner who had trained in French cuisine. It is said that when they took cutlets—which were a fashionable dish at the time—dipped them in soy sauce and served them over rice, it instantly became popular. Niigata, which flourished as a port town for the Kitamaebune shipping route, is said to have embraced Western-style food culture early on.
The Niigata style does not use egg. It remains a beloved local soul food to this day.
ご当地グルメ
Thick yakisoba noodles coated in a luscious tomato sauce. The combination of chewy noodles and sautéed cabbage entwined with tangy meat sauce makes for an addictive dish that is quintessentially Niigata.
'Italian' was created by 'Mikazuki,' which began as a traditional Japanese sweets shop in Furumachi in 1960. It is said to have started when they began promoting it as a 'slightly unusual yakisoba.' Inspired by Western-style spaghetti, they named it 'Italian' and served it with a fork. Nagaoka also has a version called 'Friend,' which is characterized by thinner noodles.
Despite being yakisoba, it has a distinctly Western feel. It is a beloved local soul food that the people of Niigata absolutely adore.
ご当地グルメ
Steam rises from a bowl of yellow curry at a standing soba counter. With a single spoonful, the aroma of spices spreads alongside a nostalgic richness. The red of the fukujinzuke (pickles) adds a beautiful pop of color.
This curry is served by "Bandai Soba," a standing soba shop located within the Bandai City Bus Center. This long-established shop has been operating since 1973, following the motto "cheap, fast, and delicious." Their signature yellow curry, made with a tonkotsu (pork bone) soup base and seasoned with spices, is a famous dish that sells an average of 800 servings per day.
Having gained national fame through mentions by television personalities and musicians, the retort pouch version is so popular that purchase limits are often imposed. It remains a local specialty that Niigata residents continue to frequent in this bustling city.
郷土料理
A glossy, shimmering simmered dish thickened by the starchiness of taro. With various ingredients simmered in a gentle seasoning, this single bowl feels like both a soup and a stew, offering a comforting taste of the local region.
Noppe is a quintessential home-cooked dish of Niigata. Featuring taro as the star, it includes additions like carrots, shiitake mushrooms, salmon, and salmon roe, characterized by the thick texture created by the natural mucilage of the taro itself. It is said that the name may derive from terms like 'noppei' (thick soup). In this snow-covered region, it was traditionally made in large batches and preserved in the snow, allowing the flavors to meld through the cold.
This dish is indispensable for New Year celebrations, festivities, and gatherings. It is a true taste of Niigata's home cooking, passed down from mothers to children.
郷土料理
Steam rises gently from the rice served in the magewappa container. This single bowl, steamed with salmon and salmon roe, is a deeply delicious dish where the aroma of wood and the savory umami of dashi permeate every bite.
'Inaka-ya,' which opened in Furumachi during the 1950s, is said to be the origin of Wappa-meshi. The owner was said to have trained at the renowned 'Kyubey' in Ginza, Tokyo, before returning to Niigata to create this dish. There are even stories that the famous gourmet Ryosui Kitaji was an advisor during its development. The dashi itself also underwent refinements, starting with chicken bone and later evolving to focus on kombu.
The craftsmanship shines through the simple magewappa. It is a specialty you must taste when visiting Niigata.
📍新発田市
Specialties from 新発田市 are also available via furusato nozei
特産品
This is a new Niigata brand beef born from the granary region of Shibata.
Established as a brand in 2021, Shibata Beef is the second regional brand of 'Niigata Wagyu' in the prefecture, following Murakami Beef. Shibata City serves as the longest rearing area, and only high-quality Kuroge Wagyu with a meat grade of 4 or higher is permitted to use the name. Raised on feed containing high-quality rice straw from this granary region, these cattle boast beautiful marbling and low-melting-point fat that melts in your mouth.
With its tender texture and sweet, melting fat, you will be amazed by its excellence when enjoyed in sukiyaki or steak. As a newly established brand, it is a beef to watch closely. Please enjoy the bounty of Shibata's rich earth.
📍聖籠町
Specialties from 聖籠町 are also available via furusato nozei
特産品
Sweet grapes from Seiro Town, nurtured by the sea breeze.
Seiro Town in Niigata Prefecture is a major grape-producing region that makes use of the sandy terrain stretching along the Sea of Japan. Numerous farms cultivate over 20 varieties, including Kyoho and Shine Muscat, attracting many visitors to these tourist vineyards. The well-drained sandy soil, the sea breeze from the Sea of Japan, and the sunny environment are said to produce fruit with high sugar content.
When you take a bite, the skin bursts with overflowing juice and a clean, elegant sweetness. Shine Muscat, which is seedless and can be eaten with the skin, is particularly popular. Please come and taste a freshly picked cluster that has soaked up plenty of sunlight in Seiro this autumn.
特産品
Some of the prefecture's finest cherries are found here in Seiro Town.
Seiro is known as a major production area, accounting for the majority of cherry production in Niigata Prefecture. Grown in well-drained soil unique to dune areas, it features a full lineup of popular varieties such as Sato Nishiki and Beni Shuho. It is said that cultivation began in the Meiji era when mature trees were received from the Ikunogano district in Shibata, making these cherries a blessing from a land with a long history.
During the harvest season in June, orchards become lively with people enjoying cherry picking in both greenhouses and open fields. A major attraction is the ability to enjoy the peak season over an extended period, as varieties range from early-ripening to late-ripening. Please come and taste these small, bright red jewels for yourself.
📍村上市
Specialties from 村上市 are also available via furusato nozei
郷土料理
The flesh is moist and glows with an amber luster. When you pierce it with chopsticks, it flakes apart easily, and as you chew, a deep, concentrated umami from the aged salmon slowly seeps out from beneath the saltiness. With its perfect blend of fat and salt, it is the ultimate accompaniment to freshly cooked rice.
To make Murakami's Salt-Cured Salmon, autumn salmon returning to the Sanmen River are rubbed with coarse salt and left to rest for several days. The salt is then rinsed away with running water, and the fish are hung to finish aging in the cold winds of the Sea of Japan. The fermentation and aging process progresses in the freezing wind, concentrating a profound umami rich in amino acids.
Rows of salmon hanging head-down from eaves are a quintessential sight of winter in Murakami. It is the finest delicacy of the salmon town, nurtured by the cold and the passage of time.
特産品
Often referred to as 'phantom' beef, this is a rare brand of Wagyu that Niigata is proud of.
Among the 'Niigata Wagyu' raised in Murakami City, Sekikawa Village, and Tainai City, only high-quality Japanese Black cattle with a meat quality of grade 4 or higher are permitted to bear the name 'Murakami Beef.' Raised with love amidst the rich nature of Niigata and fed high-quality feed including Koshihikari rice straw, these cattle boast fine marbling. They have even achieved the highest honor at the National Beef Cattle Carcass Competition twice, earning a reputation as the best tasting in Japan.
With fat that melts the moment it touches your mouth and an elegant sweetness that spreads softly, it is a flavor Murakami is proud of, truly worthy of a feast on a special day.
特産品
This is a sweet and mellow tea grown at the northernmost limit of Japan's commercial tea production.
With a history dating back to the 1620s, Murakami Tea is known as the 'northernmost tea region' with nearly 400 years of heritage. Because it grows in a harsh climate with long winters and short hours of sunlight, the tea leaves retain high levels of the sweet component theanine while having low levels of tannins, which cause astringency. This snowy landscape is precisely what creates the uniquely mellow and sweet flavor of Murakami Tea.
With a single sip, a purity reminiscent of the clear air in a snowy land spreads through you. Please take your time to brew and savor this rare tea nurtured by the northern lands. It is a cup of tea that truly relaxes the soul.
📍胎内市
Specialties from 胎内市 are also available via furusato nozei
特産品
A sweet potato raised in Tainai City with an irresistible, honey-like sweetness.
'Beniharuka,' cultivated in Tainai City, is a popular variety boasting a moist texture and high sugar content. The temperature fluctuations between day and night in Niigata, combined with the fertile soil, significantly enhance its sweetness. When roasted, the sugar content becomes particularly prominent, resulting in a smooth, melting mouthfeel. By allowing them to mature slowly after harvest, the sweetness increases even further.
This is highly recommended for those who prefer a smooth, creamy texture over a fluffy one. Simply roasting them provides a satisfaction similar to eating a dessert. It is a delightful item filled with natural sweetness that you will crave from autumn through winter.
📍長岡市
Specialties from 長岡市 are also available via furusato nozei
郷土料理
It is called 'sekihan' (red bean rice), yet it isn't red. This brown-colored okowa (sticky rice), colored by soy sauce, features plumply cooked Kintoki beans. The savory aroma of soy sauce and the sweetness of the beans leave a lasting impression.
Nagaoka's 'Soy Sauce Sekihan' is a local specialty unique to this region, where glutinous rice is colored with soy sauce. It is said that within Niigata Prefecture, Nagaoka is the only place that refers to soy-flavored okowa as 'sekihan.' There are various theories regarding its origin: some say it was created by using readily available soy sauce when kidney beans were unavailable, while others suggest it stems from the thriving soy sauce brewing industry in the town of Settaya; however, no definitive historical documents remain.
It is a dish that appears not only during celebrations but also on everyday dining tables. For those raised in Nagaoka, this brown-colored flavor is what 'sekihan' truly means.
ご当地グルメ
Rice, cutlet, and a thick, Western-style sauce drizzled on top. When scooped up with a spoon, the crispy cutlet and sweet-and-sour sauce meld together, making it incredibly easy to keep eating.
The Western-style Katsudon is a soul food of Nagaoka City. The restaurant believed to be its birthplace is 'Komatsu Parlor,' a Western-style restaurant founded in 1931; it is said to have been invented shortly after the war. During an era of scarcity, authentic demi-glace sauce was difficult to make, so it is believed that the flavor originated from substituting it with ketchup, which was more readily available through US military rations.
Later, the dish branched into ketchup-based and demi-glace-based varieties, each with its own unique character depending on the restaurant. It remains a beloved Nagaoka specialty enjoyed as an easy-going Western-style meal.
📍津南町
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特産品
A blessing of winter in Tsunan, sleeping sweetly beneath the snow.
In Tsunan Town, one of Japan's leading heavy snowfall areas, seeds are sown in summer and left to overwinter under the snow for about four months before being harvested in spring. It is said that as the carrots attempt to protect themselves within the snow, amino acids increase, eliminating the characteristic harshness of carrots and transforming them into a mild sweetness. In 2019, they were registered as a national Geographical Indication (GI) under the name 'Tsunan Snow-Under Carrots.'
Growing protected by up to 2 to 3 meters of snow, they develop a vibrant orange color and a gentle sweetness reminiscent of fruit. They are exceptional in salads, juices, or simmered dishes. Please enjoy the natural sweetness nurtured by the snow country through its long winter.
📍田上町
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特産品
These are fragrant plums grown in Tagami Town, one of Niigata's premier plum villages.
Tagami Town features a Plum Grove Park at the foot of Mount Gomado, known as a famous plum spot with approximately 2,000 trees, including white, red, and weeping plums. The blossoms begin to open in mid-March, and the town becomes lively in April with the 'Tagami Ume Matsuri' (Plum Festival). In the plum orchards adjacent to the park, the 'Koshi no Ume'—a brand of Niigata-grown plum characterized by its soft skin and fleshy pulp—is cultivated.
Pickled plums and plum wine made from the local harvest are representative specialty products of Tagami. Each carefully prepared piece is perfect as an accompaniment to rice or for enjoying with evening drinks. Please enjoy the rich, nourishing flavor that captures the essence of spring in this village.
特産品
A fresh blessing from the mountains that colors Tagami Town in spring.
Tagami Town is a famous production area for bamboo shoots, boasting 17 hectares of bamboo groves across its hilly terrain, including Mount Gomado. The rich soil of the mountains, said to have risen 500,000 years ago, produces high-quality bamboo shoots that are fragrant with minimal bitterness or astringency. In spring, the town becomes lively with events such as direct sales markets featuring rows of freshly harvested morning bamboo shoots and bamboo shoot picking experiences.
Their soft texture when freshly dug can be fully enjoyed in dishes like bamboo shoot rice or simmered vegetables. Because they have little bitterness, preparation is easy. It is a delicacy unique to Tagami that allows you to taste the arrival of spring. Please enjoy this seasonal flavor.
📍湯沢町
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郷土料理
Soba with a smooth texture born from the wisdom of textile weaving.
Hegi soba is a specialty of Niigata, originating from Tokamachi and Ojiya cities. The binder used is a seaweed called funori. It is said to have originated when funori, which was used in this textile-rich region to add stiffness to thread, was repurposed as a binder for soba.
A characteristic feature is the beautiful presentation in a wooden container called a 'hegi,' arranged for easy, bite-sized eating. The smooth texture unique to funori and its firm chewiness provide a distinct mouthfeel unlike any other soba. It is an unforgettable taste of the snow country.
📍南魚沼市
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特産品
When you lift the lid of the pot, a sweet steam rises softly. Each grain stands upright, glistening with a beautiful luster. As you take a bite, you experience a chewy texture and a deep sweetness that spreads with every chew—a deliciousness so profound it feels like a feast all on its own.
Minamiuonuma Koshihikari is truly the pinnacle of rice. The significant temperature differences during the ripening season, the abundant clean streams from snowmelt, and the soil perfectly suited for rice cultivation—these three elements converge to create an exquisite flavor. Because it remains delicious even when cold, it is perfect for rice balls (onigiri) and lunch boxes.
This rice possesses a strength that makes side dishes almost unnecessary. It is a treasure of Minamiuonuma, highly acclaimed as Japan's best, having repeatedly earned the highest 'Special A' rating in taste rankings.
📍柏崎市
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ご当地グルメ
On top of sea bream rice, you will find fragrant fried sea bream, crunchy rock seaweed, and glistening salmon roe. When hot dashi is poured over it, the aroma of the sea and fish rises softly. As you eat it smoothly, the rice, soaked in the savory umami of the sea bream, goes down effortlessly.
Kashiwazaki Sea Bream Chazuke is a local specialty bowl unique to Kashiwazaki, where some of the top-class sea bream in the Sea of Japan are landed. It is served with accompaniments such as sea bream nalamero (minced seasoned fish), Japanese wild parsley, and wasabi, all topped with dashi. First, enjoy it as sea bream rice, then add the dashi—a way to enjoy two different flavors in one bowl.
Elegant yet easy to devour. It is a nourishing bowl that the seaside town of Kashiwazaki takes great pride in.
📍妙高市
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特産品
An fermented condiment passed down in Myoko, born from the wisdom of the snow country.
Kanzuri is also written as 'Kanzuzuri' because it is prepared during the coldest time of the year, around the period of Daikan (the height of winter). The process begins with 'Yuki-sarashi' (snow exposure), where locally grown salted chili peppers are spread on snow; the snow absorbs the harsh pungency of the chilies, transforming them into a mellow spiciness. These are then ground and mixed with rice koji, yuzu, and salt, undergoing a slow maturation and fermentation process that takes three full years.
It is a versatile seasoning where spiciness, umami, and the aroma of yuzu harmonize perfectly, making it suitable for any dish. Simply adding a spoonful to hot pots or grilled dishes will instantly sharpen and enhance the flavor. Please enjoy this profound spiciness nurtured by the climate of the snow country.
郷土料理
This is a traditional sushi from the Joetsu region, featuring the bounties of the mountains nestled on bamboo leaves.
Myoko no Sasa-zushi is a local dish of the Joetsu area where vinegared rice is placed on Kuma-zasa (bamboo) leaves and topped with ingredients such as wild mountain vegetables. Legend has it that this dish was created when locals presented bamboo-leaf sushi to Uesugi Kenshin as he headed to the Battle of Kawanakajima. It is also said that Kenshin carried his meals wrapped in bamboo leaves, utilizing the high preservative properties of the leaves to create a long-lasting food source. The dish makes generous use of local mountain vegetables like bracken, osmundia, and bamboo shoots.
