Remarkable Landscapes and the Spirit of Resilience in Japan’s Deep North

For centuries, the wild landscapes of Tohoku have fostered vibrant traditions, from lively festivals and exquisite crafts to delicate cuisines born from nature's bounty. This region is also a symbol of resilience, having endured the devastation of the 2011 Great East Japan Earthquake. On this journey, we explored destinations in Tohoku that resonate with one of the core themes of Expo 2025: Saving Lives. 

 

 

 

 

In This Article

 

• Nebuta Museum: A taste of Tohoku’s iconic summer festival
• Hachinohe Shuzo Sake Brewery: Showcasing the magic of rice
• Sanriku Coast: A tapestry of dramatic cliffs and picturesque fishing villages
• Geibikei Gorge: A tranquil journey by boat
• Chikusenso Onsen: Finding Zen at a forest resort

 

 

Nebuta Museum: A taste of Tohoku’s iconic summer festival

Aomori

 

 

Known for its harsh winters, Aomori Prefecture is blanketed in snow for several months of the year. But in summer, the region explodes with color and music as flocks of people gather to celebrate the iconic Nebuta Festival. Massive paper floats depicting scenes from myth and history are paraded down the streets, flanked by dancers, flute players, and taiko drummers. While this electrifying scene can only be viewed for only a few days in August, the Nebuta Museum in Aomori City gives visitors a taste of the festival throughout the year. 

 

Nebuta Museum is housed in a striking red building

 

The museum sits by the Mutsu Bay, its striking facade wrapped in rows of red steel ribbons. Inside, the main hall is illuminated by the ethereal glow of the floats, while festival music fills the air. “The exhibits here change every year, and the ones you see now were featured in this year’s Nebuta Festival,” a staff member explained as we admired dragons, demons, and heroes, all elaborately crafted and painted in vivid colors. “There’s a story behind each piece—they often represent wishes for peace and good health,” we are told.

 

The floats are crafted with elaborate detail

 

Visitors are welcome to touch some of the exhibits, to get a feel of the distinct texture of the paper used to construct the floats.  We were also able to take a peek inside a float and observe the intricate network of wires and light bulbs that make up the structure. 

 

 

Visitors can get hands-on with some of the exhibits

 

Nebula floats are meticulously designed and constructed by artisans, with each one taking about a year to construct. During this time, the people of Aomori eagerly await their unveiling. “The festival is something the entire community looks forward to,” shared a local. “It’s the highlight of the year, and has been an integral part of our lives since childhood—it’s not a stretch to say that our entire yearly schedule revolves around it,” she added, noting how almost everyone participates in some form or another. We also learn that anyone is welcome to join in, as long as they don a traditional haneto costume. 

 

 

The Nebuta Festival is a living tradition that has been around for over three centuries, and the Nebuta Museum beautifully captures its spirit. It is a celebration of not just craftsmanship, but also the community bonds that bring the festival to life year after year.  

 

 

Hachinohe Shuzo Sake Brewery: Showcasing the magic of rice

Aomori

 

 

Hachinohe Shuzo Sake Brewery sits in a charming fishing town in Aomori. Brewing sake since the late 1700s, this family-run brewery has not just grown to be beloved by the local fishing community, but it has also been making waves in the international sake scene for its innovative creations.

 

 

The brewery complex stands proudly on the banks of the Niida River, made up of a cluster of wood, clay, and brick buildings that has been recognized for its historic value. We paid a visit to learn about the brewing process and sample some of their most award-winning concoctions. “Hachinohe Shuzo has two main brands: one is a dry sake that pairs well with seafood while the other is characterized by its fresh and fruity aroma,” explained the managing director during our tasting. We were offered a crisp sparkling sake, along with two different types that exuded the subtle fragrance of strawberries and bananas. We are told that while the brewery’s sake was originally crafted to complement the local seafood, they have since grown in variety, now gracing the menus of French and Italian fine dining establishments.  

 

The brewery complex has been recognized for its historical value

 

 

Sake tasting

 

As we took a tour around the brewing zone, we asked the managing director what sets their sake apart. He explained that they focus on the concept of terroir, exclusively using naturally-grown and locally-sourced ingredients—even the water used for the sake is drawn from a nearby stream. His passion for the ingredients and the people behind them is evident when he says, “We recognize the importance of rice, and so we work closely with the farming community and take various initiatives to support them. Every February, we all come together to celebrate the Enburi rice festival and pray for a good rice harvest.” 

