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.

2026.05.29

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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.

2026.05.10

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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.

2026.04.25

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[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!'"

2026.04.08

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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.

2026.03.27

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[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.

2026.03.17

Oita Gourmet

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.

2026.03.16

Oita Gems & Souvenirs

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.

2026.03.15

Oita Travel

The Spirit of Yamashiroya: 168 Years of Curating Oita’s Hidden Gems

Discover the authentic flavors of Oita, Japan. Guided by a 168-year heritage, the 7th generation owner of Yamashiroya—a master of sake tasting—selects only the finest local sake, tea, and specialties. Shop world-class "Chiebijn" sake and artisan goods, delivered from our historic shop in Bungotakada to the world.

2026.03.13