The Joetsu Myoko area is located in the southern part of Niigata Prefecture, bordering Toyama and Nagano Prefectures. The region sees more snowfall than almost anywhere else in Japan and is famous as the birthplace of skiing in the country. Many snow resorts and notable hot springs like Akakura Onsen can be found here, making it ideal for long-term stays. Located along the Sea of Japan, it is known for its rich marine life, including crabs and deep-sea fish like anglerfish, which are caught in its naturally-formed harbors. Visitors can enjoy these fresh catches at local accommodations. Additionally, the region is dotted with historical sites linked to Uesugi Kenshin, a prominent figure from the Sengoku Warring States period (15th to 16th century), making it a great destination for history enthusiasts.

Niigata City, the largest city in Niigata Prefecture, flourished during the Edo period (1603–1868) as a port for the trade ships known as "kitamaebune," which navigated the Sea of Japan. It developed into the largest port town on the Sea of Japan coast. Remnants of the residences of wealthy merchants and farmers from that era still exist within the city, allowing visitors to experience the historical ambiance firsthand. The refined kaiseki course meals and vibrant geisha culture that once catered to these affluent citizens continue to thrive today. Additionally, Niigata City is renowned for its sushi, taking advantage of the high-quality seafood pulled from the Sea of Japan and the region's exceptional rice production. This is the perfect home base for visitors looking to enjoy all of Niigata's gourmet offerings.

The Echigo Yuzawa area, known as "Yukiguni" (meaning "snow country") receives an impressive three meters of snowfall each year, making it an ideal destination for playing in the snow and visiting hot springs. This region is also famous for producing some of Japan's highest-quality rice, which is used to create delightful sake and other fermented foods. Additionally, Echigo Yuzawa hosts the renowned triennial art event Echigo-Tsumari Art Triennale, attracting many visitors to its stunning art installations. One of Japan's three major gorges, Kiyotsu Gorge, captivates visitors as if it were another piece of art on display. Come experience the rustic "satoyama" village culture that has flourished in this mountainous and snowy landscape!

Day 1

The Befco Bakauke Observation Room at Hotel Nikko Niigata is approximately 125 meters above ground, and boasts the highest viewpoint overlooking the Sea of Japan. Admission is free, and large windows provide stunning views of Niigata City, the Sea of Japan, Sado Island, and the Gozu Mountain Range.

Pier Bandai is a vibrant marketplace showcasing seasonal delicacies from Niigata. The site features multiple shops, including the Bandaijima Fresh Fish Center, where you can find fresh seafood caught in the Sea of Japan and other marine products from across the country at market prices. With numerous restaurants, including sushi places, it's an excellent spot for lunch.

A villa belonging to one of Niigata's most prominent wealthy merchants, iconic of Niigata's modern era. Built during the Taisho period, this beautiful house and garden skillfully incorporate the natural landscape. Visitors can experience traditional performances, such as geisha dances and taruken (barrel games). This is a sub-spot for the Hello Kitty Instagram post campaign.

A fun-filled facility showcasing the works of manga artists and anime creators connected to Niigata Prefecture, with interactive exhibits highlighting the charm of manga and anime. This is a sub-spot for the Hello Kitty Instagram post campaign.

Indulge in the exquisite Niigata's Special Kiwami Sushi Platter, a sushi set featuring local delicacies such as nanban shrimp, willow flounder, blackthroat seaperch, and yari ika squid, along with premium sushi like sea urchin, fatty tuna, and salmon roe. This delightful set, which is a meal and a half, is available at sushi restaurants throughout Niigata City, offering a true taste of the region!

Day 2

10 minutes from Niigata Station by car. One of the largest aquariums on the Sea of Japan, home to approximately 600 species with over 30,000 aquatic creatures on display. This is a sub-spot for the Hello Kitty Instagram post campaign.

Located conveniently close to Niigata Station, this historic sake brewery has been in operation since 1767. Visitors can enjoy a guided tour of the brewery, enveloped in the delightful aroma of sake, followed by a tasting. Guests can sample two types of amazake (a sweet, low-alcohol drink) and one seasonal sake for free, or choose to taste approximately 15 varieties for just 1,000 yen.

