Kuji City

Kuji spans a vast area from the coastal city center facing Kuji Bay to the inland mountain regions. It’s packed with places to explore, such as the Kosode Coast, known for Ama, Japan’s northernmost female divers; Moguranpia, an aquarium where Ama and Nanbu divers perform dives; the only amber museum in the country, the Kuji Amber Museum; and the Hiraniwa Highland, famous for its birch forest and the site of the Hiraniwa Bullfighting Tournament.

Enjoy the full “Amachan” experience in Kuji, the drama’s main filming location!

Northernmost Ama Divers

A traditional diving method in which divers plunge into the cold Sanriku waters to gather sea urchins. From July to September, come and see the diving demonstrations, and stop by their nearby base of operations, the Kosode Ama Center, where visitors can even chat with the divers themselves!

Tel: 0194-54-2261 (Kosode Ama Center)
Access to Kosode Coast ▶ Approx. 25 min by car from JR/Sanriku Railway Kuji Sta. to the Kosode Ama Center

Step into the World of Amber Filled with Ancient Romance

Kuji Amber Museum

The only museum in Japan dedicated to amber, featuring an amber excavation site where tyrannosaur tooth fossils were discovered. Visitors can try digging for amber themselves or make their own accessories and jewelry! (Amber excavation closed in winter)

Tel: 0194-59-3831

Experience the Great Outdoors

Set sail like a local fisherman

Fishing Experience

Board a Sappa fishing boat operated by local fishermen and try your hand at net fishing. Enjoy an exciting, hands-on experience with fishing experts as you take in the beautiful Sanriku coastal scenery out along the Pacific.

Rediscover your inner child and conquer the rapids!

Mountain Stream Climbing

Move against the flow of the river as you make your way towards the upstream goal. Along the route are small waterfalls and swift currents, providing a chance to fully take in the sounds of the stream and the clear mountain air.

Walk with ease through the snow

Snowshoe Trekking

Snowshoes offer an easy and comfortable walk even over deep snow, making them perfect for beginners. Try to spot the tracks of small wildlife such as rabbits and foxes as well!

Inquiries Tel: 0194-75-3005 (Kuji City Community Experience and Study Association)

Hiraniwa Bullfighting Tournament

The only bullfighting tournament in Tohoku, held four times a year!
Matches feature everything from young two-year-old bulls to massive one-ton grand champion-class (Yokozuna) fighters, creating an intense and powerful spectacle. Kuji is one of Japan’s leading bullfighting regions, and its unique style has the handlers call a draw while both bulls are still evenly matched, preventing either animal from developing a habit of losing.

Tel: 0194-72-2111 (Yamagata General Branch Office)

Shinyamane Onsen Beppin-no-Yu

With its highly alkaline waters (pH 10.7), among the strongest in Tohoku, this onsen is popular for leaving visitors’ skin feeling smooth and silky. The meals, made with local ingredients, are also highly recommended. With open-air baths and a sauna available, it’s the perfect place to spend the whole day relaxing.

Tel: 0194-57-2222

Roadside Station Kuji Yamase Dofukan

A popular roadside station offering a wide selection of local specialties and seasonal ingredients. Highlights include a 12m tall float from the fall festival, as well as the Retro Hall, an exhibition space filled with nostalgic Showa-era toys.

Tel: 0194-66-9200 (Kuji City Tourism and Products Association)

Kuji City Information Exchange Center YOMUNOSU

A complex located in front of Kuji Station, complete with a tourist information center and cafe on the first floor, and a library on the second and third floors. Costumes and set pieces used in filming the TV drama “Amachan” are also on display.

Tel: 0194-52-7777

Kuji City Information Exchange Center YOMUNOSU

Hiraniwa Highland

Japan’s top birch forest, with over 310,000 trees stretching for roughly 4.5 km, offering beautiful scenery throughout the entire year. Nearby, visitors will also find a park golf course and a ski area, making it a great place for families to enjoy as well.

Tel: 0194-72-2700 (Woody Village Hiraniwa)

Mifune Judan Memorial Museum

Kuji native Mifune Kyuzo rose to judo’s highest Kodokan rank of 10th dan. This facility commemorates his achievements through exhibits featuring his personal belongings and archival footage.

Tel: 0194-53-2210

Roadside Station Iwate Kitasanriku

Kuji, Hirono, Noda, and Fudai come together at this new tourism hub, offering an impressive selection of local specialties from each area. The facility also features a farmers’ market, a food court, and a large indoor playground, as well as a gas station.

