Iwate Prefecture is Japan's second-largest prefecture by area, stretching from the rugged Sanriku coast in the east to the volcanic Ou Mountains in the west. Home to the UNESCO World Heritage Hiraizumi temples, the folklore-rich Tono Basin, and the castle town of Morioka, Iwate rewards travelers who seek depth over crowds. Wanko soba banquets, iron-craft workshops, and remote river gorges define a destination that feels authentically Japanese.
Traditional markets
Where locals shop and travellers find treasures.
Market
Morioka Marche
Local farmers selling direct: Koiwai dairy, mountain vegetables, Iwate Wagyu cuts, local craft sake
Where: Morioka Station West Exit plaza
Market
Miyako Fish Market
Freshest Sanriku seafood at wholesale prices — sea urchin, salmon, abalone, fresh squid
Where: Miyako Port