Umiterasu Nadachi Roadside Station in Joetsu City, Niigata Prefecture, operated by Yume Kikaku Nadachi Co., Ltd. (a company within the Gokei Group), presents a seasonal winter event "Winter Sea Bounty: Snow Crab and Yellowtail Feast" from December 27, 2025 (Saturday) through February 28, 2026 (Saturday).
During this period, visitors can enjoy hands-on events such as the "Snow Crab vs. Red Snow Crab Blind Tasting Challenge," "Dynamic Yellowtail Butchery Show," and "Yellowtail Weight-Guessing Quiz," alongside limited-edition original menu items featuring snow crab and yellowtail.
Additionally, guests who post about the event or venue on Instagram with a specific hashtag will receive special benefits.
Niigata: A Hidden Gem for Snow Crab
Niigata is characterized by its snow-covered mountains and extensive coastline bordering the sea. The rich minerals and nutrients stored in the fertile soil flow into the ocean through snowmelt and rainwater, creating a "bountiful sea" that nurtures life from phytoplankton to fish.
This blessed natural environment forms excellent fishing grounds where snow crabs develop tightly packed meat with a rich, sweet flavor.
Yellowtail Culture
Yellowtail culture refers to the tradition of viewing winter yellowtail as both a good luck charm and a symbol of community bonds.
While salmon culture dominates much of Niigata Prefecture, yellowtail food culture is particularly rooted in the Sado and Joetsu regions.
On Sado Island, the phenomenon of thunder occurring when winter atmospheric pressure patterns strengthen is called "yellowtail awakening," serving as a winter tradition that signals the arrival of yellowtail fishing season. The culture is also deeply connected to fishing, viewing winter storms as nature's sign of a bountiful yellowtail catch.
Weekend Experience and Participation Events Galore!
Themed around the two winter delicacy kings—"crab" and "yellowtail"—the festival offers limited-time hands-on events including snow crab and red snow crab tasting comparisons, dynamic yellowtail butchery shows, and weight-guessing quizzes.
Visitors who post photos of their experience at the venue on Instagram with the hashtag "#うみてらす蟹ブリ" will receive a 100-yen discount coupon for soft-serve ice cream upon showing their Instagram post.
"See, Taste, Buy, and Enjoy"——
This hands-on event allows visitors to share the appeal of winter delicacies with fellow attendees.
1: Snow Crab vs. Red Snow Crab Blind Tasting Challenge
Experience the "Blind Tasting Challenge" that relies solely on your taste buds.
This hands-on event allows participants to distinguish between snow crab and red snow crab while blindfolded, carefully savoring the distinct flavors of each.
Enjoy winter delicacies with family and friends in a fun atmosphere.
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Event dates:
December 27 (Sat), January 10 (Sat), January 17 (Sat), January 18 (Sun), January 24 (Sat), January 31 (Sat), February 1 (Sun), February 7 (Sat), February 14 (Sat), February 15 (Sun), February 21 (Sat), February 28 (Sat)
Time: 12:00 PM–12:30 PM
Location: Product Building 1F, Shokusai Seafood Market
Participation: Free
All participants will receive the following participation prizes:
- Free crab soup voucher
- 5% discount voucher for seafood market purchases
- 100-yen discount voucher for soft-serve ice cream
Additionally, quiz winners will receive the "Crab Connoisseur Award" with the following benefits:
- 1,000-yen discount voucher for accommodation
- 10% discount voucher for seafood market purchases
- 100-yen discount voucher for soft-serve ice cream
2: Yellowtail Butchery Show (Flash Sale) & Weight-Guessing Quiz
Witness a butchery show using plump yellowtail raised in the rough waves of the Sea of Japan, plus a limited-quantity yellowtail flash sale and weight-guessing quiz.
The hands-on quiz challenges participants to guess the weight of market-sourced yellowtail that is rarely seen in everyday life, while the butchery show offers a spectacular close-up view of skilled preparation.
Another attraction of this event is the opportunity to purchase freshly prepared yellowtail on the spot.
