2025 Edition! Shopping in a retro shopping street! Morioka, Iwate's Famous Event [Zaimoku-cho Yoichi

  • Iwate
  • Eating
Zaimoku-cho Yoichi
Located in Morioka City, Iwate Prefecture, Zaimoku-cho Yoichi is a lively market held every Saturday from April to November every year. The market is loved not only by tourists but also by local residents, and its charm lies in the food, culture, and warmth of the people. This month's article will introduce the Zaimoku-cho Yoichi, where you can experience Morioka's history and culture firsthand!

What is Zaimoku-cho Yoichi?

Zaimoku-cho Yoichi is a street shopping market held every Saturday in Morioka City, Iwate Prefecture. 430 meters long street becomes a pedestrian paradise from 3:00 p.m. with the market starting at 3:10 p.m. Local producers and processors open their shops. Local producers and processors open their stalls, offering a variety of products such as sake, fresh vegetables, fruits, seafood, sweets, and bread. Visitors can enjoy shopping while taking in the elegant scenery of the stone-paved streets and the Kenji Miyazawa monuments scattered throughout the area.
The name "Yoichi" comes from the Chinese character "yo," which means "to offer" (yo) a wide variety of goods, "to have more than enough" (yo), "to provide" (ryo) good products to customers, and "to satisfy" (yo-i).
Lots of fresh fruits and vegetables!

Enjoy Iwate's gourmet food at Zaimoku-cho Yoichi!

The main attraction of Yoichi is, above all, the variety of gastronomic delicacies from Iwate. Among them, there was already a long line at Beer Pub Beerlen, where you can drink Iwate's local beer, "Beer Beer Beer. At Yoshiichi, you pay for the beer plus a reusable plastic cup, so you can enjoy refills only for the cost of the beer's contents! The cost of the cup is refunded when you return the cup after you finish drinking, so you can drink easily. You can drink at a great price at Yoshiichi, so be sure to give it a try.
Beer pub "Bearen" always has a long line of people waiting in line.
Enjoy Yo-ichi with a beer in your hand!

Lots of stalls will be crowded with people!

The market offers fresh vegetables and fruits produced by local farmers, handmade crafts, and Iwate's famous B-grade gourmet foods. You can also smell the delicious aroma of grilled fish and meat, making it hard to decide what to eat...! Around 4:00 p.m., the shopping street is filled with people, and long lines form at the popular stores. Many items are sold out in the evening, so if there is something you are looking for, it is recommended to visit early.
Chatting with the shopkeepers is one of the great pleasures of Yoichi. Hearing directly from the producers about their specialties and recommendations on how to eat their products will make your shopping experience even more enjoyable. It is also good to find bargains while being surrounded by the lively market atmosphere.
You can also eat fresh fish!

Make great memories at Zaimoku-cho Yoichi!

Various events are held seasonally, so you will discover something new every time you visit. The Zaimoku-cho Yoichi, where Morioka's food, culture, and warmth of the people intersect, will make your trip an unforgettable experience.
If you visit Morioka, be sure to stop by Zaimoku-cho Yoichi and enjoy the lively atmosphere of the market.


Date & Time: Every Saturday from April to November, from 15:10 to 18:30
* The market will be held even in light rain. The closing time may vary depending on the weather and other factors.
Click here for the official website of Zaimoku-cho Yoichi

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