Savor the Flavors of Noto at Its Heart
Noto Shokusai Ichiba, nestled in the scenic town of Funakata in Nanao City, stands as a vibrant roadside station where the essence of the Noto Peninsula comes alive. Perched along the coast, it offers sweeping views of the Sea of Japan and serves as a gateway to the region’s rich culinary and cultural heritage. More than a stopover, it’s a celebration of local craftsmanship, seasonal harvests, and community spirit.
Visitors are drawn to its signature Hamayaki Corner, where freshly caught seafood is grilled on-site, delivering a taste of the sea in its purest form. The Montre Hall hosts live music and seasonal events, while the open deck invites travelers to unwind with panoramic ocean vistas. With rotating markets, regional specialties, and a commitment to preserving Noto’s traditions, Noto Shokusai Ichiba offers an authentic, immersive experience for every traveler.
Why Visit
Noto Shokusai Ichiba stands out for its unique seaside grill area where visitors can taste freshly caught sea urchin and abalone grilled on the spot, a rare experience only available here. The open deck offers panoramic views of the Noto coastline, perfect for watching sunsets over the Sea of Japan. It’s also the only roadside station in the region featuring an artisanal milk ice cream made from Jersey cows raised in local pastures.
Restaurants & Dining
Savor fresh, local flavors at Noto Shokusai Ichiba, where coastal cuisine meets seasonal ingredients.
Hamayaki Corner
浜焼きコーナー
Specialty
Freshly caught seafood grilled on-site
A seaside food stall offering the luxury of enjoying freshly caught seafood grilled right before your eyes, providing a unique and immersive dining experience connected to the local fishing culture.
Montre Hall
モントレーホール
Specialty
Relaxing atmosphere with live music
A serene space designed for enjoying music and fine dining, offering a tranquil and elegant ambiance perfect for a leisurely meal or evening entertainment.
Shopping Highlights
Discover regional treasures and artisan crafts at this vibrant roadside station.
Local Specialty Market
ふるさと納税自販機
A self-service vending machine offering regional tax donation products and local souvenirs.
Products
Must-Try Item
Regional tax donation gift set
Featured Products
Taste the essence of Noto through signature seafood, mountain herbs, and handcrafted specialties.
Noto Seafood Gift Set
能登海産物ギフトセット
A curated collection of premium seafood products from the Noto Peninsula, highlighting the region's rich marine resources.
Noto Mountain Herb Tea
能登山野草茶
A naturally dried herbal tea made from wild mountain plants harvested in the Noto region, known for its refreshing and earthy flavor.
Facilities & Amenities
Relax and recharge with comfortable spaces, restrooms, and scenic views at Noto Shokusai Ichiba.
Information Center
The information center provides guidance and details about the roadside station, including event information, nearby attractions, and access details.
Inside the roadside station
Restroom
Clean and accessible restrooms are available for visitors within the facility.
Inside the roadside station
Wi-Fi
Free Wi-Fi is available throughout the roadside station for visitor convenience.
Throughout the facility
Parking
Parking is available for visitors, allowing easy access to the roadside station.
Near the entrance of the roadside station
Play Area
A designated play area is available for children to enjoy and relax during their visit.
Near the open deck area
EV Charging Station
Electric vehicle charging stations are available for visitors with electric vehicles.
Near the parking area
ATM
An ATM is available on-site for visitors to withdraw cash.
Near the entrance
Nursing Room
A private nursing room is provided for mothers with infants, offering a comfortable space for feeding and care.
Inside the facility
Pet Area
A designated pet-friendly area is available for visitors with pets, ensuring a comfortable environment for animals.
Near the open deck
Activities & Experiences
Engage with local culture through cooking demos, seasonal festivals, and hands-on experiences.
Seafood Grilling Corner
浜焼きコーナー
Enjoy freshly caught seafood grilled on-site, offering a luxurious taste of local seafood.
Duration
60 min
Scenic Open Deck
オープンデッキ
Relax and enjoy breathtaking views while experiencing the natural beauty of Noto.
Duration
120 min
Best enjoyed on clear days with good visibility.
Noto Food Festival Market
能登食祭市場
Participate in seasonal food events featuring local produce and regional specialties.
Duration
180 min
Event may be affected by rainy weather; check for updates.
Noto Mountain Herb Exhibition
能登 山野草展
Explore a seasonal exhibition showcasing native mountain and wild herbs from the Noto region.
Duration
90 min
Outdoor areas may be closed during heavy rain.
Insider Tips
Plan your visit around events and seasonal harvests for the best local flavors and atmosphere.
- Best Arrival Time: Arrive by 9:30 AM on weekends to secure a seat at the hamayaki corner before the 11:00 AM seafood grill session begins, as it fills up quickly during the autumn food festival
- Hidden Gems: Visit the deli counter near the Montre Hall entrance to find the limited-edition seasonal fish paste spread made from locally caught sea bream, available only during the November 1–3 Autumn Food Festival
- Weekend Special: On Sundays, stop by the open deck area between 10:00 AM and 12:00 PM to catch live acoustic performances by local musicians featured in the event schedule
- Must-Try Item: Purchase the fresh milk bread from the bakery counter before 11:00 AM, as it sells out daily and is only available during the 9:00 AM to 11:00 AM window
- Best View Spot: Head to the open deck at 3:00 PM on weekdays to enjoy the sunset over the Sea of Japan, especially during the autumn food festival when lighting displays are set up along the railings
- Special Access: Use the self-service donation machine for furusato tax contributions located just inside the main entrance—this machine accepts cash and card and is the only way to donate on-site during the current operational phase
- Event Timing: Attend the daily 2:00 PM guided walk through the surrounding farmland, which starts at the entrance near the open deck and provides insight into the region’s seasonal crop cycles and local farming practices
Best Time to Visit
Spring (March–May): Fresh bamboo shoots available April–May; peak season for local mountain vegetable displays.
Summer (June–August): Seafood grilled on-site from late June; summer harvest market runs July–August.
Autumn (September–November): Autumn food fair held November 1–3; fresh chestnuts and persimmons in season.
Winter (December–February): Limited hours; seasonal specialties include preserved vegetables and hot dishes.
Ratings
Family-Friendly Review
Offers a spacious open deck with scenic views ideal for families. Features an open-air grill area where children can enjoy fresh seafood. Stroller-friendly paths and clean restrooms enhance accessibility. No dedicated play area, but interactive food experiences engage kids.
Food Lover Review
Showcases fresh local seafood grilled on-site, offering a premium taste of Noto’s coastal bounty. Features a variety of local specialties and high-quality produce. The open-air grill and seasonal events highlight regional culinary excellence and freshness.
Car Camping Review
Provides clean restrooms and vending machines, supporting basic overnight needs. The open deck offers a peaceful, scenic setting for short stays. No explicit overnight parking policy, limiting full camping suitability despite quiet surroundings.
Scenic Beauty Review
Offers panoramic coastal views from the open deck with sweeping sea and mountain vistas. Scenic photo spots include the grill area and deck overlooks. Seasonal beauty is enhanced by coastal light and seasonal events, creating a serene, picturesque atmosphere.