 

Brewing zone

 

Chatting with the brewery’s managing director

 

Traditional hats used for the Enburi rice festival

 

The brewery is also devoted to promoting arts and culture. “We wanted to make good use of this historic building, which is why we host art exhibitions and performances in this space,” says the managing director. “We hope that these initiatives will also help revitalize the local area.” Hachinohe Shuzo not only showcases the magic of rice, it serves as a great example of how a local business can make a difference in enriching their community. 

 

This historic space hosts cultural and art events

 

 

Sanriku Coast:  A tapestry of dramatic cliffs and picturesque fishing villages

Iwate, Miyagi

 

 

In March 2011, the Tohoku region was rocked by a powerful earthquake and tsunami, leaving much of its coastline in ruins. The Sanriku Fukko National Park was created in the wake of the disaster as part of the area's reconstruction efforts. Winding through this breathtaking landscape is the Michinoku Coastal Trail—a stunning 1,000-kilometer journey along the Pacific shore. We set out to explore this remarkable area to discover not only its natural beauty but also learn how the region has been recovering since 2011. 

 

The Jodogahama Visitor Center houses informative exhibits

 

Just a short walk from the Jodogahama Visitor Center lies one of Japan’s most dramatic landscapes: Jodogahama Beach. Beyond its white pebble shore, striking rock formations rise from clear emerald waters, crowned with pine trees. “These are rhyolite rocks, formed by volcanic activity over 50 million years ago, and sculpted into unique shapes by wind and rain over millenia—there’s nowhere else in Japan quite like this,” says our guide, a local who spent his childhood days playing at this very beach.  The calm waters here are calm, making it perfect for kayaking, stand-up paddle boarding, swimming, and more. 

 

Jodogahama Beach

 

The waters are calm and crystal-clear

 

The trail passes through coastal forests

 

After dipping our toes in the pristine water, we settled down for lunch at the Jodogahama Rest House. We were eager to try the local speciality: assorted seafood served in milk bottles. These are to be poured over a bowl of piping hot rice. “This dish was originally inspired by the local custom of storing sea urchins in milk bottles,” explained our guide as we relished trout, scallops, and salmon roe, all caught in the Sanriku Coastline.

 

Seagulls can be spotted around the beach

 

Seafood served in a milk bottle

 

The next stop on our itinerary was the Tsunami Memorial Park. Once a campsite, the facilities were irreparably damaged by the 2011 tsunami. “The wreckage was left as is to demonstrate the incredible power of nature,” explained our guide as he showed us the battered remains of the campsite kitchen. The park also has exhibits sharing facts about the tsunami and markers showing the astonishing height the waves reached. “We hope that these will serve as lessons in disaster prevention for future generations,” explained our guide.

 

Tsunami Memorial Park

 

We then ventured further north to the fishing town of Taro to visit another site that bears witness to the horrors of the 2011 disaster: The remains of the Taro Kanko Hotel. The tsunami obliterated the first two floors, leaving only the mangled remains of the staircase and elevator. We were taken to the top floor—which was still left in pristine condition—to watch harrowing footage of the tsunami filmed by the hotel owner from that very spot. Afterward, our guide shared her personal story of loss from that tragic day. Although it is painful for her to relive that moment, she tells us that this site plays a powerful role in reminding people of the importance of evacuating to higher ground during such disasters.

 

The remains of the Taro Kanko Hotel

 

The town of Taro is also home to a unique natural landmark: The Sanno-Iwa Rocks. Three gigantic rocks rise up from the waters, the largest of which bears a striking resemblance to a man’s face. “After the disaster, locals were relieved to see these rocks still standing. A lot of the vegetation here had withered after the earthquake, but they are flourishing once again. It’s a testament to nature’s resilience,” said our guide as we walked along a lush waterside path speckled with seasonal flora.

 

Sanno-Iwa Rocks

 

The following day, we made our way to the Karakuwa Peninsula, a spot known for oyster farming and rugged coastal views. In the warmer months, the trails are awash with color as camelias, daylilies, and rugola roses burst into bloom. We visited some of the area’s most noteworthy sites, such as the Oreishi Stone Column, a tall, pillar-like structure whose tip was damaged by a tsunami in the late 19th century, and Cape Osaki, a sacred site steeped in myth. 

 

 

Oreishi Stone Column

 

Our guide in this area was a cheerful local with unbridled enthusiasm for the natural wonders of her hometown. Along the way, she pointed us to various interesting rock formations, saying, “Most of the rocks in this area were named by fishers—this helped them navigate the waters and exchange information.” She also showed us some of her favorite spots along the coast, where we were able to peek into tidepools teeming with sea anemone, crabs, and eelgrass beds. The Karakuwa Peninsula is a treasure trove of biodiversity, with frequent sightings of Japanese serows, ospreys, and peregrine falcons. After an exhilarating day of hiking, we treated ourselves to ice cream made from mulberry leaves, a local speciality. 

