Wajima Morning Market

The biggest draw of the Wajima Morning Market is undoubtedly the abundance of fresh seafood. You can enjoy watching the lively scene of fresh seafood such as fish, seaweed, and shellfish caught in the Sea of Japan being lined up in a hearty manner, as well as the energetic sight of local fishermen selling fish they just caught from early in the morning. However, the real pleasure is to taste the freshly caught seafood on the spot. We recommend trying Noto's specialty fugu sushi or seasonal shellfish such as oysters. You can enjoy the aroma of the sea and the pleasant texture. In addition, we also recommend the voluminous seafood bowl that is loaded with plenty of seafood.

At Wajima Asaichi, locally made folk crafts and goods are also sold. Traditional crafts such as Wajima lacquerware, Kaga Yuzen, and Noto washi paper are abundant, and it's one of the pleasures to find a unique item that you can only buy here. Whether it's for souvenirs or for personal use, we hope you'll choose a handmade work with its unique warmth.

One of the attractions of the morning market in Wajima is not only being able to buy fresh seafood, but also being able to eat it on the spot. Among them, a highly popular service worth mentioning is the "morning set" where you can bring your own selected seafood and have it prepared as a breakfast set. First, choose your favorite seafood from the abundant selection of seafood lined up in the market, have it prepared by the shop you purchased it from, and have it served as sashimi. Then, bring it to a restaurant that offers the "morning market bring-in set" and order it. They will add rice, miso soup, pickles, and other side dishes to your sashimi and turn it into a breakfast set. What a cool service!

At Wajima Asaichi, you can enjoy lively interactions with the locals. Inside the market, you can see locals shopping and many tourists enjoying breakfast, creating a natural opportunity for communication with the locals. The majority of the shopkeepers are local women who are happy to answer any questions about unfamiliar ingredients or how to cook what you've bought. Watching the locals interact with each other and with tourists while providing customer service is energizing, and you can feel the power from early in the morning.

The representative dessert of the Wajima Asaichi food tour is the "Egaramanju". It's a steamed bun with a vivid yellow color made from glutinous rice coated with kuchinashi (gardenia) dye, and it's a classic snack for children in Noto. They are sold individually, so you can easily take them out. In addition, there are many comforting sweets available, such as amazake (sweet sake) sold by a long-established sake brewery and "Yuzuguruto", a soft serve ice cream with yuzu and yogurt.