What are the best things to do in Joetsu City? From cycling along the Japan Sea, to vineyards, sandy beaches, a ski museum, different Joetsu events throughout the seasons, soaking in the local onsen and lots of shopping therapy.
Joetsu Activities | Things to do in Joetsu
Here’s some little taster videos of things to do in Joetsu for you. Enjoy the Joetsu highlights!
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Joetsu highlights | Joetsu Activities
Takada Castle
Takada Castle, located in Joetsu City, Niigata Prefecture, Japan, was built in 1614 by Tokugawa Ieyasu’s sixth son, Matsudaira Tadateru. Unlike traditional castles with tall keeps, Takada Castle is a flatland-style fortress, designed for defense with extensive moats and earthen walls instead of stone. Though much of the original structure was lost over time, the site has been partially reconstructed, including the three-story yagura (turret).
The surrounding Takada Park is especially famous for its cherry blossoms, attracting thousands each spring. The castle remains a symbol of local history, blending scenic beauty with the legacy of Japan’s feudal era.
Takada Cherry Blossoms
Takada Cherry Blossoms, located in Takada Park in Joetsu City, Niigata Prefecture, are among Japan’s top cherry blossom viewing spots. Each spring, around 4,000 cherry trees—mainly Somei Yoshino—bloom spectacularly around the restored Takada Castle ruins. The park is especially famous for its “yozakura” (nighttime cherry blossoms), illuminated by thousands of lanterns, creating a magical, romantic atmosphere.
The Takada Cherry Blossom Festival, held annually in April, draws over a million visitors. Reflections of the blossoms and lights on the surrounding moats add to the beauty, making it one of the most picturesque hanami (flower viewing) experiences in Japan. One of the most popular things to do in Joetsu
Joetsu Aquarium Umigatari
Joetsu Aquarium, also known as Umigatari, is a modern seaside aquarium in Joetsu City, Niigata Prefecture. Opened in 2018, it showcases the marine life of the Sea of Japan with dynamic, expansive tanks that mimic natural habitats. Its highlight is the massive main tank where visitors can observe sharks, schools of fish, and sea turtles.
The aquarium also features playful penguin and seal exhibits, as well as outdoor dolphin performances with the sea as a backdrop. Interactive displays and seasonal events make it engaging for families. Blending education, entertainment, and stunning coastal scenery, Umigatari is a must-visit attraction.
Temples and Shrines
Joetsu is home to a rich collection of temples and shrines that reflect its deep cultural and spiritual heritage. Among the most notable is Rinsenji Temple, where famed warlord Uesugi Kenshin once trained as a young monk, offering visitors a glimpse into history and serene temple grounds. Kasugayama Shrine, dedicated to Kenshin, is another highlight, attracting worshippers and history enthusiasts alike. Seasonal beauty enhances these sites, with cherry blossoms in spring and vibrant autumn foliage creating picturesque backdrops.
Smaller neighborhood shrines and temples scattered across Joetsu, particularly in the area behind Takada Station, provide quiet spots for reflection and community gatherings. Together, they offer a journey through history, spirituality, and natural beauty, making them essential stops for visitors seeking cultural depth in Joetsu.
Kubiki Bike Trail
Are you bringing your bike to Japan? Then don’t miss out on our Japan Sea bike trail – the Kubiki Cycling Route! The Kubiki Cycling Road stretches 32 kilometres along the coast between neighbouring Itoigawa and Joetsu Cities. Built on the former Hokuriku railway line, it offers a smooth, mostly flat ride ideal for beginners and families. The path showcases breathtaking coastal views, rice fields, and mountain backdrops, with rest stops and observation points along the way.
Cyclists pass through nostalgic old railway tunnels and bridges, adding historical charm to the journey. Seasonal scenery—from cherry blossoms in spring to golden rice in autumn – enhances the experience, making the Kubiki Cycling Road a relaxing blend of nature, history, and leisure. One of the many great things to do in Joetsu – the Unknown Japan.
Summer Beaches
Being the closest Sea of Japan beaches to Tokyo, Joetsu’s summer beaches are popular for swimming, sunbathing, and family outings. With soft sands and calm waters, they provide a refreshing escape during the hot summer months. Visitors come from many others parts of Japan to visit local sports such as Gozu Beach and Tanihama Beach which are among the most visited, offering lifeguards, rental facilities, and beach houses serving local snacks and drinks.
Many beaches feature barbecue areas and are perfect for picnics with friends and family. As evening falls, visitors can enjoy the famous stunning sunsets over the horizon of the Sea of Japan. There are also summer fireworks festivals. Need a place to stay near the beach? Check out Blue Sea House (Aoumiya).
