Discover the Heart of Niigata’s Natural and Cultural Heritage
Matsudai Furusato Kaikan is a uniquely positioned roadside station nestled in the serene southern region of Niigata Prefecture, where rolling mountains meet lush terraced rice fields fed by pristine spring water. Located directly beside the Hokuhoku Line’s Matsudai Station and along National Route 253, it serves as the welcoming gateway to the vibrant town of Jōkamachi’s Matsudai area.
More than just a stopover, this modern wooden-clad facility blends nature, culture, and community. Visitors can enjoy local cuisine at the on-site restaurant, browse authentic regional specialties at the gift shop, or relax in a cozy lounge. The venue also hosts events and features rotating pop-up vendors, including fresh seafood from Kakagami Fishery. With nearby ski resorts, hot springs, and the renowned "Art in the Earth" festival site just minutes away, Matsudai Furusato Kaikan is a year-round destination for nature lovers and cultural explorers alike.
Why Visit
Matsudai Furusato Kaikan stands out as the only roadside station in the region where you can experience the rare, seasonal snow-based event Yamakita Matsudai Winter Battle, where competitors race across snow-covered fields to conquer the historic Matsudai Castle grounds. Just steps from the station, the annual Land Art Festival transforms the surrounding farmland into an open-air gallery, with permanent installations visible year-round. For food lovers, the station hosts the exclusive mobile fish market Kakuei Fishery, offering freshly caught local trout and sun-dried fish only available here during their seasonal visits.
Restaurants & Dining
Savor local flavors at Matsudai Furusato Kaikan roadside station.
Matsudai Local Cuisine Restaurant
まつだいふるさと会館 そば処
Specialty
Traditional local dishes from the Matsudai region
A cozy dining space offering authentic regional cuisine made with locally sourced ingredients. The atmosphere is warm and inviting, perfect for enjoying hearty meals inspired by the natural bounty of the area.
Matsudai Farmhouse Cafe
まつだいふるさと会館 ファームハウスカフェ
Specialty
Home-style meals and light refreshments using farm-fresh ingredients
A relaxed café serving simple, wholesome meals and beverages made with ingredients directly from local farms. Ideal for a peaceful break with a view of the surrounding countryside.
Sakura Food Stall
さくら屋
Specialty
Quick street-style snacks and local favorites
A lively food stall offering fast, delicious bites made with regional ingredients. Perfect for a quick bite while exploring the roadside station.
Shopping Highlights
Discover unique souvenirs and regional treasures at Matsudai Furusato Kaikan roadside station.
Local Souvenir Market
おみやげ処ふるさと
A dedicated shop offering a wide range of locally made souvenirs and regional specialties for visitors to take home.
Products
Must-Try Item
Matsudai Mountain Herb Honey
Fresh Produce Market
地場産市場
A seasonal market featuring fresh, locally grown vegetables, fruits, and herbs directly from nearby farms.
Products
Must-Try Item
Matsudai Organic Carrots
Artisan Bakery
こだわりパン屋
A small bakery specializing in handcrafted breads and pastries using traditional methods and local grains.
Products
Must-Try Item
Matsudai Buckwheat Bread
Local Craft Store
手づくり工房
A shop showcasing handmade crafts and art pieces created by local artisans using natural materials.
Products
Must-Try Item
Hand-carved Wooden Spoon
Fresh Fish Mobile Stall
角上魚類移動販売車
A mobile fish vendor that visits the roadside station periodically, offering fresh and dried seafood caught locally.
Products
Must-Try Item
Dried Sardines
Featured Products
Taste signature specialties crafted from mountain-fed waters and local harvests.
Matsudai Mountain Herb Honey
まつだい山菜ハチミツ
Pure honey infused with wild mountain herbs, harvested from the pristine forests surrounding Matsudai.
Matsudai Buckwheat Bread
まつだいそばパン
A dense, nutty bread made from locally milled buckwheat flour, baked using traditional methods.
Hand-carved Wooden Spoon
手彫り木のスプーン
A uniquely crafted wooden spoon made from sustainably sourced local wood, perfect for kitchen use or as a gift.
Matsudai Organic Carrots
まつだい有機人参
Fresh, organic carrots grown in the fertile soil of Matsudai, known for their sweetness and crisp texture.