Tel: 0194-66-8830

Kuji Underground Marine Science Museum "Moguranpia"

An aquarium where visitors can learn and have fun. On weekends and holidays, watch Japan’s northernmost female divers and Nanbu divers show off their incredible diving skills up close!

Tel: 0194-75-3551

Hirono Town

A town famous for its top-tier sea urchin harvests—among the largest in the country—sea squirt caught by Nanbu divers, highly prized abalone that’s popular even overseas, and high-quality shiitake mushroom and spinach. Beyond its food culture, the town also features scenic locations such as the white sandy shores of Taneichi Seaside Park, Ohno Roadside Station and its park golf course, and Ohno Campus, which includes an observatory.

Ride the waves of the Pacific at this great spot for marine sports!

Hot Spot for Surfing

This area serves as the heart of the Hitori Ichigei Village community initiative, featuring 18 facilities including Roadside Station Ohno and the Industrial Design Center, that all come together as the perfect place to fully enjoy all that Ohno has to offer.

Tel: 0194-65-5916 (Hirono Town Tourism Association)

A plateau for all-day fun

Ohno Campus

This area serves as the heart of the Hitori Ichigei Village community initiative, featuring 18 facilities including Roadside Station Ohno and the Industrial Design Center, that all come together as the perfect place to fully enjoy all that Ohno has to offer.

Tel: 0194-77-3202 (Ohno Industrial Design Center)

Taneichi Seaside Park

Featuring a wide stretch of white sandy beach, complete with public restrooms, parking lots, and a campground, this location is also part of the Sanriku Geopark.

Tel: 0194-65-5916 (Hirono Town Tourism Association)

Hirono Fisheries Hall UNIQUE

A tourism and community hub selling local seafood products, such as sea urchin and sea squirt, and featuring a light meal area and fresh seafood market.

Tel: 0194-65-5161

Taneichi Farmers’ market Fureai Square

A collection of shops along National Route 45, featuring restaurants, farmers’ markets, and local stores. Fresh seafood from nearby ports is also available.

Tel: 0194-65-3910

Hirono Makiba Observatory

An observatory located at a site selected by Japan’s Ministry of the Environment as the clearest place in the country to view the winter night sky. Equipped with one of the largest reflecting telescopes in northern Tohoku, the observatory allows visitors to take in stunning views of the stars.

Tel: 0194-77-3377, 0194-77-3202

Ohno Yume Milk

Dairy products made with a commitment to delivering natural, authentic tastes. Yume Milk, one of their signature products, is especially popular for recreating the flavor of milk gently boiled and drunk right on the farm.

Tel: 0194-77-4301

Noda Village

Noda is known for producing thick, high-quality Araumi scallops, and is home to a number of tourist spots centered around Rikuchu-Noda Station along the Sanriku Railway Rias Line. Popular destinations include coastal viewpoints such as Tofugaura and Eboshi Rock, Marine Rose Park Noda Tamagawa (Japan’s only rhodonite production site) and Suzumi-no-Oka Winery, perched on a hill overlooking the Pacific.

Experience the history and culture of local ancestors on this walking tour!

Salt Road Walking

Participants walk along the historic Noda Shio Beko (Salt Cow) Road, once used as a route to transport salt. This popular walk is held twice a year around May and September. Traverse rugged sections of the trail, and take in stunning scenery along this historic path.

Tel: 0194-78-4171 (Roadside Station Noda Pa-puru)

Exploring mines in search of sparkling gems!

Marine Rose Park Noda Tamagawa

A vast former manganese mine, once one of Japan’s major deposits, now open for visitors to explore its tunnels. Accessories and jewelry made from rhodonite, known locally as marine rose, are also popular.

Tel: 0194-66-7200

Suzumi-no-Oka Winery

The only winery in the northern coastal region, with beautiful ocean views. They produce wine made from wild grapes grown in Noda, and visitors can sample and purchase their selections in the tasting room.

Tel: 0194-75-3980

Roadside Station Noda

A building inspired by the traditional Nanbu Magariya style, located just off the Noda IC on the Sanriku Coast Expressway. Its name and logo come from the purple-colored sands found along the shores of Tofugaura, one of Noda’s scenic coastal locations.

Tel: 0194-78-4171

Hotatenbodai Observatory

A viewpoint and rest spot overlooking the Tofugaura Coast, designed after Noda’s famous Araumi scallops.

