未分類 Yaba Bijin Shochu: Oita’s Legendary Rice Spirit, Explained
Yaba Bijin is Oita's award-winning, rarely-exported shochu from Asahi Shuzo. Learn its story and taste it in person at Yamashiroya, Bungotakada, since 1866.
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未分類 A New Beginning in Our 167th Year: Why Yamashiroya Sells Only Products Made in Oita
After 167 years of history, Yamashiroya returns to its birthplace in Bungotakada, Oita. Discover why we are committed to offering only products made in Oita and the stories behind the local artisans who create them.
未分類 Returning to Our Roots — Why Yamashiroya Is Coming Home to Hamacho
Yamashiroya, a 160-year-old specialty store in Oita Prefecture, reopens on June 1st at its founding location in Hamacho, Bungotakada. The seventh-generation owner shares the story behind the move — a homecoming, a century of memories, and a commitment to his hometown.
未分類 Start Your Early Summer UV Care with Red Shiso Juice
Did you know UV rays in May & June are as strong as mid-summer? Discover why Red Shiso juice is the ultimate "drinkable sunscreen." Learn how Rosmarinic Acid protects your skin from sun damage and how to enjoy this refreshing Japanese tonic.
未分類 A Hidden Japanese Whisky Now Taking Flight: Kujū Distillery Selected by JAL
Explore the rise of Kuju Distillery from Taketa, Oita, following its selection for JAL’s international in-flight sales starting May 2026. Discover the unique terroir of the Kuju Highlands and the exquisite craftsmanship behind their award-winning single malt. Learn how to purchase these rare Japanese whiskies online or at our local store.
未分類 [Airing on April 12] Featured on “The World’s Best Kyushu Begins!” — A 167-Year-Old Liquor Store’s Challenge: From a Ruined Birthplace to the World
"Can a ruined 167-year-old shop take on the world? Ryosuke Hirota, 7th generation owner of Yamashiroya, reveals the raw reality of his founding site and his bold vision to bring Oita’s hidden gems, like Tartary Buckwheat Tea, to London and beyond. As featured on the TV program 'The World-Class Kyushu Begins!'"
未分類 Better Than Noodles? The Secret of “Drinkable Soba” | Why Health Enthusiasts Choose Bungo-Takada Tartary Buckwheat Tea
Experience “Drinkable Soba” from Bungotakada, Japan. Yamashiroya Tartary Buckwheat Tea contains 100× more rutin than regular soba, is 100% caffeine-free, gluten-free, and perfect for a healthy daily ritual.
Oita Gourmet [Oita] Bungotakada: A Soba Sanctuary in Western Japan—Experience the “Three Freshness” Rule
Discover Bungotakada, one of Western Japan's top soba regions. Enjoy "Three-Fresh" noodles at certified local shops, try a hands-on soba-making class, and bring home our premium Tartary Buckwheat Tea. Rich in rutin and caffeine-free, Yamashiroya’s signature tea is the perfect healthy souvenir from your Oita travels.
Oita Gems & Souvenirs What Is Chiebijin Junmai Sake? Five Experts Explain the Appeal of This Kura Master Grand Prize–Winning Sake
Experience Chiebijn Junmai, the award-winning sake from Nakano Shuzo, Oita. Featured in dancyu (Japan's top gourmet magazine) and a Platinum winner at Paris’s Kura Master. Five industry experts, including sommeliers and chefs, break down its fruity aroma and perfect food-pairing balance. Official shop insights from Yamashiroya, the brewery's oldest partner.
Oita Travel Step Back in Time in Bungotakada, Oita — A Hidden Town of Traditional Japan
Escape the city bustle and discover the "original scenery of Japan" in Bungotakada, Oita. Experience the nostalgic 1950s "Showa no Machi" retro town, Japan’s top-rated sunsets at Matama Beach, and the National Treasure Fukki-ji Temple—a famous filming location for Japanese stars. Find true peace in a thousand-year-old landscape.