1. Gutto Yamagata

As a tourist terminal representing Yamagata Prefecture, it is a tourist product center that is visited by more than 1.5 million people annually.

Here are the recommended points.

・ Approximately 4,000 products are available!
・ It was completely renovated in 2016!
・ A modern food court was added at that time!

To be honest, if you are looking fora souvenir from Yamagata, you only need to come here.

In addition, the reopening has made it easier to use the shop and find products (^ 0 ^).

The newly established food court is lined with food shops that represent the prefecture, and you can taste Yamagata’s treasure dishes such as soba, ramen, steak, and sweets!

Credit cards (VISA, MasterCard, JCB, AMEX) are also useable.

Depending on the day, there may be events too!

2. Corners and popular souvenirs

Here is the map of Gutto Yamagata.

From the Gutto Yamagata official website

The main area is the food court in the center and various souvenir corners on the right.

We would like to introduce each corner!

We also asked about the popularity rankings of the particularly popular Meika Corner and Yamagata Meishukan, so please refer to them as souvenirs (^-^).

① Famous confectionery corner

First of all, from the most popular confectionery corner!

The most attractive points of famous confectionery souvenirs are their variety and affordable price.

Ideal for souvenir for friends, the neighborhood or the workplace!

In addition, Yamagata is also a fruits kingdom so there are many souvenirs that are satisfying not only in appearance but also in taste.

This time, we’ve asked about the most popular souvenirs, so here they are!

Of course, there are many other wonderful products, so please take a closer look (^-^).

● #1 Yamagata Sakuranbo Kirara 1,080 yen (12 pieces)

Of course, the first place was a cherry sweets (^-^)

It’s a cute item that looks like a whole cherry in a jelly.

The top of the bag opens to the left and right, so it’s also recommended that you don’t get your hands dirty.

It costs 1,080 yen for 12 pieces, making it a perfect souvenir for the workplace.

Besides cherries, there is also a La France flavor!

● #2 Rikudo Karinto 702 yen

This is also a famous confectionery in Yamagata.

It seems that many locals buy it, so it is a product recommended by locals.

Since it is handmade, the number is limited, so it may be sold out.

The concept of karinto may change! ??

● #3 Juhyo Romance part I

It is a famous confectionery inspired the Juhyo, aka Snow Monsters, of Zao Onsen, one of the main touristic attractions of Yamagata.

Actually, when I lived in Tokyo, my father-in-law recommended me to buy it every time (^ 0 ^)

White cream is sandwiched in a firm cookie, this is so delicious!

The price is 1,080 yen for 24 pieces, which is quite cost-effective.

② Yamagata Meishukan

Did you know that Yamagata Prefecture has great sake in addition to rice, meat and fruits?

A wide variety of sake such as sake, shochu, wine, and local beer are lined up in the sake corner.

Yamagata Prefecture’s sake is the first prefecture to be certified as a “National Indication of Geographical Indications (GI)”.

There are 14 wineries in the prefecture, which is the fourth largest number in Japan.

The delicious water of Yamagata, the abundant soil, the climate of each region, and the feelings of the craftsmen produce delicious sake (^-^)

We will announce the popularity ranking here as well!

● #1 Hatsumago Makiri 1,323 yen

One of Yamagata’s most well-known and popular sakes, Hatsumago, holds the top spot!

Above all, this “Makiri” uses a unique fermentation technology, and is characterized by a deep taste and a clean, dry taste with outstanding sharpness.

● #2 Toko Karakuchi Junmai Daiginjo 1,620 yen

The Karakuchi Junmai Daiginjo made by Toko Sake, a historic sake brewery founded in the Azuchi-Momoyama period, came in second.

It has a dry, crystal-like transparency and a refreshing scent like youthful melon and melon.

#3 Otokoyama Special Junmai Sake 1,404 yen

The third place is Otokoyama Sake Brewery’s Special Junmai sake using Yamagata’s representative rice Tsuyahime rice.

It is a gem that brings out the deep flavor of rice.

● Recommended by staff

In addition to the above, we asked the staff for recommended sake!

[Toko Ginjo Umeshu]

First of all, from this limited sale Ginjo Umeshu!

