13Feature - Toyama Souvenir Guide
Blessed with abundant resources from the mountains and sea, and home to a unique industry and culture, Toyama City offers a wide variety of attractive souvenirs that you'll want to pick up right away.
The variety of goods available is truly diverse, ranging from local delicacies such as the famous Masu-zushi (trout sushi) and Kamaboko (fish cake), to elegant Japanese sweets that have been passed down through a long history, traditional crafts that showcase the skills of artisans, and items unique to Toyama, the "city of medicine."
This article introduces a wide range of souvenirs from Toyama that can be purchased around Toyama Station and other popular tourist spots, from classic items to stylish and unique pieces. Whether as a memento of your trip, a treat for yourself, or a gift for someone special, find a special item that truly captures the essence of Toyama.
Japanese sweets from Toyama
Traditional crafts and miscellaneous goods
Medicine products
Flavors of Toyama
Take home Toyama's unique flavors and food culture as a souvenir.
Comparing different flavors is also fun with Toyama's specialties.
Trout sushi
Masu-zushi, a local dish from Toyama that has been around since the Edo period, is a type of pressed sushi made by layering salted trout and vinegared rice in a round wooden box lined with bamboo leaves. The thickness and texture of the trout, the flavor of the vinegar, and the way it's pressed all vary from shop to shop, allowing you to enjoy a variety of unique flavors. There are more than 20 specialty shops in Toyama City, and it is said that many citizens have their favorite shop. A taste comparison chart and masu-zushi shops...Introduction ArticleUsing this as a reference, please try to find your favorite type of masuzushi.
This is a must-have souvenir from Toyama! Available at souvenir shops and specialty stores, it typically has a shelf life of 2-4 days. The fact that it can be transported at room temperature is also a plus.
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List of Masu Sushi Restaurants 10 Trivia Facts about Masu Sushi
Perfect as a snack with drinks or as an accompaniment to rice.
Pickled/dried firefly squid
When it comes to spring delicacies from Toyama Bay, "firefly squid" is a must-try. Most of the firefly squid caught in Toyama Bay are females in their spawning season, and are characterized by their large, plump bodies. "Okizuke," which is firefly squid marinated whole in a soy sauce-based sauce, has a smooth texture and goes well with rice or sake. "Sunaboshi" (dried firefly squid) is best enjoyed lightly grilled. The outside becomes fragrant and crispy, while the rich innards burst forth from the inside. Be sure to try this unique Toyama delicacy that captures the scent of the sea.
Dried squid is light and easy to carry. "Kurozukuri," which is made by adding squid ink to salted squid and pickling it, is also known as a delicacy of Toyama.
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The jewel of Toyama Bay, with its elegant fragrance.
White shrimp crackers
Known as the "jewel of Toyama Bay," the white shrimp is characterized by its translucent beauty and elegant sweetness. It is a rare find, as it is only fished in Toyama Bay in the world. "White Shrimp Crackers" are a famous confection made by generously kneading white shrimp into the dough and baking it. You can enjoy the crisp, light texture and the savory flavor that fills your mouth. There are many variations, from those that retain the whole shrimp to those that have been powdered to concentrate the umami. It is a popular souvenir representing Toyama that can be enjoyed as a snack or an appetizer.
This confectionery is a popular and classic souvenir from Toyama. The individually packaged portions make it easy to distribute, and the fact that some varieties have a shelf life of several months is another great advantage.
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Toyama's food culture that brightens up the dining table
Kamaboko (steamed fish cake)
Kamaboko (fish cake) is an essential local specialty of Toyama. Among them, "Akamaki Kamaboko" (red-rolled fish cake) is particularly rare nationwide. Its charming spiral pattern adds a touch of color to the dining table. Also a staple is "Kombu Maki Kamaboko" (kelp-rolled fish cake), a specialty of Toyama, where kelp consumption is high. Furthermore, the ornate "Saiku Kamaboko" (decorative fish cake) shaped like sea bream, cranes and turtles, and seasonal motifs has long been cherished as a gift for special occasions such as weddings and festivals. Enjoy Toyama's proud kamaboko culture, which is both fun to look at and delicious to eat.
