Station Azumino Matsukawa

Discover the Heart of Nagano’s Countryside at Azumino Matsukawa

Nestled along National Route 306, Azumino Matsukawa roadside station offers a serene escape where rolling farmland meets the majestic peaks of the Northern Alps. Originally established as a rural exchange center, this welcoming stop has evolved into a vibrant hub for travelers and locals alike, complete with 24-hour restrooms, a large free parking area, and a convenient highway bus stop between Shinjuku and Shirogane.

Visitors enjoy fresh local produce at the farmers’ market, savor regional delicacies in the on-site restaurant, and explore a curated selection of authentic Nagano goods and sake. Don’t miss the seasonal highlight—freshly harvested rice from the alpine-fed fields—along with exclusive merchandise like limited-edition pins and collectible stamp books. At Azumino Matsukawa, every visit connects you to the authentic spirit of rural Japan.

Azumino Matsukawa stands out as the only roadside station in the region where you can sample freshly milled, heirloom rice from the high-altitude fields of Matsukawa Village—grown under the shadow of the Northern Alps and known for its delicate sweetness and firm texture. Here, you’ll also find the only local shop selling handcrafted rice-based sweets, including a signature mochi ice cream made with rice flour and served in a paper cone.

• Best Arrival Time: Visit the roadside station by 9:30 AM on weekdays to secure the first batch of fresh-baked milk bread from the bakery, which sells out quickly and is only restocked once per day
• Hidden Gems: Check the deli counter between 9:00–10:00 AM for limited-edition seasonal snacks made with locally grown ingredients from the farmers' market, often unavailable later in the day
• Weekend Special: On Saturdays and Sundays, visit the farmers' market stand between 10:00–11:00 AM to purchase the day’s first harvest of freshly picked vegetables, which are available only during this window
• Exclusive Purchase: Buy the limited-edition longan and yuzu-flavored jam at the store counter before 12:00 PM—only 30 jars are available per week and they sell out by midday
• Stamp Challenge: Show the completed "Kanto Roadside Station Stamp Book" to staff at the sales counter before 3:00 PM on weekdays to receive a 10% discount coupon valid for purchases in the store or farmers’ market
• Best Time for Local Produce: Stop by the farmers' market stand at 9:00 AM on Wednesdays to get the day’s freshest batch of organic strawberries, which are picked daily and only available for sale during the first two hours of operation
• EV Charging Tip: Use the EV charging station located near the entrance between 8:00–10:00 AM to avoid peak congestion, as the station is most frequently used by long-distance travelers during afternoon hours

Spring (March–May): Fresh bamboo shoots available at the farmers' market in early spring, with new rice harvest preparations beginning in May.

Summer (June–August): Peak season for local produce and mountain vegetables, with fresh rice sales starting in late summer.

Autumn (September–November): New rice sold from early September, offering the season’s first harvest.

Winter (December–February): Limited seasonal offerings; focus on local goods and souvenirs, with no major seasonal events.