Discover the Heart of Shinshu’s Culinary and Cultural Heritage
Shinshu Shinmachi, a vibrant roadside station nestled in the scenic foothills of Nagano Prefecture, offers travelers a rich taste of regional life. Located along the main route between the historic cities of Matsumoto and Nagano, it serves as a welcoming gateway to the natural beauty and traditional craftsmanship of Shinshu. More than just a pit stop, it’s a celebration of local pride and craftsmanship.
Visitors can savor authentic regional cuisine at the on-site restaurant, sample fresh farm produce at the direct sales counter, or browse a curated selection of traditional crafts, local wines, and artisanal foods. Each corner of the station highlights the region’s deep-rooted heritage, from handcrafted folk art to seasonal mountain-grown ingredients. Whether you’re seeking a quick bite, a unique souvenir, or a moment of connection with rural Japan, Shinshu Shinmachi invites you to slow down and savor the spirit of the mountains.
Why Visit
Shinshu Shinmachi stands out as the only roadside station in the region offering handmade soba noodles crafted daily from locally milled buckwheat in a traditional stone mill. Visitors can also sample the exclusive "Sakura Koji" miso, aged in cedar barrels using a 100-year-old recipe unique to this area. The station’s rooftop garden features native alpine flowers and panoramic views of the Shinshu mountains, accessible only from this location.
Restaurants & Dining
Savor authentic regional flavors at Shinshu Shinmachi roadside station.
Shinshu Shinmachi Dining Hall
信州新町食堂
Specialty
Traditional Shinshu cuisine with seasonal ingredients
A cozy dining hall offering authentic regional dishes from Nagano Prefecture, emphasizing fresh, locally sourced ingredients and rustic mountain flavors. The atmosphere is warm and welcoming, perfect for a relaxing meal after exploring the area.
Kamaboko Specialty Shop
上新粉専門店
Specialty
Handcrafted fish cakes using local ingredients
A dedicated stall focused on premium, handmade kamaboko with a soft, delicate texture and rich umami flavor. Known for its traditional preparation methods passed down through generations.
Local Food Market Stall
地元食品コーナー
Specialty
Fresh regional produce and ready-to-eat snacks
A vibrant food stall offering a variety of local snacks and ready-to-eat items made from seasonal ingredients. The atmosphere is lively and casual, ideal for quick bites and light meals.
Shopping Highlights
Discover unique local crafts and seasonal treats at Shinshu Shinmachi roadside station.
Shinshu Souvenir Market
信州土産物
A curated selection of traditional Shinshu souvenirs, including crafts, local snacks, and regional specialties perfect for gifts or personal keepsakes.
Products
Must-Try Item
Handcrafted wooden spoons
Farmers' Market Corner
直売コーナー
A fresh produce market featuring seasonal fruits, vegetables, and organic goods directly from local farmers in Nagano Prefecture.
Products
Must-Try Item
Nagano-grown strawberries
Local Alcohol & Wine Shop
酒類
A specialty shop offering a wide range of local alcoholic beverages, including sake, shochu, and regional wines made with traditional methods.
Products
Must-Try Item
Nagano Craft Sake
Traditional Craft Store
民芸品
A boutique shop showcasing authentic Japanese folk crafts, including pottery, textiles, and hand-carved wooden items made by local artisans.
Products
Must-Try Item
Hand-carved wooden bowls
Featured Products
Taste signature specialties like handmade noodles and premium sake from Shinshu Shinmachi roadside station.
Nagano Mountain Vegetable Dried Mix
長野山菜乾物ミックス
A blend of dried mountain vegetables harvested from the pristine forests of Nagano, perfect for soups and stews.
Shinshu Soba Flour
信州そば粉
Premium buckwheat flour made from locally grown soba, ideal for making authentic regional soba noodles at home.
Kamaboko Gift Box
上新粉ギフトボックス
A curated selection of premium kamaboko varieties, including classic, wasabi, and smoked flavors, packaged beautifully for gifting.
Nagano-grown Organic Strawberries
長野産有機苺
Fresh, sweet strawberries grown in organic fields in Nagano, known for their vibrant color and rich flavor.
Handcrafted Wooden Spoon Set
手作り木製スプーンセット
A set of three hand-carved wooden spoons made from sustainably sourced local wood, ideal for cooking and serving.
Facilities & Amenities
Enjoy comfortable rest areas and convenient services at Shinshu Shinmachi roadside station.
Information Center
The information center is located in the central area of the roadside station, providing visitors with local information and assistance.
Central area
Restroom
Restrooms are available throughout the roadside station for visitor convenience.
Throughout the facility
Parking
Parking facilities are provided for visitors' vehicles, located on the Nagano side of the roadside station.
Nagano side
Wi-Fi
Free Wi-Fi is available for visitors throughout the roadside station.
Throughout the facility
Food Court
A food court is located on the Nagano side, offering various dining options.
Nagano side
Farmers' Market
A direct sales corner is available on the Matsumoto side, where local produce and goods are sold directly to visitors.
Matsumoto side
Souvenir Shop
A shop located in the central area selling local souvenirs, crafts, and alcoholic beverages from Shinshu region.
Central area
Insider Tips
Visit early to explore fresh produce and avoid crowds at Shinshu Shinmachi roadside station.
- Best Arrival Time: Arrive by 9:30 AM on weekends to secure a seat at the cafeteria where fresh-baked milk bread is served—this item sells out by 11:00 AM and is not restocked
- Hidden Gems: Visit the central counter for locally crafted pottery and traditional Shinshu crafts, including hand-thrown ceramic bowls made by artisans from the Nagano region
- Weekend Special: On Saturdays and Sundays, the food counter features a rotating selection of seasonal local vegetables and homemade pickles, with the best variety available between 10:00 AM and 12:00 PM
- Best Value Purchase: Buy the Shinshu-style miso soup base at the dedicated seasoning counter—this ready-to-use blend includes locally grown soybeans and fermented koji, perfect for making authentic regional meals
- Food Truck Timing: The seasonal food truck located near the entrance (on the Matsumoto side) operates only on weekends from 11:30 AM to 2:00 PM, offering grilled soba noodles with local mountain herb seasoning
- Parking Tip: Use the designated large vehicle parking area on the Nagano side if you're arriving with a camper or large van—regular parking spots fill quickly during peak hours
- Local Product Highlight: The direct sales counter on the Matsumoto side offers freshly pressed grape juice from nearby vineyards, available only from late August to early October—arrive before 1:00 PM to ensure the daily supply is not sold out
Best Time to Visit
Spring (March–May): Canola flower viewing peaks in late April, and fresh bamboo shoots are available at the market from early April.
Summer (June–August): Freshly harvested mountain vegetables and seasonal fruit jams are featured in the direct sales area.
Autumn (September–November): Chestnuts and roasted sweet potatoes are sold from late September through October.
Winter (December–February): Hot roasted chestnuts and seasonal sake are available, with the roadside station open daily.
Ratings
Family-Friendly Review
Offers a children's play area, stroller-friendly paths, and family-oriented food options. Includes interactive exhibits on local crafts and farming, enhancing educational value for children.
Food Lover Review
Features diverse dining options including local specialties like soba and sake. Fresh produce from local farmers markets and artisanal food products enhance the culinary experience.
Car Camping Review
Provides restrooms and vending machines. Parking is available but not designated for overnight stays. Quiet surroundings allow for comfortable rest, though no official camping facilities exist.
Scenic Beauty Review
Surrounded by mountain views and seasonal landscapes, especially scenic in spring and autumn. Offers multiple photo spots with natural beauty and a peaceful, aesthetic atmosphere.