Tel: 0194-78-2932 (Regional Development Section, Noda Village Hall)

Tofugaura Coast

A scenic area once celebrated in the poetry of Heian nobles. This sweeping 3.5km arc of purple-colored sand is dotted with blooming Rogosa roses, and is also a popular place to capture the year’s first sunrise.

Tel: 0194-78-2012 (Noda Village Tourism Association)

Noda Salt Factory

A workshop that produces Noda Salt by slow boiling local seawater in a wood-fired large flat pan. Visitors can observe the process or try making salt themselves! (Reservation required)

Tel: 0194-78-2225 (Eboshi People’s Inn)

Fudai Village

A village known for its high quality kombu seaweed and other seafood, along with a rich Kagura tradition. Towering cliffs connect the sea and sky, giving rise to the name “Land of Blue.” Photogenic spots line the local stretch of the Sanriku Railway, including Osawa Bridge and Horinai Station (featured in TV drama “Amachan”), as well as Fudai Beachside Park Kiraumi, the Seaside Line, the iconic tower in Kurosaki Park, and the Rikuchu Kurosaki Lighthouse. Grab your camera and head on out!

Enjoy the sparkling blue sea to the fullest!

Beach Yoga

Fudai Beachside Park Kiraumi is known for its endless blue sea and striking white sands. Beach yoga is held at 7am on the last Sunday of each month, from May through September. The gentle morning sun, the sound of the waves, the soft ocean breeze, and the scent of the sea all come together. Lying back on the sand, feel yourself melt into the natural surroundings and enjoy an unforgettable sense of calm that makes for a popular experience.

Tel: 0194-35-2115 (Fudai Village Tourism Association)

In 2019, it was certified as a “Lighthouse for Love”.

The Lighthouse for Love: Rikuchu Kurosaki Lighthouse

A chalky white lighthouse standing on a 130m cliff, the tallest in Tohoku. Selected as one of Japan’s Top 50 Lighthouses in 1998, and as one of the country’s most romantic lighthouses in 2019.

Tel: 0194-35-2115 (Fudai Village Tourism Association)

Kurosaki Viewpoint

A viewpoint perched on a roughly 180m cliff, overlooking the coastal terrace formations stretching from Kurosaki to Kuji, a part of the northern Sanriku coast, and the endless horizon beyond.

Tel: 0194-35-2115 (Fudai Village Tourism Association)

Ammoura Cliff waterfall

Boasting the title of tallest waterfall in Iwate at 150m, this waterfall flows directly into the sea, a rare sight, and can be viewed from the Ammoura viewpoint.

Tel: 0194-35-2115 (Fudai Village Tourism Association)

Kurosaki People's Inn

An accommodation facility perched on the edge of a cliff. The views from the rooms are truly breathtaking. Watch the morning sunrise from a panoramic bath and enjoy a wonderful start to the day.

Tel: 0194-35-2611

Roadside Station Aonokuni Fudai

A tourism and produce center located inside Sanriku Railway’s Fudai Station that offers local specialties, including its popular signature kombu seaweed ice cream, only available here!

Tel: 0194-35-2411

Fudai Beachside Park Kiraumi

A beautiful stretch of white sand. The beach also has a shop run by a local fishing couple and an RV park, making it enjoyable year-round. It’s spacious, so visitors can take their time and fully relax.

Tel: 0194-35-2115 (Fudai Village Tourism Association)

Ninohe City

Ninohe sits right along the border with Aomori in northern Iwate. It’s surrounded by natural beauty, including the nationally recognized scenic locale of Basenkyo Gorge, along with the Inaniwa Highland and Mt. Oritsumedake. The city is also rich in history and tradition, home to attractions such as the former stronghold of Sengoku era warlord Kunohe Masazane at Kunohe Castle; Hachiyozan Tendaiji Temple, a temple on Mt. Hachiyozan with over a thousand years of history; and Joboji lacquer, which accounts for nearly 80% of all lacquer produced in Japan. The climate, marked by sharp temperature differences and low rainfall, is ideal for fruit cultivation, making the area famous for its premium fruits.

Inherited Traditions

Lacquer work from Ninohe

The Ninohe region has a long history of lacquering (Urushi painting), with lacquered stone swords and pottery discovered at Jomon period archaeological sites. Joboji lacquerware is said to have begun when monks from Tendaiji temple made fixtures for use at the temple, a tradition that traces back to the Heian period. Ninohe’s lacquer culture has been passed down unbroken through the ages.

☎ 0195-38-2511（Tekiseisha）

The home of the legendary Zashiki-Warashi spirit, also called “Samurai-no-Yu”

Kindaichi Onsen

An onsen area famous for its legends of the Zashiki-Warashi; a spirit linked to good fortune. A convenient base for scenic drives.

