Discover the Heart of Nagano’s Culinary Heritage
Hakuba roadside station is a vibrant gateway nestled in the scenic foothills of the Japanese Alps, where mountain air meets local tradition. More than a mere rest stop, it’s a celebration of rural craftsmanship and seasonal bounty, proudly showcasing the region’s most cherished products. Located just off the main highway, it serves as a welcoming oasis for travelers seeking authentic experiences amid the natural beauty of the Hakuba Valley.
At the heart of the station is its celebrated Purple Rice, known as Shi-mai, grown in terraced fields of the Aokigahara region. Each season brings new arrivals, including the highly sought-after Hakuba Hachihou Kuro Hishi unfiltered sake and seasonal produce. With a restaurant serving regional specialties and a shop brimming with local delicacies, Hakuba roadside station offers a taste of mountain life, where every visit feels like a journey into the soul of the land.
Why Visit
Hakuba roadside station stands out as the only place to taste and buy Shirakaba Purple Rice—a rare heirloom variety grown in the village’s terraced fields, known for its deep color and nutty flavor. Visitors can also sample Hakuba Hachihou Black Diamond Sake, a locally brewed, unfiltered rice wine made from regionally grown rice, available only here. These are not just products—they’re living traditions tied to the land and seasonal harvests.
Restaurants & Dining
Savor authentic local flavors at Hakuba roadside station's restaurant.
Hakuba Restaurant
白馬レストラン
Specialty
Local mountain cuisine with seasonal ingredients
A cozy dining space offering traditional mountain-style meals using fresh, locally sourced ingredients. The atmosphere is warm and rustic, perfect for travelers seeking authentic regional flavors.
Shopping Highlights
Discover unique mountain crafts and regional treats at Hakuba roadside station.
Hakuba Farmers Market
白馬農産物直売所
A marketplace featuring fresh produce, seasonal vegetables, and locally grown goods from White Horse Village farmers.
Products
Must-Try Item
Purple Rice (Shi-mai)
Hakuba Craft Shop
白馬工芸品店
A specialty store offering handmade crafts and traditional artisanal products from the region.
Products
Must-Try Item
Hand-carved wooden souvenirs
Hakuba Sake & Alcohol Store
白馬酒場
A dedicated shop for regional alcoholic beverages, including local sake and traditional rice wine.
Products
Must-Try Item
White Horse Black Diamond Unfiltered Sake
Featured Products
Taste the essence of the region with signature紫舞 rice and seasonal specialties.
Purple Rice (Shi-mai)
紫舞
A rare, heirloom variety of purple rice grown in terraced fields in the Aokijo area of Hakuba Village. Known for its rich flavor and high nutritional value.
White Horse Black Diamond Unfiltered Sake
白馬八方黒菱
A premium, unfiltered sake made from local rice and spring water. Known for its bold aroma and smooth finish.
Facilities & Amenities
Enjoy 24-hour parking and clean restrooms at Hakuba roadside station.
Parking Lot
The parking area is available 24 hours a day for rest and short-term stops. Overnight stays and long-term parking are prohibited to ensure the facility remains available for drivers seeking rest to prevent accidents.
General area of the roadside station
Restroom
Toilets are available 24 hours a day for public use. They are part of the roadside station's basic facilities to support travelers.
General area of the roadside station
Free Wi-Fi
Free Wi-Fi is available for visitors at the roadside station. It is intended for short-term use during rest stops.
Throughout the facility
Information Center
The roadside station provides information services for travelers, including local attractions, events, and transportation details.
Main building or reception area
Electric Vehicle Charging Station
Rapid charging stations are available for electric vehicles. Note that the charging equipment was undergoing renovation from December 15, 2023, to January 8, 2024.
Designated EV charging area
Insider Tips
Plan visits around peak harvests for fresh local produce and limited-edition items.
- Best Arrival Time: Arrive by 9:30 AM on weekdays to secure a seat at the restaurant before the 11:00 AM opening, as it often fills up quickly during peak lunch hours
- Hidden Gems: Visit the deli counter between 11:00 AM and 12:30 PM to find the limited daily batch of fresh-baked milk bread, which sells out by 11:00 AM on weekends
- Seasonal Special: Purchase the newly arrived Hakuba Eight Directions Black Diamond orzuki unfiltered raw sake in early January, as it is only available for a short window each year
- Specialty Product Timing: Buy the new crop of Hakuba Purple Rice (Shi-mai) starting in mid-November each year, as it is released annually and often sells out by early December
- Parking Strategy: Use the western parking area near the entrance if you plan to visit the restaurant or shop, as it offers easier access to the main building and is less likely to be blocked by large tour buses
- Charging Station Note: Avoid using the rapid charging station between 3:00 PM and 6:00 PM on weekends, as it is frequently occupied by long-term vehicle charging and may be unavailable
- Local Event Alert: Check the roadside station’s Facebook page in November for updates on the annual Hakuba Purple Rice launch event, where exclusive tasting samples and early-bird pricing are offered to visitors who arrive before 10:00 AM
Best Time to Visit
Spring (March-May): Fresh bamboo shoots available in early spring; no specific seasonal events mentioned.
Summer (June-August): No seasonal products or events listed for summer.
Autumn (September-November): Purple rice harvest begins in October; peak sales from October to November.
Winter (December-February): Black diamond rice wine released in January; winter supply of local rice and seasonal drinks.
Ratings
Family-Friendly Review
Hakuba roadside station offers stroller-friendly paths and accessible restrooms. While no dedicated play area exists, family-friendly food options and local educational displays on rice cultivation enhance the experience. Safety and convenience are well maintained.
Food Lover Review
The station features a variety of local restaurants and a well-stocked store with high-quality regional products. Freshly harvested Purple Rice and White Horse Eight Directions Black Diamond sake are standout offerings, providing authentic and unique culinary experiences.
Car Camping Review
24-hour restroom and parking access supports short stops, but overnight stays are prohibited. The facility is not designed for camping, and long-term vehicle parking is discouraged. Quiet hours are maintained, though comfort for extended stays is limited.
Scenic Beauty Review
Surrounded by alpine landscapes and rice terraces, Hakuba offers scenic views and excellent photo opportunities. Seasonal beauty is evident in the changing rice fields and mountain vistas, contributing to a peaceful and visually appealing atmosphere.