Gangi Arcades
One of the very unique things to do in Joetsu Takada are viewing the rows of covered paths or arcades are called ‘Gangi’ 雁木. These are very famous throughout Japan. Before the advent of modern snow clearing, where there was heavy snowfall in Takada, the snow on the paths, roads and eaves made it difficult to walk on in winter. So each owner along the roads of Takada people built their own arcades for people to access the area and that’s why each of the arcades are so different. There are steps when you walk, but the people of Takada don’t seem to mind because they are part of the local heritage and tradition. Locals walk with gratitude to the people who built them.
Iwanohara Winery
The Iwanohara Winery on the outskirts of Joetsu City is Japan’s oldest winery, founded in 1890 by Zenbei Kawakami, often called the “father of Japanese wine.” Surrounded by rolling vineyards, the winery produces unique wines using locally developed grape varieties such as Muscat Bailey A. Visitors can tour the vineyard and cellar, learning about the pioneering history of Japanese winemaking, and sample a wide selection of wines in the tasting room.
An onsite shop offers exclusive bottles and regional specialties, while seasonal events enhance the experience. Blending tradition, craftsmanship, and scenic views, Iwanohara Winery is a must-visit for wine lovers and history enthusiasts.
Seafood Markets
The most popular of Joetsu activities for foodies. Joetsu’s seafood markets are a vibrant showcase of the Sea of Japan’s bounty, offering visitors a taste of the region’s rich maritime culture. Freshly caught fish, crabs, squid, and seasonal delicacies like sweet shrimp and yellowtail fill the stalls each morning. The three most popular destinations are Umiterasu, Marine Dream Nou and Naoetsu Port Fish Market, where locals and travelers shop side by side and enjoy casual seafood dining.
Many markets feature small eateries serving sashimi, sushi, and grilled specialties, allowing visitors to savor the catch of the day. With their lively atmosphere and authentic flavors, Joetsu’s seafood markets are a must for food lovers and explorers. Make it one of your Joetsu highlights.
Kenshin Festival
The Kenshin Festival in Joetsu is one of Japan’s most celebrated historical reenactments, held each August to honor the legendary warlord Uesugi Kenshin, and a ‘must do’ of your things to do in Joetsu Centered around Kasugayama Castle, the event brings history to life with grand parades, mounted warriors, and a dramatic recreation of the famous Kawanakajima Battle.
Locals and visitors alike dress in samurai armor, while traditional performances, food stalls, and cultural displays add to the festive atmosphere. The highlight is the battlefield spectacle, complete with cavalry charges and the stirring presence of “Kenshin” himself. This vibrant festival showcases Joetsu’s deep samurai heritage and attracts history lovers from across Japan. Definitely one of the highlights of Joetsu.
Joetsu Onsen
Joetsu is a destination known for its serene onsen hot springs with healing waters and traditional Japanese ambiance. The area features a variety of ryokan and public baths, offering mineral-rich springs that soothe both body and mind. Nestled near mountains, the seaside and scenic rivers, the onsen provides a tranquil escape from urban life. Visitors can enjoy relaxing in outdoor rotenburo baths while taking in natural landscapes or sunsets.
Afterwards enjoy an inhouse meal or go for a stroll through charming streets lined with local shops and eateries. Seasonal beauty – from cherry blossoms in spring to vibrant autumn foliage—enhances the experience, making Joetsu a perfect onsen destination for wellness and cultural immersion.
Japanese Ski Memorial Museum
The Japanese Ski Memorial Museum, located at the foot of Mt. Kanaya in Joetsu, Niigata, celebrates the birthplace of skiing in Japan. Established to honor Major Theodor von Lerch, the Austrian officer who introduced skiing to Japan in 1911, the museum showcases the sport’s history and cultural impact. Visitors can explore exhibits of vintage skis, equipment, photographs, and documents that trace skiing’s growth from military training to a popular winter pastime.
The museum also highlights Joetsu’s role in developing Japan’s ski culture. With its educational displays and historic atmosphere, it offers a fascinating Joetsu highlights for winter sports enthusiasts and history lovers.
Shopping therapy
Shopping therapy is one of the most fun things to do in Joetsu highlights! Joetsu AEON Shopping Area is the largest retail complex in Joetsu City, offering a wide variety of shopping, dining, and entertainment options under one roof. Anchored by AEON’s department store and supermarket, it features fashion boutiques, lifestyle shops, electronics, specialty stores and Yamaya – a supermarket specialising in international foods. Families enjoy its Joetsu activities with spacious layout, kids’ play zones, and seasonal events.
The food court and restaurants serve both Japanese and international cuisine, while the cinema and game centers provide entertainment beyond shopping. Nearby within easy walking distance lay a variety of other shopping and food experiences, including sushi train, ski stores, recycle shops and even Starbucks.
Conveniently located with ample parking, AEON and it’s surrounds are a popular spot for locals and visitors alike, blending everyday essentials with leisure and community experiences. In Naoetsu at Elmar Shopping Centre, visitors can visit the world’s largest Muji store, as well as a large variety of food, clothing and variety stores as well as a Pia supermarket, a food court and Starbucks Coffee. Enjoy your day of Joetsu activities when shopping.
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