1. What is the Shonai Tourism & Products Center Furusato Honpo?

The Shonai Tourism & Products Center Furusato Honpo is located in Tsuruoka City, which is on the Sea of Japan side of Yamagata Prefecture.

The center’s distinctive feature is its fire watchtower.

Tsuruoka Interchange on the Yamagata Expressway is located right next door.

Additionally, it is only about 5 minutes from Tsuruoka Nishi IC on the Sea of Japan Tohoku Expressway, making it easily accessible from far away.

There is also an express bus stop on the premises.

*Quoted from the Shonai Tourist and Products Center Furusato Honpo website

It is a regular in the top 10 in the Top 100 Souvenir Facilities selected by professionals sponsored by Travel Newspaper Shinsha, and in 2021 it even won second place after Okashi Goten in Okinawa Prefecture.

“If you want to buy souvenirs in Shonai, the Shonai Tourism & Products Center is the place to go!” is a facility that has everything you need and condenses all of Shonai’s charm.

The Shonai Tourism & Products Center consists of the following floors.

● Souvenir shop
● Fish market
● Restaurant

*Quoted from the Shonai Tourist and Products Center Furusato Honpo website

Now, let’s take a look at the attractions of each floor and the products recommended by Shonai Tourism & Products Center.

2. Five recommended souvenir shops at Meihinkan

The souvenir shop, Meihinkan, has a wide variety of products, including souvenirs representative of Shonai and sweets that are only available at the Shonai Tourism & Products Center.

The sales floor area of the Meihinkan is said to be the largest in the Shonai region, so it’s no wonder that you can find anything you want at the Shonai Tourism & Products Center.

In addition, the products are regularly rearranged, so you can have fun discovering new items while searching for the souvenir you’re looking for.

There are many products recommended by staff, so we recommend asking them when you are shopping.

This time, we will introduce five recommended products.

[Recommended ①] Products exclusive to the local products store

The Shonai Tourism & Products Center has several products that can only be purchased here.

≪Yamagata Shonai Dadacha Bean and Honey Langue de Chat≫

Our top recommendation is the Yamagata Shonai Dadacha Bean and Honey Langue de Chat.

These sweets consist of white chocolate sandwiched between langue de chat cookies with the gentle flavors of dadachama beans and honey.

≪Shonaihama grilled rice crackers≫

For those looking for salty sweets, we recommend Hamayaki Senbei rice crackers from Shonaihama.

≪Mt. Gassan Grape Wine Cake≫

The baked cake is infused with wine, allowing you to fully enjoy the wine’s flavor.

[Recommendation ②] Sake

When it comes to alcohol in the rice-growing region of Shonai, the first thing that comes to mind is “sake.”

At the most recent National New Sake Tasting Competition, 20 brands of sake submitted by breweries in Yamagata Prefecture won gold medals, the most in the country.

Yamagata Prefecture has some of the most delicious sake in the country.

The Shonai Tourism & Products Center also carries a selection of sake from breweries throughout Shonai.

At the time of the interview, a limited amount of barreled sake, which is exclusive to the Shonai Tourism & Products Center, was also on sale.

The unique aroma of the barrel wafts through your nose, making this an addictive sake.

The quantity is limited, so if you are lucky enough to find it, please give it a try.

[Recommendation 3] Seasonal flavors

The Shonai Tourism & Products Center also has a wide selection of seasonal fruits and other delicacies.

We have direct partnerships with farmers in Shonai and throughout the prefecture, so you can purchase fresh, seasonal produce.

* Provided by Shonai Tourist and Products Center Furusato Honpo

In the summer, the shop is bustling with visitors, many of whom come looking for fruits such as cherries and Shonai Sand Dune melons, as well as the dadachamame beans from Mt. Hakusan, a specialty of Tsuruoka.

Another great thing about autumn is that delicious fruits unique to Shonai, such as Kariya pears and Shonai persimmons, are available on display.

In addition, the highly anticipated sasamaki, which has been registered as a national intangible folk cultural property, will also be available at Naruto over the counter in spring.

[Recommendation ④] Dadacha Bean Sweets

Dadacha beans are a seasonal delicacy that represents Shonai.

Dadacha beans have a strong sweetness and umami flavor, so you can still enjoy their taste even when processed into sweets.

The Shonai Tourism & Products Center also has a wide selection of sweets made with Dadacha beans.

One of the attractions of the Shonai Tourism & Products Center is the wide range of products available, allowing you to choose souvenirs without having to worry about which one to buy.

[Recommended ⑤] Ramen

Yamagata Prefecture is known as the “ramen kingdom” of Japan as it has so many delicious ramen restaurants.

Sakata Ramen won the first Japan Local Ramen General Election held in 2023.

This popular corner is constantly visited by customers as it sells ramen from famous restaurants, including Sakata ramen.

They also sell products from the popular “Kotohiraso” restaurant in Tsuruoka City, which has long lines of customers, and Tori-chuka, which was featured on the TV program “Matsuko no Shiranai Sekai.”

If you visit the Shonai Tourism & Products Center, be sure to check out the ramen corner.

3. Osakana Ichiba- A place where you can find the flavors of Shonaihama

The Shonai Tourism & Products Center has a fish market with two fresh fish stores where you can purchase fresh seafood.

Uokami, which has its main shop in Tsuruoka City, stocks fish sourced mainly from Yura and Nezumigaseki.

