A Must-Visit in Niseko! Roadside Station Niseko View Plaza

Roadside Station Niseko View Plaza is located along National Route 5, about a 5-minute drive from Niseko Station, and also serves as a stop for intercity buses. It's also just a 15-minute drive from Niseko Annupuri International Ski Area and Niseko Moiwa Ski Resort, making access from the slopes excellent. In the summer, it's a popular spot to take a break during a drive, and in the winter, many people stop by on their way to or from skiing.

The charm of Niseko View Plaza is, without a doubt, the ability to taste Niseko's delicious offerings year-round and its stunning scenery! On a clear day, you can gaze upon the towering Mt. Yotei.

This roadside station is incredibly popular, having once been ranked 2nd nationwide in the "Travel Lovers' Choice! Japan's Most Popular Roadside Stations 2018."

Photo courtesy of Niseko View Plaza Farmers' Market Association

We were given a tour of the "Farmers' Market," which features agricultural products from the Niseko area, and the "Information Plaza," which offers a selection of Niseko's finest souvenirs.

Our guide for this visit to Roadside Station Niseko View Plaza was Ms. Namie Matsubara, a staff member at the farmers' market who is also a certified Vegetable Sommelier. She kindly teaches visitors about the vegetables and the producers, so if you visit the market, we recommend asking her lots of questions!

Seasonal Veggies and Handmade Crafts are a Hit! The Farmers' Market

First, let's take a peek at the farmers' market!

The farmers' market sells fresh seasonal vegetables brought in by producers every morning, as well as processed goods made by the producers themselves, who know their vegetables inside and out. About 60 producers display their products, which are arranged on separate shelves.

The farmers' market in summer. Photo courtesy of Niseko View Plaza Farmers' Market Association

One of the major attractions of the farmers' market here at Niseko View Plaza is that, if you're lucky, you can meet the producers. This is because the producers bring in their products themselves, not just before the store opens, but also during business hours.

Mr. Ono of Ono Farm bringing in his products right after opening. Being able to see the faces of the producers is said to be one of the secrets to Niseko View Plaza's popularity.

Ms. Midori Daido and her family produce garlic, potatoes, beans, and more.

If you talk to the producers while they are arranging their products, they might tell you about their vegetables and goods.

Another great feature of the Niseko View Plaza farmers' market is the presence of a "Vegetable Sommelier"! You can ask them about the recommended seasonal vegetables and delicious ways to eat them!

Ms. Namie Matsubara, one of the Vegetable Sommeliers, told us that the recommended vegetable for this season is cabbage! "It's incredibly sweet and delicious," she said.

This is a farmers' market where you can see, feel, and taste Niseko's core industry, agriculture.

Furthermore, it's not just vegetables that are sold here. There are also sweets handmade by farmers and products that could become Niseko's new specialty!

Farmer Ms. Junko Araki. She sells no-bake cheesecake, handmade yokan (sweet bean jelly), and more. Everything is affordable and looks delicious.

Lily bulb butter made with lily bulbs grown in Niseko.

In winter, when there are almost no vegetables to harvest, handmade items by the producers and Niseko View Plaza staff also line the shelves.

Knit hats and other items made by producers. They are said to be very popular products.

Handmade keychains by the staff.

You can also find room sprays made with lavender, the town flower of Niseko, developed by students from Niseko High School.

This farmers' market is so well-stocked that you'll likely want to buy more than just the vegetables you came for. It's wonderful that you can get to know the town while shopping, as the store is integrated with the community.

The Secret to the Farmers' Market's Popularity

"Niseko View Plaza" was ranked 2nd nationwide (1st in Hokkaido) in the "Travel Lovers' Choice! Japan's Most Popular Roadside Stations 2018." What is the secret to its popularity, which attracts about 700,000 visitors annually?

There are reasons beyond just being able to get fresh local vegetables, processed goods, and delicious souvenirs.

It's the friendly and cheerful atmosphere of the store!

On winter mornings, the entire staff works together to clear the snow piled up around the store...

Conversations spark between customers and producers who come to deliver their goods during opening hours...

A great selection of original recipe cards that change with the seasons!

