Every journey is privately arranged and tailored to your interests, preferred travel dates, and the season. Rather than following a fixed schedule, each itinerary is carefully planned around the daily lives of the local people you will meet. This allows every journey to feel natural, personal, and connected to the rhythm of everyday life. Tours are available for groups of two or more guests. Please feel free to contact us to discuss your ideal journey.

The Best Way to Discover Masuda Is Through Its People

Located in western Shimane along the Sea of Japan, Masuda is surprisingly easy to reach. Direct flights from Haneda Airport (Tokyo) arrive at Hagi-Iwami Airport, just a short drive from the city, while rail travelers can also reach Masuda via the JR San’in Main Line.

Masuda isn’t a place to rush through.

Over three relaxed days, you’ll discover the town through the people who call it home. Spend time in a quiet mountain village making tofu with local residents, meet the people preserving centuries-old traditions, and visit farmers, artisans, and entrepreneurs who are shaping the future of the region.

Along the way, conversations naturally continue around shared meals, neighborhood gathering places, and local craft beer. One introduction leads to another, revealing a side of Japan that most travelers never have the chance to experience.

By the time you leave, Masuda won’t simply feel like somewhere you’ve visited. It’ll feel like a place where you’ll already have people to come back and see again.

Where This Journey Fits into Your Japan Itinerary

While many travelers journey between Osaka, Hiroshima, and Fukuoka, few venture off the beaten path to discover the welcoming communities that lie between them.

Masuda fits naturally into a wider journey through Western Japan. Spend two nights slowing down, sharing meals with local people, and discovering a side of Japan that most visitors never experience.

Whether you’re exploring Western Japan or looking to venture beyond the major Golden Route destinations, Masuda offers a rare opportunity to experience everyday life through the people who call this region home.

One Example of a Western Japan Itinerary

Osaka

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Shinkansen

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Hiroshima

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Direct Highway Bus

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Masuda
(2 Nights with Kanpai Meets Japan)

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Limited Express & Shinkansen

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Fukuoka

This is just one example of how this journey can be included in a wider trip through Western Japan. You’re welcome to start or end your journey wherever it best fits your travel plans.

Perfect for Travelers Who…

• Are planning a 10–14 day trip to Japan
• Want to discover rural Japan beyond the major Golden Route destinations
• Enjoy meeting local people through authentic food, sake, and meaningful conversations
• Prefer immersive, small-group journeys over traditional sightseeing

Why You’ll Love This Journey

Spend time in a rural mountain community where traditions are still part of everyday life

Meet the people preserving Masuda’s history and culture, from tofu makers to puppet performers and local artisans

Discover the people shaping Masuda today, including farmers, brewers, and entrepreneurs creating new possibilities for the region

Experience evenings where local seafood, sake, and conversation naturally bring people together

Meet the People Behind Masuda

The “Tofu Man” Keeping a Community Alive

Kenro Iwai
Owner, Masago Tofu

After working in Tokyo, Kenro Iwai returned to his hometown of Masago in Masuda about twenty years ago. Today, local people know him simply as the “Tofu Man.”

For Iwai, making delicious tofu is only part of the story.

His larger goal is to help ensure that people can continue living in Masago for generations to come. By preserving the area’s traditional tofu-making methods, he is also helping preserve the community itself.

Rather than pursuing efficiency or mass production, Iwai continues to make tofu the old-fashioned way. The slightly roasted aroma that naturally develops during the process has become one of Masago’s signature flavors. What was once considered an imperfection is now celebrated as part of the region’s identity, earning attention from across Japan.

During this experience, you’ll walk through Masago with Iwai and learn about the community he has dedicated himself to protecting. You’ll also join longtime local resident Fumi-san and Kanoko Nakahara, affectionately known as the “Tofu Girl,” to make tofu using traditional techniques that have been handed down for generations.

As you gather around the table to enjoy freshly made tofu together, conversations naturally begin to flow. More than simply tasting local food, you’ll discover why Iwai continues making tofu here, and why preserving this tradition means so much to the people of Masago.

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Bringing People Together Through Craft Beer

Eri Uwatoko
Founder & CEO, Takatsugawa River Beer

Originally from Fukuoka, Eri Uwatoko worked as a national government employee before relocating to Masuda in 2020 to establish Takatsugawa River Beer. Around town, she is affectionately known by her nickname, “Erita.”

When she first visited Masuda, it wasn’t only the beautiful scenery that captured her heart.

“It was the people,” she says. “They were warm, generous, and always looking out for one another.”

Those relationships convinced her to build a new life here.

The craft beers produced by Takatsugawa River Beer feature ingredients grown throughout the Takatsu River basin, including Shine Muscat grapes, kuromoji (Japanese spicebush), strawberries, and other seasonal local products.

But for Erita, the beer itself is only the beginning.

At Takatsuno, a welcoming beer bar housed inside a beautifully restored 160-year-old traditional home, locals and travelers naturally find themselves sharing the same table. Conversations begin, drinks are shared, and new friendships often follow.