The refreshing aroma of the bamboo leaves enhances the flavor of the vinegared rice and the mountain delicacies. It is a celebratory feast served during special occasions such as Obon and local festivals. Please enjoy this dish, which embodies the wisdom of our ancestors and the essence of our snowy region.
📍弥彦村
Specialties from 弥彦村 are also available via furusato nozei
特産品
This is the highly aromatic brand of edamame from Yahiko that heralds the arrival of summer in Niigata.
Since cultivation began in 1968, 'Yahiko Musume' has been loved for over 50 years. Harvesting typically begins in early May, making it an extremely early-maturing variety that is shipped earlier than almost any other in the country. A major feature is that they are delivered still attached to the stem, roots, and leaves to maintain maximum freshness. The refreshing sweetness unique to this red-haired variety, combined with its distinctively rich umami, spreads throughout your mouth.
Taking a bite after a quick boil feels like the early summer breeze of Yahiko is returning to you. It is the ultimate companion for beer. Please enjoy Niigata's pride, an edamame that makes you long for the arrival of summer.
特産品
These plums are grown in the unique climate of the temple town at the foot of Mount Yahiko.
Yahiko Village has long flourished as a temple town, bustling with many visitors to the Yahiko Shrine. Located at the base of the sacred Mount Yahiko, this village benefits from the mountain's blessings and a relatively mild climate, making it ideal for fruit cultivation. The plums grown here have long been enjoyed by locals in various processed forms, such as umeboshi, plum wine, and plum juice.
When pickled, the lush green plums that ripen in early summer add a refreshing acidity to the dining table. Making preserved foods is an essential part of life during the rainy season. This is a product where you can truly feel the seasonal blessings brought by the nature of Yahiko—a flavor best enjoyed through traditional craftsmanship.
Sake
📍阿賀町
Specialties from 阿賀町 are also available via furusato nozei
日本酒
A light and dry sake that has been preserved for over 170 years in the forest-surrounded town of Agano.
Since its founding in Tenpo 14 (1843), Kirinzan Sake Brewery has remained steadfast in its commitment to brewing dry sake. The brewery is situated amidst the rich nature where the Agano and Tsunanami Rivers flow. The ultra-soft water of the Tsunanami River, which originates from Mt. Mikaguradake and is purified as it passes through the forests, produces a clear, dry sake. It took approximately 30 years to achieve the use of 100% rice grown locally in Agano Town, working closely with contract farmers.
Their commitment to reforestation—planting beech and oak trees in the source forests to protect the water—is also characteristic of this brewery. We invite you to enjoy a glass filled with deep affection for the land, paired with local cuisine. Its crisp, dry profile is its true charm.
📍阿賀野市
Specialties from 阿賀野市 are also available via furusato nozei
日本酒
With just one sip, you experience a crisp, dry flavor. It has a sharp finish that does not interfere with the taste of food, making it easy to enjoy cup after cup. This is Niigata local sake that perfectly embodies the concept of 'tanrei karakuchi' (light and dry) without ever becoming tiring.
Kirinzan is brewed by Kirinzan Sake Brewery in Agano Town. The brewery is blessed with nature, with over 90% of the land covered by forests, and access to the pure streams of the Agano and Tsunanami Rivers. For generations, the brewers have stubbornly adhered to the craft of making light and dry sake, achieving their commitment to using only sake rice grown locally in Oku-Aga through many long years.
A perfect companion for your daily evening drink that never loses its charm. It is a famous sake of Agano, often considered a synonym for 'tanrei karakuchi'.
📍魚沼市
Specialties from 魚沼市 are also available via furusato nozei
日本酒
A hidden gem known to connoisseurs, this is a light-bodied sake from Uonuma overflowing with clarity.
Founded in 1884 (Meiji 17), Midorikawa Sake Brewery has been brewing light, dry sake in Uonuma City. The brewery is known for its unique and uncompromising approach to distribution; they do not have an official website or engage in mail order, choosing instead to entrust their sake only to trusted authorized retailers.
Using the rare 'Hokuriku 12' rice variety, which was revived from seed by the previous generation, they craft a sake with a subtle aroma and a light, easy-to-drink finish. Thorough temperature control, unaffected by climate fluctuations, supports consistent quality.
Its clean taste, free of impurities, is truly the ideal form of the 'Niigata Tanrei' (light and crisp) style. It is a quiet masterpiece that you should definitely pick up if you ever encounter it.
📍佐渡市
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日本酒
This is an island sake that a young brewery owner rebuilt from the ground up as the sole brewery on Sado.
Tenryohai Brewery has a history of multiple breweries merging. In 2018, Mr. Shinichi Kato, who became fascinated by the depth of sake while studying abroad, raised funds himself to acquire the brewery, becoming the youngest brewery owner in the country at the time. He shifted the production policy from mass production to small-batch brewing with meticulous care, transforming it into a unique island sake brewed with rice from Sado and the underground water from Mt. Kinpoku, the highest peak on Sado.
Every drop contains a passionate devotion to Sado, refined through the hardships of overcoming being treated as an outsider. Infused with youthful passion, this local sake is one that promises even greater excitement in the future.
日本酒
A local sake that embodies both tradition and innovation, spreading from Sado to the world.
Founded in 1872 (Meiji 5), Hokusetsu Sake Brewery is located in Akadomari, Sado City. While cherishing ancient brewing methods, they have boldly taken on world-first technologies, such as 'ultrasonic aging,' which applies ultrasonic vibrations during the final stage of the brewing process. They have an exclusive contract with the famous global restaurant chain 'NOBU,' and their flavor is enjoyed at dining tables in New York, London, Dubai, and beyond.
Nurtured by the rich nature of Sado, this highly capable sake is held in high regard on the international stage. Please enjoy a cup that has achieved global recognition through its proactive spirit.
📍糸魚川市
Specialties from 糸魚川市 are also available via furusato nozei
日本酒
A 'domaine' style sake from Nenotani, where commitment is maintained consistently from rice cultivation to production.
Founded in 1868 (Meiji 1), Watanabe Sake Brewery is located in Nenotani, Itoigawa City. It embodies the extremely rare 'domaine' style in the sake world, completing everything from rice cultivation to brewing within a single valley. Since 2003, they have engaged in self-cultivation, growing Niigata-grown sake rice varieties such as 'Gohyakumangoku' and 'Koshi Tanrei' from seeds. The sake is brewed using the soft water brought by heavy snow in the Nenotani valley, embraced by Mount Amadare and Mount Komagatake.
Its terroir-driven flavor reflects the local climate and environment, embodying the very essence of Nenotani. Every drop is filled with the life of the land and its people. It is a dedicated local sake that makes you feel the new possibilities of Japanese sake.
📍十日町市
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日本酒
Born from the spring water of a red pine forest in the deep snow of Tokamachi.
During the Meiji era, Hidebo Furusawa, who branched off from Furusawa Sake Brewery, founded Matsunoi Sake Brewery in Tokamachi City. It is said that the name 'Matsunoi' was created by connecting the 'Matsu' (pine) of the red pine forest located next to the brewery's relocated site and the 'I' (well) of the gushing pure water.
Through meticulous brewing, soft water and sake rice polished carefully down to 35% ('Koshi Tanrei') are fermented slowly at low temperatures. This is a brewery deeply rooted in the community, with much of its output destined for the local area.
This pure flavor, born from the clear waters of the snow country, is a drink you want to enjoy alongside the local cuisine. It is filled with the rich natural essence of Tsuumari.
📍上越市
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日本酒
Upon taking a sip, it has a soft mouthfeel. A refined, subtle sweetness coats the tongue, followed by a clean and pleasant finish. It is a rare, beautiful sweet sake in Niigata, where dry (tanrei karakuchi) styles are more common. It is a gentle sake that makes you easily reach for another cup.
Secchuubai is brewed by Maruyama Shuzojo in Sanwa, Joetsu. There is a reason they intentionally chose a sweet profile. The brewery's heart—placing the drinker first—is reflected in the belief that a sweet sake would be easy for local farmers to enjoy and perfect for soothing the fatigue of a long day. Even now, the koji production is carefully performed by hand.
It is one of the three great famous sakes, alongside Koshinokanbai and Hakkaisan. It is a gentle, renowned sake from Joetsu that truly considers the person drinking it.
📍新潟市
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日本酒
With a single sip, it flows smoothly and leaves a clean, sharp finish. It does not overpower food and is never tiring to drink—Koshino Kanbai of Niigata is the very synonym for 'dry and crisp.'
It is brewed by Ishimoto Sake Brewery, founded in 1907. Even during the post-war era when sake made with added sugars and alcohol was mainstream, they remained committed to authentic brewing rather than chasing profits. In the 1960s, after the essayist Hisako Sasaki fell in love with this sake and introduced it as a 'phantom sake,' its fame spread nationwide, making it the spark for the local sake boom. It is celebrated as one of the 'Echigo Sanbai' (Three Plums of Echigo), alongside 'Setchu-bai' and 'Mine-no-Hakubai.'
True to its name, like a plum blossom blooming with dignity in the cold, it gently accompanies an evening drink in the snowy region and leaves no hangover the next day. Such is this renowned sake.
日本酒
With a single sip, the rich umami of the rice spreads generously across the palate. Without relying on added alcohol, this sake offers a depth unique to Junmai and a pleasant, clean finish.
Imayotsukasa Sake Brewery is located in Numata, Niigata City, with origins dating back to 1767 (Meiwa 4). It began as a sake wholesaler and reportedly started brewing its own sake around the mid-Meiji era. Since 2006, they have switched to 'entirely Junmai brewing,' adding no brewing alcohol at all, and continue to brew only Junmai sake. There is even an anecdote where it was described as 'not goldfish, but Nishikigoi (koi)' because they used to ship it undiluted.
It is also a popular brewery for tours, accessible on foot from Niigata Station. It is a local brewery that connects people and sake.
日本酒
A carefully crafted dry Junmai sake nurtured by the snowy region of Minamiuonuma.
Since its founding in 1868 (Meiji 1 year), Takachiyo Brewery has continued its sake brewing for over 150 years. The name embodies the wish that 'many people may prosper for a thousand generations.' Located at the foot of Mount Makihata, one of Japan's 100 famous mountains, the sake is brewed using soft underground water pumped from 80 meters below without ever touching the air. They go to great lengths by cultivating the rare 'Ippon-jime' rice variety in-house from seeds—received from the prefecture—and polishing all their rice themselves using the labor-intensive 'henpei' (flat) polishing method.
This elegant, dry sake, which allows you to fully experience the umami of the rice, is a staple that has accompanied dining tables in this snowy region. Whether served chilled or warmed, it invites you to savor it slowly.
📍新発田市
Specialties from 新発田市 are also available via furusato nozei
日本酒
As soon as you open the can and pour, a fruity and gorgeous aroma wafts out. Upon taking a sip, you are met with the intense and powerful umami of rice, unique to a raw undiluted sake (namagenshu) that has undergone neither dilution nor pasteurization. It offers a thick, rich, and satisfying taste of freshly pressed sake.
Kikusui is brewed by Kikusui Sake Brewery in Shibata, founded in Meiji 14 (1881). Their flagship 'Funaguchi Kikusui Ichibanshibori' was created in Showa 47 (1972) after three years of development, becoming Japan's first canned raw undiluted sake. The aluminum can blocks out light, sealing in the freshly pressed flavor exactly as it is.
Perfect for enjoying casually while traveling or outdoors. It is a fresh and powerful cup delivered straight from the brewery in Shibata.
日本酒
A local sake from an established brewery that has carved out a 200-year history in the castle town of Shibata.
Kinmasu Sake Brewery was founded in Bunsei 5 (1822). Since the first generation, Zennosuke Takahashi, opened the brewery, it moved to its current location in Shibata City in Showa 5 and has continued sake brewing rooted in the local land. The brewing water used is the subsoil water of the Kaji River, which originates from the Iide Mountains. This pure soft water, polished by granite areas, produces a crisp and clean 'Niigata Tanrei Karakuchi' (light and dry) style. It is also one of the few breweries in the prefecture that produces both sake and shochu.
Its clear taste makes it a perfect supporting actor that enhances local cuisine. It is a cup you want to savor slowly while reflecting on the castle town of Shibata. Perfect as a companion for your evening drink.
📍村上市
Specialties from 村上市 are also available via furusato nozei
日本酒
When poured into a cup, it releases a clear and elegant aroma. Upon taking a sip, a smooth and soft mouthfeel spreads, with the rich umami of rice blossoming within its light profile. It finishes cleanly and crisply, yet leaves a pleasant, subtle aftertaste that gently enhances the flavor of your food.
Miyao Shuzo in Murakami is the producer of Shimeharuzeru. Founded in 1819 (Bunsei 2). In Murakami, known as a region for high-quality sake rice, they use the pure water flowing from the Asahi Mountains for brewing, carefully continuing to maintain a sake profile that is not merely light, but 'tanrei'—delicate yet rich in umami.
A drink that never tires you, perfect to accompany your daily dining table. An elegant and highly popular local sake nurtured by the climate of Murakami.
日本酒
This is the local sake of the castle town, protected through the collective efforts of Murakami's brewers.
Taiyo Shuzo was born in 1945 from the merger of 14 breweries in Murakami due to wartime corporate restructuring. Eventually, the company name was set as Taiyo Shuzo, and its flagship brand was named 'Taiyomasari,' carrying on history and tradition. In 1972, it became an industry pioneer by being the first in the nation to release a commercially available Daiginjo. The brewery produces clear sake using the underground waters of the Sanmen River, which originate from the snowmelt of the Asahi Mountains.
It offers a crisp, refreshing taste that never grows tiring, thanks to the soft water. We invite you to enjoy to your heart's content a drink that has walked alongside the food culture of Murakami, the city of salmon.
📍胎内市
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ビール
This is an authentic craft beer brewed with the pristine waters of the Iide Mountain Range. Since beginning production in 1999, Tainai Kogen Beer has been a true professional endeavor, having invited a brewmaster from Germany to live and work alongside us for a year to master authentic techniques. The name 'Tainai' means 'land where pure water flows' in the Ainu language, and we use ultra-soft water with a hardness of only 14 mg/L sourced from the Iide Mountain Range. Following the German Beer Purity Law of 1516, our ingredients consist solely of premium German malt, hops, and water. Because it is unfiltered and unpasteurized, the yeast remains alive.
With a clear taste free of impurities, the natural umami of the malt spreads across the palate. It is a beer that makes you want to take your time and savor a glass reminiscent of the highland breeze. This is a beer we truly want those with an appreciation for authenticity to experience.
ワイン
This is a local wine of Tainai City, born from grapes grown on the steep slopes of Mount Takatsubo.
Established in 2007, the municipal Tainai Kogen Winery cultivates grapes in its own vineyards at an altitude of about 250 meters, halfway up Mt. Takatsubo, a popular spot for hikers. Most of the vineyard consists of steep slopes with gradients of up to 25 degrees, offering breathtaking views that include Sado Island on clear days. Its flagship variety, Zweigelt, is a highly skilled producer that has repeatedly won gold and silver awards at Japan Wine Competitions.
The flavor, reflecting the unique terroir of this land, is truly the essence of Tainai's environment. It is a bottle to be enjoyed slowly, pairing beautifully with food. Please experience the depth of Niigata's local wines; you are sure to make new discoveries.
📍長岡市
Specialties from 長岡市 are also available via furusato nozei
日本酒
When poured into a glass, it releases a clear, crisp aroma. With a single sip, a clean, dry profile unfolds, followed by a soft umami that spreads across the palate. It is a beautiful sake that enhances the flavors of food.