This versatile fish cake can be enjoyed on its own, as a snack, or used in various dishes. Several specialty shops selling it are located in "Toyama Marche," which is directly connected to Toyama Station.
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Local cuisine that locks in the flavor
昆布締め
Kobujime is a local dish born from the combination of kelp from Hokkaido, brought in by Kitamae ships during the Edo period, and the abundant seafood of Toyama Bay. By sandwiching fish between kelp and letting it rest, excess moisture is removed and the umami of the kelp permeates the flesh. Various types of fish are used depending on the season and the restaurant, including swordfish, sea bream, flounder, and yellowtail. White shrimp are traditionally sandwiched between shredded kelp, and their melt-in-your-mouth texture is exceptional. It is a unique Toyama delicacy that is different from sashimi.
Apparently, this was a way to preserve raw fish back when refrigerators didn't exist. Many frozen products are available as souvenirs, allowing you to easily enjoy Toyama's seafood at home.
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The flavor created by Toyama's water and rice
Local sake from Toyama
Toyama City is home to five sake breweries: Masuda Sake Brewery, Fumikiku Sake Brewery, Yoshinotomo Sake Brewery, Fukutsuru Sake Brewery, and Tamaasahi Sake Brewery. These breweries produce local sake using the city's high-quality water and rice. The flavors vary widely, from junmai sake with a rich and full aroma to ginjo sake with a clean finish, and seasonal limited-edition hiyaoroshi and shiboritate. These unique brands, where tradition and innovation coexist, are highly regarded by sake fans nationwide. Try comparing them and find your favorite bottle.
There are also sake breweries in the city where you can purchase sake directly. Checking their opening hours and closing days in advance and visiting a brewery is one of the pleasures of exploring the area.
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"Masuda Sake Brewery""Fumigiku Sake Brewery""吉乃友酒造'
"Fukutsuru Sake Brewery""Tama Asahi Sake Brewery'
Japanese sweets from Toyama
A comforting, gentle sweetness of hospitality.
Like the cedar trees of Tateyama, they bear the marks of age.
Wood grain yokan (sweet bean jelly)
"Mokume Yokan," the signature confection of Suzuki-tei, a company with a 160-year history, is a treat that catches the eye with its delicate wood-grain pattern that appears when sliced. The annual rings of the Tateyama cedar, the prefectural tree of Toyama Prefecture, are represented with white bean paste and red bean paste, allowing you to enjoy a beautiful pattern no matter where you slice it. Its soft and fine texture and elegant, clean sweetness are exceptional. It is also a popular gift item due to its auspicious meaning of "carving the rings of a tree." A variety of flavors are also available in "mini-size yokan."
Suzuki-tei Main Store, Yamato Toyama Store, Favore, Toyama Airport, Omiyage-dokoro Toyama, Totoyama, Jibamonya, city supermarkets, and others.
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A sweetness that is gentle on the body
Malt syrup
"Malt syrup" has been produced in Toyama since the Edo period, alongside the local medicine industry. It was once used to make bitter medicines easier to swallow. Shimakawa Candy Store continues to use the same method as when it was founded over 360 years ago, simmering malt and starch slowly in Toyama's pure water without using sugar. It can be enjoyed on its own, spread on toast, or used to sweeten drinks and dishes. The convenient "stick syrup" is also popular.
Shimakawa Ame Shop, Yamato Toyama Store, Toyama Airport Shop, Totoyama, D&DEPARTMENT TOYAMA, Toyama City Glass Museum, and others.
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Auspicious handmade monaka
Toyama sea bream monaka
"Toyama Tai Monaka" is a famous Toyama confection created by Hikiami Kougetsudo, a traditional Japanese confectionery shop in Toyama. It comes as a set of homemade tsubu-an (coarse red bean paste) in a jar and monaka wafers shaped like sea bream. The sea bream has long been a symbol of good fortune in Toyama, and the design was created by the 4th generation owner, Yasuhiro Hikiami, based on the "jumping sea bream" design used in high-quality wagashi (Japanese sweets). The bean paste is filled just before eating, allowing you to enjoy the crispy texture and aroma of the monaka wafer and the rich flavor of the red beans. It has a long shelf life of 30 days, making it perfect as a souvenir or for celebrations.