The journey concludes here with a craft beer alongside Erita. As you reflect on your trip together, you’ll hear stories about building a brewery, moving to Masuda, and the people who make this town feel like home.

She often says:
“When choosing a place to live, what matters most isn’t the place itself. It’s the people.”

By the end of your visit, you’ll likely understand exactly what she means.

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Meet the People Shaping Masuda

The people you meet on this journey aren’t tour guides. They’re the people who have chosen to build their lives here and continue pursuing what matters most to them.

Depending on the season and the day of your visit, you’ll meet local farmers, producers, and entrepreneurs who are helping shape life in Masuda.

You might visit someone growing strawberries, tomatoes, or wasabi, or spend time with a local beekeeper. Some departures even include a visit to the farmer who grows the strawberries used in Takatsugawa River Beer’s popular Strawberry Saison.

The people you meet will vary throughout the year, but they all share something in common. They care deeply about this community and take pride in what they do.

By listening to their stories and spending time where they live and work, you’ll discover a side of Masuda that most visitors never experience.

A Night in Masuda Begins with KANPAI

The day is only the beginning of this journey.

In the evening, you will head to a favorite local izakaya, a casual Japanese pub. Around the table, you will share fresh seafood from the Sea of Japan, local ingredients, and drinks with Iwai-san, known as the Tofu Man, and other people from the community.

There is no fixed script for the evening. Conversations may turn to work, daily life, recent news, or whatever happens to come up. As you talk over food and drinks, the distance between traveler and local slowly begins to disappear.

After dinner, the evening continues into the local nightlife of Masuda.

You may visit an old-style cabaret or a small local snack bar, where someone starts singing, applause follows, and before long, you may find yourself holding the microphone.

Nothing is staged.

The people who gather that night, the conversations that happen, and the moments that unfold can only happen once. That is what makes this experience so special.

This is Masuda’s ordinary night, the kind most travelers never get to see.

Step into that circle for a while. Laugh together, share drinks, and let the evening unfold. By the end of the journey, you may find that Masuda is no longer just a place you visited. It is a town where you already know someone you would like to meet again.

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Experience Masuda’s History and Local Culture

During the medieval period, Masuda flourished as a castle town of the Masuda clan. Even today, traces of that history and culture can still be found throughout the town.

On the second day, you will visit historic temples and traditional cultural sites while spending time with local people who help keep these places meaningful today.

At Manpukuji Temple, you will learn about the history passed down in Masuda and the culture local people have carefully preserved over generations. You will also visit a Sesshu-yaki pottery kiln, connected to the legacy of the famous painter and Zen monk Sesshu, and discover ceramics shaped by the climate and character of this region.

This is not simply a visit to historic sites. It is a chance to hear the thoughts of the people who care for these places and keep their stories alive.

As you walk through Masuda, where history, culture, and everyday life naturally overlap, you will begin to feel the quiet depth of this town.

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Experience Masuda Ito Ayatsuri Ningyo, a Traditional String Puppet Theater

With a history spanning nearly 400 years, Masuda Ito Ayatsuri Ningyo is a rare form of traditional Japanese string puppet theater, recognized as an Intangible Folk Cultural Property of Shimane Prefecture.

Rather than attending a regular public performance, you will enjoy a private presentation created especially for your group.

After the performance, you’ll step behind the scenes to discover how these remarkable puppets come to life. Members of the preservation society will explain the intricate mechanism behind each puppet before inviting you to try operating one yourself.

Each puppet is controlled by 13 to 18 strings. Even the smallest movement can change its expression or gesture. By holding the strings yourself, you’ll gain a deeper appreciation for the extraordinary skill required to preserve this centuries-old performing art.

The performance is presented by the Masuda Ito Ayatsuri Ningyo Preservation Society, whose members have dedicated themselves to passing this tradition on to future generations.

At the end of the experience, you’ll have time to meet and talk with the performers. More than discovering a traditional art, you’ll meet the people whose passion keeps it alive today.

See the Experience →

Sample Journey

Day 1 | Welcome to Masuda Through Kenro’s Community

Your journey begins in Masuda, where you’ll be welcomed by Kenro Iwai, affectionately known as the “Tofu Man.” More than a tofu maker, Iwai-san is one of the people helping keep the rural community of Masago alive.

Travel together into the countryside and spend the day getting to know the village he calls home. Join local residents in making tofu by hand using traditional methods before gathering around the table to enjoy freshly made tofu and home-style dishes prepared by the community.

After lunch, stroll through Masago with Iwai-san, visit his tofu workshop, and hear how everyday life continues in this quiet mountain village through the efforts of the people who live there.

Return to Masuda and check in at MASCOS HOTEL. Take time to relax in the hotel’s hot spring, explore the town at your own pace, or simply unwind before the evening begins.

As night falls, gather once again with Iwai-san and local residents for your first KANPAI. Enjoy fresh seafood from the Sea of Japan, local sake, and conversations that naturally continue into one of Masuda’s most beloved nightlife landmarks—Cabaret Akadama, where the nostalgic atmosphere of Japan’s Showa era still lives on.

