Furumachi "The Best of Old Niigata"
Promotion: Furumachi Development, Yoichi Yamada is part of a group trying to make the area busy and cool-again through his out-of-the-box Ideas of food stall street, an aquarium town, an anime town, and constantly faces opposition. Mizuhose Ise is a TV personality who learned foods that define the area are Sweet Castella, Fried Chicken, Ramen, High-Quality Dried Fish, Delicious Pasta, etc. A website Newold tries to explain the good parts of the district.
Business List: businesses that are sticking in for the long run are: Aomi Shopping Center, Suzuki Fresh Fish, Yasuragi Cafe, Tetto Italian Cuisine, Mentei Ramen, One Day Store (Original Kintaro Ramen), Yakiniku Dojo, Yakiniku House Ayuen, Tengu Sushidokoro, Taji Oden, Owl Bar, Faro Bar, Snack Tomo, Koi Nobori Cafe, Kiguchi, Halleluiah Bar. Researchers check out: Hinoya, Toukarou, Toraya Candy Store, Takarazuka Kaikan, Otakeza, Shimo-machi.
Compare: Furumachi vs. Asakusa and Oshiage: When comparing Asakusa and Furumachi, the similarities in historic charm are evident—both once flourished as cultural centers, rich with traditional entertainment, local crafts, and geisha districts. Identifying or creating a similarly strong anchor as "Senso-ji" is crucial in the message of Old Port Town of European interpreted Japan. This could be revitalized historical building, a unique cultural center, or a striking modern attraction that still resonates with the area's identity. Furumachi has a list of long-standing businesses. These be highlighted and perhaps organized into specific Streets that have their own names and gates: "????? Street" Historic Shopping street, "????? Street" Street Food Street, "????? Street" Shopping & Dining Street, "????? Street" Izakaya Street, "????? Street" Geigi District Street.
Tourism: Tourists enjoy the commercialization of a "Destination District" so convenience, limited time, and mobility are key issues. People are looking for that "Feels Alive" feeling that comes from a place being popular or people gathering, so the events at an area are a important testing-scenario. The traditional image of the area is only wanted to a degree otherwise it is called "outdated", but they must be organized in a way a visitor feels that it adds to the authentic local experience. It needs further commercial aspects that support the main attractions and peoples idea that it is a old Western-Japanese Port Town. Furumachi could develop food tours "Furumachi Food Walk", cooking classes featuring local ingredients, or highlight these dishes in local restaurants with a focus on their history and local variations.
Identity Compare: Asakusa has successfully leaned into its retro identity with global branding, high foot traffic, and photogenic touchpoints like Senso-ji Temple and Nakamise-dori. Furumachi, while equally steeped in legacy, has not yet capitalized on that potential. It offers ryotei dining, Niigata geigi, and Showa-era streetscapes, but lacks a central, globally recognizable “destination anchor” like Sensō-ji, as well as the kind of cohesive storytelling and tourist infrastructure that would make it a must-visit for travelers. A concentrated investment in experience design, local artisan promotion, and digital visibility could unlock Furumachi’s dormant power. The area is also smaller, so the attraction must include the entirety of Niigata Island that can help it become part of the overall campaign to get a similar vibe.
Narrative: The idea of Narrative is to have a message and promise of Brand Identity and that means Town Identity. There are all sorts of directions that are argued like Anime from the old time statues International youth don't even know, the harbor environment that shows showa-era streetscapes, and the enduring presence of the Geigi District that needs a dedicated space. If it is defined by its unique history it will grow stronger from its Visual-distinction of European interpreted Japanese Architecture and theming, Experiences that mark a area narrative of the Taisho era with modern twists, and intentionally designed streets that are curated to a sort of travel route.
