Discover the Heart of Echigo’s Heritage at Cross 10 Tokamachi
Nestled in the scenic heart of Niigata’s Echigo region, Cross 10 Tokamachi lies just steps from the famed KINARE, the epicenter of the Echigo-Tsumari Art Triennale. More than a roadside station, it is a vibrant cultural and culinary hub that celebrates local craftsmanship, seasonal produce, and the spirit of rural Japan. Located in the historic town of Tokamachi, it serves as a gateway to the region’s natural beauty, from snow-capped mountains to terraced rice fields.
Visitors are welcomed by a vast array of local specialties, including hand-cut hagi soba, premium rice from the Biwako region, artisanal sake, and seasonal mountain vegetables. The station features a large souvenir shop, a bustling food hall with regional dishes, and flexible event spaces ideal for festivals and gatherings. With 24-hour restrooms, ample parking, and an accessible online store, Cross 10 Tokamachi offers a seamless experience for travelers seeking authentic regional flavor and connection.
Why Visit
Visit Cross 10 Tokamachi to experience the region’s only dedicated space for authentic Echigo Tsurushibina, handcrafted three-dimensional paper dolls that are a hallmark of the area’s cultural heritage. Just steps from the famous Kine no Kuni Art Park, this roadside station also offers the only on-site tasting of traditional Echigo Hega Soba made with locally milled buckwheat, served in a rustic wooden bowl. These uniquely local specialties—crafted by artisans in the region and available nowhere else—define the true spirit of the Echigo countryside.
Restaurants & Dining
Savor authentic local flavors at Cross 10 Tokamachi’s cozy eateries, where regional specialties meet warm hospitality.
Takamatsu Dining
つまり食堂
Specialty
Local-style dining with seasonal ingredients
A casual restaurant offering traditional local cuisine from the Echigo region, featuring fresh, seasonal ingredients sourced from the surrounding area. The atmosphere is warm and welcoming, perfect for a relaxed meal.
Wapon
WAPON（和國・わぽん）
Specialty
Traditional Japanese sweets and tea
A cozy café specializing in handmade wagashi (Japanese confections) and matcha-based drinks. The space features a serene, minimalist design with a focus on seasonal ingredients and craftsmanship.
Handmade Salon Tanpopo
てづくりさろん たんぽぽ
Specialty
Artisanal crafts and local food products
A specialty space dedicated to handmade goods and regional culinary creations. Visitors can enjoy a unique blend of traditional craftsmanship and local flavors in a creative, artistic environment.
Shopping Highlights
Discover a wide array of regional treasures and handcrafted goods at Cross 10 Tokamachi’s bustling marketplace.
Echigo Wifei Souvenir Hall
越後妻有おみやげ館
The largest souvenir shop in the region, offering a wide variety of local specialties and regional crafts.
Products
Must-Try Item
Echigo Hagi Soba
Farm Produce Corner
農産物コーナー
A dedicated section showcasing fresh, locally grown agricultural products from the Echigo region.
Products
Must-Try Item
Snow-Under Ginseng
Alcohol Corner
お酒コーナー
A curated selection of regional alcoholic beverages, including local sake and traditional rice wines.
Products
Must-Try Item
Echigo Local Sake
Textile Craft Corner
生地工芸品コーナー
A specialty shop featuring traditional textile crafts and handmade fabric goods from the region.
Products
Must-Try Item
Tsurushi Hina Dolls
Featured Products
Explore signature local products like hand-cut hagi soba, premium sake, and pristine Koshihikari rice from the Fish Pond region.
Echigo Hagi Soba
へぎそば
Traditional buckwheat noodles from the Echigo region, known for their delicate texture and rich flavor.
Echigo Local Sake
地酒
Premium sake brewed using traditional methods and local rice from the Fish Lake region.
Fish Lake Rice
魚沼産コシヒカリ
High-quality Japanese rice grown in the Fish Lake area, known for its soft texture and sweet taste.
Snow-Under Ginseng
雪下人参
Rare ginseng grown under snow in the Echigo mountains, prized for its medicinal properties and deep flavor.
Wild Mushrooms
きのこ
Freshly harvested wild mushrooms collected from the mountain forests of Echigo, known for their earthy aroma and rich taste.