Day 2 | Discover the History and Culture of Masuda

Today you’ll discover another side of Masuda through the people who continue to preserve its history and cultural traditions.

Visit Manpukuji Temple, where generations have protected the heritage of this historic town, before meeting a local Sesshu-yaki potter to learn how traditional craftsmanship continues to evolve today.

Later, enjoy a private performance of Masuda Ito Ayatsuri Ningyo, a rare form of traditional string puppet theater with more than 400 years of history. After the performance, step behind the scenes to meet members of the preservation society and try operating the puppets yourself while learning about the remarkable skills required to keep this tradition alive.

Return to Masuda in the late afternoon.

The evening is yours to enjoy at your own pace. If you’d like, your local hosts will be happy to recommend some of their favorite neighborhood restaurants, cafés, and bars, giving you another opportunity to experience everyday life in Masuda.

Day 3 | Meet the People Shaping Masuda Today

Your final day is spent meeting the people creating new possibilities for Masuda while staying deeply connected to the region’s land and community.

Depending on the season, you may visit a beekeeper, a strawberry farmer, a wasabi grower, or other local producers whose work reflects the character of this region. Every journey is slightly different, allowing each visit to reflect the rhythm of the seasons and the people who call Masuda home.

The journey concludes at Takatsuno, a beautifully restored traditional home where local people naturally gather, where you’ll be welcomed by Eri Uwatoko, founder of Takatsugawa River Beer.

Enjoy craft beer brewed with ingredients from the Takatsu River basin alongside a specially prepared light lunch featuring local ingredients. As you share one final KANPAI together, you’ll discover how the people you’ve met over the past three days are connected through food, farming, craft, and community.

Your journey concludes at Masuda Station or Hagi-Iwami Airport.

Notes

• Specific hosts, activities, and locations may vary throughout the year, allowing each visit to reflect the season and the people you meet.
• This is a sample journey and may change depending on the season, weather, and the availability of local hosts.
• As a private and customized experience, every journey is tailored to your interests, preferred travel dates, and travel pace.

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Where You’ll Stay

MASCOS HOTEL

Built in collaboration with local artisans, MASCOS HOTEL reflects the craftsmanship, creativity, and hospitality that define modern Masuda.

After a day spent meeting local people, unwind in the hotel’s natural hot spring and sauna before enjoying a breakfast inspired by fresh local ingredients.

Like the journey itself, your stay is deeply connected to the people and culture of Masuda.

Practical Information

Price	Indicative price From ¥270,000 per person (based on 2 guests) Final pricing varies depending on the season, itinerary, accommodation, and experiences selected.
Journey Style	Private, fully customized journey Recommended duration: 3 days (flexible) Available year-round 2–6 guests
Accommodation	MASCOS HOTEL A contemporary craft hotel showcasing the craftsmanship of the Masuda region through its interiors, furniture, and ceramics. Unwind in the hotel’s natural hot spring after each day’s experiences.
What’s Included	・Two nights’ accommodation ・Meals (2 breakfasts, 2 lunches, 1 dinner) ・Private transportation for all scheduled experiences ・English-speaking interpretation support during scheduled experiences ・All scheduled experiences and entrance fees ・Exclusive experiences arranged through KMJ’s local relationships ・Dinner, drinks, and evening gathering with Kenro Iwai and local residents ・Coordination with local hosts before and during your journey ・WhatsApp support before and during your trip ・Domestic travel accident insurance
Not Included	・Transportation to and from the meeting point ・Personal expenses ・Optional food and beverages outside the itinerary
Meeting Point	JR Masuda Station or Hagi-Iwami Airport Your guide will welcome you at JR Masuda Station or Hagi-Iwami Airport, depending on your travel plans. Please let us know your preferred arrival point when making your booking request.
Cancellation Policy	20–11 days before departure: 20% of the tour price 10–1 days before departure: 50% of the tour price Same-day cancellation or no-show: 100% of the tour price
Payment	Credit card (Visa and Mastercard) Detailed payment instructions will be provided after booking.
Additional Information	Each journey is individually designed. Your final itinerary will be confirmed after your consultation and booking request. Evening gatherings with your hosts and local residents are included as part of the experience. If the evening naturally continues after the included gathering, you’re welcome to join. Any additional food and beverages purchased afterward are at your own expense. Bookings must be made at least 20 days before your preferred departure date.
Language Support	Most experiences are hosted in Japanese. A professional English-speaking interpreter accompanies the journey to support communication while allowing conversations with local people to remain natural and authentic. Italian-language interpretation is also available upon request.
Getting Around	Private Transportation (Included) Private transportation is provided for all scheduled experiences included in your itinerary, allowing you to relax and enjoy the journey without worrying about driving or navigation. If you’d like to explore the city during your free time, we’ll be happy to recommend local transportation options or arrange a taxi upon request. Self-Drive Option (Available on Request) A self-drive version of this journey can also be arranged upon request.