1. Who is Gutto Yamagata?

As Yamagata Prefecture’s leading tourist terminal, this tourist and souvenir center is visited by over 1.5 million people a year.

Here are some recommended points.

・We handle an impressive range of approximately 4,000 items!
・A new food court was opened following the complete renovation in 2016!
・In addition, the layout of each booth will be significantly renovated in April 2023, and four new shops will join the lineup!

To be honest, if you are looking for souvenirs from Yamagata, this is your only place to go.

In addition, the reopening has made the store even easier to navigate and easier to find products.

The food court is lined with food shops representing the prefecture, where you can taste Yamagata’s “treasures” such as soba, ramen, steak, and sweets!

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

On certain days, events are held, so people from within the prefecture as well as from outside the prefecture can enjoy themselves!

2. Each corner and popular souvenirs

Here is the map of the “Gutto Yamagata” facility.

※From Gutto Yamagata’s official website

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

I would like to introduce each corner!

We also asked for recommendations on the particularly popular “Famous Confectionery Corner” and “Yamagata Meishukan,” so please use this as a reference for souvenirs, etc. (^-^)

① Famous sweets corner

First, let’s introduce the most popular souvenir corner, the “Famous Sweets Corner”!

The greatest appeal of famous confectionery souvenirs is, without a doubt, their wide range and affordable price.

It’s the perfect souvenir for friends, neighbors, and coworkers!

Additionally, Yamagata is also a “kingdom of fruit,” producing cherries and other fruits, so there are plenty of souvenirs that are not only visually appealing but also tasty.

This time, we visited some of the most popular souvenirs among the many available and would like to introduce them to you!

Of course, there are many other wonderful products, so please take your time to look around (^-^)

・Most popular: Yamagata Cherry Kirara

The clear winner is of course cherries.

This is a very cute-looking item, with a whole cherry enclosed in jelly.

The top of the bag opens to the left and right, so you can eat it without getting your hands dirty.

It’s also a great souvenir for the workplace.

Besides cherry, there are also La France flavors available!

・Second most popular: Rikyudo Karinto

This is also a famous confectionery in Yamagata.

It seems that many local people purchase this product, so it is definitely a product recommended by locals.

Since they are handmade, there is a limited number available, so they may sell out.

This may change your concept of quince sugar!

・No. 3 in popularity: Ice-covered trees romance

This is a famous confectionery named after Zao’s frost-covered trees, a representative tourist attraction of Yamagata.

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

White cream is sandwiched between firm cookies, and this too is undeniably delicious!

The price is also quite good value for money at 1,242 yen (tax included) for a pack of 24.

*Prices at time of interview

② Yamagata Meishukan

Did you know that Yamagata Prefecture, apart from its rice, meat and fruits, also produces amazing sake?

The alcohol section has a wide variety of alcoholic drinks on offer, including sake, shochu, wine, and local beer.

In particular, sake from Yamagata Prefecture is the first prefecture to be certified as a nationally protected geographical indication (GI).

Yamagata’s delicious water, fertile soil, the climate of each region, and the passion of the craftsmen create delicious sake (^-^)

For those who are unsure which one to choose, we have six drinks recommended by our staff.

・Dewazakura Junmai Sake Dewa no Sato

It won the honor of “Champion Sake” in the Sake category at the International Wine Challenge, beating out 282 other competitors.

It’s not too heavy and has just the right amount of freshness.

・Toko Dry Junmai Daiginjo

This is a dry Junmai Daiginjo sake from Toko, a historic sake brewery founded during the Azuchi-Momoyama period.

It has a dry finish with crystal clarity and a refreshing aroma reminiscent of youthful melon and gourd.

・Tatenogawa Ryoga +10

This Junmai Daiginjo has a sake meter value of +10, which is even drier than Tatenogawa’s existing representative dry Junmai Daiginjo, Honryu Dry (Sake meter value +8).

It has the delicious flavor of rice and a refreshing sharpness, making it the perfect sake to enjoy with a meal.

Of course, there are plenty of other attractive products besides sake!
There are also 19 wineries in the prefecture, the fourth highest number in the country.

・Takeda Winery Rouge

③ Jam/dressing

This is a corner lined with jams and dressings from Yamagata, the fruit kingdom.

Particularly popular are products from “SAISON FACTORY.”

It is sold at department stores across the country, so some of you may have seen the name and packaging.

We recommend not only single items but also products with a wide variety of set contents.

