The Hidden Japan

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The Hidden Japan Boutique tour agency focusing on deep Japan experiences in the Tohoku Region. Discover the Hidden Japan, discover the hidden you. So what are you waiting for?
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The aim of The Hidden Japan is simple: to get you to come here. We cannot believe why a place with as rich a culture, as deep a history, as wonderful a people, isn’t on the itinerary of the many travellers to this beautiful country. Japan truly is a place of endless discovery. We find that even after years of living here, even after years of learning about the history and experiencing the culture,

even after years of eating the best food, and even after years of meeting the most amazing, and sometimes profound people, that we are only just brushing the surface. The Hidden Japan is your chance to experience first-hand a side of Japan like no other. We will share hidden gems that we have found, in the hope that you come and check them out, and in the hope that you are as entranced by them as we have been, and will be. Come discover the Hidden Japan, come discover the hidden you!

Star photos on Rebun Island off the coast of Hokkaido.
04/09/2024

Star photos on Rebun Island off the coast of Hokkaido.

This weekend we went to the Mogami River Fireworks Festival in Nagai. This festival in Yamagata Prefecture allows you to...
05/08/2024

This weekend we went to the Mogami River Fireworks Festival in Nagai. This festival in Yamagata Prefecture allows you to experience the joys of a grand summer festival while still feeling the charms of the local community.

As the sun set, we enjoyed eating local favorites at the food stalls, as well as playing some fun games for prizes. By evening they lit up the night sky with hundreds of fireworks over the river.

Thank you Cherise Masukawa for capturing these beautiful moments.

One of our top recommendations for those visiting Northern Japan is a traditional Japanese dinner course at a ryotei wit...
22/07/2024

One of our top recommendations for those visiting Northern Japan is a traditional Japanese dinner course at a ryotei with a private Maiko performance in Yamagata City. This is one of the top ways to experience both traditional culinary arts of Japan alongside a once in a lifetime chance to interact with its famous geisha culture so up close!

#山形市

Last week we promoted our home of Yamagata City at Anime Expo 2024 and had incredible feedback for those looking to get ...
16/07/2024

Last week we promoted our home of Yamagata City at Anime Expo 2024 and had incredible feedback for those looking to get away from the crowds and see the more authentic side of Japan. We already have customers who signed up from tours and even a group coming this month after making sudden changes to their itinerary to come here!

https://thehiddenjapan.com/yamagata-city-tour-anime/

Photos from the opening ceremony of Anime Expo 2024 where we brought out a maiko group from Yamagata to perform in front...
09/07/2024

Photos from the opening ceremony of Anime Expo 2024 where we brought out a maiko group from Yamagata to perform in front of thousands of people and countless more on live TV broadcast around the world.

The Hidden Japan is currently at Anime Expo 2024 in Los Angeles! We are running a Tohoku Region promotional booth in the...
07/07/2024

The Hidden Japan is currently at Anime Expo 2024 in Los Angeles!

We are running a Tohoku Region promotional booth in the Entertainment Hall.

Come by to learn about Yamagata city, Sendai City, Yonezawa City, and Yamagata Prefecture. You can also meet a geisha group from this region who is performing throughout the expo.

This week we will be at Anime Expo in Los Angeles with Maiko from Yamagata Prefecture!  We will also be running a Tohoku...
03/07/2024

This week we will be at Anime Expo in Los Angeles with Maiko from Yamagata Prefecture! We will also be running a Tohoku Region tourism booth in the entertainment hall. Please come by and say hello.

Photos from a sea to table adventure last weekend off the coast of Yamagata.  We took our catch to a local sushi restaur...
17/06/2024

Photos from a sea to table adventure last weekend off the coast of Yamagata. We took our catch to a local sushi restaurant to prepare our fish into sashimi and enjoyed dinner together after a day out on the ocean.

#庄内釣り #庄内 #山形観光

The Sankyo Soko Warehouses of the port city of Sakata.  These historic warehouses stored rice grown in Yamagata before i...
04/06/2024

The Sankyo Soko Warehouses of the port city of Sakata.

These historic warehouses stored rice grown in Yamagata before it was shipped out across Japan via sea and played a key role in establishing Yamagata as one of the key rice producers of this country.

To this day, Yamagata's Tsuyahime and Yukiwakamaru rice is regarded as the best rice in Japan for its rich flavor, aroma and texture.

A special shamisen performance arranged for our guests who chose to get engaged here in Yamagata!  Special thanks to  fo...
01/06/2024

A special shamisen performance arranged for our guests who chose to get engaged here in Yamagata! Special thanks to for arranging this last minute!

This year we have begun to branch out to accept tour groups from countries beyond our usual North American and European ...
24/05/2024

This year we have begun to branch out to accept tour groups from countries beyond our usual North American and European clientele and it has been one of our best decisions yet.

Here are some photos of a trip in Yamagata for a family from Taiwan that was organized and led by one of our new Japanese team members.

This year tourists from Asia have made up over 60% of our guests and we are excited to show people from around the world the countryside of Japan.