It has a condensed scent of ginjo sake and a transparent yet soft and elegant mouthfeel, making it an easy-to-drink gem for everyone.

One of the attractions of Gutto Yamagata is that it also sells limited-edition sake.

[Takeda Winery Rouge]

It is a red wine released in 2018 by Takeda Winery, who is also popular in the prefecture.

It has a well-balanced taste and goes well with dishes made with soy sauce and mirin such as yakiniku and yakitori.

[Furusawa authentic best rice 25 degrees snowfield]

This product was ranked first in the 2014 “Spring National Liquor Contest Rice Shochu Category”.

Using only rice from Yamagata prefecture that has been pearled to 75%, it has a mild taste that does not give off the “tasteful” aroma of alcohol.

③ Jam / dressing

This is a corner where jams and dressings from the fruit kingdom Yamagata are lined up.

Especially popular is the product of “SAISON FACTORY”.

It is also sold at department stores nationwide, so you may have seen the name and packaging.

We recommend not only single items but also products with various set contents.

It’s easy to use and has a luxurious appearance, so it’s ideal for private celebrations.

④Beef

“Yamagata beef” represented by “Yonezawa beef” is also lined up in the center of the sales floor!

It’s a good idea to have it delicious at home as a “tightening” of your travel memories (^-^)

This salami corner is also recommended for those who say “a little budget …”.

There are many companies that manufacture salami in Yamagata, and they are so familiar that they eat it as a snack.

I also remember being surprised to find a special corner in the supermarket since I came to Yamagata.

This goes well with sake again (≧-≦)

I will also introduce the ranking here!

1st place Yamagata Salami (Gutto Yamagata limited sale)
2nd place Yonezawa beef salami
3rd place snack Karpas

⑤tsukemono

tsukemono is also popular as a special product.

Yamagata’s unique products such as “Pesora-zuke”, which is made by pickling drained eggplant with salt and chili pepper, and “Aona-zuke”, which has a crispy texture and unique spiciness, are also available.

There are also variations such as watermelon tsukemono!

⑥ Tohoku souvenir

This is what I personally enjoyed!

It is a corner that sells souvenirs from the 6 prefectures of Tohoku.

The corner was set up with the idea that “for those who have forgotten to buy in other prefectures, I want them to bring back memories of Tohoku as well as this prefecture.”

Some of them are quite interesting or delicious, so this corner is also worth a look!

⑦Industrial arts/civil arts

In the crafts / folk crafts corner, folk crafts created by craftsmen such as wood carvings and ceramics are gathered.

This is the wood carving craft “Sasano Ittobori craftwork” that is handed down in Yonezawa City in the south of the prefecture.

A craftsman cuts a tree with a special knife to create it.

“Yoneori komon”, which also takes advantage of the characteristics of rice weaving, which is a special product of Yonezawa City, is also popular.

There are a lot of cute patterns and I’m worried, but worried is one of the pleasures of female shopping.

Please worry for the memories of your wonderful trip (^-^)

Personally, I have a delusion that it would be cute if I could give my child a pocket money.

We also recommend “Gotenmari,” which is a special product of Tsuruoka City on the Sea of Japan side and has a history of more than 350 years.

As you can see in the picture, beautiful color combinations and patterns are characteristic.

I’m also worried about this (> <)

Please try to find memories of a trip that will last a lifetime, unlike famous confectionery and sake (^-^)

3. Food court

This is the new food court that was reopened in 2016.

There are chairs for children and a nursing room, so it is easy to use even with small children (^-^)

As of the end of June 2019, the following 6 stores are lined up.

① Uguisutei (soba)
② Yamagata kitchen (ramen, curry)
③ Kohakudo (steak)
④ Tea brewery (sweets)
⑤ Amabile (sweets)
⑥ Sakura Terrace (sweets)

This time, I would like to introduce “Sakura Terrace”, which opened in April 2019, and “Kohakudo”, who is the most popular.

●Sakura Terrace

It is the No. 1 store that opened in April 2019.

We also recommend the “Fruit parfait (750 yen)” and “Zao cheese PIZZA (980 yen)”, which are full of Yamagata fruits, but the best one is the “Dadacha bean soft (380 yen)”!