The Bandai Bridge, spanning Japan's longest river, the Shinano River, has grown alongside the development of Niigata City. It has long been cherished as a symbol of the city, representing its history and progress through the ages.

Day 1

There are over 10 ski resorts around Echigo Yuzawa Station, with shuttle buses providing easy access from the station. Among them, GALA Yuzawa Ski Resort, which will feature a Hello Kitty Instagram campaign sub-spot, offers slopes suitable for beginners to advanced skiers.

This museum features exhibits focused on the lifestyle and history of the Yuzawa region, centered around the novel ""Snow Country"" by Yasunari Kawabata, which is set in this very area.This is a sub-spot for the Hello Kitty Instagram post campaign. From the hot spring town in front of Echigo-Yuzawa Station, which serves as the gateway to the region, you can easily access the 1,000m altitude area via the world's largest Yuzawa Kogen Ropeway. This is a photo-spot for the Hello Kitty Instagram post campaign.

The hot spring town that inspired Nobel Prize-winning author Yasunari Kawabata's masterpiece, "Snow Country," is also nearby. Notably, Echigo Yuzawa Onsen Sakura Tei and Yukemuri no Yado Yukinohana, offering excellent hot springs and locally sourced cuisine, are also sub-spots for the Hello Kitty Instagram campaign

Day 2

About 50 minutes from Echigo Yuzawa Station by train and foot, the Museum on Echigo-Tsumari, MonET in Tokamachi City reopened in 2021. It features permanent exhibitions from prominent contemporary artists and serves as a hub for the Echigo-Tsumari Art Triennale, which happens every three years.

Hegi soba is a specialty of the Uonuma and Tokamachi areas, originally known for their textiles. These unique buckwheat noodles are made using funori seaweed as a binder, giving it a distinct firmness and texture.

Kiyotsu Gorge, recognized as one of Japan's three great gorges, is famous for its towering cliffs that form a striking V-shaped canyon along the river. It is designated as a National Scenic Beauty and a Natural Monument.

You can sample sake from every brewery in Niigata here. Just pay 500 yen at reception, and you can sample up to five cups of sake. Onigiri rice balls made with the region's special Koshihikari rice are also available.

Day 1

The Myoko-Kogen Visitor Center serves as a hub for the Myoko area. This center provides information on attractions and accommodations in Myoko City. It also offers a rest area and restroom facilities for visitors. This is a sub-spot for the Hello Kitty Instagram post campaign.

Myoko is home to nine distinct ski resorts, catering to skiers and snowboarders of all levels, from beginners to advanced. With a wide range of rental equipment available, you can enjoy a hassle-free visit.

The Myoko area boasts seven hot springs collectively known as the Myoko-Kogen Onsen. Each spring features unique colors and mineral compositions, allowing visitors to experience a variety of hot springs with each visit.

Day 2

Constructed during the Edo period (1603–1868), this castle is a prominent landmark in Niigata Prefecture, known for its cherry blossoms in spring. This is a sub-spot for the Hello Kitty Instagram post campaign.

Featuring permanent exhibits that explain the region's history from the Azuchi-Momoyama period (1574–1600) onward. Visitors can also enjoy stunning views of Takada Castle and the majestic scenery of Echigo from the rooftop observation deck. This is a sub-spot for the Hello Kitty Instagram post campaign.

The ruins of Kasugayama Castle, known as the residence of the famous warlord Uesugi Kenshin from the Sengoku Warring States period (15th to 16th century), are designated as a national historic site and are included among Japan's 100 famous castles.

Explore a large tank themed around the Sea of Japan and a 360-degree acrylic underwater tunnel, where you can see marine life up close. This is a sub-spot for the Hello Kitty Instagram post campaign.

The coastal area of Itoigawa is a naturally formed harbor, where a variety of fish, including crabs and deep-sea fish like anglerfish, are caught at various depths. Particularly, the nanban shrimp from Itoigawa is highly popular and regarded as the best in Japan.