Tel: 0195-27-2540 (Ninohe City Tourism Association)

Let’s Go on a Factory Tour!

Experience the refined skills and traditions of the Nanbu Toji master brewers

Nanbu Bijin Sake Brewery

In the historic sake brewery district of Ninohe, you can observe the fascinating process of sake brewing.

Tel: 0195-23-3133 * Reservations required

The store called Ninohe (“two doors”)
Choco Nanbu PREMIUM Main Store

2door

Factory tours and the original “Cup Senbei” making experience are especially popular.

Tel: 0195-22-2222

Fruit Picking

Ninohe is known for producing premium fruit varieties such as Fuyukoi apples and Cassiopeia Blue blueberries. Visitors can enjoy picking and tasting fresh fruit at the orchards around Kindaichi Onsen. Blueberries are available from June to July, and apples from September to November.

Tel: 0195-27-2540 (Ninohe City Tourism Association)

Tekiseisha

Exhibiting and selling lacquerware and works made with Joboji lacquer, they also offer repair services. Visitors can observe the craftsmen at work, and even try their own hand at lacquering!

Tel: 0195-38-2511

Hachiyozan Tendaiji Temple

After its first major restoration in 360 years, the temple has regained its majestic appearance, and is home to a standing statue of Sho Kannon, which is nationally designated as an Important Cultural Property.

Tel: 0195-38-2500

Ninohe Civic Center

A regional information hub in Ninohe that includes a science museum and exhibition hall honoring notable figures connected to the area.

Tel: 0195-25-5411

Basenkyo Gorge

A nationally designated scenic location featuring the pair of rock formations known as Ogami-Iwa and Megami-Iwa, the largest rock formations of this type in the country. The area captivates visitors with its seasonal beauty, especially its foliage in fall.

Tel: 0195-27-2540 (Ninohe City Tourism Association)

Cassiopeia Messe Nanyato

Located next to Ninohe Station sits the Regional Tourism and Products Center, which offers local specialty products from the three prefectures of northern Tohoku.

Tel: 0195-22-4395 (Nanyato Product Center)

Ichinohe Town

National Route 4 runs through the center of Ichinohe. To the south lies the Okunakayama Highland, surrounded by green mountains, while the town center lies to the north. The town is home to six nationally designated natural monuments, as well as historic sites such as the Oshu Kaido and Torigoe Kannon Hall, offering landscapes where nature and history blend together. The Goshono Ruins were registered as a World Heritage Site in July of 2021, as one of the assets of the Jomon Prehistoric Sites in Northern Japan.

Travel back in time to the Jomon period and go on a journey to experience ancient times

World Heritage Site Goshono Ruins

As one of the Jomon Prehistoric Sites in Northern Japan, the Goshono Ruins (a nationally designated historic site) consist of the remains of a large settlement that existed from around 5,000 to 4,200 years ago. With remnants of pit dwellings and pillar structures laid out across the area, the site offers a clear look into how settlements were organized at the time.

Tel: 0195-32-2652 (Goshono Jomon Museum)

Skiing in winter and stargazing in summer. A major leisure spot.

Okunakayama Kogen Ski Resort

Boasting some of the best snow quality and snowfall throughout the prefecture, this ski resort offers 11 courses totaling 10,000m for visitors to enjoy powder snow and panoramic views. There is also a snow park with slopes for kids, as well as kickers for snowboard jumps, so everyone from beginners to experts can have a good time. Ski and snowboard lessons are available on weekends and holidays, and the resort also offers night skiing.

Tel: 0195-35-3131

Okunakayama Highland

In addition to a natural onsen known for being great for the skin, visitors can enjoy skiing and snowboarding in winter, and fishing ponds and play areas in summer, making for fun all year round.

Tel: 0195-35-3131

Ichinohe Observatory

A 500mm computer-guided telescope lets visitors easily locate the stars they want to see, and the planetarium’s live commentary on the starry sky is also popular.

Tel: 0195-33-1211

Iwate Kodomo no Mori Prefectural Children's Center

A space for both playing and learning that helps children grow physically and mentally. Leaders offer activities like recreation programs and outdoor cooking.

Tel: 0195-35-3888

Iwate Kodomo no Mori Prefectural Children's Center

Fujishima Wisteria

This massive wisteria tree, nationally designated as a Natural Monument, stands at 20m tall, and is said to be several hundred years old. Blooms in late May.