Kubota is brewed by Asahi Shuzo in Nagaoka City. Founded in 1830 (the first year of the Tenpo era), it is said that the name originates from their shop name at the time, 'Kubotaya.' Kubota was introduced to the world in 1985. As the era shifted from physical labor to more intellectual ways of working, this sake was created with the goal of achieving a 'light and dry' profile that would suit new dietary habits.
Known nationwide as a representative brand of Niigata's light and dry style, Kubota is a pride of Niigata's local sake, perfect to enjoy alongside your meals.
日本酒
This is a flagship brand of Asahi Shuzo, which has been cherished for a long time in Nagaoka, Niigata.
Asahi Shuzo began brewing sake as 'Kubotaya' in 1830 (the first year of the Tenpo era). In the mid-Meiji era, they released 'Asahiyama,' named after 'Asahi,' the name of the area where the brewery is located. While it was once a rich and full-bodied sake, the brewery shifted its direction toward the crisp, light, and dry style characteristic of Niigata sake to adapt to changing social tastes. This transition eventually led to the creation of the famous 'Kubota' brand. The brewery also takes great pride in its commitment to rice cultivation through its own agricultural research institute.
With a flavor that complements food without becoming tiring, it is truly a staple for daily evening drinks. It is an indispensable bottle when discussing the local sake of Niigata.
日本酒
Brewed with soft water, this cup is dry yet lacks any harsh edges. It features a smooth drinking experience that blends seamlessly into the body, characterized by a mellow richness that masks its dryness.
Koshi no Kagetora is brewed by Morohashi Shuzo, founded in 1847. The brewery is located in Tochio, Echigo, the land where Uesugi Kenshin spent his youth. It is said that the sake was named after 'Nagao Kagetora,' the name Kenshin took upon his coming-of-age ceremony. For brewing, they use soft water such as the spring water from 'Tozuno Mori,' which has been selected as one of Japan's top 100 famous waters.
An elegant dry sake nurtured by famous water and history. A flavorful local sake with deep ties to the Niigata region.
日本酒
With a single sip, it is light and crisp, yet the rich umami of the rice expands bountifully in your mouth. Brewed with pure water, its smooth and gentle finish makes it a sake that pairs beautifully with food.
The origins of Yoshinogawa date back to 1548 (Tenbun 17). It is said to be the oldest existing sake brewery in Niigata. The brewery is situated in the Settaya district of Nagaoka, an area where brewing culture has flourished since the Edo period. By utilizing the abundant waters of the Shinano River system and the harsh winter cold, they have continued to produce light and clean sake.
The brewery grounds also feature a sake museum housed in a warehouse from the Taisho era, where you can experience its long-beloved history. A mellow cup nurtured by approximately 470 years of time. This is Nagaoka's pride, delivered straight from the breweries of Settaya.
📍津南町
Specialties from 津南町 are also available via furusato nozei
日本酒
A local sake of Tsunan, nurtured by the snowmelt of Mt. Naeba.
Founded in 1907 (Meiji 40), this sake is brewed by Naeba Sake Brewery in Tsunan Town. In this heavy snowfall region where the brewery is completely buried in snow during winter, the sake is carefully brewed using the pure subsoil water provided by Mt. Naeba and the skills of Echigo master brewers (Toji). It has been well-loved under brand names such as 'Naebayama' and 'Yuki no Mayu'.
Using locally grown sake rice and undergoing slow, low-temperature fermentation in the harsh cold, the resulting sake possesses a clear taste worthy of its mountain namesake. It is also a highly capable brand, having received gold awards at the National New Sake Awards. Please enjoy this bottle slowly with your meal, as it perfectly reflects the climate of this heavy snowfall region and the craftsmanship of the master brewers.
📍湯沢町
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日本酒
"Jozen is like water" — a soft sake born from Yuzawa.
This sake is brewed by Shirataki Sake Brewery, located in the heavy snowfall region of Yuzawa Town. The flagship brand "Jozen Mizu no Gotoku" derives its name from the words of Lao Tzu, and since its release in 1990, it has been known nationwide as a fruity and easy-to-drink sake, much like a white wine.
For brewing, they use pure soft water that has seeped deep underground over many years from the snow accumulated in Echigo-Yuzawa. With its clean mouthfeel and subtle ginjo aroma, it is popular as an introductory sake for those not yet accustomed to Japanese sake. Please enjoy a glass quietly nurtured by the waters of this snowy land.
📍南魚沼市
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日本酒
When poured into a cup, it releases a clear, crisp aroma. Upon taking a sip, a smooth, soft, and refreshing taste spreads across the palate. Within its light profile lies a subtle umami that gently enhances the flavor of food, making it a sake you will never tire of.
Hakkaisan is brewed by Hakkai Brewing in Minamiuonuma. Located in one of Japan's heaviest snowfall regions, the cold and humid winter climate is ideal for sake brewing. Using 'Raiden-sama's pure water,' an extremely soft water springing from the sacred Mount Hakkai, it is crafted with the aim of achieving a clean quality suitable for everyday evening drinks.
The rice is polished carefully to a Ginjo level, creating a crisp purity. Alongside Koshino Kanbai and Secchu-ume, it is one of Niigata's three great famous sakes. It is a proud local sake of Minamiuonuma that gently accompanies your dining table.
日本酒
Founded in Kyoho 2 (1717), this is a long-established sake from Shiozawa boasting over 300 years of history.
It is said that 'Kakurei' by Aoki Sake Brewery was named by Makinosuke Suzuki, the author of 'Hokueetsu Sekifu,' a masterpiece that introduced the lifestyle of snow country to the nation. Suzuki was an ancestor of the current head of the brewery, and the culture of the brewery is deeply intertwined with the land.
While Niigata is primarily known for light and dry (tanrei karakuchi) sake, this brewery pursues 'light and rich' (tanrei umakuchi). It features a flavor that brings out the umami of the rice, designed to pair gently with the Uonuma dining table, which typically features pickles and salty dishes.
The sake, quietly aged in a snow cell, is full-bodied yet crisp. It is the pride of the land, a taste you would want to savor while walking along the historic Makinosuke-dori in Shiozawa.
📍妙高市
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日本酒
A smooth-tasting local sake brewed with pure water from the Myoko mountain range. Chiyono Hikari Sake Brewery began brewing in Myoko City in 1860, at the end of the Edo period. The sake is brewed using pristine water flowing from a water vein found upstream in the Yashiro River, which originates from the Myoko mountain range with peaks reaching 2,000 meters. Despite being a small brewery, every sake is crafted with meticulous handwork comparable to Ginjo-style brewing, creating a flavor that combines elegance and softness. The new brand 'KENICHIRO,' launched in 2015 by the 8th-generation brewery owner Kenichiro Ikeda, has garnered attention as an ambitious challenge. This is a brewery whose future is exciting to watch, as they breathe new life into traditions while preserving them.
Souvenirs
📍阿賀町
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洋菓子
A Western-style confection that encapsulates perilla (egoma) grown in the mountain villages of Okuaga within a chocolate crunch. The crunchy texture of the perilla and the sweetness of the chocolate overlap, making it a new specialty of Agano Town—a healthy snack containing omega-3 fatty acids.
📍阿賀野市
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その他
The sweet and sour taste of Niigata strawberries meets fresh milk from the birthplace of dairy farming.
Yasuda Yogurt is a drinkable yogurt made with raw milk from Agano City (formerly Yasuda Town), the cradle of dairy farming in Niigata Prefecture. This 'Echigo-hime' edition is a limited autumn/winter product featuring the fruit of Niigata's brand strawberry, 'Echigo-hime.' The fragrant sweetness of the strawberries harmonizes perfectly with the rich, creamy flavor of the local milk.
Another charm is that it is crafted to cherish the natural taste of the ingredients without relying on flavorings or stabilizers. Within this popular series where seasonal fruits appear throughout the year, the strawberry-infused bottle that colors the winter season is truly exceptional. It is highly recommended to enjoy it well-chilled as is, or as an accompaniment to breakfast or snacks.
スイーツ
A soufflé cheesecake made with plenty of milk from the former Yasuda Town (now Agono City), known as the birthplace of Niigata dairy farming. The rich flavor of the milk, nurtured by the local nature, is melted into a light and fluffy texture.
It can be stored at room temperature as a whole cake, and has a shelf life of approximately one month. It can be purchased at places like the Agano River Service Area, making it an attractive, easy-to-find treat during your travels.
With a gentle sweetness and a strong milky flavor, this is a local sweet filled with the blessings of Niigata dairy farming that you'll want to slice up and enjoy with everyone. If chilled slightly in the refrigerator, you can enjoy a different kind of smoothness.
その他
The Echigo-hime flavor of Yasuda Yogurt, established in 1987 by nine dairy farmers. The sweet and sour notes of Niigata's brand strawberry 'Echigo-hime' blend with the richness of freshly squeezed raw milk from Agano City. Its single-serving size makes it a popular snack for travels.
📍加茂市
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その他
📍 新潟空港、新津駅、いくとぴあ食花 ほか1件
Large Karinto (deep-fried dough snacks) measuring approximately 10cm, handcrafted one by one in Kamo City by Tanabe Kashio, founded in 1927. Because they are too large to be made by machines, they are carefully finished using the same manual techniques used since the company's founding.
Flour is kneaded by hand, cut with a knife, fried in rapeseed oil, and flipped individually with chopsticks to monitor the browning. By coating them generously in black honey (kuromitsu) and allowing them to air-dry naturally overnight, a unique moist texture is created.
While they have a bold appearance, their charm lies in a gentle sweetness that isn't overwhelming. This traditional Karinto, which Kamo City takes pride in, embodies the craftsman's effort in its deliciousness. Each piece is quite substantial, making it the perfect snack to enjoy slowly.
その他
📍 新潟空港
A chilled frozen confection created by Yukiguni-an Ameyutomo of Kamo City as a matcha version of their signature confectionery, 'Usu-gori.' It features a refreshing appearance inspired by the thin layer of ice that forms on water surfaces on winter mornings, with the astringency of matcha melting into the sweetness of white bean paste. It is highly appreciated when given as a set with the red bean flavor.
その他
📍 新潟空港
An auspicious sweet produced by Yukiguni-an Ametomo, a long-established shop in Kamo City, alongside their signature product 'Usu-gori'. The powerful name 'Kachikoshi' (winning record) subtly carries the meaning of a prayer for success in competitions.
This is a simple and flavorful item unique to a shop with over a hundred years of history. It is often chosen as a supportive gift for those facing exams or matches, providing a gentle push to the recipient's back.
A sweet that combines good fortune with a reliable taste. Why not gently present this talismanic treat made by a Kamo veteran on a day when an important challenge awaits? As a heartfelt gift, it will softly convey your feelings of support.
その他
📍 新潟空港
A seasonal limited edition flavor of the famous confectionery shaped like a Sado Crested Ibis egg. Featuring a hidden jelly made from Niigata's specialty pear, Le Lectier, each piece is coated in white chocolate, allowing the sweet aroma of the fruit to spread softly.
📍佐渡市
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和菓子
📍 トキの森公園
The Crested Ibis (Toki) soaring through the skies of Sado has been transformed into a cute sweet.
Sado City's Toki Forest Park is a popular spot where you can see the Crested Ibis, a Special Natural Monument of Japan, up close. Sold at the park's shop is this 'Toki-chan Strawberry Chocolate Mochi.' The design features a rounded cylindrical shape tied with pink strings on both ends to resemble the wings of an ibis, with an adorable ibis face prominently drawn on the front.
This light pink, bite-sized mochi, coated in white powder, is filled with strawberry-flavored chocolate paste. Its soft texture and gentle sweetness are just like traditional Japanese confectionery. As a limited souvenir available only in Sado, its cute appearance makes it a delightful choice and a perfect memento of your trip.
📍糸魚川市
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その他
Jewel-like candies, boiled down one by one by hand while reading the weather.
Founded in 1954, this is 'Makino-style candy' made by Makino Candy Shop in Itoigawa. It follows a traditional handmade process: boiling sugar and starch syrup, kneading it by hand as it cools, and carefully shaping each piece one by one. The artisan's skill and intuition are fully embedded in the process, such as adjusting the heat according to the day's weather.
Available in eight colorful varieties including strawberry, brown sugar, and peanut, their jewel-like appearance is also a major charm. Their retro atmosphere and simple deliciousness have become a hot topic on social media. With individual pieces and mixed sets available, please try this nostalgic taste unique to Itoigawa.
洋菓子
A Japanese-Western fusion confection made in Itoigawa City by Sawadaya, a confectionery shop founded in 1963. This romantic treat is named after the 'Fossa Magna,' the great geological rift that divides the Japanese archipelago into east and west.
It features a moist pastry crust filled with egg yolk bean paste (kimi-an), with a single chestnut hidden at its center. This adorable, rounded sweet is packed with the deliciousness of both Japanese and Western styles.
The combination of the gentle sweetness of the egg yolk bean paste, the fluffy texture of the chestnut, and the crispy pastry is exquisite. It is a local specialty meant to be enjoyed while feeling the romance of the Itoigula earth. A wonderful item for gifts that will delight both lovers of Japanese and Western sweets.
その他
A slightly mysterious dry confectionery made by Makie Kashiten in Itoigawa City. While its square-cut appearance looks like sponge, once you put it in your mouth, it is light and crunchy, then melts away instantly.
The intense flavor of egg is impressive, with a taste reminiscent of pudding or sweet tamagoyaki, offering a charm that is both nostalgic and new. It is a treat where you can enjoy a unique texture and flavor born from simple ingredients.
This is a one-of-a-kind sweet that is hard to find elsewhere. Please gently savor the delicate deliciousness unique to Itoigawa alongside warm tea. The mystery of its melting sensation is something you will want to tell others about.
和菓子
This is a baked castella-style rice cracker produced since 1934 by Itoigawa's Benkyu, a company founded in 1825. Its simple sweetness, made with eggs and butter, has been beloved for many years.
The name was given by the poet Gifu Soma, known for writing the lyrics to 'Haru yo Koi,' who composed the line: 'An honor of the mountains, not inferior even to Fuji.' The name embodies the wish for it to become Japan's number one confectionery.
After the war, the texture evolved into its current light and crispy state, with a mellow sweetness that spreads throughout the mouth. It is a flavorful cracker filled with the history of Itoigawa and the feelings of its people. It is perfect as an accompaniment to tea and is also a delightful gift for elderly recipients.
📍小千谷市
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その他
This Japanese confectionery was created by a confectionery shop in Ojiya City, inspired by the 'Juzanya' (thirteenth night) moon. The thirteenth night is considered the second most beautiful autumn moon after the fifteenth night, and we have gently captured its clear, elegant atmosphere within this sweet.
With a thin layer of dough gently enveloping a refined, sweet bean paste, this treat is crafted to allow you to enjoy the charm of a moonlit night visually as well. It is a hidden gem, quietly cherished in the local area of Ojiya.
With every bite, the gentle sweetness of the moist bean paste spreads across your palate. It offers a profound deliciousness that makes you want to savor it slowly with warm tea during the long autumn nights. Enjoying it while gazing at the moon will further enhance the sense of seasonal elegance.
和菓子
Sawadaya is a confectionery shop in Ojiya City, known as the home of Nishikigoi (koi carp), where each Japanese sweet is handmade using seasonal local ingredients. Adorable treats that reflect the local character, such as monaka and sablés shaped like koi carp, are lined up at the storefront.
The charm lies in the gentle flavors unique to each season, incorporating seasonal vegetables and fruits. These carefully handcrafted sweets, made in small batches, have been warmly loved by the local people.