Niigata Island 新潟市島 (Niigatajima) refers to the area in Chuo Ward, Niigata City, Niigata Prefecture, surrounded by the Shinano River , the Sekiya Diversion Channel, and the Sea of Japan. In the early 1500s, the sand islands that support the city of Niigata were two sandbars, the upstream one called Hakusanjima and the downstream one called Yoriijima. In 1515 (Eisho 12), the two had become a single island (Niigatajima) and were stable enough to be inhabited. The population has declined: 130,771 (1965. Showa 40), 83,175 (1985.Showa 60), and then 62,195 (2005.Heisei 17). The area known as Furumachi in the center of the island was the financial and commercial center of Niigata City for a long time.
Furumachi Niigata Vs. Asakusa Tokyo
Given Furumachi's context, it is important to think how it might leverage its strengths to offer something distinct from Asakusa. Furumachi has been the home to many delicious restaurants and many being long-established dating back to the Edo period. In addition to being able to enjoy traditional Japanese cuisine, in recent years there has been an demand for new types of restaurants and sweets shops aimed at young niigata-ken visitors and foreigners.
Furumachi-dori "Willow City Street" (Meiji-Period Japanese-Italian),
Working with existing Furumachi-dori shops to offer flavors, presentation styles, and modern twists would further instill Niigata distinction into the area. The name "Willow City Street" comes from giving respects to Ryuto Shinko Co as preachers of tradition. What sticks out to many visitors is that the Furumachi eatery Mikazuki establishes the story of Geigi in Niigata during the Meiji-era consuming: Coffee, Custard Ice Cream (Frozen Custard is made with Egg yolks), Niigata Sweets. The area can develop while also contain traditional souvenir shops and restaurants. The twist can come from the historical references of how in the 1980s there was much more Italian food being eaten in the area, because of the relationships they had with luxury hotels, and most notably Italia-ken. It provides visitors with a valuable experience of experiencing Japanese history and culture that people can say "Only in Niigata".
Higashibori-dori "Sailor Port Street" (Taisho-Period Niigata Port Town), the name comes from the words "Katahara" and "Furusaki" because those were the previous names of the area in 1872 (Meiji 5).
Nishibori-dori "West Moat Street" (Taisho-Period Japanese-Italian) previously known as Teramachi "Temple Street" as it is the road that leads to the famous Hakusan Shrine and refers to its development as it was street facing the moat that was called Teramachi-dori (1654). This area has a lot temples on it and not only that, but it is really important for Japanese-Italian cuisine history with being the home of Hotel Italia where the First-Pasta was served in Japan. It is where the appeal of a romantic-rose theme should showcase the new-old look.
Honcho-dori 本町道り() Niigata's Kitchen
It was Niitsuya-kojibori (1655. Edo), Nibanbori (1872. Meiji 5), and it was moved for development at the East Moat called Honmachi-dori.
Cupid Grocery Store, Marudai Shoten,
Kamiokawamae-dori ()
Destination Streets in Furumachi
Furumachi Taisho Shopping Street (vs. Nakamise Edo Shopping Street), Furumachi Geisha District is a red-light district where geisha live, located between Furumachi-dori 8-ban-cho and 9-ban-cho
Shopping & Dining Street (Shin-Nakamise),
Restaurant Supply Street (Kappabashi Kitchen Street),
Traditional Niigata Street (vs. Denbo-in Street),
Department Store (vs. Rox Department Store,
Tobu Department Store, Matsuya Department Store),
Furumachi Tourist Information Center (Furumachi Culture Tourist Center vs. Asakusa Culture Tourist Information Center).
