Taste the Moment

Japanese food, local cuisine and the markets where a region shows its true character.

Food, markets and local dining

Taste is where regional Japan is most immediate. Beyond the famous restaurants of the big cities lie morning markets, counter kitchens, sake breweries and whisky distilleries shaped by their local climate and water — a meal as an act of craftsmanship, not just a plate.

Harbourside marketsCounter diningSake & teaRegional cuisine

Who it's for

Ways into Taste

Foodies

Michelin-starred rooms and chef-led gastronomic experiences worth planning a trip around.

Everyday food culture

Morning markets, casual local dining and regional specialities — Hida beef in Takayama, Hokkaido dairy, and the breweries behind the drink.

“Savouring a craftsman’s dedication with all five senses at a Japanese whisky distillery — Yoichi or Miyagikyo — nurtured by pristine mountain streams and the northern climate.”
An illustrative moment

Best in the quiet seasons

Winter is peak season for the table: snow-country sake at its freshest, hotpots and seafood at their best, and markets without the crowds.

Off-season: December–February · Shoulder: late May–June

On the atlas