The Tohoku region consists of six prefectures, each famous for their rural landscapes, rolling mountains, crystal-clear lakes, and rejuvenating onsen hot springs. Hikes and cycle routes draw in visitors in the warmer months, while winter has people warming up with Within Iwate Prefecture, one of these memorable places is Miyako, a picturesque port city on the Sanriku Coast that’s known for its beautiful coastline and exquisite seafood. With its temperate climate and rich waters, a thriving fishing industry takes place in the spot where Miyako’s lush mountains transform into dramatic coastlines.
It's this same fishing industry that we’ll be diving into now, swimming alongside the expertise of Miyako Maruei’s flatfish specialties and Miyako’s must-visit spots.
The appeal of Miyako
Miyako is a must-visit destination for anyone looking to immerse themselves in Japan’s more laid-back nature scenes. Breathe in the fresh, coastal air, smell the salt on the ocean breeze, and let your body and mind wander in a place that’s far from the crowds of Japan’s well-trodden “Golden Route”—most notably including Tokyo, Kyoto, and Osaka.
Truly, Miyako is overflowing with nature in the same way that the locals here are overflowing with a simple, genuine kindness. Much like mountainside shrines, hidden in peaceful forests, this kindness reveals itself to those who make the effort to explore somewhere new.
Miyako Maruei: Tradition and innovation in flatfish
Miyako Maruei, based in Miyako City in Iwate Prefecture, has built its reputation on an unwavering dedication to flatfish. Situated near the rich flatfish fishing grounds of northern Japan, the company benefits from the region’s pristine coastal waters and ideal natural environment. The area’s dry, cold winds—unique to the Sanriku coast—provide the perfect conditions for producing high-quality dried fish, a traditional local specialty.
But they weren’t always known for flatfish. Originally, their parent company, Ohama Tadashi Shoten Co., Ltd., handled a variety of seafood. However, this business practice meant that the fishing season was concentrated only in the colder months and local fishermen had to find other ways to support themselves during spring and summer. Around that time, a producer from Shimane Prefecture—a region famous for its ichiyaboshi overnight-dried flatfish—reached out and asked if they’d like to work together. Miyako Maruei, a company dedicated to making dried flatfish, was born.
At first, they handled just one type of flatfish, but through trial and error, they gradually expanded and refined their expertise, moving towards catches from domestic sources—especially in the bountiful waters of the Sanriku coast and Hokkaido, where flatfish are said to have a richer, elegant flavor due to their diet of seaweed and smaller fish. For those in the industry, it’s even possible to tell which region a flatfish was caught in just by the taste alone.
Since its founding, Miyako Maruei has remained “stubbornly dedicated to flatfish,” a motto that reflects its pride in craftsmanship and deep respect for the sea. Through years of refining techniques in selection, drying, and preservation, the company has earned recognition for delivering premium flatfish products that highlight the authentic flavors of northern Japan.
In the swish of a fishing rod, it’s been over 30 years since they began specializing in dried flatfish. That’s three decades of listening to their customers and refining the taste—and now, the aroma alone is enough to make people hungry.
Miyako Maruei’s unique overnight drying technique uses the pure, mineral-rich groundwater from the Hayachine mountain range. This natural water enhances the flavor and texture of the fish while preserving its freshness. The result is delicately dried flatfish that embody the clean, refined taste of northern Japan’s pristine environment.
Today, Miyako Maruei continues to uphold its heritage while sharing the rich taste and tradition of Sanriku’s flatfish with customers across Japan and beyond.
Discover Maruei’s mouthwatering flatfish specialties
Miyako Maruei’s premium flatfish are known for their delicate texture, rich flavor, and exceptional freshness. To showcase the versatility of flatfish, Maruei provides a variety of delicious recipes on their website, unlocking a world of at-home dishes that will bring the flavors of Tohoku to you.
In particular, their popular Beginner’s Set makes it easy for anyone to prepare a simmered flatfish dish at home, an especially tender, flavorful way to enjoy the region’s seafood, etc. Simply heat the fish in the included savory sauce for a quick, authentic meal. The kit is also easy to customize—add vegetables, adjust the seasoning, or experiment with flavors to make it your own, blending your personal tastes with decades of Miyako Maruei’s expertise.
Miyako Maruei’s dedication to quality ensures every dish brings out the natural charm of Sanriku’s flatfish, whether for a simple home-cooked meal or an elegant dinner.
For those looking to pair these specialties with a traditional sake made in the same Iwate Prefecture, recommendations include Asabiraki Kura Futo COLOR Honjozo for grilled fish—a dry sake with a clean, refreshing taste—and Asakai Special Junmai Spring Limited Edition, a limited-edition sake from Asabiraki, only available in spring. It pairs beautifully with the rich flavor of simmered fish, bringing out a gentle sweetness that spreads on your tongue.
For those already intrigued and looking to experience or replicate such dishes at home, it’ll only take a moment of exploring Miyako Maruei’s unique products to find something tempting, including:
- Gift sets: Beautifully packaged assortments of Miyako Maruei’s finest seafood, perfect for sharing the authentic taste of Sanriku with friends and family.