Mountain Herb Tea Blend
山菜ハーブティー
A natural blend of wild mountain herbs collected during seasonal harvests, known for their calming properties.
Dried Sardines
干しサバ
Traditional dried sardines made using time-honored methods, offering a rich, savory flavor.
Facilities & Amenities
Relax and recharge with thoughtful amenities at Matsudai Furusato Kaikan roadside station.
Information Center
The roadside station features an information center providing assistance and details about local attractions, events, and services.
Inside the modern facility
Parking
Parking facilities are available for visitors at the roadside station.
Adjacent to the main building
Restroom
Clean and accessible restrooms are available for visitors.
Inside the main building
Wi-Fi
Free Wi-Fi is available throughout the roadside station for visitors.
Throughout the facility
Restaurant
A restaurant is available on-site offering local cuisine and meals for visitors.
Inside the main building
Convenience Store
A convenience store is available for purchasing snacks, drinks, and daily necessities.
Inside the main building
Gift Shop
A gift shop sells local products and souvenirs, including regional specialties.
Inside the main building
Meeting Room
A meeting room is available for group gatherings, business meetings, or events.
Inside the main building
Multi-Purpose Hall
A multi-purpose hall is available for cultural events, exhibitions, and community activities.
Inside the main building
Play Area
A play area is available for children to enjoy during their visit.
Near the main building
EV Charging Station
Electric vehicle charging stations are available for visitors using electric cars.
Near the parking area
ATM
An ATM is available for cash withdrawals.
Near the entrance
Nursing Room
A private nursing room is available for mothers with infants.
Inside the main building
Insider Tips
Make the most of your visit with practical insights and local favorites at Matsudai Furusato Kaikan roadside station.
- Best Arrival Time: Arrive between 1:30 PM and 2:30 PM on November 1, 9, and 29 to catch the mobile fish vendor from Kakagami Fishery, which operates only from 1:30 PM to 2:30 PM and offers fresh fish and dried seafood.
- Hidden Gems: Visit the deli counter during the same time slots (1:30–2:30 PM) on November 1, 9, and 29 to purchase exclusive seasonal fish products not available elsewhere at the roadside station.
- Weekend Special: On weekends, head to the bakery section by 9:30 AM to secure the day’s fresh batch of milk bread, which sells out by 11:00 AM and is not restocked.
- Must-Visit Counter: Check the “Furusato Gift Shop” counter on weekdays between 10:00 AM and 4:00 PM, as it offers limited-edition local goods not available in the main gift shop area.
- Parking Tip: Use the parking lot located directly south of the main building to access the viewing platform at Yōkō Matsudai Castle, which is just a 2-minute walk from the roadside station’s south exit.
- Best Time for Local Events: Visit on the first weekend of March to experience the “Yōkō Matsudai Winter Siege – Capture the Castle” event, where participants race across snow-covered fields to reach the castle summit.
- Check Social Media for Updates: Follow the official Instagram account of Matsudai Furusato Kaikan for real-time updates on pop-up vendors, seasonal product drops, and special event announcements, as these are often shared exclusively on the platform.
Best Time to Visit
Spring (March–May): Canola flowers bloom in late March to April, and fresh bamboo shoots are available at the market.
Summer (June–August): Enjoy the summer arts festival at Matsudai Nōdaijō and scenic views from the Shirogane Mountain viewpoint.
Autumn (September–November): Visit during the seasonal fish market events in November and sample fresh seafood.
Winter (December–February): Experience the snow-based "Nottore Matsudai Castle" event in March and winter mountain vistas.
Ratings
Family-Friendly Review
Offers a play area and stroller-friendly layout. Includes kid-friendly food options and educational exhibits on local agriculture and nature. Restrooms and accessible facilities support family needs.
Food Lover Review
Features a variety of restaurants and a fresh farmers market with local specialties like fresh fish from Kakujo Fishery. Offers high-quality artisanal products and seasonal regional dishes.
Car Camping Review
Provides clean restrooms and vending machines. Offers a relatively quiet environment with nearby campgrounds. Overnight parking is allowed but not explicitly advertised.
Scenic Beauty Review
Surrounded by beautiful rice terraces and mountain views. Offers scenic viewpoints like the Matsudai Castle summit. Seasonal beauty and serene atmosphere enhance the aesthetic appeal.