The Journey of the Original "Big Hina Matsuri" in Awa Katsuura: Sharing Hina Dolls with the World

2026.3.26

Katsuura Town is nestled in a mountainous area about a 40-minute drive from Tokushima City. Having thrived as the birthplace of the Awa mandarin (mikan) orange, the town transforms every year, starting around November, when orchards heavy with golden fruit dot the landscape. However, the true hallmark of spring in Katsuura is the unique "Big Hina Matsuri." Every year, around 25,000 visitors come to the town to marvel at the spectacular display of 30,000 gorgeously decorated Hina dolls.

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HIKE! TOKUSHIMA ~Climbing Mount Nakatsumine~

2026.3.13

Roughly 80% of Tokushima Prefecture's land is mountainous, offering a variety of large and small mountain climbs. The "HIKE! TOKUSHIMA" project, launched in 2021, aims to promote the mountains of eastern Tokushima to mountaineering enthusiasts in Japan and abroad. These mountains are already popular among local hikers and trail runners. This time, we'll introduce Mt. Nakatsumine, which straddles Tokushima City and Katsuura Town and offers outstanding views.

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Discovering delicious light roast coffee in Tokushima

2025.12.30

For coffee lovers, visiting coffee shops beloved by the local community is one of the pleasures of travel. In Tokushima, where café culture is deeply rooted, dark roasts have long been favored, and you can find delicious coffee throughout the region. On the other hand, recently the number of people who prefer light roast coffee has been growing, and it has become commonplace to see roasters offering light roasts. This time, we visited coffee shops that serve delicious light roasts to learn about how to enjoy them and hear their recommendations.

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Taste the extraordinary. “Hyakunen Umi”– a Japanese-style restaurant

2025.11.26

The Japanese restaurant “Hyakunen Umi” opened in Bandai-cho, Tokushima City in July 2022. “Hyakunen Umi” literally means “100 Years Sea.” Sustainable and creative cuisine is served while the video works of "teamLab," led by Tokushima City native Toshifumi Inoko, play on the walls. You can have a magical and happy experience, isolated from everyday life.

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Let's warm up in a public bath and sauna! A tour of local “sento” bathhouses in Tokushima

2025.11.20

Winter is here and the cold bites us every day. In this season, wouldn’t you like to relax and warm up in a spacious bathhouse and sauna? This article introduces five “sento” public bathhouses in Tokushima City, Naruto City, and Kamiita Town that Tokushima residents use on a daily basis. You won't want to miss the local social gathering places that still retain the atmosphere of the old days, as well as the recent retro bathhouses that are developing a new style.

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It's like stepping back in time... Introducing the deep back alleys and side streets of Tokushima! The owners are full of humanity, and the bars are famous for their “Showa-era” atmosphere.

2025.11.11

Tokushima has long had many alleyways and side streets where you can find unique shops with a “Showa-era atmosphere” and friendly shopkeepers not found in guidebooks or portal sites. However, compared to the main streets, the complicated and intricate alleys have a kind of dubious atmosphere, making it difficult for first-time visitors to enter. We would like to introduce you to some of Tokushima's deep back alleys and side streets, as well as some of the best bars we recommend. *The "Showa-era" was the period of Japanese history between 1926 and 1989. The '60s, '70s and '80s are fondly remembered in Japan, and most people feel nostalgic about the Showa era, even those who didn't live through it.

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How to Enjoy Tokushima Nightlife Even if you are alone, you are welcome! 4 bars we can recommend with confidence around Akita-machi in Tokushima City

2025.10.9

Located in Tokushima City, Akita-machi is the largest entertainment district in the prefecture. It is about a 10-minute walk from Tokushima Station. Most hotels in the city are within walking distance. If you plan to spend the night in Tokushima, you should definitely go out to Akita-machi. You may find it difficult to choose the place to visit because there are so many bars that it is hard to know where to go. For those who do plan a night out, here are some of the best places to go. I am a regular drinker in this area and I can recommend these 4 bars with confidence. Text by Keisuke Niki (Owner of Bar IRORI in Kamikatsu Town)

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Experience nature's bounty and people's consideration for others at these four gelato shops in Tokushima that are definitely worth visiting.

2025.9.23

Summer calls for gelato! Tokushima boasts numerous gelato shops that feature local fruits and specialty ingredients. We introduce four uniquely charming shops worth a special trip, especially when out for a drive. Savor gelato that will satisfy your soul, born from Tokushima's rich culinary culture and the passion of its creators.

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No Need to Begin from the First Temple! Start Your Tokushima Pilgrimage Journey with Ease.

2025.3.21

A journey that takes about 45 days on foot, covering a distance of approximately 1,400 kilometers. This is the full pilgrimage route of the "Ohenro" (pilgrimage). When we think of a pilgrimage, it may seem difficult, but actually, today the "Ohenro" (Pilgrimage) is not just for dedicated pilgrims. People from all walks of life are participating in the pilgrimage for various purposes, such as experiencing the nature and history of Shikoku, or for health reasons. Through the Ohenro, you can discover the charm of Tokushima and the rest of Shikoku. It’s easy to feel like you want to try the pilgrimage now, right? Let’s introduce the appeal of Ohenro that even beginners can easily enjoy.

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Sweet And Yet a Refreshing, Light and Gentle Flavor: A Complete Guide to Awa Wasanbon Sweets

2025.3.20

Wasanbon, a traditional Japanese sugar made from the Taketo (thin sugarcane plants grown locally in Shikoku), is produced using a traditional method. It has been enjoyed in Tokushima Prefecture for over 220 years. Due to its exceptional quality, Awa Wasanbon has been cherished as a luxury sweet in high-end confectionery shops. Now, across Tokushima Prefecture, many new-age sweets are being created using Awa Wasanbon, blending traditional flavors with modern twists. Here, we introduce some recommended sweets that make use of traditional flavors in new forms.

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