Please enjoy the rich gem using local Tsuruoka Dadacha beans (^-^)

●Kohakudo

“Yonezawa Kohakudo” won the Grand Prix at the National Donburi Championship for the second consecutive year.

We recommend the Grand Prix product “Yonezawa Steak MIX Bowl (2,430 yen)”.

Looking only at the price, it’s pretty good, but the taste is definitely!

It’s just over the price (^-^)

4. Busy seasons and times

* It is a guide only.
Please note that it may be affected by group reservations and the weather.

① Crowded season

May to November is often crowded because it is a tourist season.
(May… Golden Week, June… cherry-picking season, July & August… summer vacation & Obon, September &November… autumn leaves viewing season)

Especially during the big events of each month (Golden Week, Obon, etc.), it seems to be the busiest in the year, so it is recommended to use it systematically.

② Busy hours

After all, the food court starts to get crowded a little before noon.

On the other hand, many people come to the souvenir corner after sightseeing, and the peak is from 14:00 to 16:00.

It is said that the morning is relatively free, so if you are not good at crowding, it may be good to finish shopping in the morning.

5. Basic information on Gutto Yamagata

① Hours & Closed time

[Hours]
・ 9:00~18:00
* The last order of the food court is 30 minutes before closing

[Closed]
New Year’s Day, three consecutive holidays in mid-April
* Opening hours and days may be different due to COVID-19. Please inquire directly with the center before visiting.

② Access & Parking Lot

[Address]
〒990-2307
68 Omote Zao, Yamagata City

[Access]
Located in the south of Yamagata City
200m from Yamagata Kaminoyama IC on Tohoku Chuo Road
15 minutes by car from JR Yamagata Station
5 minutes by car from JR Zao Station
15 minutes by car from Zao IC
3 minutes by car from Kaminoyama IC
40 minutes by car from Yamagata Airport.

* When traveling by bus and on foot
From JR Yamagata Station, take the Yamako Bus bound for Zao Onsen for 18 minutes, get off at the “Omote Zao” bus stop, and arrive in 5 minutes on foot.

[Parking lot]
There are an amazing 500 spots for parking!

500 spots is amazing (^^;)

Even so, it seems to be full at peak times…

6. Recommended sightseeing spots nearby

① Zao Onsen

Zao Onsen is said to have opened in 110 AD and is a hot spring area at the west foot of the 1900-year-old Zao mountain range.

The spring water is strongly acidic and effective against skin diseases. It is also called “Hime no Yu” (“The princess’s water”) because it has a whitening effect and is known as a hot spring for beautiful skin.

You can enjoy beautiful scenery all year round at this nationally famous tourist resort, and in winter it is crowded with visitors wanting to see the snow monsters or just enjoy winter sports.

② Zao Okama Crater Lake

It is a major tourist attraction of Zao, along with snow monsters in winter.

The crater lake is called “okama” in Japanese as it is shaped like a kiln (“kama” in Japanese)

The surface of the lake, which shines in emerald green, shows various expressions depending on the time of day and the weather.

③ Lina World

It is one of the largest amusement parks in Tohoku.

It is a recommended spot that is taken care of every year at my home (^-^)

④ Mitsubachi Garden Café

How about fluffy pancakes in a fairytale garden?

This is a recommended café located about 5 minutes by car from Gutto Yamagata.

⑤ Shobido (Yamagata Station Building)

If you are using the Shinkansen bullet train and do not have time to stop by Gutto Yamagata, we also recommend the souvenir floor on the 2nd floor of the Yamagata Station Building S-PAL.

The local shop Shobido that sells Yamagata folk crafts and goods is especially recommended.

They have a lot of cute souvenirs unique to Yamagata (^-^)

7. Summary

In this article, we introduced basic information and popular souvenirs about the tourist product center Gutto Yamagata, which can be said to be the face of Yamagata.

・ Approximately 4,000 products are available!
・ Completely renovated and renewed in 2016 to make it even easier to use!
・ A new food court has been established along with the renewal!

Please come visit when you visit Yamagata (^-^)

* Price is as of August 2019.