Last Saturday we guided a special delegation from the city of Huntington Beach to see the Kuroshishi Festival of Nagai C...
21/05/2024

Last Saturday we guided a special delegation from the city of Huntington Beach to see the Kuroshishi Festival of Nagai City.

This grand festival that dates back over 1,000 years sees kuroshishi (mythical lion beasts) roam the streets of Nagai where they bless the people with their mighty bites that ward off ill fortune and evil.

We got to meet with the mayor and other officials of Nagai City where we also learned that they were the first foreign travelers to see this festival up close like this with special seating.

Thank you so much to the people of Nagai for helping us arrange this program and we were so happy to finally be able to bring our guests to this wonderful festival!

At night at the chefs table of Dewaya, a world famous restaurants in the mountains of Yamagata.
18/05/2024

At night at the chefs table of Dewaya, a world famous restaurants in the mountains of Yamagata.

This week we brought our culinary tour programs from Japan to Hawaii.  We adapted our tours into education programs and ...
28/04/2024

This week we brought our culinary tour programs from Japan to Hawaii. We adapted our tours into education programs and had an incredible time working with students across various universities and high schools on Oahu.

A special thanks to the Pacific Island Fisheries Group for hosting us!

#山形 #鶴岡市 #鶴岡市グルメ #羽黒山 #鶴岡市立加茂水族館

The tuna auction of Toyosu Market and the wholesale market with a group we are working with the promote a new species of...
26/04/2024

The tuna auction of Toyosu Market and the wholesale market with a group we are working with the promote a new species of squid into the Japanese market called Magister Squid.

A special ikejime demonstration by Toshiyuki Inoue who came all the way from Yamagata to Hawaii! Culinary students from ...
26/04/2024

A special ikejime demonstration by Toshiyuki Inoue who came all the way from Yamagata to Hawaii!

Culinary students from across Hawaiian high schools and universities came for this extensive educational program that promoted Yamagata cuisine, Niigata crafts, and much more!

The cherry blossoms here in Yamagata are now in full bloom! They will continue to be in bloom in various places across t...
14/04/2024

The cherry blossoms here in Yamagata are now in full bloom!

They will continue to be in bloom in various places across this region for the next week and even longer for those up in the mountains.

You can even make a day trip from Tokyo to enjoy the cherry blossoms here in Yamagata City via the Yamagata Bullet Train.

This week The Hidden Japan team has been at the Port of Sakata to welcome the thousands of cruise ship passengers who ha...
11/04/2024

This week The Hidden Japan team has been at the Port of Sakata to welcome the thousands of cruise ship passengers who have visited Yamagata this week.

Its interesting to see a rush of thousands of international guests in a region where foreign visitors are usually quite rare.

For this time our tour requests had an emphasis on the natural beauty of the Shonai Region with a focus on the waterfalls and spring water of Mt. Chokai!

Montedio x The Hidden Japan We are currently teaming up with the Yamagata Montedio Soccer team to make a special backsta...
01/04/2024

Montedio x The Hidden Japan

We are currently teaming up with the Yamagata Montedio Soccer team to make a special backstage tour for inbound tourists to get a close up experience of Japanese sports culture and meet the players of one of Tohoku's most famous sports teams.

Last weekend we had our first run of this tour and were amazed to see Montedio sweep a high ranking rival in the J2 League.

Be on the lookout for our page on this tour in the near future!

23/03/2024

As the winter finally releases its snowy hold over Northern Japan, the most beautiful time of the year here is about to begin!

From seeing sakura with snowy mountains in the background to mountain harvesting for wild spring vegetables experiences, Spring offers many of our favorite experiences here in Japan.

One of our highest recommendations is a kayaking experience through a submerged forest with fresh green leaves on the lake of Shirakawa in the Okitama Region.

See more about some of our Spring experiences below.
https://thehiddenjapan.com/sunrise-kayak/

Photos from an artisan tour in Yamagata City of artists who make a wide range of metal works from handmade chefs knives ...
22/03/2024

Photos from an artisan tour in Yamagata City of artists who make a wide range of metal works from handmade chefs knives to prized iron kettles worth thousands of dollars each.

We highly recommend adding in factory tours like these into our clients itineraries. These are only available via custom request, please let us know if you are interested in our contact form.

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#新潟 #燕三条 #新潟観光

Riding snow tractors up to the highest parts of Mt. Zao to see the frozen landscape of trees known as snow monsters  in ...
20/03/2024

Riding snow tractors up to the highest parts of Mt. Zao to see the frozen landscape of trees known as snow monsters in Miyagi.

You can read more about our trip through Miyagi in our new article linked below.

https://thehiddenjapan.com/miyagitrip/

Last weekend we joined a tour led by the Ideha mountain guiding group in Yamagata to see the grand tori gate of Mt. Yudo...
18/03/2024

Last weekend we joined a tour led by the Ideha mountain guiding group in Yamagata to see the grand tori gate of Mt. Yudono covered in deep snow.

This snow hike was done with specialty hiking skis that let us glide over the snow and through the forests. These skis were both easy to use for beginners and even let us try a bit of light skiing on the way back!