It is easy to use and has a luxurious look, making it perfect for gifts.

④ Beef

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

Since you’ve come all the way here, it would be nice to enjoy it at home as a final memory of your trip. (^-^)

Please also enjoy our high-quality pork.

For those who are on a tight budget, we also recommend the salami corner.

There are many companies in Yamagata that produce salami, and it is so common that it is eaten as a snack.

I remember being surprised when I came to Yamagata and saw a special section in the supermarket.

This also goes well with alcohol.

Here we will also introduce the rankings!

1st Place: Yamagata Salami (Limited to Gutto Yamagata)
2nd place: Yonezawa beef bag salami
3. Oyatsu Calpas

⑤tsukemono

Tsukemono is also a popular local product.

There are also products unique to Yamagata, such as “pesora pickles,” made by pickling drained eggplant in salt and chili pepper, and “aona pickles,” which have a crunchy texture and unique spiciness.

There are also some unusual varieties, such as the watermelon tsukemono!

⑥ Tohoku souvenirs

This is what I personally found interesting!

This corner sells souvenirs from the six Tohoku prefectures.

This corner was set up with the hope that “for those who forgot to buy things in other prefectures, we hope that they will take home memories not only of our prefecture but also of Tohoku.”

There are some very interesting and delicious looking items, so this corner is definitely worth a visit!

⑦ Crafts/Folk art

The crafts/folk arts section features a collection of folk crafts created by artisans, including wood carvings and ceramics.

This is “Sasano Ittobori craftwork,” a woodcarving craft that is handed down in Yonezawa city in the southern part of the prefecture.

A craftsman creates each piece by carving a single piece of wood with a special blade.

“Yoneori komon,” which makes use of the characteristics of Yonezawa weaving, another local product of Yonezawa City, is also popular.

There are so many cute patterns that it’s hard to decide, but deciding is also part of the fun of shopping for women.

Please think carefully to make a wonderful memory of your trip.

Personally, I fantasize about how cute it would be to give a child a pocket money purse with a frog purse.

We also recommend Gotenmari, a specialty of Tsuruoka City on the Sea of Japan side that has a history of over 350 years.

As you can see from the photos, it features beautiful color combinations and patterns.

This is also a problem for me (><)

The staff also recommended the colorful decorative piece “Hidariuma NEO.”

The decorative shogi pieces that have been popular since ancient times have been given a modern, fluorescent paint job to create a colorful arrangement.

Since “uma” (left horse) and “uma” (horse) can be read backwards as “mau,” this piece is considered to be an auspicious piece that evokes the image of dancing.

Please come and find some memories of your trip that will last a lifetime, different from famous sweets and alcoholic beverages. (^-^)

3. Food Court

This is the food court that was newly built when the mall reopened in 2016.

There are chairs for children and a nursing room, so it’s easy to use even if you have small children with you (^-^)

As of March 2024, there are six stores:

①Uguisutei (soba)
2. Yamagata Kitchen (ramen, curry)
③Kohakudo (Steak)
④ Chagura (Sweets)
⑤Amabile (Sweets)
⑥ Crepe House Hana no Tane (sweets)

This time, we would like to introduce Crepe House Hana no Tane, which opened in October 2022, and the most popular Kohakudo.

・Crepe House Flower Seeds

Crepe House Hana no Tane was founded in 1984.

This popular store also has a location inside the Yamagata Station building, S-Pal Yamagata.

The special dough, which is baked after you order, is very chewy!

It is a taste that brings back fond memories for many Okinawan residents, who say, “I ate flower seed crepes when I was a student!”

・ Kohakudo

Yonezawa Kohakudo has won the grand prize at the National Local Rice Bowl Championship for two consecutive years.

Our top recommendation is the grand prize winner, the Yonezawa Steak Mix Bowl.

This is an incredibly luxurious dish that allows you to enjoy Yonezawa beef steak and sukiyaki in one bowl.

This luxurious delicacy is a must-try!

Also, near the food court is Nigiwai Koji, where four well-established restaurants have opened shop.

Please be sure to check it out.

4. A bustling city

In April 2023, a new area called “Nigiwai no Machi” will open within the building!

The addition of four popular stores from within the prefecture has made the area even more appealing.

・Conversation with the person in charge

Naragejuku Tanno Konnyaku is a long-established konjac specialty store representing Yamagata Prefecture, and has exhibited in many famous department stores across the country.