The simple and warm flavor is perfect for a relaxing tea time. It is a treat you'll want to savor slowly while imagining the peaceful scenery of Ojiya. The cute koi-shaped sweets are also sure to delight children as souvenirs.
📍上越市
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その他
📍 高田駅
Okina-ame, a candy loved by castle lords, preserved by Niigata's oldest candy shop.
With a history said to date back to the first year of Bunroku (1952), this is the Okina-ame from Osugiya Sobei, one of Niigata Prefecture's most prestigious long-established shops. It is a confection made by adding agar to malt syrup produced from glutinous rice and malt, then set into soft squares. Its hallmark is the natural sweetness of the malt syrup itself, without the use of sugar.
Its pale, gentle flavor and elegant appearance are likened to 'Okina' from Noh theater, and it is said to have been highly prized by successive lords of Takada Castle. As a souvenir brought to Edo during the Sankin-kotai (alternate attendance) system, it is truly a confectionery that serves as a living witness to history. It is a traditional taste of Echigo Takada, having endured for over 400 years.
その他
Established in the first year of Kan'ei (1624), this is a famous confection continuously produced for 400 years by Japan's oldest candy shop. It features a chewy texture created by hardening starch syrup with agar and drying it, with a light sweetness. The name 'Okina-ame' was bestowed upon it by the Lord of the Takada Domain.
和菓子
📍 直江津駅
This famous confection was created by Kanazawa Sohonpo in Joetsu City, inspired by the legend of Uesugi Kenshin's departure to battle. It is named after the historical account where Lord Kenshin provided mochi to his soldiers to energize and inspire them before the decisive Battle of Kawanakajima.
It consists of mugwort mochi made from 100% Joetsu-grown glutinous rice, generously coated in fragrant roasted soybean flour (kinako), and enjoyed with separately provided black honey (kuromitsu). Released in 1969, it is a representative sweet of Joetsu, certified as part of the 'Made in Joetsu' regional brand.
The trio of mugwort aroma, kinako, and black honey creates an unforgettable flavor. Please enjoy this long-selling classic that has been loved for many years.
和菓子
A spring Japanese confection inspired by the cherry blossoms of Takada Castle Site Park, one of Japan's three most famous night-viewing spots for sakura. Approximately 4,000 cherry trees bloom in and around the park, and the reflection of the illuminated lanterns on the moat's surface makes it a legendary spot for mystical night viewing.
We have captured the essence of spring in Joetsu by gently wrapping bean paste infused with cherry leaves in a moist dough. It is a seasonal flavor that can only be experienced during this time of year.
The light scent of cherry blossoms evokes the scenery of the park in full bloom. Please pick one up as a memento of your visit to Joetsu in spring. It is also a treat that will delight your family on the way home from flower viewing.
洋菓子
This confection was created by Minoya, a long-established shop in Joetsu City, inspired by Uesugi Kenshin's childhood name, 'Torachiyo.' Since Kenshin took the name Kagetora after his coming-of-age ceremony, he was also known as the 'Tiger of Echigo.'
It features a whole apricot, which is said to have been one of Kenshin's favorite foods, encased in a mellow egg yolk bean paste and baked to perfection in a pastry crust. The packaging depicts a warlord reminiscent of a tiger, evoking the romance of the Warring States period. It can be found at locations such as Joetsu-Myoko Station.
With a harmonious blend of the apricot's pleasant acidity, the richness of the egg yolk bean paste, and the crispy pastry, this flavorful confection is a perfect souvenir for history lovers.
和菓子
A Joetsu Japanese sweet inspired by Kasugayama Castle, the residence of Uesugi Kenshin. Smooth bean paste is wrapped in a baked skin, finished with a majestic appearance reminiscent of the castle's dignity. This item has deep-rooted popularity among history fans as a souvenir from Joetsu.
その他
A baked confection created by Marble Ichihara, a long-established Japanese confectionery shop in Joetsu City, inspired by the 'Kenshin-ryu Jintaiko' (Kenshin-style War Drums) offered at Kasugayama Shrine. In Joetsu, once ruled by Uesugi Kenshin, brave drums are beaten during the Kenshin-ko Festival every summer.
Two varieties—red bean paste and white bean paste—are wrapped in brandy-flavored dough and baked to a golden brown. It offers a moist and elegant taste unique to a shop with over 100 years of history. It can be found at places such as Joetsu-Myoko Station.
This is a sophisticated baked treat where the subtle aroma of liqueur harmonizes with the gentle sweetness of the bean paste. It is an atmospheric item to enjoy while feeling the history of Joetsu, the land connected to Kenshin.
和菓子
📍 直江津駅
This monaka was created by Kanazawa Sohonpo of Joetsu City, inspired by the anecdote of Uesugi Kenshin 'sending salt to his enemy.' The shell is uniquely shaped like a salt bale, which was historically used for transporting salt, making it truly eye-catching.
Inside the fragrant shell, you will find carefully prepared bean paste made from premium Tamba Dainagon adzuki beans and chewy mochi. It is well-loved as a confection associated with Lord Kenshin, standing alongside the shop's 'Shutsujin Mochi.'
This luxurious treat allows you to enjoy the crispy shell, elegant bean paste, and the texture of mochi all at once. It is a proud souvenir of Joetsu, perfect for savoring while reflecting on historical romance. The unique appearance, shaped like a salt bale, also makes it a great conversation piece.
和菓子
📍 直江津駅
This confection was created by Kanazawa Sohonpo in Joetsu City following the 2009 broadcast of the Taiga drama 'Tenchijin'. Named after the helmet of the protagonist Naomasa Kanetsugu, it features the character for 'Ai' (Love)—his symbol—as a branded seal.
Smooth red bean paste is gently wrapped in fluffy castella cake and baked to a golden brown in the shape of a helmet. Alongside the shop's Shujin Mochi, it is widely known as a famous Sengoku-era confection from Joetsu.
The compatibility between the gentle sweetness of the smooth red bean paste and the moist castella is outstanding. It is a treat to be enjoyed while reflecting on Kanetsugu's way of life embodied in the character 'Ai'. The helmet shape, which evokes the romance of the Warring States period, makes it a perfect souvenir for history lovers.
その他
A simple rice cracker baked with rice from a major rice-producing region, made by a long-established shop famous for the Joetsu specialty "Shujin Mochi."
Kanazawa Sohonpo is a renowned Japanese confectionery shop founded in 1896 in Joetsu. It is widely loved for its "Shujin Mochi," named after Uesugi Kenshin. This Echigo Rice senbei is crafted using rice grown locally in Joetsu by that very same shop. It offers a fragrant, never-tiring flavor unique to a rice-growing town.
With its main store preserved in an atmospheric building constructed over two hundred years ago, you can enjoy the shopping experience itself within its retro storefront. Please enjoy this single cracker, packed with the concentrated deliciousness of snow country rice, alongside a cup of warm tea. It is a senbei meant to be savored while feeling the history of the region.
和菓子
A daifuku mochi that captures the essence of spring in Takada, famous for being one of Japan's three great night-viewing cherry blossom spots, in a single bite.
Takada Castle Site Park in Joetsu City is a renowned spot for flower viewing, where approximately 4,000 Somei Yoshino cherry trees bloom in glory. At night, traditional lanterns and the illumination of the Sanju Yagura turret light up the blossoms, reflecting a magical landscape onto the moat's surface. The Takada Sakura Mame Daifuku was created in honor of these cherry blossoms.
Soft mochi dough, kneaded with salt-pickled cherry blossoms, gently envelops beans and sweet bean paste. The subtle saltiness of the sakura harmonizes with the sweetness of the bean paste, making you feel as though you are tasting spring in Takada. This seasonal item becomes highly popular during the cherry blossom season, signaling the arrival of the new season.
その他
Sasa Dango produced by Kanazawa Sohonpo, a long-established shop in Joetsu. The same shop known for 'Shutshin Mochi' uses carefully selected domestic mugwort and Hokkaido red beans to create this treat. It is the Joetsu version of the Niigata specialty that gained nationwide fame following the 1964 Niigata National Sports Festival.
和菓子
A yomogi (mugwort) daifuku with a rich aroma of mugwort, created by a famous shop specializing in Sasa-dango.
Located in Joetsu, Echigo, Omoya is a renowned Niigata confectionery shop known for its Sasa-dango and Chimaki. They continue to preserve the local flavors using domestic mugwort and carefully selected ingredients. The yomogi daifuku produced by Omoya is a masterpiece focused on the softness of the mochi and the fragrance of the mugwort. The red bean paste, made with adzuki beans from Hokkaido, pairs perfectly with the mugwort mochi.
As you bite into the chewy mochi, the refreshing scent of mugwort gently rises. Combined with the gentle sweetness of the red bean paste, it evokes a sense of nostalgia. This simple and rustic daifuku has been loved locally for a long time and can be found at the main store and Tomioka store in Joetsu City.
その他
📍 直江津駅
A simple dumpling born in Naoetsu that also appears in the novel 'Horoki' (A Wanderer's Notebook).
Keizoku Dango is a famous confection made by Minoya in Naoetsu, Joetsu City. It is said to be named in commemoration of the year 1903 (Meiji 36), when local people prayed for the survival of the Naoetsu Grain Exchange and its continued operation was granted. It also appears in Fumiko Hayashi's novel 'Horoki,' where a scene depicts the protagonist finding hope in sweet dumplings.
It is a simple, additive-free creation using only white bean paste, with the surface toasted to a fragrant brown and glazed with agar. Each skewer features four dumplings, each approximately 3cm in diameter. The gentle sweetness and smooth texture are nostalgic and soothing. It is a historic dumpling passed down through generations along with its story.
その他
A signature confection from a long-established bakery in Joetsu, named after one of Japan's three great night cherry blossom viewing spots. Kotake Seika is a historic establishment founded in 1924 in Minami-Takada, Joetsu City, known for its sand bread and Sasa-dango bread, and has been loved locally for a long time. Their 'Takada-yaki' is named after Takada Castle Park, famous for its night cherry blossoms. It features a fluffy castella sponge gently enveloping bean paste with a subtle hint of cherry blossom aroma. With its elegant sweetness and moist texture, it is perfect as an accompaniment to tea. The charm lies in its unpretentious deliciousness, achieved through traditional methods without relying on additives. Alongside their sand bread, this baked good is a must-choose souvenir from Joetsu.
📍新潟市
Specialties from 新潟市 are also available via furusato nozei
その他
When you unwrap the glossy green bamboo leaves, the aroma of mugwort rises softly. As you take a bite of the chewy kusa-dango (mugwort dumpling), the rustic flavor of wild mugwort is followed by the simple sweetness of Hokkaido red bean chunky paste (tsubu-an) with its delightful texture.
Tanakaya Honten's Sasa Dango is a representative confection of Niigata. It is made using the "post-steaming method," where the dumplings are wrapped in fresh bamboo leaves before being steamed, ensuring the refreshing scent of the bamboo is thoroughly infused into every single dumpling. The coarse chunky red bean paste pairs perfectly with the mugwort dough.
That moment when you open the bamboo leaf and catch the scent—it is a nostalgic taste of Echigo to hold in your hand and enjoy.
その他
A smooth red bean (koshi-an) version of Tanakaya Honten's Sasa Dango. This additive-free treat played a key role in establishing the status of "Niigata Souvenir = Sasa Dango" following the 1964 Niigata National Sports Festival, offering a perfect harmony between smooth bean paste and the scent of bamboo.
その他
A popular savory-style dumpling that is not sweet. This unique creation from Tanakaya Honten follows the tradition of side-dish dumplings found in Niigata fishing villages, featuring chopped and simmered arame seaweed wrapped in mugwort mochi and encased in bamboo leaves.
その他
A savory sasa dango where the crunchy texture of burdock root and sweet-salty soy sauce flavor pair perfectly with mugwort mochi. This side-dish style item was created by Tanakaya Honten with the desire to 'deliver the taste of Niigata even to those who do not prefer sweets.'
その他
A seasonal limited edition sasa dango that captures the flavor of 'Kurosaki Chame,' a brand edamame from the Kurosaki district in Nishi-ku, Niigata City. The aromatic richness and natural sweetness of the tea beans melt into the mugwort mochi, offering a luxurious taste unique to its production area.
その他
📍 新潟空港、柏崎駅、直江津駅 ほか6件
Rice crackers loved for over 60 years that can only be purchased in Niigata Prefecture.
Since its release in 1961, Kameda Seika's Salad Hope has been a local favorite exclusively in Niigata. Characterized by a mellow saltiness and a light, crispy texture, its non-tiring deliciousness—which brings out the natural flavor of glutinous rice—is supported across generations. The 4-variety mix is a single bag that allows you to enjoy various flavors, including the classic salted version, all at once.
It has a history where it was originally intended for nationwide sale, but due to continuous stockouts from high popularity, it was switched to Niigata-only distribution. Because of its rarity outside the prefecture, it is perfect as a souvenir from Niigata. Please enjoy this light flavor that makes you want to reach for just one more piece.
その他
A peach cream version of Niigata's famous confection 'Kasenki,' which sells 700,000 units annually. This signature sweet from Saikatei—named after the atmosphere of Meiji-era steamships—features a fluffy, brown sugar-flavored steamed cake paired with a peach-scented cream.
その他
📍 新潟空港
With one bite, the dough—wound like tree rings—dissolves with a light, crispy melt-in-your-mouth texture. Smooth butter cream emerges from within, spreading a mellow sweetness and richness. It is a Western-style baked sweet with a gentle texture.
Bandai Taiko is a Niigata long-seller born in 1969. Soft cookie dough is carefully rolled into ring-like layers, enveloping a melt-in-your-mouth cream. Its round shape, reminiscent of a Japanese drum (Wadaiko), was named after Niigata's symbol, the Bandai Bridge.
A light flavor that pairs well with both coffee and green tea. A proud Niigata snack enjoyed across generations.
和菓子
📍 新潟空港、柏崎駅、直江津駅 ほか2件
Pick up a single cracker and take a crispy bite to release the gentle aroma of toasted goodness. As you chew, the rich sweetness and umami of Nanban shrimp gradually spread throughout your mouth. It is an irresistible rice cracker with a light texture and a lingering shrimp flavor.
Nanban Shrimp Rice Crackers are one of Niigata's representative souvenirs. 'Nanban shrimp' refers to sweet shrimp that are called so in Niigata because their color and shape resemble red chili peppers (Nanban). We knead plenty of minced Nanban shrimp, caught in the Sea of Japan and off the coast of Sado, into a dough made from domestic rice, then bake them to a crispy, fragrant finish.
Perfect as a snack with tea or an accompaniment to alcohol. This is a piece of Niigata pride, tightly packed with the sweetness of the sea.
その他
📍 新潟空港
An exquisite confection from Toki, now featuring the flavors of Niigata's pear.
This is a Le Lectier pear flavored version of 'Tokinoko,' a representative confection of Niigata. It features a crispy yolk bean paste wrapped in Momoyama-style dough and coated in melt-in-your-mouth white chocolate, layered with the rich aroma of Le Lectier, a specialty pear from Niigata.
Le Lectier is a fruit Niigata is proud of, often called the 'Lady of Pears,' known for its melting flesh and enchanting aroma. The elegant scent of the pear blends beautifully with the mellow sweetness of the yolk bean paste. Please enjoy this single piece, packed with the essence of Niigata, as a gift for special occasions.
洋菓子
📍 新潟空港
A milky-scented langue de chat baked with milk from the birthplace of dairy farming.
These langue de chats are baked using Yasuda Milk from Agano City, the birthplace of dairy farming in Niigata Prefecture. Each piece features a light, crispy cookie hand-sandwiched with white chocolate so thick it almost overflows. With one bite, the rich flavor of milk spreads softly through your mouth.
