Niigata is one of Japan’s most secluded regions

To come across Niigata’s nature, history, culture, and people is to know Japan itself.

From north to south, Niigata Prefecture stretches along the coastline of the Japanese Sea for 330.9km(205.61 miles). Each of Niigata’s many regions has its own special characteristic, history, culture, and a product that it is famous for. Niigata Prefecture is known as “Yuki Guni” (Snow Country) for the heavy snowfalls and many ski resorts. There are also many well-known hot springs. Here you can enjoy fine dining, relaxing bathes, and high-grade sake, while looking out at the superb natural and snow-filled landscapes. Niigata is also the birthplace of Nishikigoi, which has attracted attention from all over the world in recent years.


Each season in Japan has a unique beauty. Niigata is the perfect place to celebrate them all. There are fresh cherry blossoms and glistening rice fields in the Spring; warm sea and clean sandy beaches in the Summer; lush colorful leaves in the Autumn; and plenty of powdery snow for Winter fun. Niigata offers camping, hiking, and many other outdoor activities. It is truly the natural gem of Japan.


Japan is famous for unique events and festivals and Niigata is by far among the leading prefectures. One of Japan’s Top Three Night Cherry Blossom locations is at Niigata’s Takada Castle. Every year the One Million Cherry Blossom viewing party welcomes visitors from all over Japan and the rest of the world. Nagaoka Fireworks Display is also among the Top Three Displays in the country. In the beginning of August, families and couples gather to watch the magical fire show. On par with these huge events, every region in Niigata has its own special festivals that are always welcoming to visitors and open to sharing culture and traditions.



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.

Japanese Sake

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!

Winter sports

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%.