- Flatfish Shop Mama’s Japanese Meal Set: A convenient, home-style kit created with care, allowing anyone to easily enjoy traditional Japanese flavors made from Maruei’s high-quality ingredients.
- Overnight Dried Flatfish: Expertly dried using Sanriku’s cold sea breeze and pure groundwater, these fillets offer exceptional umami and delicate texture.
- Karei no Gyotaku Senbei: Unique rice crackers made by pressing real flatfish onto the surface, combining artistry and flavor in a one-of-a-kind snack that celebrates the sea.
Other must-try souvenirs from the area include the fresh uni sea urchin, also locally caught, and the ika squid senbei—crispy squid-shaped rice crackers. They offer a satisfying crunch with each bite, perfect for pairing with a cold beer and a good view after a long day.
You can also purchase Miyako Maruei’s premium flatfish at Road Station Minato Oasis Miyako Sea Topia Naado. Visitors can take home the company’s signature dried flatfish, known for its delicate flavor and firm texture—it’s a perfect opportunity to savor the authentic taste of Miyako’s coastal heritage.
Beyond Miyako Maruei’s offerings, Sea Topia Naado features a variety of attractions that showcase the charm of Miyako. Enjoy freshly prepared seafood dishes at the on-site restaurant, browse local specialties and souvenirs in the marketplace, or learn about the Sanriku coast’s fishing culture through exhibits and seasonal events. It’s an ideal stop for both food lovers and travelers exploring Iwate.
Road Station Minato Oasis Miyako Sea Topia Naado is conveniently located near Miyako Port, about 10 minutes by car from JR Miyako Station. Free parking is available, making it easy for visitors arriving by car or tour bus.
Nearby sightseeing spots in Miyako
Now that we’ve satisfied your craving for local seafood delicacies, let’s explore Miyako’s most memorable tourist spots—a feast for all of the senses.
Jodogahama Beach
Given the titles of one of Japan's “100 Great Beaches, 100 Best Beaches for Swimming, and 100 Best Aromatic Landscapes,” Jodogahama Beach should be high on your list for taking in the sights of Miyako’s scenic coastline. Located in an inlet, this white-pebble beach remains relatively calm all year long, allowing you to swim in its waters whenever the mood strikes.
The most striking feature of Jodogahama is its tree-topped islands, cutting through the clear waters and creating a photogenic backdrop for summer dips and boat trips to the nearby Blue Cave (Aonodokutsu). Look up and you’ll likely see a few seagulls flying along for the journey in the hopes of some unexpected snacks.
But where does Jodogahama get its name? Well, rumour has it that a Buddhist priest once visited and, struck by the beach’s natural beauty, compared it to Buddha's Paradise. The name stuck, with Jodogahama literally translating to “Buddha's Paradise Beach.” Once you see it for yourself, it’s easy to come to the same conclusion.
For those planning to spend an afternoon or longer in the area, there’s also the Jodogahama Rest House—featuring a souvenir shop, seating with panoramic views, a third-floor observation deck, and a changing and shower room (for a fee)—and the Jodogahama Marine House, offering boat tours, rental boats, rich seafood dishes, and another chance to purchase a few local souvenirs.
Another popular spot with the locals is on the way to Jodogahama. From a bridge heading in its direction, you can see a beach called Tako-no-hama where the horizon seems to stretch into infinity—a stunning sight that’s sure to take your breath away.
From Miyako Station, catch a bus bound for Jodogahama or Miyako Hospital from Suehirocho Bus Stop, taking about 15 minutes. Hop off at the Jodogahama Visitor Center Bus Stop and take a relaxing coastal stroll over to Jodogahama Beach.
Sannoiwa Rocks
The Sannoiwa Rocks are one of the most striking natural landmarks in Sanriku Fukko National Park. This formation consists of three distinct rocks—a male rock standing between a female rock and a drum-shaped rock—symbolizing balance and harmony in nature.
Visitors can admire these impressive formations from the parking area at Sanno Park or from an observation deck along the hiking trail. However, part of the trail remains impassable due to damage from the March 2011 earthquake.
A nearby promenade offers closer views of the rocks and opportunities for sea fishing along the dramatic coastline from Taro Port to Masaki and Myojinzaki. Anglers can enjoy catching greenling, sea bass, Japanese codling, dark-banded rockfish, and mackerel from May through December.
From Miyako Station, catch a train on the Sanriku Tetsudo-Riasu Line to Shintaro Station, roughly 20 minutes away. To reach Sannoiwa Rocks from there, it’s a 25 to 30-minute walk, but the reward will certainly be worth it.
Catch your breath by Miyako’s coastline
Miyako and the wider Iwate Prefecture offer an unforgettable blend of natural beauty, cultural richness, and culinary delights. From the majestic Sannoiwa Rocks and the sensational Sanriku coastline to the peaceful promenades and fishing spots, every corner invites visitors to experience the harmony of sea and land.
While exploring this stunning region, be sure to savor Miyako’s renowned seafood, including the exceptional flatfish from Miyako Maruei—a true taste of the ocean’s bounty. With its breathtaking scenery, warm hospitality, and Tohoku’s unrivalled seafood, Miyako stands as a destination where nature and flavor come together in perfect balance.
