"Noto Fermentation Tourism - Noto's Food Culture Developed Together with the Sea" now on sale!

• Table of Contents
• [Concept] A trip to Noto where the wisdom of fermentation and the bounty of the sea resonate together
• Program Content
• Plan Overview
• We are also looking for partner travel agencies for premium tours for inbound tourists.
• Contact us here

[Concept] A trip to Noto where the wisdom of fermentation and the bounty of the sea resonate together

Fermentation culture has played an important role in Japan's food wisdom since ancient times. It developed as a major method of preservation, has deeply ingrained itself in people's eating habits, and has fostered a diverse food culture. Behind this lies unique fermentation techniques adapted to the climate and natural features, and ingenuity in making the most of regional ingredients. These fermented foods not only contribute to nutritional value, but also to flavor and health, making them an essential part of Japanese life.

Among these, the Noto Peninsula is truly a "treasure trove of marine fermentation culture." Nurtured by the diverse natural environment of the area, with the rough crashing waves of the outer bay, the calm inlet of the inner bay, and the surrounding countryside, a unique food culture has flourished, honed with the wisdom of fermentation and the bounty of the sea and mountains, including "ishiru" fish sauce, long-aged miso and soy sauce, rice syrup, and sake.

Fermentation is not just a preservation technique, but a testament to living in harmony with nature. Using their ingenuity to survive harsh winters, their wisdom to endure humid summers, and the power of the microorganisms found in rice and salt, the people of Noto have imprinted their "art of survival" into their food. Every bite carries the memories and prayers of the land, and has been passed down through generations.

In this program, participants will experience the connection between the sea and fermentation that is deeply rooted in Noto, learn about the wisdom and people's activities behind it, and connect the value of this sustainable food culture to the future.

Program Content

Rice candy (Yokoi Shoten) - A gentle Noto sweet that has been passed down for 500 years

Matsunami Rice Ame is a traditional sweet that has been passed down for about 500 years in Matsunami, Noto Town. The method of fermenting rice and barley to bring out its natural sweetness is the only one in Noto that has been passed down through generations of the family at Yokoi Shoten. This exquisite product has been certified as one of Ishikawa Prefecture's "Noto products to be preserved for the future."

The owner of Yokoi Shoten will explain the history of rice syrup and the fermentation process, and you will actually experience part of the manufacturing process.

Soy sauce (Takada Soy Sauce Shop) - soy sauce that matches the Noto climate and goes well with fish

Founded in the Edo period, Takada Soy Sauce Shop has been making soy sauce since the Meiji period. The current ninth generation is preserving the flavor known as "soy sauce that pairs well with fish," supporting local dining tables. Although the factory was completely destroyed in the Noto Peninsula earthquake, production resumed thanks to support from the local community. This "local soy sauce" remains an essential part of Noto's fish dishes.

Ishiri (Kaneishi) - Noto's signature fish sauce

"Ishiri," made by fermenting and aging squid innards and salt as the only ingredients, is one of Japan's three major fish sauces, with Noto boasting the largest production volume in the country. It developed around Ogi Port, which prospered from squid fishing, and has been passed down as a way of preserving squid. With its rich flavor and unique aroma, it is a versatile seasoning that can be used as a secret ingredient in both Japanese and Western cuisine.

The tour will visit Kaneishi, tour the Ishiri Brewery, receive an explanation of the sake brewing process, and have a chance to sample the sake.

Miso (Shinde Shoten) - The taste of Noto, born as miso for fishermen -

Shinde Shoten's miso production began in response to a request from fishermen at Ogi Fishing Port shortly after the war, who asked them to make miso to put on their boats. The miso, which has been passed down as a preserved food, is still handmade using natural fermentation and is carefully aged for a year, making it a perfect match for seafood. The company continues to preserve its deep flavor by using homemade koji made from Ishikawa Prefecture's Koshihikari rice, soybeans from the Hokuriku region, and domestic salt.

