Bordered by the Japanese sea, Niigata offers a palette of contrasting landscapes: wild beaches, steep cliffs, snow-covered mountains in winter, agricultural plains and panoramic rice paddies as far as the eye can see. This prefecture stretches over several hundred kilometers and includes the island of Sado, accessible by ferry in one to two hours from Niigata or Naoetsu. Far from the urban crowds, Niigata reveals itself through preserved nature that changes with the seasons.
In Winter, the region attracts snow sports enthusiasts thanks to its renowned resorts such as yuzawa et Naeba, located at the foot of the Japanese Alps. In summer, the beaches of Sasagawanagare invite you to relax, while the island of Sado fascinates with its steep cliffs and rich cultural heritage; it has been listed as a Unesco World Heritage in 2024 for its former gold mines and historical heritage.
White Gold and Sake: Niigata's Gastronomic Treasures
A leading rice-producing region in Japan, Niigata is famous for its variety koshihikari, appreciated for its soft texture and subtle flavor. This high-quality rice is the basis of another local emblem: the sake, produced from crystal clear water from melting snow, which gives local wines a national and international reputation.
Niigata's coastline offers a diversity of sea food exceptional: snow crabs, shrimp, Murakami salmon, Nodoguro ("luxury ghost fish"), Kanburi, Benizuwai-gani (red snow crab), and Iwagaki (rock oyster). These products, caught in pure waters, embody the finesse and gastronomic richness of the region.
Traditional specialties: from local produce to ancestral recipes
Inland, Niigata is also famous for its traditional dishes: sasa dango, sweet glutinous rice treats wrapped in bamboo leaves, and the hegi soba, buckwheat noodles typical of Uonuma, prepared with funori (seaweed), offering a unique creamy texture and authentic taste.
Culture and art: a living and innovative heritage
Niigata cultivates a rich cultural heritage: from Bandai Bridge, an emblematic urban symbol, contemporary art museums of Echigo-Tsumari Art Triennale, an international artistic event that takes over the countryside and villages of the prefecture every three years. The previous edition, the largest to date, was held in 2022 across six regions, bringing together hundreds of works of art integrated into the rural landscape.
Le Yahiko-jinja Shrine, located at the foot of the sacred Mount Yahiko, is one of the oldest, and appreciated as a spiritual place dedicated to luck and love, in the former province of Echigo.
Major festivals, vibrant traditions and picturesque spectacles
The Fuji Rock Festival (end of July)
Installed every summer at Naeba Ski Resort, in the mountains of Niigata, the Fuji RockFestival is Japan's largest outdoor music festival. Since 1999, it has hosted over 200 Japanese and international artists, attracting up to 100 festival-goers over three days. Combining music, alpine nature, and a friendly atmosphere, this festival is an iconic gathering for fans of rock, electro, and unique performances.
The Nagaoka Matsuri, Great Fireworks of Peace (August 2–3)
Le Nagaoka Matsuri, celebrated every year in early August, is one of the three largest fireworks festivals in Japan. It pays tribute to the victims of the aerial bombardment of 1er August 1945, and symbolizes reconstruction and peace. During two spectacular evenings, nearly a million spectators crowd along the banks of the Shinano, the longest river in Japan. The program includes the famous “Niagara Falls Fireworks” (a 650 m light cascade spread over both banks), carefully coordinated musical performances, and symbolic fireworks in the shape of a phoenix, expressing the hope and sustainability of the city.
The Niigata Matsuri (August 8–10)
In the heart of Niigata City, the Niigata Matsuri sets summer ablaze with a festive mix of music, traditional dances, and colorful parades. Nearly 500 people participate each year. From the first evening, approximately 15 dancers in yukata perform the Niigata Jinku or Sado Okesa dance, strewn with taiko drums and folk songs. The second day is dedicated to the Sumiyoshi Gyoretsu procession (1 km of historical costumes), accompanied by a parade of decorated boats (Suijo-mikoshi-togyo) on the river, before the final evening punctuated by a magical fireworks display on the Shinano River.
Folk Dance and Tradition Festivals, Sō‑odori (September)
In the city of Niigata, the festival Sō‑odori Matsuri has brought together thousands of participants for three days of free and collective dance since 2001. The choreographies, sometimes in traditional geta (wooden sandals), are open to all styles and reflect a unique spirit of community sharing.
Echigo-Tsumari Art Triennale (every 3 years)
Launched in 2000 to revitalize rural areas of Niigata, Echigo-Tsumari Art Triennale has become the largest contemporary art festival in the world. Spread across more than six rural regions, the event presents hundreds of works integrated into rice paddies, villages, and mountains, a contemplative dialogue between art and nature. The last edition (2022) lasted nearly six months and attracted more than 500 visitors, with iconic installations such as the Tunnel of Light to Kiyotsu's throat.
Water and Land Niigata Art Festival (every 3 years)
Held since 2009 in Niigata City, this festival explores our relationship with the environment and local history. Bringing together artists around themes related to water and land, it features urban installations and exhibitions in floating gardens and converted former school spaces. It is a celebration of the connection between community and nature, with poetic and social resonances.
Access from France: Niigata within reach of the Shinkansen
Easily accessible from Tokyo in less than two hours by Shinkansen, Niigata is ideal for short trips or themed tours between sea, mountains and traditional culture. This proximity reinforces its value as a escapade of choice for European travelers in search of an authentic and generous Japan.
« Discover Niigata: Shaped by Nature, Perfected by Time »
This slogan embodies the very DNA of Niigata: a region where each season reveals a different facet, where local know-how has been passed down for generations, and where authentic encounters with locals punctuate the journey. Between bountiful nature, vibrant culture, prestigious gastronomy, and postcard-perfect landscapes, Niigata presents itself as a must-see destination for discerning travelers in search of Japanese authenticity.
From July 2025, Niigata Prefecture has an official representation in France with Hopscotch TourismCommitted to a global strategy of tourism promotion among travelers and professionals, its objective is clear: to promote the region's assets and confirm its positioning as an exceptional destination.
Indeed, Niigata is a 360° destination: winter sports, refined gastronomy, traditional festivals, Baths, contemporary rural art et sacred heritageIt traces a new tourist route which combines authenticity, excellence and Japanese hospitalityA journey halfway between intimate escape and cultural immersion, in line with the aspirations of today's tourism.
Ema Lynnx