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Event dates:
December 28 (Sun), January 11 (Sun), January 25 (Sun), February 8 (Sun), February 22 (Sun)
Time: From 12:00 PM
Location: Product Building 1F, Shokusai Seafood Market
First 30 spectators at the yellowtail butchery show will receive a yellowtail broth voucher!
Weight-guessing quiz participants who guess exactly right will receive a 50% discount on yellowtail purchases at the flash sale + a 1,000-yen Hotel Korin accommodation discount voucher!
Original Menu Featuring Snow Crab and Yellowtail at Shokusai Seafood Market!
Limited-edition original menu items featuring luxurious snow crab are now available. These special dishes, crafted to maximize the elegant sweetness and rich umami of tightly packed snow crab, can only be enjoyed during this event period.
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Arranged menu items featuring plump yellowtail nurtured by the winter Sea of Japan are available for a limited time. Each menu item is crafted to highlight the rich umami unique to seasonal yellowtail and the diverse flavors that enhance the ingredients' natural appeal. Enjoy a different way of savoring yellowtail beyond the standard sashimi, experiencing its profound deliciousness.
Shokusai Seafood Market 2F, Seafood Restaurant "Umi no Daidokoya"
Enjoy yellowtail in a yellowtail bowl eaten heartily, or savoring its umami by dipping in broth with yellowtail shabu-shabu. Indulge in this season's exclusive "yellowtail feast."
A Limited-Time "Feast" Pairing Sea of Japan Sunset Views with Yellowtail
Nadachi-no-Yu Yurara 2F Restaurant "Yuhi Terrace" also begins selling limited-edition yellowtail bowls. A bowl enjoyed while gazing at the sunset over the Sea of Japan highlights the umami of plump yellowtail—a luxury unique to this season. Whether as a post-bath meal or a special moment savored with sunset views, please enjoy this experience at "Yuhi Terrace."
Hotel Korin Winter-Limited Special Plan!
Includes Niigata Prefecture Snow Crab
A recommended limited-time accommodation plan that adds Niigata Prefecture snow crab to the standard plan, allowing guests to enjoy winter delicacies and Sea of Japan scenery simultaneously.
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Sales period:
Through March 22, 2026 (Sunday)
Adults: From 18,700 yen per night with two meals
※Rates vary by accommodation date
▶Reservation page: https://www.yadoken.jp/plan?hotel_id=yk103071&plan_id=220
Umiterasu Nadachi
Umiterasu Nadachi is a complex facility combining "eating, relaxing, and playing." The location offers panoramic views of the Sea of Japan, where sunsets paint the sky and sea in fantastic shades of crimson. The facility includes the seafood restaurant "Umi no Daidokoya" serving fresh seafood, "Nadachi-no-Yu Yurara" with seven baths for relaxation, an indoor pool, and the accommodation facility "Hotel Korin." The hotel is popular for its kaiseki cuisine featuring fish and seafood caught at the local Nadachi fishing port, and spacious rooms offering spectacular Sea of Japan views.
For dinner, guests can select their favorite fish at "Shokusai Seafood Market" and have it prepared as sashimi or grilled fish on the spot! This unique accommodation plan at Hotel Korin lets guests enjoy the fun of "choosing for yourself."
The facility provides moments spent with the sea, offering regional charm and peaceful relaxation.
Umiterasu Nadachi
Address: 4280-1 Na-Nadachi-Omachi, Nadachi-ku, Joetsu City, Niigata Prefecture
Phone: 025-531-6300
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【Product Building 1F Seafood Market / Umaimon Yokocho】
Business hours: 9:00 AM-6:00 PM
【Seafood Restaurant Umi no Daidokoya】
Business hours: 11:00 AM-3:00 PM (L.O. 2:30 PM)
5:00 PM-9:00 PM (L.O. 8:30 PM)
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Nadachi-no-Yu "Yurara," Indoor Pool (summer only), Hotel "Korin" (25 guest rooms), Banquet Hall
Official Website: https://www.umiterasu.co.jp/
Official Instagram: https://www.instagram.com/umiterasu_nadachi/
