Photo: Minobu, Yamanashi–Kakurinbo Temple Stay

If you’ve visited Japan recently, chances are you’ve squeezed through the crowded streets of Kyoto’s Gion or stood shoulder-to-shoulder with tourists at Tokyo’s Meiji Shrine. While these iconic destinations are undeniably captivating, they’re just one piece of Japan’s story. Away from the urban chaos lies a quieter, more intimate Japan—one filled with picturesque landscapes, centuries-old traditions and local delicacies. To help travelers discover rural Japan, the nation’s Ministry of Agriculture, Forestry and Fisheries (MAFF) launched SAVOR JAPAN.

This initiative spotlights countryside regions where food and culture intertwine. This year, two new areas—Nagano’s Matsukawa and Yamanashi’s Minobu—joined the program, making it easier than ever for international visitors to access these hidden gems.

The Appeal of Rural Japan

Urban centers like Tokyo offer excitement, but rural regions hold the essence of traditional Japanese life. The countryside offers a deeper immersion into the country’s heritage that cities can’t replicate. Whether you’re savoring freshly harvested produce or exploring ancient temples, every moment in the countryside feels deeply connected to the land and its history.

Programs like SAVOR JAPAN aim to make these experiences accessible to international tourists while supporting local communities. By recognizing regions that excel in showcasing their local food culture, the program creates pathways for travelers to experience Japan’s culinary heritage while supporting sustainable tourism. Imagine harvesting apples in Nagano, learning the art of shojin ryori (Buddhist cuisine) or dining in a historical temple inn. These moments provide insight into the connection between food, people and the land.

A Spiritual and Culinary Journey through Minobu

Located in Yamanashi Prefecture, Minobu is best known for Kuon-ji Temple, a key site in Nichiren Buddhism. Beyond its religious significance, Minobu offers travelers a chance to experience slow, intentional living. This year, the region earned its SAVOR JAPAN certification, recognizing its dedication to preserving and sharing its culinary heritage.

One standout destination in Minobu is Kakurinbo, a shukubo (temple lodging) that blends hospitality with cultural immersion. Guests can enjoy plant-based meals inspired by local ingredients and traditional Buddhist principles, prepared with an emphasis on harmony and balance.

Learn more about Kakurinbo.

In December, Junko Higuchi, CEO of Kakurinbo, attended the SAVOR JAPAN certification ceremony in Tokyo. Speaking about the recognition, she shared how it will open doors for international travelers to experience not only Minobu’s food but also its cultural and spiritual essence.

Food as a Gateway to Traditional Japan

What sets SAVOR JAPAN apart from other tourism initiatives is its focus on food as a gateway to understanding Japanese culture. In rural areas, meals aren’t just about sustenance—they’re a celebration of the seasons, a tribute to the land and a way of preserving traditions.

Imagine sitting down to a steaming bowl of hoto (flat noodle soup) in Yamanashi, made with locally grown vegetables, or biting into a crisp apple in Nagano, freshly picked that morning. These are the kinds of experiences that leave a lasting impression, far removed from the crowded sushi bars of Tokyo. By highlighting regions like Minobu and Matsukawa, SAVOR JAPAN invites travelers to slow down, savor each bite and connect with Japan on a deeper level.

Celebrate Nagano’s Agricultural Heritage in Matsukawa

In southern Nagano, Matsukawa is a region deeply rooted in its agricultural traditions. Known for its orchards, rolling hills and fresh mountain air, it’s a destination that brings visitors closer to the origins of their food. The South Shinshu Matsukawa Tourism Town Development Center plays a central role in coordinating these activities. It creates opportunities for visitors to interact with farmers, chefs, and artisans. From fruit-picking experiences to farm-to-table dining, Matsukawa invites travelers to engage with the local landscape and its produce.

Now Is the Time to Explore Rural Japan

With inbound tourism to Japan surging, there’s never been a better time to explore the countryside. Beyond the obvious benefits of avoiding crowds, rural travel offers a more personal experience—one that lets you meet locals, learn their stories and participate in traditions that have been passed down for generations.

Thanks to programs like SAVOR JAPAN, accessing these rural treasures has become easier. Certified regions like Minobu and Matsukawa are now better equipped to welcome international visitors. With improved infrastructure and curated experiences, they can showcase their unique appeal.

Plan your next trip to go beyond the usual spots and discover the charm of Japan’s rural treasures. The paths less traveled are waiting, and so is a side of Japan you’ll never forget.