Meanwhile, Sugawara Fresh Fish in Sakata City mainly stocks fish sourced from Sakata Port.

Both shops have a wide selection of fresh seafood, prepared dishes and processed foods, and can ship nationwide.

4. Restaurants

Not only can you buy souvenirs, but the Shonai Tourism & Products Center also has many restaurants.

Within the premises you can enjoy seafood, Shonai pork, local cuisine, ramen, and more at Ajidokoro Shonai-an, Fast Food Aji-kaido, Kaisen Donya Tobishima Tsuruoka branch, Shonai Ramen Kaido , Hirata Farm Tsuruoka Shonai Tourism & Products Center branch, and Doutor Coffee Shop Shonai Tourism & Products Center branch .

This time, we will introduce three of them.

1. Enjoy the flavors of Shonai with your tongue at Ajidokoro Shonaian

Ajidokoro Shonai-an is a restaurant where you can enjoy the food culture and flavors of Shonai.

You can enjoy Shonai’s local dish “mugikiri” and seasonal flavors.

At the time of our visit, there was a wide selection of winter-only cod dishes on the menu.

They serve seasonal local dishes such as moso soup in spring and imoni stew in autumn.

If you want to try Shonai’s local cuisine, we recommend Ajidokoro Shonai-an.

Another attraction of the Shonai Tourism & Products Center is that after enjoying the flavors of Shonai, such as mugi-kiri and imoni stew, you can immediately purchase them as souvenirs.

② ;Fast Food Ajikaido - Choose your favorite food to accompany your drive

If you want to experience a little taste of Shonai, a meal at Fast Food Aji Kaido is the perfect choice.

You can buy Shonai Tourism & Products Center’s specialty, seaweed rice balls, here.

* Provided by Shonai Tourist and Products Center Furusato Honpo

Iso Onigiri is a rice ball coated in a secret recipe sauce and then topped with rock seaweed. When you bite into it, you can’t help but smell the ocean.

There is also fu-seaweed rice balls, which are covered in fu-seaweed. This is also recommended as you can enjoy the unique crunchy texture of fu-seaweed.

In addition, gelato, which is easy to eat, is also a popular item.

The specialty of the product hall, Dadacha bean gelato, was so rich in flavor that it was easy to mistakenly think you were eating dadacha beans.

③ Shonai Ramen Kaido

Shonai Ramen Kaido is a ramen venue where various shops become tenants for a limited period of time.

The Shonai Tourism & Products Center, which is always bustling with tourists, serves a selection of ramen in order to promote Shonai’s ramen culture.

5. Events where you can enjoy seasonal flavors

The Shonai Tourism & Products Center also holds limited-time events where you can enjoy the flavors of the season.

The events held in 2023-2024 were as follows:

① All-you-can-eat Shonai Sand Dunes Melon

Provided by Shonai Tourist and Products Center Furusato Honpo

This is an event where you can enjoy to your heart’s content the sweet and delicious melons grown in the Shonai Sand Dunes.

You’ll want to try and see how many you can eat.

② Cold cod festival

A winter delicacy from Shonai: “kandara-jiru” (cold cod soup).

Kandara-jiru uses every last bit of fatty cod, and is full-bodied and infused with the rich flavors of the cod liver and milt.

Provided by Shonai Tourist and Products Center Furusato Honpo

This is a seasonal winter event in Shonai that is always crowded with people. Please come and try it once.

3. Monkfish Hotpot Festival

A taste of winter! Enjoy the collagen-rich deep-sea fish “Monkfish Hotpot Festival.”

People often think of winter cod as a staple in Shonai, but it’s actually a hidden local specialty.

On the weekend, a “hanging monkfish cutting demonstration” will also be held, making it a fun event to watch and delicious to eat.

6. Message

Finally, Adachi-san from the Shonai Tourism & Products Center has a message for everyone viewing VISIT YAMAGATA.

“The Shonai Tourism & Products Center is a souvenir facility that sells everything from souvenirs mainly from Shonai to fish and fruit. We also stock a wide variety of seasonal products to please both locals and people from outside the prefecture.”

“Not only can you get seasonal souvenirs, but you can also enjoy meals, so please come and visit us.”

7. Basic information

Meihinkan
Hours : 9:00~18:00
Closed : Open all year round
*
Fish Market
Hours : 9:00~18:00
Closed : Open all year round
*
Ajidokoro Shonai-an
Hours : 11:00~ 16:30 (last order)
*Please inquire about reservations on weekends, holidays, New Year’s, etc.
Closed : Open all year round
*
Fast Food Ajikaido
Hours : 9:00~18:00 (last order 17:30)
Closed : Open all year round
*
Kaisen Donya Tobishima Tsuruoka Branch
Weekdays (Mon., Tue., Wed., Fri.) : 11:00~15:00 (last order 14:30)
Weekends and holidays : 11:00~16:00 (last order 15:30)
Closed : Thursday
*
Hirata Bokujo Tsuruoka Shonai Tourism & Products Center Branch
Sales : 10:00~18:00
Restaurant: [Mon~Fri.] 11:00~14:30 (last order)
[Weekend and holidays] 11:00~16:30 (last order)
Closed : Open all year round.
*
Doutor Coffee Shop Shonai Tourism & Products Center Branch
Hours : 9:00~18:00
Closed : Open all year round