Toyama - A Hidden Gem Celebrated by The New York Times
On January 7, 2025, The New York Times released its annual list of “52 Places to Go,” and for tourist spots Toyama City was introduced as number 30. From Japan, only Osaka and Toyama were chosen, drawing increased attention to Toyama both domestically and internationally.
Towering over 3,000 meters, the majestic Tateyama Mountain Range crowns Toyama with snow throughout the year, offering breathtaking beauty in every season. Just below, the 1,000-meter-deep Toyama Bay nurtures some of the freshest and most exquisite seafood in the world.
Pure mountain waters flow through the land, cultivating rich rice fields and producing sake of the finest quality. For generations, the people of Toyama have cherished these blessings, preserving unique traditions, refined craftsmanship, and a culinary culture deeply rooted in nature.
Here, you will find nature that stirs the soul, flavors that can be savored nowhere else, and heartfelt encounters with people who carry on the spirit of this remarkable land.
This is Toyama — our pride, our home.
Sharing the Spirit of Toyama with the World — A Shining Moment in New York City
On Saturday, May 10, 2025, the City of Toyama proudly participated in the Japan Parade & Street Fair held in New York City, showcasing the beauty and culture of our hometown to an international audience. A float specially designed to represent the majestic Tateyama Mountain Range made its way down Central Park West, accompanied by a graceful performance of the traditional Etchu Owara dance.
At the Street Fair, Toyama’s booth featured a photo experience with a tapestry of Toyama Castle as the backdrop. Visitors could dress in samurai armor and jinbaori coats, creating memorable snapshots that brought history to life. The booth drew enthusiastic crowds throughout the day.
Through this event, Toyama shared its breathtaking nature, rich heritage, and warm hospitality with people from around the world — a meaningful step toward deepening global connections.
Discover the Essence of Toyama – A City Embraced by Mountains, Tradition, and Warmth
A City Shaped by Nature’s Gifts
The name Toyama means “rich with mountains” — and true to its name, the city is blessed with breathtaking natural beauty.
From the towering peaks of the Northern Alps to lush forests and crystal-clear rivers flowing into the deep blue sea, Toyama offers a landscape that transforms with each passing season. Here, nature is not just scenery — it’s a way of life.
A City Where History Lives On
Once a flourishing castle town, Toyama still retains the charm of its past. Traditional wooden buildings from the Edo and Meiji eras line quiet streets, inviting visitors to stroll through time.
Hop on the elegant streetcars that glide along rivers and canals, and feel the city’s rich cultural heritage all around you.
Toyama is also known as the “City of Medicine,” a legacy that dates back centuries. Old medicine shops still dot the town, and this tradition of craftsmanship has inspired a new form of art: glassmaking. At the Toyama Glass Art Museum, you’ll encounter stunning works from both local and international artists — a symbol of the city’s fusion of old and new.
Toyama is also known as the “City of Medicine,” a legacy that dates back centuries. Old medicine shops still dot the town, and this tradition of craftsmanship has inspired a new form of art: glassmaking.
At the Toyama Glass Art Museum, you’ll encounter stunning works from both local and international artists — a symbol of the city’s fusion of old and new.
At the Toyama Glass Art Museum, you’ll encounter stunning works from both local and international artists — a symbol of the city’s fusion of old and new.
Encounter the True Japan
In Toyama, the spirit of traditional Japan is not a performance — it is everyday life.
Surrounded by peaceful nature, life moves gently here. There’s warmth in every interaction, and a sense of nostalgia that soothes the soul.
From the ethereal beauty of the Owara Kaze no Bon festival in late summer to local celebrations woven into daily life, each event reflects the seasons and stories of the people.
And of course, the food — savor freshly caught seafood from Toyama Bay and taste the deep flavors of home-style dishes passed down in the mountain villages.
This is a Japan where silence speaks, seasons sing, and the heart is gently stirred.
Taste Toyama with All Five Senses
At the heart of Toyama’s abundance is water — pure, life-giving, and flowing from the majestic Tateyama mountains. Snowmelt nourishes the land, fills the rice paddies, feeds the rivers, and sustains the sea. From this water comes sweet, plump Toyama rice, crisp and vibrant vegetables, and seafood of unmatched freshness. Every meal reflects the seasons, every sip of sake tells a story — brewed from Toyama’s own rice and water. Come experience the true flavor of Japan — only in Toyama.
The Taste of Toyama – A Culinary Journey
Sushi
Toyama is home to some of the freshest seafood you’ll ever taste. Pure water flows from the 3,000-meter Tateyama Mountains to the sea, enriching Toyama Bay—a deep ocean basin more than 1,000 meters deep, where around 500 species of fish live. This natural environment creates an ideal setting for extraordinary sushi.
Sushi in Toyama is often made with fish caught that very morning. The flavors are delicate and pure, allowing the natural freshness of the seafood to shine. Seasonal specialties include firefly squid in spring, Japanese glass shrimp in summer, blackthroat seaperch (nodoguro) in autumn, and rich yellowtail in winter. The preparation is subtle—chefs may lightly salt, marinate, or wrap the fish in kelp to bring out its best flavor.
The vinegared rice is not overly sweet, with a gentle tang that complements the seafood without overpowering it. In addition to hand-formed nigiri, you can also find pressed sushi (oshizushi), rolled sushi, and regional specialties unique to Toyama.
Each piece of sushi is a quiet masterpiece—a blend of pristine nature and the craftsmanship of skilled hands. It’s not just food, but an experience that lingers in memory.
Sake
Toyama's sake is brewed using crystal-clear spring water from the Tateyama Mountains and premium locally grown rice. The result is a smooth, clean flavor with no harsh aftertaste, yet a depth that unfolds gently on the palate. Whether paired with seafood or traditional local dishes, Toyama's sake enhances every bite. Each brewery offers its own character, making every tasting a new experience and a delightful journey into the region's spirit.
Discover your own special connection to Toyama
The reason the world was drawn here is now right before your eyes.
Majestic peaks of the Tateyama Mountain Range and the crystal-clear waters of Toyama Bay create breathtaking scenery found nowhere else. Nature reveals a new face with each season, shaping a way of life that has long been in harmony with the land. Pure spring water nurtures an abundance of local cuisine, complemented by the warmth and hospitality of its people.