The gentle taste nurtured by local raw milk is perfect to accompany coffee or tea. These elegant, palm-sized sweets come in individually wrapped packages, making them very convenient for gifts. Please enjoy the aroma of milk, carefully nurtured by Niigata's dairy industry, during your tea time.
洋菓子
Turning sweet potatoes from the Niigata dunes into roasted sweet potato-flavored sables.
'Imo-jeanne' is a brand of sweet potato grown in the dune areas of Niigata City. These prideful potatoes are Beni Haruka varieties grown in well-drained sandy soil and aged for about one month to slowly draw out their sweetness. This sable captures that sticky sweetness in a baked treat.
Within its crispy texture, the gentle sweetness and aroma unique to roasted sweet potatoes spread across the palate. They have a long shelf life at room temperature and are easy to distribute due to individual packaging. Please enjoy the sweetness of another specialty of Niigata—potatoes—through this convenient baked confection from a region known as both a rice producer and a fruit kingdom.
和菓子
A Western-style manju with cheese wrapped in black sesame dough.
Produced by the Niigata confectionery shop Saikatei, 'Cheese Manju from Echigo no Sato' features a fragrant, cookie-like dough kneaded with black sesame that gently envelops cream cheese. It is a dish that takes the best of both Japanese and Western styles, harmonizing light sweetness with the richness of cheese.
Saikatei is a long-established shop also known for its famous 'Kasen Suiki' (River Steam), a confection inspired by the steamboats that traveled the rivers of Niigata. The Cheese Manju comes individually wrapped, making it easy to distribute, and is a popular souvenir alongside Kasen Suiki. Please enjoy the aroma of sesame and the flavor of cheese that spreads softly with every bite.
洋菓子
A sophisticated baumkuchen for adults, kneaded with local sake lees.
This is the 'Yuki Madoka' Sake Baumkuchen, an original creation from Ponshukan, a well-known spot at Niigata Station. Local Niigata sake lees are kneaded into the batter, and each layer is carefully baked one by one. The surface is coated in white sugar, reminiscent of a snowfield.
The crunchy texture of the sugar and the subtle aroma of Japanese sake melt into the moist cake. It offers a sophisticated flavor unique to Niigata, a land of sake. It pairs well with both coffee and Japanese tea, making it a perfect gift for sake lovers. Please enjoy the fragrance of snowy-region sake through this confectionery.
スイーツ
📍 新潟空港
A rich sorbet made from Le Lectier pears, enjoyed frozen.
This sorbet captures a generous amount of juice from the Le Lectier pear, a specialty of Niigata. Known as the "Lady of Pears," Le Lectier is characterized by its melting flesh and enchanting aroma. We have transformed that rich fragrance into a chilled sorbet.
A convenient feature is that it can be stored at room temperature for a long time and simply needs to be frozen before eating. Along with a crunchy texture, the intense aroma of pear spreads throughout your mouth. This is a dish that allows you to enjoy the scent of this "lady"—available only during its short season—at any time. Please enjoy the bounty of Niigata, the kingdom of fruit, in this dessert.
洋菓子
📍 新潟空港
An adult chocolate crunch infused with the aroma of sake lees from the famous Hakkaisan sake.
This is a chocolate crunch made by kneading in the sake lees of "Hakkaisan," the prestigious sake that Uonuma is proud of. Within its light, crispy texture, a subtle hint of sake aroma emerges, and the flavor of the sake lees spreads gently behind the sweetness. It is a slightly sophisticated sweet unique to Niigata, a renowned sake region.
This item has been beloved at places like "Uonuma no Sato" at the foot of Mt. Hakkai, and its individual packaging makes it easy to distribute. The sake lees softly enhance the sweetness of the chocolate, resulting in a profound flavor that is both unexpected and deep. It is a quintessential Niigata treat that will be appreciated as a gift for sake lovers.
スイーツ
📍 新潟空港
A room-temperature stable sorbet containing puree made from Sado-grown Okesa persimmons. If frozen before eating, you can enjoy a crunchy and crispy texture, while the mellow sweetness unique to seedless persimmons melts in your mouth.
その他
📍 新潟空港
A Niigata-exclusive cookie that captures the aroma of pears in a stick form.
Known as the 'Lady of Western Pears,' Le Lectier is a specialty of Niigata. This limited-edition Niigata confection encapsulates its sweetness and fragrance in a 16cm stick-shaped cookie. With a light, crispy texture, you'll find yourself reaching for more than one.
Le Lectier is a pride of the fruit kingdom of Niigata, known for its melting flesh and enchanting aroma. You can easily enjoy its elegant flavor through these long-lasting baked goods. The slender stick shape makes it easy to eat and gives it a smart appearance. It is the perfect item for an accompaniment to tea or as a small gift.
その他
📍 新潟空港
Named Momotaro, but tastes like strawberry. A Niigata summer staple.
This is the caramel version of the shaved ice bar 'Momotaro,' which has colored Niigata's summers since 1946. Although the name is 'Momotaro' (Peach Boy), the flavor is actually strawberry. This local sweet preserves that unique charm familiar to Niigata residents.
The name is said to originate from the early Showa era, when peach-shaped frozen treats shaped like an upside-down heart were called 'Momotaro.' Enjoy this long-beloved summer tradition in a caramel form that can be enjoyed regardless of the season. Each piece is filled with nostalgia for Niigata residents and is something you'll want to tell others about.
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A crispy rice snack born from the creativity of Niigata, the rice kingdom.
These Rice Chocolate Puffs were created from an idea unique to Niigata, a major rice-producing region. This bite-sized snack features locally grown rice puffed into a light texture and coated in chocolate. The crispy, light rice puffs and the smooth sweetness of the chocolate blend exquisitely.
This unique flavor featuring rice as the star makes it a perfect souvenir representative of Niigata. Since each piece is individually wrapped, it is also very useful as a bulk gift for colleagues or friends. You'll find yourself reaching for them one after another in their light and gentle deliciousness. Please enjoy the deliciousness of Niigata's rice through this confectionery.
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A long-selling product from Osakaya, featuring raisins infused with Western spirits.
'Budou Kiko' is produced by Osakaya, a long-established shop in Niigata. The defining feature is the rich aroma of raisins soaked in a unique blend of rum, brandy, and wine. Plump raisins and cream are gently sandwiched between light, melt-in-your-mouth crispy cookies.
Alongside Bandai Taiko, this has been a long-selling favorite from Osakaya, loved for many years. The elegant flavor with a subtle hint of spirits makes it perfect as a gift for adults. Enjoy it with coffee or tea, or as a slightly luxurious snack. It is one of Niigata's famous confections meant to be savored slowly.
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Tanaka-ya Honten's Sasa Dango is famous for its packaging featuring 'Akane-chan,' a girl in a kimono. This is a staple souvenir at Niigata Station, featuring plenty of chunky red bean paste inside additive-free dough made from Niigata rice and Hokkaido adzuki beans.
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Made using 100% Koshihikari and Kogane-mochi rice grown in our own farm, Shinrin Noen's Sasa Dango sells over 1 million pieces annually. Its hallmark is the rich aroma produced by plenty of mugwort combined with the subtle sweetness of Hokkaido red beans.
和菓子
📍 新潟ふるさと村
An adorable confection inspired by the eggs of Sado's Crested Ibises.
This Japanese sweet is modeled after the egg of the Crested Ibis (Toki), a special natural monument of Sado. It features yolk filling—made by adding Niigata egg yolks to white kidney bean paste—wrapped in a Momoyama-style baked dough. Its round, gentle form reminiscent of an ibis egg is lovely and conveys the essence of Niigata.
The crispy dough and the mellow sweetness of the yolk filling harmonize beautifully. The colorful packaging, inspired by the iconic bird of Niigata, is also popular and makes for a wonderful gift. As one of Niigata's representative sweets, an elegant sweetness spreads with every bite. Please give it a try.
洋菓子
📍 新潟空港、直江津駅
A crunchy chocolate that features the aroma of Yasuda Milk.
This crunchy chocolate incorporates cornflakes into chocolate made with plenty of Yasuda Milk from Agano City, the birthplace of dairy farming in Niigata Prefecture. With a single bite, the aroma of milk spreads softly, balancing perfectly with the chocolate so you can enjoy it to the very end without getting tired of it.
The richness of the milk nurtured by local raw milk and the light texture of the cornflakes are addictive. Since they are individually wrapped and affordably priced, they are perfect as souvenirs for sharing. Please enjoy the gentle flavor that Niigata's dairy industry has carefully nurtured.
洋菓子
📍 新潟空港
Milk chocolate cookies with eye-catching packaging depicting a parent and child Crested Ibis. With a crispy texture and gentle sweetness, they can be enjoyed by children and adults alike, and the large 30-piece capacity makes them very useful as souvenirs to share at the workplace.
その他
📍 新潟空港、新潟ふるさと村
A Florentine pastry that transforms Niigata's famous 'Kaki no Tane' (rice cracker) into a Western-style confection. Crunchy kaki no tane coated in caramel are placed atop a crisp sablé base, creating a new sensation of sweet and spicy flavors with a subtle hint of heat amidst the sweetness.
洋菓子
A crumbly sablé baked with rice flour from Niigata, a premier rice-producing region. True to its Niigata origins, this sablé utilizes locally grown rice flour. Fitting for the name 'Echigo,' a single bite reveals a gentle aroma of rice. With a light, crispy, and crumbly texture, a mild sweetness spreads throughout your mouth. The light melt-in-your-mouth quality unique to rice flour and the subtle toasted aroma make it so delicious you'll want to eat piece after piece. It pairs perfectly with both coffee and Japanese tea, making it an ideal companion for teatime. Please enjoy this simple and warm baked treat, unique to the rice kingdom of Niigata, during your relaxing snack time.
洋菓子
📍 新潟ふるさと村
A chocolate crunch that packs the diverse charms of Niigata into packaging adorned with the Tomoe pattern. The light, crunchy texture is accompanied by the gentle sweetness of milk chocolate that softly spreads across the palate. Since each piece is individually wrapped, it is perfect as a souvenir to distribute at work or to friends. Easily available at Niigata Station and airports, it is a reliable choice when you are unsure of what to buy. Its charm lies in its unpretentious deliciousness, making it a great companion for coffee or tea. We recommend this confection when you want to subtly add a touch of Niigata to a small gift. It has a long shelf life, so you can feel secure buying it in bulk at the end of your trip.
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For Sasa Dango, which has been nurtured as a taste for the common people, smooth red bean paste made by straining the adzuki beans was once a luxury. This elegant treat features smooth paste made from carefully strained Hokkaido adzuki beans from Tanakaya Honten, wrapped in Niigata-grown mugwort mochi and paired with the fragrance of bamboo leaves.
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📍 新潟空港、新潟ふるさと村
This is a Niigata-exclusive Happy Turn produced by Ajical, part of the Kameda Seika Group. Using powder from Niigata's brand strawberry 'Echigo-hime,' it gently captures the soft sweetness of strawberry milk.
The bright red package catches the eye, and the familiar sweet and salty taste of Happy Turn is layered with a subtle hint of strawberry flavor. As a local specialty unique to Niigata, it is a popular flavor that makes for a wonderful souvenir.
A familiar snack dressed up in something special using local ingredients. Please enjoy a different kind of Happy Turn while feeling the sweet and sour notes of Echigo-hime. This delightful limited edition bag makes you truly feel like you are in Niigata.
洋菓子
📍 新潟ふるさと村
A Niigata Western-style souvenir featuring walnuts and caramel sandwiched between crispy cookie dough. When brought to room temperature, the caramel inside melts slightly, transforming into a rich flavor when combined with the toasted aroma of the walnuts.
Since each piece is individually wrapped, it is perfect for sharing at work or as gifts for friends. The convenience of being able to eat them without getting your hands dirty is one of the reasons they are so long-loved.
Pair them with coffee or tea for a small afternoon treat. The sweetness of the caramel and the texture of the walnuts create a satisfying taste that expands with every bite. You can also enjoy a different deliciousness by chilling them slightly to firm up the caramel.
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A Sasa Dango (bamboo leaf dumpling) featuring 'Chame-an' (tea bean paste), made by cooking tea beans from the Niigata Kurosaki district into white bean paste. Having won the Gold Award in the Confectionery Category at the 2008 Niigata City Souvenir Contest, its refreshing flavor with a hint of salt is just as popular as the standard tsubuan (chunky) and koshi-an (smooth) varieties.
洋菓子
A KitKat sold by Nestlé exclusively at hot spring resorts across Japan. Compared to the commercially available Uji Matcha flavor, it uses twice the amount of matcha and is kneaded with Gyokuro tea leaves for a rich, intense taste. In Niigata, it can be purchased at Agano River Service Area, Michi-no-Eki Asahi, and Furusato Village.
和菓子
📍 新潟空港、柏崎駅、直江津駅 ほか2件
Created by Echigo Meihan (Kinaseya Honpo souvenir shop), this rice cracker is named after the local term 'Nanban Ebi' used for Niigata's sweet shrimp. It is a crispy cracker with a strong shrimp flavor and is a long-selling staple of Niigata souvenirs, found at JR Niigata Station and highway service areas.
その他
📍 新潟空港
This Niigata souvenir is an elegant take on the Spanish-born baked good, Polvorón, finished with delicate Wasanbon sugar. These square cookies, made by pressing fine powder together, offer a unique texture that crumbles softly in your mouth and melts away.
The fragrant notes of almond powder and butter are gently layered with the mellow sweetness unique to Wasanbon sugar. It is a somewhat nostalgic yet novel and luxurious treat where Western confectionery meets Japanese ingredients.
With a light melt-in-the-mouth appeal that pairs well with both tea and coffee, its delicate deliciousness makes you want to savor it one bite at a time. The gentle sweetness of the Wasanbon sugar makes it perfect as an accompaniment for tea on a special day.
洋菓子
A Niigata-exclusive chocolate pie baked using rice flour made from Koshihikari rice grown in Niigata Prefecture. The light, crispy texture unique to rice flour pairs perfectly with the moderately sweet chocolate.
Available in 14-piece and 24-piece packs, its long shelf life is another great feature. Each piece is individually wrapped, making it easy to distribute—an ideal and reliable choice for souvenirs to bring to workplaces or schools.
This light chocolate pie is characteristic of Niigata, the land of rice. It is a delightful souvenir that you'll find yourself reaching for when in doubt, as it is easy to snack on and guaranteed to please anyone. Paired with coffee or milk, it creates a relaxing snack time. The ability to choose the quantity based on the number of people you are serving is also a wonderful advantage.
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The only savory item among the five varieties of Sasa Dango offered by Tanaka-ya Honten. This dish features handmade kinpira gobo (braised burdock root) wrapped in Niigata-grown mugwort mochi and encased in bamboo leaves; it is often chosen as a souvenir for those who do not prefer sweets. The spicy soy sauce flavor pairs beautifully with the aroma of the mugwort.
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A product featuring large-grain okaki (rice crackers) made with Niigata-grown glutinous rice coated in curry flavor. The crunchy texture and lingering spicy aroma make this combination of Niigata's signature rice cracker and curry a perfect accompaniment to beer.
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A unique type of Sasa Dango from Tanaka-ya Honten, featuring an filling made of simmered 'Arame' seaweed harvested off the coast of Sado. This surprising combination spreads the flavor of the sea within the sweet Sasa Dango, allowing you to taste the blessings of Niigata's mountains and sea in a single bite. It is the most distinctive among all five varieties available.
洋菓子
📍 新潟空港
A snow ball cookie baked by Maruya Honten in Niigata City, combining Niigata-grown Koshihikari rice flour with Yotsuba butter and Wasanbon sugar. As the name suggests, it features a light texture that crumbles delicately (horohoro) in your mouth.