Central- Temple & Shrine Area (vs Nakamise Edo Shopping Street)
Fruits Cafe (High-Grade Fruit): ( vs. Horiuchi Kajitsu, Yoshino, Nara)
F (Dango): ( vs. Azuma Kibi-dango)
F (Dango): ( vs. Yohei Dango)
F (Katsu): ( vs. Muroge Katsu)
F (Katsu Croquette): ( vs. Asakusa Monja Croquette)
(vs Asakusa Silk Pudding)
(vs Asakusa Anshin-ya)
F (Katsu): (vs Asakusa Menchi)
Gelato Shop (Tea Specialty): (vs Suzuki-en)
F (Sweets): ( vs. Funawa Sweets)
F (Shiratama Sweets): ( vs. Mitsuya)
Street Shop (Fruit Specialty): ( vs. Asakusa Soratsuki)
F (Fried Manju): ( vs. Asakusa Kokonoe)
F (Steamed Dumplings): ( vs. Tokiwado)
F (Affordable-Eel): ( vs. Unatoto)
F (Fruit Specialty): ( vs. Asakusa Ichigoza)
F (Grilled Dumplings): ( vs. Kasei)
F (Churros): ( vs. Ice Tokyo)
F (Takoyaki): ( vs. Taco Taco)
F (Bakery): ( vs. Courage)
F (Rare-Chara Store): ( vs. Flower Miffy Donut & Flower)
West- Eating & Drinking Street (vs. Hoppy Street)
Restaurant & Shopping Streets
F (Fried Specialty): ( vs. Tokyo Asakusa Chicken)
F (Super Market): ( vs. OK Asakusa)
F (Curry Bread Specialty): ( vs. Giraffa)
F (Skewer Specialty): ( vs. Asakusa Bon-Bon- Nikumaki Onigiri)
F (Sweet Potato Specialty): ( vs. Imo Pippi)
F (Ninja Experience): ( vs. Tokyo Samurai Ninja Museum)
F (Conveyer Belt Sushi): ( vs. Kura Sushi)
F (Discount Store): ( vs. Donquixote Asukusa)
F (Monnika Specialty): ( vs. Asakusa Omatsuri Gourmet)
F (Eel Specialty): ( vs. Asakusa Unana)
F (Desert Specialty): ( vs. Asakusa Chaya Tabanenoshi)
F (Takoyaki): ( vs. Takomaru)
F (Castella Specialty): ( vs. Mochinyan-yaki)
F (Tempura Chips): ( vs. Asakusa Seisakujo)
F (Melon Bread): ( vs. Kagetsudo)
F (Sweets Shop): ( vs. Kaminari Issa)
F (Sweet Potato Specialty): ( vs. Imoyasu)
F (French Fry Specialty): ( vs. Frites Bruges)
F (Sweet Potato Deserts): ( vs. Oimoyasan Koushin)
F (Tako Senbei): ( vs. Tako no Nakigoe)
F (Taiyaki Specialty): ( vs. Edo Taiyaki)
F (Pork Bun Specialty): ( vs. Sekine)
F (Koppepan Specialty): ( vs. Pan no Tajima)
F (K): ( vs. Ichiran Ramen)
F (S): ( vs. Yakiniku Like)
F (All You Can Eat): ( vs. Yakiniku King)
F (Beef Cutlet Specialty): ( vs. Asakusa Gyukatsu)
F (S): ( vs. Motsukushi)
F (Beef Tendon Specialty): ( vs. Suzuyoshi)
F (): ( vs. Muji)
F (): ( vs. Daiso)
Rice Porridge (2025), Takahiro Ogino went to property owner Kazuya Hirano to explain he was going to start a Porridge-ya "Komekusado" to replace a barber shop/residence (three generations). Its a business using rice, he hopes to be able to expand the possibilities of rice. Chihiro Amano Hanatori, teacher at the renovation school sells bento boxes in the Hanamachi area helped develop the menu. It would be a "porridge base", then add soup, and then the other ingredients. It would expand with a variety of textures, shapes, and colors, so that it would be visually enjoyable. Six types were decided on: Classic Porridge, Western-style Tomato Porridge. Its near Masutani-koji (Ref. Kazuki Inaba, Chief of the Niigata City Urban Policy Department).
"When I look at old photos of Furumachi, it is really overflowing with people. I think it would be difficult to recreate that state in Niigata now, but if you spend a little more time in the town, for example at the office or at home, the town will become one where you can see more people's faces. I want to create that kind of town. I hope this will be the catalyst for that." -Takahiro Ogino
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