The Noto Peninsula juts 100km into the Sea of Japan from Kanazawa — a rugged, remote coastline of cliffs, fishing villages, terraced rice paddies, and living craft traditions that feels genuinely off the beaten track even within Japan. The January 2024 Noto earthquake (magnitude 7.6) caused significant damage to the northern peninsula, particularly Wajima; reconstruction is ongoing and visitor support through tourism is actively encouraged by the local community.
Wajima Morning Market
Wajima Asaichi (Morning Market) is one of Japan’s three great morning markets, operating every day except the 10th and 25th of each month from approximately 08:00 to noon. The 360-metre market street is lined with 200+ vendor stalls run primarily by local women (ama diving women and farmers) selling dried seafood, pickles, fresh vegetables, Noto salt, and Wajima lacquerware. The atmosphere is genuinely local and unhurried — unlike tourist-oriented markets elsewhere. The 2024 earthquake damaged several areas of Wajima including the market; reconstruction is progressing and the market has partially resumed operation. Checking current status before visiting is advised.
Wajima Lacquerware (Wajima Nuri)
Wajima Nuri is Japan’s most technically demanding and prestigious lacquerware tradition — a process involving up to 124 separate application and polishing steps, using jinoko (Wajima’s unique diatomite powder) mixed into the base lacquer layers to create exceptional durability. A single bowl may take six months to complete. Wajima Nuri is identified by its chinkin (engraved gold line decoration) and deep luster. The Wajima Lacquerware Museum (currently partially operating post-earthquake) documents the full production process. Several workshops offer observation or participation in lacquer application stages.
Noto Coast & Senmaida
The Noto Peninsula’s defining landscape feature is the Senmaida (Thousand Rice Paddies) at Shiroyone — terraced rice paddies cascading down a steep hillside to the Sea of Japan, each paddy maintained by a single farming family. The paddies are illuminated by solar-powered LED lights in autumn evenings. The Ganmon Rocks on the west coast are wave-eroded sea caves and arches with a sightseeing boat that enters the cave. The Okunotate fishing village and the traditional Kiriko lantern festival circuit (summer, various villages) capture the Sea of Japan fishing community life.
- Noto is best reached by rental car from Kanazawa (2–3 hours to Wajima); limited bus services exist but frequency is low.
- Noto salt, dried squid, and Noto oysters (in season October–March) are the essential food purchases.
- Check current road and facility status before visiting — some northern peninsula roads and sites remain affected by the 2024 earthquake reconstruction.