Hikiami Kougetsudo Furusawa Main Store, Omiyage-dokoro Toyama, and others
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Toyama Tai Monaka (sea bream-shaped sweet bean paste confection) souvenir information
A beloved local confection from Toyama, enjoyed across generations.
Toyaman
Toyama's famous confection, "Toyaman," is made by the sweets specialty shop Libran. This Japanese-Western fusion sweet consists of smooth strained bean paste wrapped in fragrant pie crust and slowly baked in a kiln. The light sweetness that brings out the original flavor of the red beans and the crisp pie crust create an exquisite harmony. We also recommend "Nama Toyaman," which is filled with a milky cream infused with vanilla, and "Kankontan," another popular confection alongside Toyaman. It is a classic Toyama souvenir loved by people of all ages, from children to adults.
Libran stores (12 locations in Toyama City) and other locations
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A melt-in-your-mouth sensation as fleeting as light snow.
Tsukisekai
"Tsukisekai," a representative confection of Toyama, is easily recognizable by its packaging featuring a rabbit and the moon. Its name comes from its appearance, which resembles the moon's silhouette floating in the dawn sky. The ingredients are very simple: fresh eggs and molasses made by boiling down wasanbon sugar and white granulated sugar. When you put it in your mouth, you'll enjoy a pleasant crisp texture followed by an elegant sweetness that melts softly like fresh snow. It pairs perfectly not only with Japanese tea, but also with black tea and coffee. Enjoy a relaxing tea time with your favorite beverage.
Tsukisekai Honpo, Omiyage-dokoro Toyama, Toyama Marche, Daiwa Toyama Store, Favore, Toyama Airport Shop, Totoyama, Apita stores
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Adorable sweets with a fawn pattern
Kanoko mochi
Founded in 1960, Toyama Fuwa Fukujudo's "Kanoko Mochi" is an adorable fresh confection featuring snow-white mochi rice cakes adorned with kidney beans arranged to resemble the pattern of a fawn. Made with Shin-Taisho glutinous rice from Toyama Prefecture, the mochi has a firm yet surprisingly light texture that melts in your mouth. Its texture is reminiscent of snow falling on the Tateyama mountain range. The kidney beans scattered inside are carefully soaked in syrup by the confectioner over a period of 3 to 4 days. Be sure to try the taste of this renowned shop that has dedicated itself to making Kanoko Mochi for so long.
Toyama Fuwa Fukujudo, Toyama Marche, Toyama Airport shop, and others
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Traditional crafts and miscellaneous goods
As a souvenir of your trip, or as a gift for someone special.
Glassworks that showcase the artist's individuality
glass works
Toyama, known as a city of glass, is home to over 100 glass artists. Unbound by specific techniques, they create original works that showcase their individuality with free-thinking ideas. Their creations range from practical everyday items like bowls, vases, and accessories to art objects, encompassing a wide variety of shapes, colors, and uses. The captivating beauty of the material and the warmth of handmade craftsmanship are its main attractions. Choose one as a souvenir of your trip or a treat for yourself.
Toyama Glass Studio, Toyama City Glass Museum, and others
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Glass artwork souvenir information
Toyama Glass Studio Spot Information
Simple and heartwarming folk crafts
Toyama clay dolls
"Toyama clay dolls" are handmade folk art that reflect the industry, customs, and traditions of Toyama. After placing clay in a mold and firing it at 800 degrees Celsius, they are carefully painted with pigments, and each one displays a unique and expressive face. The variety is truly diverse, ranging from lucky charms such as beckoning cats and zodiac animals to those based on festivals and culture unique to Toyama. The traditional techniques that have continued since the late Edo period are carefully preserved by the "Toyama Clay Doll Preservation Society." Experience the charm of these simple and warm clay dolls by holding them in your hands.