It won the Mayor's Award, the highest honor, at the 2013 Niigata City Souvenir Contest. This meticulous creation was born from a desire to make sweets using Koshihikari rice flour, truly reflecting Niigata's status as a premier rice-producing region.
The mellow sweetness of Wasanbon sugar and the rich aroma of butter spread gently in your mouth. Its lovely snow-white appearance makes it a perfect companion for a relaxing tea break.
和菓子
📍 柏崎駅
A Niigata-exclusive Happy Turn from the Kameda Seika Group, using tea bean powder from the Kurosaki region among the edamame grown in Niigata Prefecture. The flavor of freshly boiled edamame pairs exquisitely with the sweet and salty 'Happy Powder.' With 20 individually wrapped pieces, it is ideal for sharing as a souvenir.
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This is a Pretz product sold exclusively in the Niigata and Hokuriku regions by Ezaki Glico, made using Koshikari rice from Niigata Prefecture. It features a crispy texture similar to okaki (rice crackers) baked with rice, with the pleasant aroma of soy sauce spreading through your palate.
An assortment containing six small boxes is perfect as a souvenir to distribute at work or to friends. You can enjoy a familiar Japanese-style flavor that is savory and reminiscent of grilled rice balls (yaki onigiri).
This is a local specialty Pretz unique to Niigata, the land of rice. Combining the convenience of a snack with a savory Japanese aroma, it is an enjoyable treat that makes you want to reach for just one more. Since it is divided into small boxes, it is also ideal as a gift for sharing.
和菓子
This is a limited-edition Kappa Ebisen from Calbee, sold exclusively in the regions spanning from Tohoku to Kanto-Koshinetsu. Based on dark soy sauce, which is deeply familiar in Eastern Japan, it features a strong infusion of garlic powder from Aomori Prefecture.
The moment you open the bag, the aroma of garlic rises, instantly whetting your appetite. The addition of a punchy garlic soy sauce to the familiar shrimp flavor creates an addictive taste that keeps you coming back for more.
This bag is perfect both as a snack and as an accompaniment to alcohol. It is an exciting limited edition where the 'unstoppable' Kappa Ebisen has evolved with a local flavor. Since this taste can only be found in this region, please be sure to pick it up if you see it.
和菓子
📍 新潟空港
This rice cracker is carefully baked with extra care using glutinous rice from Niigata Prefecture. With a simple soy sauce flavor, you can enjoy a traditional, gentle taste that truly brings out the deliciousness of the rice itself.
Its charm lies in its unpretentious deliciousness, unique to the rice-producing region of Niigata. Available at Niigata Station and souvenir shops within the prefecture, it is a product that has been loved by locals for a long time.
With a light texture, each piece is perfect to accompany tea. This easy-to-enjoy rice cracker subtly conveys the essence of Niigata, making it an ideal casual gift. The fragrant soy sauce flavor offers a nostalgic taste that is enjoyed by both the elderly and children alike. It is a treat that makes you want to brew some tea and snack leisurely.
洋菓子
This souvenir sweet features Niigata's specialty, Le Lectier—known as the 'Lady of Pears'—transformed into a smooth cream and encased in a pie crust. Le Lectier is a pear that Niigata is proud of, renowned for its rich aroma and melting sweetness.
Inside the crumbly yet moist pastry, the elegant fragrance and luscious sweetness of the Le Lectier spread gently across the palate. It has gained high popularity as a unique pear dessert exclusive to Niigata.
With just one bite, an elegant aftertaste of pear lingers softly. Please take home this 'lady-like' flavor that can only be encountered in Niigata as a souvenir. It is sure to delight anyone who loves the aroma of fruit.
和菓子
A Japanese confectionery created by Osakaya, founded in the 5th year of Ansei (1858), bearing the character 'Arata' from Niigata. It all began when the first generation, who trained in confectionery making in Osaka, moved to Echigo Niigata and established the shop name 'Naniwadō Osakaya'.
This long-established shop with over 160 years of history carefully crafts this item using local ingredients, condensing the essence of Niigata. The skills and spirit passed down through many years can be felt deeply in every bite.
With a gentle, reassuring flavor backed by tradition, it is a confectionery you can choose with confidence as a gift, representing one of Niigata's famous long-standing shops. This long-beloved item is sure to delight when given as a souvenir to elders.
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A sake-flavored version of the famous Niigata confectionery 'Toki no Ko,' which is shaped like a crested ibis egg from Sado. This sophisticated adult flavor features premium Echigo sake kneaded into chocolate and coated in white chocolate. Chilling it in the refrigerator makes the aroma of the sake stand out even more.
洋菓子
📍 新潟空港、柏崎駅、直江津駅
This is a Country Ma'am available exclusively in Niigata from Fujiya. It features an outer dough with the aroma of mugwort (yomogi) and an adzuki bean flavored filling, brilliantly recreating the taste of Niigata's famous Sasa Dango.
Like the authentic Sasa Dango, it is crafted in two layers: mugwort-flavored on the outside and red bean paste on the inside. With 16 individually wrapped pieces and a long shelf life, it is loved by all generations as a perfect souvenir for school trips.
From the moist, soft cookie, the Japanese flavors of mugwort and red bean rise gently. It is an enjoyable limited edition where the familiar Country Ma'am has transformed into a Japanese-style sweet characteristic of Niigata. Please present this unique box from Niigata along with your travel stories.
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📍 那覇空港
A type of Kaki no Tane (rice cracker) sold exclusively by Kameda Seika in Okinawa. It features an extreme spiciness where the stinging heat of Shima Togarashi (island chili) hits the tip of your tongue directly, making it a completely different experience from the usual 'gradually spicy' varieties. Perfect as a souvenir for spice lovers.
洋菓子
📍 新潟空港
These bite-sized cream sandwiches are made by kneading sake lees from Uonuma's famous brewery, Hakkaisan, into the recipe. Smooth chocolate cream is gently sandwiched between crispy cookie layers.
With a generous 42 pieces per box, they are perfect for sharing with everyone. The aroma of alcohol is very subtle, making them easy to enjoy even for those who are not fond of alcoholic drinks.
The delicate flavor of the sake lees adds an elegant accent to the taste. Please take these sophisticated cream sandwiches, which evoke the essence of Niigata's famous sake, as a souvenir. Since the box contains plenty, it is also ideal for sharing in the workplace.
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📍 新潟空港
A famous Niigata confection created in 1969 by Osakaya, a company founded in the 5th year of Ansei (1858). It features a small Baumkuchen shaped like a drum body, filled with cream. Named after the Bandai Bridge, it has continued to sell for over half a century since its release.
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📍 直江津駅
A retro souvenir packed with traditional Japanese candies and bean snacks from Niigata. The package features nostalgic landscapes of Echigo, warming your heart just by looking at it.
Its simple and warm flavor is just like 'snacks from grandma's house.' Every time you pick up a piece, nostalgic memories seem to flicker back to life.
The charm of this assortment lies in being able to enjoy various flavors in small amounts. It is a gentle Niigata souvenir that will please all generations. It is a snack that sparks conversation as the whole family exclaims, 'I remember this!' It is also perfect as a snack when you want to take a relaxing break.
スイーツ
A cheese baked confection created by Gateau Senka, inspired by the peaceful pastoral landscapes of Niigata. The cheese flavor melts into the moist cake, spreading a rich depth with every bite.
Gateau Senka is an established brand originating from 'Mimatsu,' a coffee shop born in post-war Nagaoka. It is loved as a hidden popular product within this confectionery chain that operates multiple stores across the prefecture.
It offers an elegant taste where the richness of cheese and gentle sweetness harmonize. Paired with coffee or tea, it is the perfect item for a relaxing snack time. With its simple yet deep flavor, it is a Niigata souvenir you will want to eat again and again.
洋菓子
📍 新潟空港
A single piece of elegant Western confectionery crafted from Niigata's proud brand of edamame.
'Kurosaki Chame-mame,' grown in the Kurosaki district of Niigata City's Nishi Ward, is a masterpiece that was the first edamame to be registered under the Geographical Indication (GI) protection system nationwide. It boasts a rich aroma that fills the house when boiled and a deep umami that spreads with every bite, with an aroma often compared to popcorn. This tea-bean edamame has been toasted into a crispy, light langue de chat.
It is the best of both worlds—Japanese and Western—where the savory aroma of the tea-bean meets the gentle sweetness of the smooth red bean paste chocolate. It is a stylish souvenir that allows you to easily enjoy the unique flavor of Niigata's edamame.
スイーツ
📍 新潟空港、新潟ふるさと村
A classic vegetable juice has arrived as a special Niigata-exclusive flavor.
This souvenir edition combines Kagome's 'Yasai Seikatsu 100' with Niigata's pride, the Western pear Le Lectier. Le Lectier was introduced to Niigata from France around the end of the Meiji era, and today Niigata Prefecture accounts for over 80% of domestic production, earning it the title 'Lady of Pears.' Its elegant and brilliant aroma is packed into a convenient paper carton.
The set of six 100ml cartons is easy to distribute, and its charm lies in being fruity and smooth to drink. It is a delightful option even for children who dislike vegetables. As a Niigata souvenir, it is an exclusive flavor you'll want to take home along with your travel memories.
洋菓子
An elegant, moist madeleine fragrant with two types of berries and honey.
Gateau Senka, a Western-style confectionery shop located in Niigata Prefecture, has baked these using a combination of raspberry, strawberry, and honey. Gateau Senka is known as a premier gift-giving pastry shop with locations throughout the prefecture, including Tsubame-Sanjo.
The sweet and sourness of the berries melts gently into a moist batter permeated with a rich buttery aroma. Each bite reveals the flavors of ingredients nurtured by the pure water and air of Niigata, the snow country. It is perfect as an accompaniment to tea or coffee, and because it is individually wrapped, it is highly useful as a small gift. This carefully baked madeleine is a wonderful way to convey your feelings through a small token.
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📍 新潟空港
A bite-sized confection from Gateau Senka, featuring Niigata's specialty Le Lecte pear finished in caramel. A fluffy cake base encloses syrup-soaked pear and custard cream, all brought together by a rich, deep caramel.
洋菓子
📍 新潟空港
A moist cake with the gentle aroma of pear floating through it. This tall, stylishly designed baumkuchen is a charming creation born in Niigata.
Infused into the batter is the specialty Niigata Le Lecte pear, often called the 'Lady of Pears.' It is a representative Western pear of Niigata, with cultivation said to have begun in 1903 (Meiji 36) when seedlings were brought from France to what is now the Minami Ward of Niigata City. It is known as a fruit that requires great care, as it undergoes a slow ripening process for about forty days after harvest. Its mellow fragrance gently melts into the many layers of the baumbkuchen.
Since it can be easily sliced and shared, it makes a perfect souvenir. A happy slice infused with the bounty of Niigata.
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A cute traditional sweet born in Niigata that features stars floating playfully when placed in hot water.
Originally, 'Ukiboshi' is a reimagining of a local confection called 'Yukari,' made by the Meijiya 'Yukari Store' founded in 1900. It is a simple sweet consisting of rice crackers (arare) coated in sugar syrup and is said to be Niigata's oldest confectionery. The local Hickory Street Travelers rebranded this 'Yukari' as 'Ukiboshi,' presenting it in pop-style cans with charming illustrations.
This snowman-themed can features a Yuzu base, which is a mix of three flavors: yuzu, perilla (shiso), and plain. While they look like konpeito (sugar candy), the contents are actually rice crackers, so the sweetness is subtle. When floated in hot water or sparkling water, star shapes pop up to the surface, making it as fun to watch as it is delicious to eat.
スイーツ
📍 新潟空港
The famous sake of Uonuma and the history of the Sado Gold Mine melt together in a single jelly. This transparent jelly combines 'Hakkaisan,' a Japanese sake brewed in Minamiuonuma, with Western spirits and wine, topped with shimmering gold leaf. Gold leaf suits Niigata well because the region has deep historical ties to gold, thanks to the former Sado Gold Mine. This visually stunning item can be found at facilities managed by Hakkai Brewing, such as 'Uonuma no Sato.' After a smooth texture on the palate, the fruity aroma of sake gently spreads. The brilliance of the gold leaf makes it perfect for celebrations or as a special gift. Since it contains alcohol, it is a luxurious treat intended for adults only. It tastes even more elegant when served chilled.
洋菓子
📍 新潟空港
With just one bite, the aroma of Niigata's pride, the Le Lecte pear, spreads throughout your mouth. Langue de chat is a thin, light baked cookie meaning "cat's tongue." We have infused its batter with the flavor of Le Lecte, a premium pear specialty of Niigata. Known as the "Lady of Pears," Le Lecte is a high-end variety, with Niigata Prefecture accounting for most of the domestic production. It is characterized by its melting sweetness and elegant aroma. As you enjoy its crisp, light texture, the sophisticated scent of Le Lecte drifts through your nose. Its charm lies in the fact that you can clearly taste the pear even in the aftertaste. Light, compact, and individually wrapped, it is convenient for sharing. It is a perfect treat to easily share the essence of Niigata with colleagues or friends as a casual souvenir.
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A mint-flavored version of the 'Ukiboshi' traditional Niigata confectionery, featuring swan packaging. When you float the sugar-syrup coated rice crackers in coffee or tea, a refreshing mint aroma wafts up. The bag, decorated with swans that migrate every winter, is popular among women for its cuteness.
その他
📍 新潟空港、新潟ふるさと村
A long-beloved flagship souvenir from Niigata, representing the pinnacle of rice accompaniments.
Kashimaya is a long-established shop founded in 1855 (Ansei 2) as a merchant of salmon and trout from the Shinano and Agano Rivers. Their Sake Chazuke was born in the 1950s from the philosophy that "true luxury lies in handmade flavor." They carefully flake fatty King Salmon to create a deep, rich taste.
They never compromise on ingredient selection, going as far as Hokkaido and Canada to meticulously select only the very best. Simply placed atop steaming hot rice, it transforms a meal into a feast. It is also exquisite when prepared as chazuke (tea rice), and has been a staple gift for over sixty years. This is an enduringly popular item that you must take home when visiting Niigata.
洋菓子
📍 新潟空港
A sable cookie where the aroma of Niigata's pride, the pear, spreads from its crispy dough.
We have baked the flavor of Le Lectier—a specialty pear of Niigata—into a light and crispy sable dough. Known as the 'Lady of Pears,' Le Lectier is a premium variety characterized by its melting sweetness and magnificent aroma. We have crafted these characteristics into a fragrant baked treat.
The rich aroma of butter overlaps with the gentle sweet and sour notes of Le Lectube, bringing happiness with every bite. It is perfect accompanied by tea or coffee, making your afternoon a little more luxurious. Since they are individually wrapped, they are also convenient as souvenirs to distribute at work or to friends. Each piece is an easy way to convey the essence of Niigata.
その他
A swan-packaged matcha flavor of Niigata's traditional confectionery 'Ukishi.' Featuring a deep color created by a blend of Matcha, Yuzu, and Plain varieties, the rich aroma of tea spreads upon tasting. It is delicious whether floated in hot water or eaten directly for a crunchy snack.
洋菓子
A sophisticated adult sweet shaped like a brick, reminiscent of the streetscapes in the snow-covered towns of Echigo.
Setsukuni Renga is an original confection produced by Ponshukan, a popular shop in Niigata. It uses sake and sake lees nurtured by the snow of Echigo Uonuma, flavored with bittersweet chocolate. Its rectangular shape, resembling a brick, evokes the charm of a snowy region.
