You say sushi, I say NIIGATA
Niigata has Japan’s most delicious rice, made from clear snow-melted water. The fresh fish has been plumped by the rough seas of the Japanese Sea. The unique taste and texture of Niigata’s sushi is unforgettable.

You say Japanese Rice Wine, I say NIIGATA
As with rice, high quality melted-snow water is used as brewing water, making a fruity, fragrant, and high-grained type of sake. Niigata’s sake making is done with extremely high-quality rice and water, and quality is valued over quantity. There are more than 80 breweries in the vast and fertile land of Niigata Prefecture. It boasts the highest number of sake breweries in Japan and makes sake that matches the climate and topography of each region. Every single one has a unique gift to offer. Don’t miss it!

You say winter, I say NIIGATA
Nobel Prize Winning literature “Snow Country” by Yasunori Kawabata, takes place in the ski resort area, Yuzawa. The first sentence in the novel, “It was a snowy country after passing through a tunnel with a long border,” is famous. With that in mind, as you ride the bullet train for 70 minutes from Tokyo, imagine yourself coming to a foreign country called, “snow country”. From the North to the South of Niigata Prefecture, the mountains range from 1,000 to 2,000 meters in altitude, and you can enjoy winter sports at over 50 ski resorts. Whether a family trip, a business trip, or just someone who has never seen snow before, you’re sure to enjoy it 120%.