Above the shelves, each producer is introduced with text and photos, and the cute pop-up displays introducing the products are original creations by the producers themselves! It's fun to walk around the store and pay attention to the pop-up displays.

There is also a convenient service that allows you to ship the vegetables you've purchased. This is a huge help when traveling from far away or when you want to send fresh vegetables to your family.

You can also send vegetables in these cute original boxes!

Another charm of Roadside Station Niseko View Plaza is that members of the Niseko Town Revitalization Squad and its alumni are very active here. Some alumni have become farmers and even sell their produce at the farmers' market.

Mr. Jun-won Jang, a staff member from the Town Revitalization Squad. He sells handmade items made by his wife.

Mr. Daisuke Nakamura, an alumnus of the Town Revitalization Squad who became a farmer. These dried sweet potatoes are exquisite, with just the right amount of sweetness and a moist texture!

The secret to the popularity of this "Farmers' Market" is the sense of unity and connection with the entire town, and the wonderful staff who welcome you. Please be sure to visit!

Mr. Toshihiro Okushiba, manager of the Niseko View Plaza Farmers' Market (bottom left), Mr. Shinichi Tsuzuki, chairman of the Niseko View Plaza Farmers' Market Cooperative (bottom right), and the wonderful staff of Niseko View Plaza. The friendly atmosphere makes it popular not only with locals but also with many repeat visitors and tourists.

For Tourist Info and Souvenirs, Head to the Information Plaza Building!

Next, let's head to this impressive building, the "Information Plaza Building"!

Photo courtesy of Niseko Resort Tourist Association

This facility is operated by the Niseko Resort Tourist Association, where staff can provide you with tourist information on recommended spots, gourmet food, and more. It's a great place to stop by when you visit Niseko, and you can also request to have a wide range of brochures sent to you in advance. It's an incredibly helpful spot for sightseeing in Niseko.

Mr. Koichi Shijo, the manager of the Information Plaza Building, will be our guide!

The Information Plaza Building is lined with products you'll want to take home as souvenirs, such as sweets, juices, and alcoholic beverages made mainly in Niseko Town and its surrounding areas.

Photo courtesy of Niseko Resort Tourist Association

We asked Mr. Shijo, who knows everything about Niseko's tourist information, for his current product recommendations.

"I recommend 'Crispy Cheese' from Niseko Fromage and 'Niseko Organic Sparkling Wine' from Niseko Winery."

First, let's introduce 'Crispy Cheese' from Niseko Fromage.

Photo courtesy of Niseko Resort Tourist Association

"This is a crispy cheese that can be eaten like a snack, made by Niseko Fromage, which has won numerous awards at the ALL JAPAN Natural Cheese Contest! It's popular as a souvenir because it can be carried at room temperature and is lightweight, and it's also the top-selling product in our online shop."
Niseko Fromage has a history of making high-level, award-winning cheeses, but due to downsizing, this is currently the only product they make. This precious item is a must-try.


The other recommendation, Niseko Winery's 'Niseko Organic Sparkling Wine,' is made 100% from Vitis vinifera, a high-quality European wine grape variety grown in their own certified organic vineyard in Niseko Town.

Photo courtesy of Niseko Resort Tourist Association

This wine is made by strictly following the traditional Champagne method, with a meticulous production process that includes a 13-month low-temperature primary fermentation and aging, and a 3-month secondary fermentation in the bottle. The result is a wine with concentrated fruitiness, gentle acidity, a transparent golden color, and fine, long-lasting bubbles.

There are many other products you'll want to take home as souvenirs, such as sake and sweets! Be sure to stop by and get lots of Niseko's delicious treats.

A Gift from Roadside Station "Niseko View Plaza"! A 3-Bottle Set of LaLaLa Farm Fruit Tomato Juice

The prize for this giveaway campaign is a 3-bottle set (180ml each) of fruit tomato juice from "LaLaLa Farm," an organic farm in Niseko Town, Hokkaido, also sold at Niseko View Plaza!

This incredibly sweet tomato juice is made from tomatoes painstakingly grown at LaLaLa Farm, which cultivates over 50 types of vegetables, herbs, and wine grapes, with a focus on tomatoes, using a natural cyclical farming method.

Mr. Hattori of LaLaLa Farm