Upon opening the wrapper, the gentle and elegant aroma of sake wafts up. As you take a bite, the rich flavor and bitterness of the chocolate spread across your palate, followed by the lingering aftertaste of sake. It pairs perfectly with coffee, as well as alcoholic beverages. This is a deep, flavorful chocolate confection designed for adults, unique to the snow country of Niigata.
その他
📍 新潟空港、いくとぴあ食花、新潟ふるさと村 ほか1件
An adult-oriented rice cracker collaboration between Kameda Seika and the famous sake brewery Ishimoto Shuzo (makers of Koshino Kanbai). Approximately 20% of the seasoning liquid uses Koshino Kanbai, and it is finished with a dusting of sake powder. Although containing less than 1% alcohol, it is a sophisticated snack that offers a light, fragrant aroma of sake.
その他
📍 新潟空港
A moist, adult pound cake infused with the aroma of Uonuma's famous sake. This pound cake is part of the Hakkaisan sweets series, made by kneading sake lees from 'Hakkaisan'—a sake brewed in Minamiuonuma—into the batter. At the 'Uonuma no Sato' facility operated by Hakkai Brewing, moist baked goods made with sake lees are popular as souvenirs. With a single bite, the gentle aroma of sake spreads along with the moist and fluffy texture of the cake. The richness of the sake provides an elegant accent, offering a depth of flavor different from your usual pound cake. It pairs perfectly with coffee or tea and makes an ideal gift for sake lovers. This is a dessert designed for adults, unique to the snowy region of Niigata.
その他
A snow man-shaped tin of 'Ukishi,' a traditional Niigata confection, in milk flavor. The gentle sweetness of milk envelops the rustic toasted aroma of the rice crackers. When floated in coffee, the sugar syrup melts to create a subtle sweetness, and the rice crackers inside float playfully on the surface.
その他
📍 新潟空港、柏崎駅、直江津駅 ほか6件
An arale (rice cracker) released in 1961 that was originally exclusive to Niigata Prefecture. When it was released nationwide, it sold out so rapidly that production was switched back to being limited to the prefecture until a mass production system could be established, and this limitation became permanent. It is a mix of four flavors—Umashio (savory salt), Shrimp Salt, Edamame, and Curry—featuring a mellow taste made with Hakata Salt.
スイーツ
An adult-oriented sweet unique to Niigata, reminiscent of the white world of a snowy country.
This confection is prepared as a white tart using sake from Niigata, a renowned sake-producing region. The subtle flavor of sake lees blends harmoniously with the mellow sweetness of white chocolate. Its appearance is as white as snow, embodying the winter scenery of Echigo.
Upon taking a bite, the gentle sweetness of the white chocolate is followed by the rich aroma of sake rising softly. You can feel the depth of the alcohol within the sweetness, making it feel like a small luxury. It pairs perfectly with coffee or tea, and is ideal for a post-dinner treat. This is a tart confection for adults, born specifically from the sake kingdom of Niigata.
スイーツ
📍 新潟空港
A room-temperature stable sorbet that combines Hakkaisan sake with grapefruit juice. When frozen in the freezer before eating, it offers a fluffy aroma of sake amidst a refreshing acidity. At 216 yen per unit and with a shelf life of 10 months at room temperature, it is the perfect summer souvenir from Niigata.
📍新発田市
Specialties from 新発田市 are also available via furusato nozei
スイーツ
📍 月岡温泉、月岡温泉街
A cheesecake handmade one by one by a long-established shop in the hot spring town.
This is the "Tsukihime Cheese Cake," handcrafted by Marumata, a venerable confectionery shop in Tsukioka Onsen. It features a moist, melting texture, a gentle aroma of cheese, and a mild sweetness, resulting in a simple yet never-tiring flavor.
It is a perfect souvenir for strolling through the famous Tsukioka Onsen, known for its sulfurous scent, and has long accompanied moments after a soak in the hot springs. The rustic, handmade deliciousness that can only be tasted in this hot spring town is also perfect with tea. Please enjoy this gentle cheesecake, named after the moon, along with your travel memories.
洋菓子
📍 月岡温泉、月岡温泉街
A thick-baked sable from Tsukioka Onsen with the aroma of walnuts. Baked by Marumata, a long-established shop in Tsukioka Onsen, 'Whisper of the Forest' is a thick-baked sable approximately 9cm in diameter. The dough, generously kneaded with walnuts, has a gentle, crumbly melt-in-your-mouth texture. It is finished with a simple and warm flavor worthy of its name, 'Whisper of the Forest.' Since it keeps well at room temperature, it is perfect as a souvenir for strolling through the hot spring town. The fragrant walnuts and rich butter flavor pair beautifully with a relaxing tea time. Please enjoy this large, thick-baked sable, long loved in the famous hot spring of Tsukioka, along with coffee or black tea.
その他
📍 新潟空港、新潟せんべい王国
Baked by Sakurado in Shibata City, these okaki rice crackers are made using 100% Niigata-grown 'Wataboushi' glutinous rice. The dough is coated with European Camembert cheese powder, allowing you to enjoy a light saltiness combined with the richness of the cheese.
This product is crafted without cutting corners, using glutinous rice purchased from contract farmers that is polished in-house and carefully finished using a traditional mortar and pestle. It was honored with the Honorary President's Award at the 2abilityrd National Confectionery Expo held in 2013.
The deliciousness of the rice and the flavor of the cheese linger, making it hard to stop at just one. As Sakurado's flagship product, it is a proud flavor that continues to be loved for a long time. Please enjoy this slightly luxurious okaki, which also pairs perfectly with alcohol.
その他
A seasonal limited edition peach cream version of Saika-tei's flagship product, 'Kasen Yuge.' It features brown sugar-flavored steamed cake sandwiched with white peach pieces and white bean paste cream. The fluffy texture and the sensation of peach flesh make it a perfect summer treat.
和菓子
A baked sweet with gentle colors that evokes the Niigata sunset.
Produced by Saikatei, a confectionery shop known for the famous Niigata treat "Kasen Suiki," this is a beloved local shop with many locations across the prefecture. Their "Niigata Akane-iro" is a baked good that captures the flavor of fruit within a moist batter. The madder-red (akane) packaging brings to mind the Echigo Plain dyed in the colors of dusk.
Upon taking a bite, the soft dough and the subtle sweet and sourness of the fruit spread gently through your mouth. It is perfect with warm tea, and since it is individually wrapped, it is convenient for sharing at work or with family. It is one of Saikatei's popular products that allows you to enjoy the scenery of Niigata through both color and taste.
その他
A classic dorayaki baked by a long-established shop known for the famous Niigata confection 'Kasen Suiki'. Saikatei is a confectionery shop in Niigata, descended from 'Fukujudo' founded in 1938. They handle both Japanese and Western-style sweets and are widely loved for their brown sugar-flavored steamed sponge cake, 'Kasen Suiki'. Unlike typical steamed versions, Saikatei's dorayaki features a baked dough texture. The fluffy, fragrant pancake is generously filled with whole red bean paste made from domestic adzuki beans. The simple sweetness of the bean paste pairs perfectly with the flavor of the crust, complementing both green tea and milk. It is a classic taste that makes you want to eat it every day, showcasing the dedication of a long-standing confectioner.
和菓子
A heartwarming, sweet potato confection designed to look like a small roasted sweet potato.
It is crafted by Saikatei, a confectionery shop known for the famous Niigata treat "Kasen Suiki." As a long-beloved establishment in Niigata, they specialize in both Japanese and Western-style sweets. For this creation, Saikatei selected highly flavorful sweet potatoes to prepare into a fine paste, which is then wrapped in a soft crust and baked. Its appearance so closely resembles a real roasted sweet potato that it is bound to bring a smile to your face.
With just one bite, the gentle sweetness of the sweet potato and the moist dough melt together in your mouth. It offers a comforting flavor perfect for the autumn and winter seasons. Since each piece is individually wrapped, it is also very convenient for gifting. This is a heartwarming treat that you will want to share with any sweet potato lover.
和菓子
📍 月岡温泉
A crispy and fragrant, rustic rice cracker produced by a famous shop in Tsukioka Onsen.
Yuki-do is a manju (steamed bun) shop founded in 1958. After training in Tokyo, a craftsman returned to his hometown to open this shop, beginning the production of onsen manju alongside the development of Tsukioka Onsen. Eventually, it became a representative manju shop of Tsukioka Onsen, and alongside its signature manju, this Tsukioka Senbei has become widely beloved.
With just one bite, a fragrant aroma and a crispy, light texture spread across your palate. Its unpretentious, simple flavor offers a different kind of deliciousness compared to the onsen manju. It is perfect for snacking on while strolling through the hot spring town. This cracker has been long loved as a souvenir to take home, carrying the memories of visiting Tsukioka.
和菓子
A moist brown sugar manju (steamed bun) infused with the owner's wish for longevity.
This confection is crafted by Saikatei, a confectionery shop known for the famous Niigata sweet 'Kasen Sui'. This manju was created to commemorate the 100th birthday of Taroji-san, the owner of Saikatei's predecessor, 'Fukujudo'. The family's wish for him to 'live a long and healthy life' is embedded in both its name and flavor.
The thin skin boasts a moist texture that almost clings to your lips. Inside, it is generously filled with brown sugar-flavored bean paste. The rich sweetness of the brown sugar blends with the soft skin, creating a flavor that satisfies the soul in a single bite. It is perfect with tea and makes a wonderful gift for the elderly. Knowing its heartwarming story makes this treat taste even more delicious.
和菓子
📍 月岡温泉
When walking through the hot spring town, this is the first onsen manju (hot spring steamed bun) you'll want to reach for.
Yuki-do in Tsukioka Onsen has been making onsen manju continuously since its founding in 1958. A craftsman who trained in Tokyo returned to his hometown to open this shop, growing it into a representative manju shop of Tsukioka Onsen. At the height of its handmade era, it was so popular that 20,000 pieces were sold in a single day.
This Tsukioka Manju comes in four varieties: crushed bean paste, sesame paste, salt koji, and egg, each featuring a thin skin filled with plenty of paste. The shop prides itself on the fluffy skin and the smooth melting texture of the bean paste, making it the perfect companion for strolling through the hot spring town. Taking a bite after a soak in the bath allows the happiness of your trip to spread through you. It is a famous confection you must taste when visiting Tsukioka.
洋菓子
A Western-style baked confection from Saikatei, themed around 'Kita-no-Hotaru' (Northern Firefly).
Produced by Saikatei, a confectionery shop famous for the Niigata specialty 'Kasensui'. The shop originated as a Japanese confectionery store founded in 1938 and has been producing Western-style sweets since 1968. This Kita-hotaru showcases their expertise in Western confectionery.
Its defining characteristics are its rich buttery aroma and moist texture. You can enjoy a gentle, Western-style flavor that differs from the Japanese-style Kasensui. It pairs perfectly with coffee or tea and is also highly appreciated as a small gift. It is an elegant, timeless baked sweet that only Saikatei—having mastered both Japanese and Western confectionery—can create.
和菓子
📍 月岡温泉
This is the original manju (steamed bun) of Tsukioka Onsen, continuing to preserve traditional manufacturing methods.
Tsukiokaya, located in the Tsukioka Onsen town, is a shop specializing in nostalgic-tasting onsen manju, carefully selecting ingredients and steaming them to perfection. As the name 'Ganso (Original) Tsukioka Manju' suggests, they remain dedicated to classic manju, passing down the flavors of previous generations. They take pride in their simple, delicious taste with plenty of red bean paste.
In addition to smooth red bean (koshi-an), chunky red bean (tsubu-an), and white bean (shiro-an) varieties, they also offer a fourth type, kumi-an, made with plenty of egg yolk, allowing you to enjoy comparing the different flavors. In the summer, they introduce chilled daifuku manju, providing seasonal delights for visitors. As a representative confection of Tsukioka Onsen—known as one of Japan's leading sulfur springs—it is the perfect companion for enjoying a tour of the hot springs.
📍胎内市
Specialties from 胎内市 are also available via furusato nozei
その他
A bag truly representative of Niigata, where the bounties of the Sea of Japan meet the land of rice.
Tainai City is known as a town of rice flour and is a place where the local glutinous rice 'Kogane-mochi' grows. We have combined okaki (rice crackers) made from this glutinous rice with the flavor of sweet shrimp caught in the Sea of Japan. Located in northern Niigata, Tainai City is a rich rice-producing region where meltwater from the Iide Mountains nourishes the rice paddies. Because we use high-quality glutinous rice, the okaki turns out fluffy and fragrant.
After a crispy, light texture, the gentle umami of sweet shrimp slowly spreads through your palate. With its moderate saltiness, it pairs well with both warm tea and cold alcoholic beverages. This okaki allows you to taste the combined blessings of Niigata's sea and rice fields.
その他
A wasabi-flavored okaki (rice cracker) made using "Kogane-mochi," a glutinous rice from Tainai City. The sharp sting of wasabi that pierces the nose and the sweetness of the rice alternate in waves. It is a popular flavor alongside the sweet shrimp version and pairs excellently with beer.
📍長岡市
Specialties from 長岡市 are also available via furusato nozei
その他
📍 新潟空港、柏崎駅、いくとぴあ食花 ほか5件
Pick one up and pop it in your mouth for a delightful, crispy crunch. After the fragrant soy sauce flavor, a gentle spicy kick follows. These small rice crackers have a light texture and an addictive spiciness that keeps you reaching for more.
Naniwaya's Kaki no Tane is the original product that started it all. It was born in Nagaoka in 1924 (Taisho 13). Using domestic glutinous rice, it maintains a simple, soy-based flavor without the use of sugar. Legend has it that its iconic crescent shape was created by chance from a broken mold.
Perfect as an accompaniment to tea or as a snack with alcohol. A long-selling product born in Nagaoka that has been loved for 100 years.
その他
📍 新潟空港
Capturing the Nagaoka Grand Fireworks in a crispy pie.
Gateau Senka's Summer Fireworks Pie is a baked confection shaped like the 'Sho-sanshikudama' from the Nagaoka Festival Grand Fireworks Display. The Sho-sanshikudama is a massive firework with a diameter of approximately 90cm. Created from the desire to let people take that sense of awe home with them, it has become a beloved signature product for over 30 years.
A rich, buttery, crispy pie crust is layered with the gentle sweetness of granulated sugar. Originally a summer-only item, its popularity has led to year-round availability. Please enjoy a bite while imagining the grand fireworks coloring the Nagaoka night sky. It is also an item that will delight firework lovers as a gift.
その他
📍 新潟空港
One of Japan's three great confectionery specialties, created to celebrate the recovery of a feudal lord. Koshonoyuki is a type of rakugan (pressed sugar candy) continuously produced by Yamato-ya, an established shop in Nagaoka. It is said that when Makino Tadakise, the 9th lord of the Nagaoka Clan, was bedridden with illness in An'ei 7 (1778), this confection was presented to him and helped restore his appetite; the lord himself bestowed the name 'Koshonoyuki' upon it. It is counted as one of Japan's three great sweets, alongside Chojoden and Yamakawa. Its hallmark is an elegant sweetness achieved using only cold-water-washed powder made from Echigo-grown glutinous rice and Wasanbon sugar from Tokushima. When placed in the mouth, it gently dissolves quietly like snow. This is a treat where you can taste over 230 years of history in a single bite. Please enjoy it slowly with some tea.
和菓子
📍 新潟空港、新潟ふるさと村
Malt syrup inside a monaka—a rare confection born from two years of effort.
Produced by Chomeido Ameho in Nagaoka, founded in the first year of Taisho (1912), this is 'Ame Monaka.' It is a unique sweet that the first generation of owners spent two full years perfecting, featuring a crispy monaka shell with a smooth, lightly sweet malt syrup poured inside.