Much more relaxing than regular snow shoes. This hike was a full day excursion that is certainly an outdoor activity we will be recommending to our guests in the future.

Today we held our sushi workshop with Chef Suda in Yamagata City for a lovely couple from California.  We also welcomed ...
11/02/2024

Today we held our sushi workshop with Chef Suda in Yamagata City for a lovely couple from California.

We also welcomed 3 high school students from Yamagata City interested in inbound tourism professions to meet and talk with these guests to get first hand experience seeing how to welcome and guide travelers here in Yamagata.

We hope to help inspire students like these to consider a job in tourism in the future and to help raise the next generation of guides.

当社で初めての試みとして、学生の「通訳ボランティア」プログラムを開始しました。
今回は、山形市内の高校の生徒3名が参加し、アメリカからのお客様の寿司ワークショップにて、実践的な英語での対話を経験しました。
お客様と有意義な時間を過ごし、その中で英語力向上への意欲的な姿勢や、日本文化に対する意識の変化などを示しました。
The Hidden Japan合同会社では、今後も更に英語人材の育成を図るため、学生等のボランティアを積極的に行っていきます。

The heavy snow has started here in Yamagata.  During the winter months you can still visit Mt. Haguro but be sure to bri...
17/01/2024

The heavy snow has started here in Yamagata. During the winter months you can still visit Mt. Haguro but be sure to bring proper winter boots and winter wear for sub zero temperatures. The view here in the winter is especially beautiful.

A tour of Tamayaseimen, one of Japans most famous soba makers in Yamagata with guests from Taiwan.
15/01/2024

A tour of Tamayaseimen, one of Japans most famous soba makers in Yamagata with guests from Taiwan.

Photos of a wonderful group from Singapore that came to visit the snow in Yamagata.Although we are a travel company focu...
26/12/2023

Photos of a wonderful group from Singapore that came to visit the snow in Yamagata.

Although we are a travel company focused on clients from America and Europe, we have found our guests from Singapore to be some of our favorite visitors!

This month alone we have welcomed over 120 guests from Singapore and hope we can bring many more in 2024.

Thank you for the photos and for bringing out your friends and family!

Breakfast with a view. Wake up for the sunrise in a small mountain village in Niigata and have a breakfast served by loc...
20/12/2023

Breakfast with a view.

Wake up for the sunrise in a small mountain village in Niigata and have a breakfast served by local chefs above the valley.

All local ingredients and a wonderful start of a day full of cultural and local activities.

This is part of new tours we are working on for 2024 where we will be emphasizing local experiences and working with smaller communities to show people a deeper side of Japan.

Earlier this month we hosted the first American run of the Bronze Medal Certification Course alongside the 日本料理研究会 in Lo...
19/11/2023

Earlier this month we hosted the first American run of the Bronze Medal Certification Course alongside the 日本料理研究会 in Los Angeles, California.

This program administrated by the Japanese Ministry of Agriculture Forestry and Fisheries consists of Bronze, Silver, and Gold medals awarded to chefs outside of Japan to recognize their mastery of Japanese culinary arts.

During this certification course 16 of the participants received their bronze medals by Chef Jun Okada of the Kato Group from Japan.

Thank you to everyone who came out to make this event possible and we hope to host another course in America next year!

We would also like to extend a huge thank you to the Katsu-ya Group for all of their support to make this event possible and to their two chefs who received their medals during this course!

We will be hosting a culinary certification course in Los Angeles next week on November 1st with a famous chef from Japa...
28/10/2023

We will be hosting a culinary certification course in Los Angeles next week on November 1st with a famous chef from Japan and a large chefs association based in Tokyo.

This will be the first American run of the Bronze Medal Certification program, an initiative by the Japanese government to recognize chefs abroad for Japanese culinary skills and techniques. We will also be including a knife lesson and dashi and squid lesson in this course.

We had a spot open up, please let me know if any of you know someone who might be interested in taking part in this.

We can offer the spot for 200$ to fill it.

Inquiries to [email protected]

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The Hidden Japan

Travellers to the Tohoku Region are of a special breed. They understand that there is more to Japan than the big three (Tokyo, Kyoto, and Osaka), and are able to take the leap into the unknown, completely unaware of what they might discover. The trouble is though, without a little knowledge of a place you don’t know what you’re missing out on. We at The Hidden Japan have lived in the Tohoku region, not merely visited, and we have a deep understanding of what’s going on, and what is of interest to overseas travellers.

We understand that this place is magical, and is not getting the recognition it deserves, and you know what? We’re ok with that! We understand first-hand the problems associated with tourism. Overcrowded shrines, people who just take a snapshot of a location without truly understanding the culture. That’s not who we are.

It’s simple: we are about giving the most immersive experience imaginable. We believe that you haven’t really been to a place if you haven’t gotten into the shoes of the people who live there, haven’t seen what they’ve seen.

If you want to see a side of Japan like no other, if you want to be alone in an ancient shrine, a modern museum, or if you want to try food that is only available up here, come visit The Hidden Japan.