If you love Japanese food and want to explore more than just Tokyo or Kyoto, here’s a hidden gem you shouldn’t miss: the Chokubaijyo.
It’s a local farmers and fishers’ market where you can buy fresh vegetables and seafood directly from the people who grew or caught them.
These markets are usually found in the countryside or near small towns.
They’re full of local flavor, friendly people, and seasonal ingredients you won’t find in big supermarkets.
Last weekend, I went out of town and visited one. I came home with super fresh veggies and fish! In the early morning, farmers arrive in mini trucks and unload colorful vegetables—some you’ve probably never seen before.They’re super fresh and last for days, so I often plan my weekly meals around what I buy that kind of market.
At the port market, fishers sell their catch from that morning.You’ll find shiny horse mackerel, big sea bream, and sometimes rare local fish.If you buy a big one, they’ll clean and fillet it for you right there.
Ask how to cook it, and someone nearby will probably share a recipe or tip. It feels like a small community gathering.
Prices are very reasonable, and the best part? You know exactly who grew or caught your food.
It’s a warm, local experience you won’t find in guidebooks.
So if you’re traveling in Japan and want to discover something real, visit a “Chokubaijo“.
It’s fresh, friendly, and full of heart—and a delicious way to explore the countryside.