It has long been highly regarded, even winning the top prize at the Joetsu Line Completion Commemorative Expo in 1931. Its pride lies in a unique manufacturing method that prevents the texture from breaking down even over time. The combination of the crunchy monaka shell and the gentle, flowing texture of the malt syrup is one of a kind. Please enjoy this traditional taste passed down in Nagaoka.
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A masterpiece from Gateau Senka, featuring a soft wrap around a pear. This is Gateau Senka's 'Niigata Prefecture Caramel Le Lectier.' The flesh of Le Lectier, a specialty of Niigata preserved in syrup, is sandwiched between caramel cream and custard, then gently enclosed in a fluffy sponge cake. The surface is finished with a fragrant caramelization. The elegant sweetness and aroma of Le Lectier, known as the 'Lady of Pears,' are layered with the bittersweet and savory flavor of caramel. With a texture that melts in your mouth along with the soft cake, it is a Western-style confection that allows you to truly enjoy the fruits of Niigata. Please enjoy it alongside tea or coffee.
その他
Snowman cookies made with rice flour that melt in your mouth like snow.
'Shirogane Santa' from Gateau Senka is shaped like a snowman, born in the snowy region of Niigata. The dough, which blends Niigata-grown rice flour with wheat flour, has a gentle texture that crumbles like snow. Inside, a homemade framboise (raspberry) sauce is subtly hidden.
With one bite, the sweetness of the white chocolate on the surface is layered with the sweet and tart notes of framboise. The round, adorable form, looking exactly like a snowman, is also charming and is sure to bring a smile to your face. Perfect as a winter souvenir from Niigata or a Christmas gift. Please enjoy this delightful treat that is as fun to look at as it is to eat.
洋菓子
A bite-sized confection from Gateau Senka, featuring apple flesh entirely enveloped in smooth chocolate. This assortment contains 10 pieces each of two varieties: cinnamon flavor and coffee flavor. Gateau Senka is a confectionery brand originating from 'Mishimatsu,' a coffee shop created in post-war Nagaoka with the wish to 'create a place for families to enjoy.' The juiciness of the fruit flesh overlaps with the aroma of the chocolate, resulting in a fruity and deep flavor profile. Its thumb-sized scale is perfect for enjoying with tea or coffee. This item is filled with small moments of happiness that can be enjoyed one bite at a time. It is also fun to compare the two flavors to find your favorite.
洋菓子
📍 新潟空港
These are cookies baked by Echigo Tenpu, a long-established rice cracker shop in Nagaoka City, using rice flour instead of wheat flour. They were created as part of the Niigata-based 'R10 Project,' an initiative to increase food self-sufficiency by replacing imported wheat flour with domestic rice flour.
This 12-piece pack contains two varieties—butter flavor and cocoa flavor—with 6 pieces of each. While they have the light texture unique to rice flour, they are thick enough to provide a satisfying bite.
With their gentle sweetness, they pair well with both tea and coffee. This delightful item allows you to easily enjoy a new deliciousness found in Niigata rice. It is also a thoughtful gift for those who need to be mindful of wheat consumption.
洋菓子
An Oranjette produced by Gatou Senka, a confectionery brand from Nagaoka. Lemon peel is coated in chocolate, creating a sophisticated flavor that layers the refreshing citrus aroma with the bittersweet notes of cacao.
Gatou Senka is an established brand originating from Mimatsu, a coffee shop founded in post-war Nagaoka. The small box, which fits perfectly in the palm of your hand, is a convenient size for small gifts or tokens of appreciation.
With an elegant balance of sweetness and bitterness that pairs well with coffee or wine, this stylish treat is something you'll want to choose as a reward for yourself or a gift for someone special. It is a sophisticated Niigata souvenir that will also delight those who do not prefer overly sweet treats.
洋菓子
A chocolate-covered lemon peel confection produced by Gateau Senka, a confectionery brand from Nagaoka. With one bite, the refreshing aroma of lemon and the gentle sweetness of cacao spread softly throughout your mouth.
Gateau Senka is an established brand with roots in Mimatsu, a coffee shop born in post-war Nagaoka. Packaged in small boxes that fit in the palm of your hand, it is popular as a casual petit gift that can be easily purchased at Niigata Station and other stores within the prefecture.
The compatibility between the sharp citrus flavor and the mellow chocolate is exceptional. It is an elegant item you'll want to include as a subtle gesture for small thanks or as a souvenir. Recommended as a petit gift for adults, where a single piece can melt your stress away.
その他
📍 新潟ふるさと村
A souvenir version of the original Naniwaya Kaki no Tane, born in Nagaoka in 1924, packed in a colorful tin inspired by the 'Fireworks City' of Nagaoka. This representative Niigata rice cracker has maintained its simple, soy sauce-based flavor without using sugar and celebrates its 100th anniversary in 2024.
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A fruit-flavored version of the 'Carrillon' Kouglof-shaped baked pastry, baked by the Nagaoka-based confectionery brand Gateau Senka. Colorful pieces of sweet and tangy dried fruit are scattered within the moist cake.
Gateau Senka is a long-established brand originating from 'Mitsumatsu,' a coffee shop born in post-war Nagaoka. It features an elegant finish suitable for gifts, with European traditional sweets arranged with a Niigata twist.
You can enjoy the rich aroma of butter and the colorfulness of the fruit in every bite. Please enjoy it as a companion for a relaxing teatime with coffee or tea. Its gorgeous appearance also makes it perfect for entertaining guests.
その他
📍 新潟空港、柏崎駅、いくとぴあ食花 ほか5件
The accidental shape was created when the wife of Yosaburo Imai, who opened a rice cracker shop in Nagaoka in 1923, stepped on and dented a coin-shaped mold. The shop name 'Naniwaya' was chosen based on the arare (rice cracker) production method taught by a young man from Osaka, and its unique crescent shape has remained unchanged for a hundred years.
洋菓子
This Baumkuchen from Gateau Senka traces its origins to the coffee shop Mimatsu, which was born in post-war Nagaoka with the desire to 'create a place for families to enjoy.' We are committed to using ingredients from Niigata, carefully baking layer upon layer.
The rich flavor of butter spreads softly through the moist cake. The beautiful cross-section, resembling annual tree rings, has long been cherished as a gift due to its auspicious meaning.
Once sliced, the moist and soft texture fills your mouth. It is a comforting deliciousness that is suitable for both celebrations and daily snacks. Since it is enjoyed by all generations, it is a reliable choice when you are unsure of what to give as a gift.
和菓子
A manju (steamed bun) made by Gateau Senka, featuring milk-flavored bean paste wrapped in a gentle dough. Four different cute smiles are drawn on the surface, which will bring a smile to your face just by looking at them.
It can be stored at room temperature and is conveniently available in affordable packs starting from 6 pieces. It can also be found at CoCoLo in Niigata Station, making it popular as a small souvenir or petit gift.
With the comforting deliciousness of fluffy dough and milk bean paste, this sweet softly delivers warm feelings that will make the recipient smile. It is an adorable item perfect for souvenirs for young children.
その他
A small dorayaki finished by Gateau Senka using their expertise in Western confectionery. Smooth red bean paste is gently sandwiched between fluffy pancakes, crafted specifically to be a perfect palm-sized snack that is easy to eat.
It is available at an affordable price starting from a single piece, and the individual packaging makes it convenient for sharing. This popular item is enjoyed by all generations as a casual Niigata souvenir.
The moist skin and the simple sweetness of the red bean paste spread throughout your mouth. It is a comforting dorayaki that captures the best of both Japanese and Western styles. Since it is small in size, it is the perfect treat when you want something a little sweet.
和菓子
📍 新潟空港
A refreshing treat perfect for summer, crafted by a long-established shop with over 240 years of history.
Founded in 1778 (Eirin 7), Koshino Yuki Honpo Yamatoya of Nagaoka is a prestigious confectionery store known for 'Koshino Yuki,' counted as one of Japan's three great famous sweets. This Le Lectier Mizu-yokan was created by Yamatoya using Niigata's specialty Western pear, Le Lectier. The rich aroma and elegant sweetness are gently encapsulated within smooth agar.
It is a fusion of Japanese and Western flavors, where the brilliant fragrance of the pear melts with the delicate sweetness unique to a long-established shop. Enjoying it chilled makes the Niigata summer feel even more refreshing. Available at an affordable price, this exquisite item is perfect as both a gift and a personal treat.
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A set of 'Kaki Chocolate,' where Naniwaya Seika (founded in 1923) has coated the original Kaki no Tane (persimmon seed crackers) in chocolate. The combination of sweet chocolate and spicy-sweet crackers is exquisite, available for seasonal sale from November to May.
洋菓子
When you open the red box, heart-shaped chocolate sweets wishing for happiness appear. Gateau Senka, a Niigata specialty shop for Western-style confectionery gifts, bakes this gateau chocolat using an abundance of couverture chocolate. The heart shape is adorable, with liquor-soaked cranberries hidden inside. With every bite, the rich aroma of chocolate and liqueur spreads softly. The box features the words 'Bonne journee!', which means 'Have a nice day' in French, directly conveying your feelings to the recipient. The individually wrapped pieces are easy to distribute, making them perfect for small gifts. It is an item you will want to send from Niigata to anyone who loves sweets.
その他
📍 新潟空港
An elegant confection born in Nagaoka that conveys the historical anecdote of the 'Hundred Bales of Rice.'
After being defeated in the Boshin War, the Nagaoka Domain was left as a scorched wasteland. In response, one hundred bales of rice were sent from a branch domain as a gesture of support. It is told that Kobayashi Torasaburo of the domain chose not to consume them but instead sold them to fund schools, prioritizing education with the belief that 'it is people who make a town prosper.' Zuika's 'Kome Hyakuhube' is named in honor of this spirit.
This rakugan (pressed sugar candy) is made by combining Kanbai-ko (cold plum powder) derived from rice with Wasanbon sugar, pressed into the shape of a rice bale. Upon entering the mouth, it crumbles delicately, spreading the elegant sweetness of Wasanbon. After the original manufacturer, which lasted seventy years, lacked a successor, Zuika took over sales in 2017. It is a product filled with the heart of Nagaoka, perfect for those who wish to savor history along with the taste.
その他
A jumbo-sized deep-fried tofu (aburaage) measuring 22cm in length and 3cm in thickness that is sure to bring a smile to your face.
Tochio aburaage is a local specialty with a history of over 250 years. It is said to have originated as a souvenir for visitors to Akiba Shrine, which is revered as a deity of fire prevention.
Blessed with high-quality water, the land of Tochio has nurtured large and fragrant aburaage from its soybeans.
The key is the unique 'double-frying' method used only in Tochio: first, it is slowly fried at a low temperature, then quickly fried at a high temperature. This process results in a crispy exterior and a fluffy interior. When grilled and served with soy sauce or condiments, it becomes a true delicacy. In the Tochio area, you can enjoy it freshly fried, and it is beloved as a Niigata soul food.
📍湯沢町
Specialties from 湯沢町 are also available via furusato nozei
洋菓子
📍 熱海温泉街
A local KitKat souvenir from Yuzawa that looks exactly like Onsen Manju (hot spring steamed buns). This regional KitKat was created with the image of Onsen Manju. The outer chocolate is finished in a tea-brown color reminiscent of a bun, and the inner wafers are sandwiched with a cream containing red bean powder. It is a unique item that looks and tastes just like a tiny Onsen Manju. Available exclusively at hot spring resorts nationwide, it is perfect as a souvenir from a hot spring trip. It is also well-loved as a souvenir from Niigata's hot springs, including Yuzawa. The cute packaging lets you enjoy the feeling of being post-bath, and the individual wrapping makes it easy to distribute. Please use it to share your travel memories.
📍柏崎市
Specialties from 柏崎市 are also available via furusato nozei
洋菓子
📍 柏崎駅
A sweet and salty sea bream-shaped sable created by the interplay of butter and coarse salt. This sea bream-shaped sable is baked by Mogamiya, a long-established Japanese confectionery shop in Kashiwazaki founded in Meiji 4 (1871). The shop has continued for over 150 years, with a name inspired by its founder who hailed from the Mogami region of Yamagata. The auspicious sea bream shape, reminiscent of the seaside town of Kashiwazaki, is eye-catching. The rich aroma of butter and the saltiness of the coarse salt in the dough intermingle exquisitely, creating an addictive sweet and salty aftertaste. This flavor, unique to a Western-style confection produced by a Japanese confectionery maker, has now become a staple souvenir of Kashiwazaki. It is an adorable and delicious item that makes you find yourself reaching for one piece after another. Please give it a taste.
その他
📍 柏崎駅
A famous confection featuring moist egg yolk paste, baked together with its aluminum foil. Produced by the long-established Mogamiya in Kashiwazaki, Kashiwazaki Taiko is a baked sweet consisting of egg yolk paste wrapped in a castella-style dough and slowly baked along with its aluminum foil. It showcases the reliable craftsmanship of an established shop that has been loved locally for over 150 years since its founding in Meiji 4. Its hallmark is a moist melt-in-the-mouth texture and an elegant, gentle sweetness. The round form, reminiscent of a Japanese taiko drum, is also adorable and perfect as an accompaniment to tea. You can feel the warmth of traditional handiwork, with each piece carefully baked. Please savor this long-protected taste of Kashiwazaki slowly.
和菓子
📍 柏崎駅
A white bean paste manju (steamed bun) with a hint of sake, conceived by an aesthete of the Meiji era.
This is the signature product of Mogamiya, a long-established shop in Kashiwazaki. As the name suggests, this white bean paste manju is said to have been devised by an expert in Kashiwskizaki during the Meiji period. The dough, which uses a luxurious amount of sake and eggs, creates a uniquely flavorful taste.
The combination of the elegant, gentle sweetness of the white bean paste and the richly aromatic dough is exquisite. Produced using the same methods since the Meiji era, it has been beloved by the people of Kashiwazaki for many years. The subtle aroma of sake in the dough further enhances the refined sweetness of the white bean paste. Please enjoy this traditional manju, preserved by a shop with over 150 years of history, alongside a freshly brewed cup of tea.
その他
📍 柏崎駅、直江津駅、弥彦神社
A street-food style version of Niigata's famous Sasa Dango, made into bite-sized pieces on a skewer. While not wrapped in bamboo leaves, Niigata-grown bamboo powder is mixed into the dough, so that with a single bite, the aroma of bamboo spreads softly through your mouth.
その他
📍 小松空港、能登空港、米子空港 ほか16件
This is a slightly luxurious Jagarico, sold exclusively in the Sea of Japan region by Calbee. It comes with a dip sauce containing pieces of red snow crab, allowing you to enjoy a new style of eating by dipping the Jagarico into it.
The charm lies in its light seasoning, where you can fully experience the elegant umami of the crab dashi through taste, aroma, and appearance. With just one extra step, your usual Jagarico is transformed into a truly special treat.
This item is perfect as a snack with alcohol or as a snack during travels. The crunchy texture coated in crab flavor is a delight you must try when visiting the Sea of Japan side. If any dip remains, try to scoop up every last drop and enjoy it.
📍Others
和菓子
A Japanese confection that reflects the majestic appearance of Mt. Myoko.
This wagashi is crafted to resemble the grand silhouette of Mt. Myoko. A confectionery shop in Myoko City carefully finished each piece, infusing them with a deep affection for the local landscape. The simple, rustic flavor, reminiscent of the magnificent Myoko mountain range, pairs perfectly with tea.
Myoko is a mountain town known for its seasonal nature, high-quality hot springs, and pride in its excellent snow quality for skiing. It has long been a beloved souvenir picked up by hikers, tourists, and skiers at places like Joetsu-Myoko Station. The simple sweetness, preserved by local hands, offers a nostalgic taste. Please enjoy one as a way to relive your memories of traveling while gazing upon the majestic Mt. Myoko.