You will visit the Shinde Shoten storehouse, learn about the history and fermentation of miso, and even sample the miso.

Enjoy the Noto Sea with a sea fishing experience - Experience the nature of Tsukumo Bay -

This special fishing pier is available exclusively to guests staying at Hyakurakuso, and anyone from beginners to veterans can enjoy sea fishing. You can either relax and let your line drop, or try your hand at catching seasonal fish. The time you spend gazing at the tranquil scenery of Tsukumo Bay is exceptional.

Catching a fish yourself is a special experience that allows you to feel closer to the Noto Sea.

Fermented Kaiseki Course - A special moment connecting fermentation culture with flavors -

After learning about each of these stories, you can enjoy the "All-Fermented Kaiseki" meal, a special experience that is perfect for concluding your trip.

Enjoy the natural beauty and human wisdom of Noto, including ishiru hotpot, rice syrup dessert, sashimi with Noto soy sauce, and fragrant miso soup. Experience the delicious flavors created by fermentation and enjoy the richness of a food culture that can only be found here.

[Accommodation] Noto Tsukumo Bay Hyakurakuso

Hyakurakuso is built as if it were embraced by Tsukumo Bay. The serene sea view from the guest rooms, cuisine incorporating seasonal Noto ingredients, and the secret hot springs that make use of natural caves - all of these offer a special experience that will soothe your soul. This inn combines tranquility and luxury, allowing you to savor a time that is unique to Noto.

Visiting the auction (Ushitsu Fishing Port) ~The auction site that connects the sea and daily life~

More than 100 types of seafood are landed at Ushitsu Fishing Port, with "Noto winter yellowtail" being the town's signature delicacy. Fishing is done using large fixed nets, which allows the fish to enter the nets on their own, making it a sustainable method that does not damage the ocean. The experience of being surrounded by the sounds of auction fish and the smell of the sea will make you realize that Noto is "a land that lives in harmony with the sea and fermentation."

Plan Overview

■Date: Please contact us for your desired date (October 2025 to February 2026)

■Meeting place: Noto Satoyama Airport (meet around 10:00)

■Tour price (1 night, 2 days/private tour only):

・For two participants, the price starts from 209,000 yen per person

・For a group of 4 people, the price starts from 135,300 yen per person

・For a group of 6 people, the price starts from 110,000 yen per person

■Minimum number of participants: 2 people

■Applications and inquiries

Please apply via the tour page URL below.

https://exp.miraidukuri.co.jp/tours-en/2025noto/

*If you would like to participate with a different number of people than those listed above, please feel free to contact us.

*The details of the event may change depending on the weather, the spread of infectious diseases, etc.

*Prices are per person when sharing a room with two people.

If one person uses one room, an additional fee will be charged. Please contact us if you are interested.

We are also looking for partner travel agencies for premium tours for inbound tourists.

This tour is a premium inbound tour targeted at wealthy overseas tourists and travelers interested in cultural experiences. To expand sales channels in the future, we are seeking travel agencies and land operators to cooperate with us in sales. For more information, please contact us at the address listed below.

*This tour was selected for the Japan Tourism Agency's Regional Revitalization Premium Inbound Tour Intensive Development Project, and aims to promote the new appeal of Noto Town both domestically and internationally.

Contact us here

Tokyo Governor Registered Travel Agency No. 2-8105

Miraizukuri Company Inc. (Miraizukuri Experience)

3F, Third Yoshida Building, 3-13-4 Akasaka, Minato-ku, Tokyo

Regular member of the Japan Association of Travel Agents (JATA)

Phone: 03-6230-9855 / Fax: 03-6230-9856

Email address: exp@miraidukuri.co.jp

Business hours: 10:30-19:30 Closed: Saturdays, Sundays, and public holidays

HP: https://exp.miraidukuri.co.jp/

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Person in charge: Toyoda