Toyama Clay Doll Workshop, Totoyama, and others
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Washi paper products that add color to everyday life
Yao Washi (Japanese paper)
Yao Washi is a traditional craft from Yao-machi, Toyama City. Currently, Keijusha, founded in 1960, is the only company that continues to carry on the techniques and manufactures this traditional paper. Hand-made washi boasts incredible durability and a unique texture that belies its paper-like qualities. The "katazome" dyeing technique, which uses stencils to create patterns, produces folk-art style products with striking, vibrant colors. Washi products such as business card holders and book covers, which gain character with use, add a touch of elegance to everyday life.
Keijusha Washi Bunko, D&DEPARTMENT TOYAMA, Totoyama, and others
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Yao Washi (Japanese paper) souvenir information
Keijusha Washi Library Spot Information
The snow-capped Tateyama mountain range brings a refreshing coolness.
Tateyama Mountain Range Folding Fan
The majestic Tateyama mountain range, with its peaks reaching over 3,000 meters in elevation, stretches from the three peaks of Kegachi in the north to Yakushidake in the south. This mountain range, resembling an unfolding screen, is a breathtaking sight that Toyama Prefecture is proud of. The "Tateyama Mountain Range Fan," designed to capture this scenery, was originally created as a novelty item (not for sale) by Toyama City. However, numerous requests for commercialization on social media led to its production. This refreshing fan depicts the snow-capped Tateyama mountain range and includes the names and elevations of the mountains. It comes in a box, making it an ideal souvenir or gift.
Toyama City Downtown Tourist Information Center (located within Toyama Castle Park)
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Tateyama Mountain Range Fan Souvenir Information
Toyama City Downtown Tourist Information Center Spot Information
Medicine products
Items that let you experience Toyama's pharmaceutical culture firsthand.
Perfect for keeping at home or carrying around.
Small packets of medicine in retro packaging
Toyama is known for its "home medicine" culture, where residents have a medicine cabinet in their homes and pay later for the medicines they use. The "small pouch medicines," containing single-use portions of herbal remedies, cold medicines, and stomach medicines, are convenient for keeping at home or carrying around, providing peace of mind in case of sudden illness while traveling. The retro packaging, unchanged for generations, has recently gained renewed attention for its "cuteness." In addition to the medicine's effects and benefits, be sure to check out the nostalgic designs featuring motifs like Daruma dolls and bears.
Ikedaya Yasubei Shoten and others
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Retro-packaged small medicine packets: Souvenir information
Ikedaya Yasubei Store Spot Information
Showa-era retro medicated bath salts
Papaya Peach Blossom
This medicated bath additive has been loved for over 70 years since its launch by Goshu Pharmaceutical in 1955. Its active ingredients enhance the warming effect of the bath, promote blood circulation, and are effective against 17 different symptoms, including fatigue, stiff shoulders, and cold sensitivity. It contains papaya enzyme extracted from papaya, which is also the origin of the product name. You can enjoy a variety of scents and bath colors, including jasmine, yuzu, and forest. The retro Showa-era cans and bags are also popular. Why not pick one up as a souvenir and relax at home, soothing away your travel fatigue?
GOSHU, a specialty store for water and bath additives (located inside Toyama Marche), and others.
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The familiar yellow item found in public bathhouses
Kerorin Goods
"Kerorin," a fever reducer and pain reliever born in Toyama, boasts a 100-year history. The "Kerorin bucket," created as an advertisement for the product, spread to public bathhouses nationwide starting in 1963, becoming an iconic symbol of Showa-era public bathhouse culture. Currently, a wide range of goods are available, including towels, bath mats, sauna hats, keychains, and medicine boxes, as well as collaborative products with popular characters. Take home a yellow item filled with the playful spirit of this historic medicine brand as a souvenir of your trip.
Toyama Marche, Totoyama, Favore (Village Vanguard), and others.
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