Echigo Sake Museum Ponshukan

Ponshukan Echigo-Yuzawa Ekiten is the first Ponshukan store, opened in 1995 in front of Echigo-Yuzawa Station, promoting “Niigata that even Niigata locals don’t know.” You can taste-test sake and buy souvenirs such as snacks, traditional seasonings, soba, dried fish, and Minamiuonuma Koshihikari rice. Among Ponshukan’s locations (also at Niigata and Nagaoka stations), Echigo-Yuzawa’s distinctive feature is the “sake bath.” The components of sake are said to promote circulation, and the gentle sake aroma helps you relax. Amino acids are said to help remove pore impurities, leaving skin smooth, and even those who are sensitive to alcohol and children can bathe without issues. The famous kikizake corner is also a must: you can taste sake from all breweries in Niigata Prefecture to find your favorite. At the cafe lounge you can enjoy “Koji latte” soft-serve and drinks made with koji. It’s located about 50 meters from Echigo-Yuzawa Station exit, and there is a station-front parking lot so you can also visit by car.