The store is filled with products that will make you wonder, “Wow! Is this made with konjac too?”

One of the most recommended items is the Yamagata specialty “tama konnyaku (konjac balls).”

It’s so adult-like that there are often lines on holidays.

It’s served on a skewer, so it’s perfect for eating on the go!

・Sanrina from ZAO BREWERY

A sister store of ZAO BREWERY, Yamagata City’s first craft beer brewery.

You can enjoy original craft beer brewed with Zao’s spring water, hamburgers made with Zao beef, and local burgers such as Zao’s specialty jingisukan burger.

It’s exciting to see the beer being poured from the server after ordering!

There are also must-see menus for beer lovers, such as a “4-kind craft beer tasting” menu, so be sure to check it out.

The combination of our special burgers and beer is amazing! To put it mildly, it’s the best!

・GRANROCK Montequero

A sister store of Yamagata’s popular café restaurant “Grand Rock.”

You can enjoy original flavored gelato made using only natural ingredients from Yamagata, without any added flavorings, additives, or synthetic colorings.

There are about six different flavors available at any given time.

Please enjoy the colorful and delicious seasonal produce from Yamagata Prefecture.

・Cybele

“Cybele” is a popular shop representing Yamagata Prefecture, well-known for its Western sweets such as “France Rusk.”

We offer a wide selection of carefully selected breads made with local ingredients.

Our recommendation is the “Pork Curry Bread” which is only available at Gutto Yamagata.

The spicy curry is filled with chunks of kome-no-ko-buta pork, making it very satisfying!

If you’re lucky, you can enjoy some hot, freshly baked bread.

Also, very close to Cybele there is a connecting passage to Yamagata Zao Roadside Station, which opened on December 3, 2023.

We hope you enjoy both.

5. Message

Finally, we have a message from Mr. Tsuchiya of the Sales Support Department at Gutto Yamagata for everyone viewing VISIT YAMAGATA.

“Yamagata Zao Roadside Station will open on adjacent land in December 2023, making it even more powerful as an information hub for Yamagata.
We also hold events.
Please come and visit Gutto Yamagata, where you’ll find “full of deliciousness and full of fun!”

6. Busy seasons and times

*This is only a guideline.
Please note that the tour may be subject to group reservations, weather conditions, etc.

・Busy season

It tends to get crowded from May to November, which is the tourist season.
(May…Golden Week, June…Cherries, July-August…Summer holidays/Obon, September-November…Autumn leaves, February…Rice trees)

In particular, major events each month (such as Golden Week and Obon) are likely to be the busiest times of the year, so we recommend planning your visit accordingly.

・Busy times

The food court starts to get crowded a little before lunch.

On the other hand, many people visit the souvenir section after sightseeing, so peak hours are around 10:00-11:00 after overnight guests check out, and around 14:00-16:00 after sightseeing.

If you don’t like crowds, it may be a good idea to avoid the above times and do your shopping.

7. Basic information about Gutto Yamagata

・Hours / Closed days

[Hours]
・9:00～17:30
*Last orders at the food court are 30 minutes before closing.

[Closed Days]
New Year’s Day, maintenance holidays, etc.
*More details will be announced on the “Latest News/Official SNS” page of our website.

・Access/Parking Lot

[address]
〒990-2307
Yamagata City, Yamagata Prefecture, Japan

[access]
・Located south of Yamagata City, 200m from the Yamagata Kaminoyama IC on the Tohoku Chuo Expressway
15 minutes by car from JR Yamagata Station, 5 minutes by car from JR Zao Station, 15 minutes by car from Zao Interchange, 3 minutes by car from Kaminoyama Interchange, 40 minutes by car from Yamagata Airport.

*If you are traveling by bus and on foot, take the Yamako Bus bound for Zao Onsen from JR Yamagata Station for 18 minutes, get off at the Zao Exit , and walk for 5 minutes to arrive.

[Parking Lot]
The parking lot can accommodate an astounding 500 cars!!!

500 units is amazing!

However, it seems to be full during peak hours.

8. Summary

In this article, we introduced basic information about Gutto Yamagata, the tourist souvenir center that can be said to be the face of Yamagata, as well as popular souvenirs.

・We handle an impressive range of approximately 4,000 items!
Completely renovated in 2016 to make it even easier to use!
– A new food court will be opened in conjunction with the renovation!

If you visit Yamagata, please be sure to stop by.

*Prices are as of the time of coverage.