Mountain Vegetables
山菜
Wild mountain vegetables harvested in spring, including fuki-no-to and sansho, known for their unique flavor and nutritional value.
Tsurushi Hina Dolls
つるし雛
Traditional Japanese hanging dolls made from paper and thread, crafted in the Echigo region using age-old techniques.
Facilities & Amenities
Enjoy convenient amenities including 24-hour restrooms, ample parking, and versatile event spaces for all occasions.
Large Vehicle Parking
The roadside station features a large vehicle parking area.
At the roadside station premises
24-Hour Access Toilet
There is an outdoor toilet available for 24-hour use.
Outside the main facility
Information Center
The roadside station serves as an information hub for visitors, offering details about local attractions, events, and regional products.
Main facility
Free Wi-Fi
Free Wi-Fi is available for visitors at the roadside station.
Throughout the facility
Multi-Purpose Event Space
The station includes versatile spaces suitable for various events and gatherings.
Inside the main facility
EV Charging Station
Electric vehicle charging facilities are available at the roadside station.
On-site parking area
ATM
An ATM is available for visitor convenience.
Near the entrance or main facility
Insider Tips
Plan your visit around local festival days and check opening hours in advance for a seamless experience.
- Best Arrival Time: Visit between 9:00 AM and 10:00 AM on weekdays to access the full selection at the 越後妻有おみやげ館 (Echigo Chiba Gift Shop) before it closes early at 5:30 PM, especially during peak season when popular items like dried mountain vegetables and local miso sell out quickly.
- Hidden Gems: Head directly to the 農産物コーナー (Agricultural Products Corner) to find fresh, locally harvested snow-under radishes and wild mushrooms, available only during their seasonal peak in late summer and early autumn—these are not stocked year-round.
- Weekend Special: On Sundays, visit the つまり食堂 (Tsumari Restaurant) between 11:30 AM and 1:00 PM to enjoy the daily special of へぎそば (Echigo Hagi Soba) with a side of fresh mountain vegetable tempura—this menu item is exclusive to weekend lunch service and often sells out by 1:30 PM.
- Beverage Tip: Purchase a bottle of 越後妻有地酒 (Echigo Chiba Local Sake) from the お酒コーナー (Sake Corner) and ask the staff to recommend one of the three seasonal limited-edition sakes featured in the online shop, which are only available in-store for a few weeks each year.
- Shopping Shortcut: Use the オンラインショップ (Online Shop) to pre-order 魚沼産コシヒカリ (Izanuma-grown Koshihikari Rice) and pick it up at the 越後妻有おみやげ館 counter during your visit—this saves time and ensures you get the latest harvest batch.
- Parking Strategy: If visiting during the 地そばまつり (Local Soba Festival) in autumn, park in the large vehicle parking area near the entrance and walk through the WAPON (Wapon) section first—it’s the least crowded route to the festival’s main stage.
- Timing Tip: Check the 休館日のご案内 (Closure Notice) page before visiting, as 越後妻有おみやげ館 closes early on November 12th and the つまり食堂 is closed on October 26th—confirming these dates in advance avoids disappointment.
Best Time to Visit
Spring (March–May): Fresh bamboo shoots available April to May; peak season for canola flower viewing in late March to early April.
Summer (June–August): Local soba harvest begins in August; summer festivals and soft-serve ice cream at the café.
Autumn (September–November): Chestnuts and mountain vegetables harvested; seasonal events at the roadside station.
Winter (December–February): Snow-covered landscapes around the station; winter soups and hot drinks available.
Ratings
Family-Friendly Review
Offers multiple food options for children, stroller-friendly layout, and accessible restrooms. While no dedicated play area exists, the large open spaces and interactive exhibits provide engaging experiences for families.
Food Lover Review
Features a wide variety of local specialties including Hagi soba, regional sake, and rice from Biwako. The market offers fresh produce and artisanal products, with multiple dining options enhancing the culinary experience.
Car Camping Review
Provides 24-hour accessible restrooms and large parking for vehicles. Though no official overnight camping policy is stated, the quiet surroundings and ample space allow for comfortable overnight stays.
Scenic Beauty Review
Located near the renowned Kineo art festival site, it offers scenic views of the surrounding countryside. The natural landscape, seasonal changes, and well-designed spaces create a visually appealing and peaceful atmosphere.