 

The Karakuwa Peninsula brims with biodiversity

 

Mulberry ice cream

 

The Sanriku coastline is a testament to both nature's beauty and its power. During our time at Jodogahama, our guide shared how he had helped develop a section of the Michinoku Coastal Trail in the aftermath of the 2011 disaster. “Back then, it felt almost trivial to focus on building a trail while the region was in such a crisis,” he admitted. “Now that it’s complete, I feel that connecting 1,000 km of the Sanriku coastline serves as a wonderful symbol of unity and reconstruction.” 

 

 

 

Geibikei Gorge: A tranquil journey by boat

Iwate

 

 

After passing through stretches of thick forests and sprawling rice paddies, we arrived at Geibikei Gorge, a place of stunning natural beauty that has captivated visitors for over a century. Here, the crystalline waters of the Satetsu River flow gently between towering limestone cliffs. The best way to admire the scenery is to hop on a traditional flat bottomed boat, evocative of a bygone era. These are carefully crafted from cedar by artisans—who also happen to be boatmen—using age-old techniques passed down through generations. 

 

Flat-bottomed boat

 

Ducks often accompany the boats

 

Our boatman, armed with a long wooden pole and a sharp sense of humor, skillfully guided us along the river while sharing a mix of anecdotes and historical tidbits. He pointed out cliffs with intriguing shapes and whimsical names like Cloud Scraper, Horse’s Mane, and Hermit’s Sash.  As we sailed along the serene waters, a bevy of ducks and fish followed suit.

 

Our friendly boatman

 

This rock is believed to resemble a lion’s snout

 

Visitors can stroll around a secluded part of the gorge

 

We made a stop at a secluded part of the gorge, only accessible by boat, where we tossed undama, or “wishing pebbles,” into a hole for good luck. On the way back, the boatman serenaded us with a folk song dedicated to the gorge, giving us a chance to appreciate the cliff’s natural acoustics. Complemented by birdsong and the sound of gushing waterfalls, it makes for a magical experience. Before we disembarked, our boatman shared his thoughts on what makes Geibikei Gorge so special. “The gorge is stunning year-round—wisteria blooms in the spring, and the fall colors are spectacular,” he said with a smile. “It retains the same beauty it had nearly a hundred years ago when it first opened to tourists—and we are doing what we can to keep it that way.” 

 

Undama or “wishing pebbles”

 

 

 

 

Chikusenso Onsen: Finding Zen at a forest resort

Miyagi

 

 

Nestled in the foothills of Mt. Zao, surrounded by towering oaks, Chikusenso is a Japanese inn where tradition meets modern luxury. This hidden gem blends the elegance of Zen with contemporary style, featuring a tranquil indoor garden, soft ambient lighting, and thought-provoking artwork. We spent our time at Chikusenso wandering its lush forested grounds, soaking in the garden views, and enjoying moments of contemplation with Japanese tea. 

 

 

Enjoying tea in a traditionally-designed room

 

The hotel is a feast for the eyes, with both traditional and contemporary art scattered throughout. “Unique touches, like the giant bell in the lobby, are here to spark a sense of wonder,” our concierge shared. 

 

The lobby houses a giant bell

 

Artwork and crafts are scattered throughout the hotel

 

Forest bathing takes on a literal meaning as you soak in the property’s mineral-rich waters sheltered under a canopy of sun-dappled leaves. The meals served at Chikusenso are equally indulgent. Using mostly produce sourced from local farmers and fishers, they celebrate the seasons, but the star of the show is the generous portions of Sendai Beef.

 

Open-air hot springs

 

Dinner course with seasonal ingredients

 

Chikusenso exudes quiet, thoughtful hospitality at every turn. “We want our guests to relax and rejuvenate themselves in nature during their stay,” shared our concierge. As we prepared to leave, it became clear that Chikusenso is more than just a hotel—it's an invitation to reconnect with nature and find inner calm. In blending Japanese tradition with modern comforts, this serene inn offers not only a retreat from the everyday but a deeper appreciation for life's simple, yet profound, moments.

 

 

Conclusion 

 

This journey across Tohoku not only left us with a deeper appreciation for the local food and culture, but also invaluable lessons about living in harmony with nature and resilience in the face of natural disasters. Whether it comes to brewing sake, celebrating festivals, or building trails, what we found was that the unwavering strength of community shines through in Tohoku.