Nagano Prefecture sits in the heart of the Japanese Alps, a landlocked mountain region of central Honshu famed for hosting the 1998 Winter Olympics. Towering peaks, deep valleys, and pristine highland plateaus define the landscape, while centuries-old temples, historic post towns along the Nakasendo highway, and legendary onsen hot springs reveal a culture shaped by isolation and resilience. The prefecture stretches across five distinct mountain ranges, offering year-round outdoor pursuits from ski slopes at Hakuba and Shiga Kogen to summer alpine trekking through Kamikochi and the Northern Japan Alps.
Traditional markets
Where locals shop and travellers find treasures.
Zenko-ji Omotesando Pilgrimage Street
Oyaki dumplings, Shinshu miso, local sake, wagashi sweets, pilgrim souvenirs
Where: Nagano City
Hours: Shops 9am–6pm; some close Mondays or Tuesdays
Nakamachi Kura Warehouse District
Local crafts, miso and sake shops, lacquerware, antiques, ceramics in historic kura setting
Where: Matsumoto City
Hours: Shops generally 10am–6pm; varies by establishment
Nawate Street Frog Market
Handmade crafts, whittled toys, vintage items; riverside market atmosphere
Where: Matsumoto City
Hours: 10am–5pm daily (Apr–Nov); reduced winter hours
Narai-juku Lacquerware Shops
Kiso lacquerware (kishoji) — bowls, combs, chopsticks, boxes in black and red urushi lacquer
Where: Shiojiri, Nagano
Hours: 9am–5pm; most shops closed Wednesdays
Obuse Chestnut Sweet Shops
Kuri yokan (chestnut jelly), mont blanc, chestnut rice sets; famous Sakurai Kanseido and Obusedo brands
Where: Obuse, Nagano
Hours: 9am–5pm daily (reduced Nov–Mar)
Karuizawa Prince Shopping Plaza (Outlet)
Japan's largest mountain outlet mall with 250+ stores; fashion, outdoors, homewares, food
Where: Karuizawa, Nagano
Hours: 10am–7pm daily (extended to 9pm on some summer weekends)
MEGA Don Quijote Nagano
Tax-free souvenirs, snacks, cosmetics, electronics, Shinshu food products — best value souvenir shopping
Where: Nagano City
Hours: 9am–midnight daily
MIDORI Matsumoto Department Store
Nagano food hall (B1), regional sake and miso selection, local apple products, fashion
Where: Matsumoto City
Hours: 10am–9pm daily
Suwa Glass Studio & Gallery
Handblown glass crafts inspired by Lake Suwa and the Alps — plates, sake vessels, vases
Where: Suwa City, Nagano
Hours: 10am–5:30pm; closed Tuesdays
PARCO Matsumoto
Fashion, lifestyle brands, supermarket, café; popular with locals for everyday shopping
Where: Matsumoto City
Hours: 10am–8pm daily