Tel: 0195-34-2111 (Kozuya District Center)

Farmers’ market (Salad Bowl Kozuya, Okunakayamakogen)

Featuring fresh produce, wild vegetables and fruit, prepared foods, and many other products!

Tel: 0195-34-2040 (Farmers’ market Salad Bowl Kozuya)
Tel: 0195-35-3335 (Farmers’ market Okunakayamakogen)

Farmers’ market (Salad Bowl Kozuya, Okunakayamakogen)

National Historic Site Oshu Kaido

This road stretches over 24km, from the Mido Bahamatsu Ichirizuka at the south border of Ichinohe to the Namiuchi Toge Ichirizuka at the north, and there are circular routes visitors can explore starting from the four stations within the town.

Tel: 0195-32-2652 (Cultural Properties Officer, World Heritage Section, Ichinohe Board of Education)

Karumai Town

A 3 minute drive from the Karumai IC along the Hachinohe Expressway to the town center. Agriculture and livestock farming thrive here, and the area is one of the country’s leading producers of grains. Fields of buckwheat, amaranth, and other blossoms cover the gently rolling farmland, creating a beautiful landscape. The view from Milletpark, where cottages line the slopes of Mt. Oritsumedake, is spectacular, and it takes about 90 minutes to reach the summit from the park via the hiking trail.

150,000 tulips bloom along the shores of the dam lake

Yukiyagawa Dam Forest Park Karumai

A natural forest park along the dam lake, marked by its iconic windmill. Enjoy tulips in the spring, hydrangeas in summer, and the beautiful fall foliage. The park also has a restaurant, a campground, and parking lots, making it the perfect place to spend a relaxing day.

Tel: 0195-45-2444 (General Information Facility)

Milmil House welcomes you as a gateway for souvenirs, gourmet food, and information.

Milmil House

A complex featuring a farmers’ market with local specialties, vegetables and fruits, as well as a restaurant where visitors can enjoy local dishes and seasonal flavors.

Tel: 0195-47-1030

Forest of Ezo and Nature's Romance

A facility set within a forest filled with blooming hydrangeas in early summer, featuring the Karumai History and Folklore Museum, a traditional house showcasing local culture, and a campground. (Closed in winter)

Tel: 0195-46-4232 (History and Folklore Museum)

Hardy Kiwi

Hardy Kiwi is known for its kiwi-like tartness and refreshing sweetness. It’s a popular local treat, available in juice, jams, confections, and more!

Tel: 0195-43-4666 (Karumai Town Industrial Development)

Yukiyagawa Dam

From the 154m red suspension bridge spanning the dam lake, visitors can take in views of lush greenery or fall colors depending on the season.

Tel: 0195-45-2444

Milletpark

An outdoor recreation area for all to fully enjoy nature. Dishes made with locally grown grains are also available!

Tel: 0195-47-1452

Grain Products

Gaining attention as a health food rich in vitamins, minerals, and polyphenols. Products such as cakes and noodles are also recommended!

Tel: 0195-46-4746 (Karumai Town Tourism Association)

Kunohe Village

Kunohe sits at the northern tip of the Kitakami Highlands. A mountain village with abundant nature, about 70% of its area is covered with forests and wilderness, including Mt. Oritsumedake. Historical sites connected to Kunohe Masazane, who once fought against Toyotomi Hideyoshi, can be found throughout the village, including Kunohe Shrine and historical burial mounds. Visitors will also find places rich in historical atmosphere, such as the Furusato Sozokan, a relocated and restored traditional house. The Kunohe IC also serves as a gateway from the inland region towards Kuji.

The northernmost tip of the Kitakami Highlands, where fireflies dance

Mt. Oritsumedake

Mt. Oritsumedake is a prefectural nature park standing an elevation of 852.2m, and spanning through Kunohe, Ninohe, and Karumai. Located at the northern tip of the Kitakami Highlands, it offers a full 360-degree panoramic view from the summit lookout. On clear days, visitors can see Mt. Iwate, the Hakkoda Mountain Range, the coastal city of Hachinohe, and even the Pacific Ocean.

☎︎ 0195-42-2111（Kunohe Village Tourism Association）

Enjoy local gourmet and regional cuisine!

Roadside Station Oritsume “Ododekan”

Overlooking Mt. Oritsumedake, designated as one of the Iwate Prefectural Nature Parks, visitors will be greeted by a stone statue of the mysterious creature known as Odode-sama. There’s also a restaurant on-site!

Tel: 0195-42-4400