THE INSIDER


UNCOVER RURAL ART NIIGATA, JAPAN SAMPLE SAKE AT A BREWERY JENNIFER SPITZ


The founder of luxury Niigata-based DMC Awayuki Travel shares her


top picks for the best experiences in Japan’s Snow Country


VISIT SADO ISLAND


About an hour by jetfoil from Niigata city, Sado Island is home to a Unesco- listed gold mine that, at its peak in the 17th century, contributed significantly to the wealth of the Japanese government. Today, visitors can walk through preserved hand-carved tunnels and learn about traditional mining techniques and the communities that once lived here.


EXPLORE TSUBAME-SANJO


Travellers interested in craftsmanship should visit Tsubame-Sanjo – a centre of metalworking for centuries. Today it produces professional kitchen knives, stainless steel tableware and traditional


hammered copperware known as tsuiki-doki. Some workshops also offer hands-on experiences, which give real insight into the skill behind each piece.


Niigata is home to about 90 sake breweries, and the region has built its reputation on quality rather than volume. Family-owned breweries have been passed down through generations and, in recent years, younger family members began combining traditional brewing methods with modern ideas. Visits typically include guided tastings and an introduction to the production process.


Every three years, the city of Tokamachi and neighbouring town Tsunan organise the Echigo-Tsumari Art Triennale, one of the largest outdoor art festivals in the world and a pioneer of regional art events in Japan. The next edition is in 2027, when rural landscapes will transform into an open-air art museum, integrating UEWNRVWTGU KPVQ TKEG ƂGNFU country roads and old houses.


GET A TASTE OF NIIGATA CITY


Niigata prefecture’s capital has a long- standing geisha and ryotei (high-end) dining culture, where seasonal cuisine is served in private rooms, sometimes accompanied by geisha performances. Due to its location on the Sea of Japan, Niigata is also known for excellent seafood and omakase-style sushi, which is particularly good at Kyodai Sushi, an intimate eight-seat sushi counter.


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MARCH 2026 ASPIRE 69


CREDIT: Niigata Prefectural Tourism Association


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