Press Releases


Zip to the Villages of Japan's Timeless Life

In spring of 2015, the launch of the new Hokuriku Shinkansen bullet train will connect Tokyo to the culturally rich region of Hokuriku. The smooth ride will take visitors from the futuristic urban jungle of Tokyo to timeless fishing towns and farmhouse villages with their unchanged traditional life. The region has a long history of fishing along the Sea of Japan, especially the towns of Toyama and Himi, while arts and crafts dating from the feudal era are recognized around the world for their innovation and Japan's unique designs. For travelers to Japan, this region will add extra dimension to their experience and will deepen their knowledge of the country.

New York, NY, June 30: Of all Japan's Shinkansen bullet train routes, the newest one that will open in spring of 2015 to the Hokuriku region is most likely to appeal to international travelers interested in culture art traditions. The train will cut across the Japan Alps to the coast of the Sea of Japan. One of the major stops on the Hokuriku Shinkansen will be the coastal city of Toyama, which nestles along Toyama Bay. Attracting both cold- and warm-water fish, Toyama Bay is a very fertile marine resource for seafood that covers the entire sushi menu. In response to the growing popularity of sushi in the international market like the United States, the local government launched a branding campaign for Toyama's seafood products in 2011 called Toyama Bay Sushi.

What makes Toyama Bay Sushi apart is the sustainability of its fishing methods. Of the more than 800 varieties of fish and shellfish that thrive in the Sea of Japan, 500 of them can be found in Toyama Bay, where about 200 varieties are caught by local fishermen for food. In Himi City, the epicenter of Toyama's fishing industry, local fishermen employ a fishing method called set-net fishing that was invented about 400 years ago and which is both eco- and people-friendly. With this method, fishermen can work closed to shore, fish are caught live, and only about 20% of the fish caught in the net are retained. By allowing 80% of the fish return to the ocean, the practice reduces overfishing and sustains the marine environment.

What makes this especially exciting for international travelers is that Himi's fishermen welcome curious visitors to come on board, observe their fishing methods and then return to the local fish market to pick a sushi lunch right away. The Toyama Bay Sushi network also serves local sushi restaurants, allowing them to serve simple yet incredibly fresh sushi meals with locally caught seafood and bowls of seafood broth soup.

Toyama Prefecture is also known for its annual snowfall, averaging 383cm (150 inches). In the mountains, snow accumulates tens of feet deep. The best place to appreciate this is along the famous alpine scenic Tateyama-Kurobe Alpine Route, which snakes through the northern Japan Alps. It is completely inaccessible in winter, but when spring finally arrives, snowplows free the highway above altitudes of 3,000 meters, carving virtual valleys and creating snow walls as high as 20 meters (over 65 feet) on both sides of the highway. The Japan Alps is also famous for the World Heritage Sites of Shirakawago and Gokayama, where the steep thatched-roof farmhouses from past centuries have been "trapped" in time. Surrounded by mountains and isolated through much of their history, the villages maintain a traditional lifestyle that's mirrored in their elaborate yet organic architecture.

Toyama Prefecture is also known as an epicenter for Japan's metal-casting industry, with a history stretching more than 400 years. Takaoka City is famous for traditional metal works such as Buddhist alter parts, copper and bronze bells for Buddhist temples, and items used in traditional tea ceremonies. Takaoka's metalwork techniques have been passed down for generations, though over time products have evolved to reflect more contemporary designs, like the craftwork produced at such historic studios as NOUSAKU.

In short, Toyama and its surrounding regions are famous for spectacular scenery and for producing the best sushi in the world. Only about 2 hours and 10 minutes from Tokyo, Toyama is poised to inspire more foreign travelers more than ever before beginning in the spring of 2015. For travelers in search of exciting new destinations, the Hokuriku Shinkansen Bullet Train will serve as the link to a different Japan experience.

For more information, contact:
Nori Akashi, Public Relations Manager


Information is provided as a courtesy to users of this website. Though the JNTO endeavors to ensure the information is accurate, users of the information are to act on such using their own judgement and at their own risk. Neither the JNTO nor any holder of copyright to the information shall be held responsible in any way whatsoever for any loss or misunderstanding, either direct or indirect, that is incurred as a result of utilizing the information.

Japan Highlight



Fantastic insight into Japan's diverse history.



Satisfy the most discerning of palettes, as well as the strictest of budgets.

Pop Culture

Pop Culture

Explore everything Japanese pop culture has to offer.

Modern Art

Modern Art

Visualize Japan's treasured heritage and its cutting-edge future.

Ski in Japan

Ski in Japan

A diamond in the rough for ski enthusiasts and families worldwide.



Breathtaking cruises around Japan.


Affordable Tips

Make a trip to Japan enjoyable and affordable.


go: Tohoku

Experience the treasures of Northern Japan.


Discover the Undiscovered

Explore the undiscovered region in 7 days.


The Heart of Hokkaido

Discover the wild charms of Japan’s northern frontier.


For First Time Travelers

Explore Japan's Iconic Destinations.