Hey everyone, have you heard of Asahi Town in Yamagata Prefecture?
Nestled in the central part of Yamagata Prefecture, Asahi Town is surrounded by mountains and rich in nature. It’s known for local specialties like apples and other fruit trees, honey, and wine.
And for some reason, it’s also a town where ostriches are raised and displayed for free.
But perhaps “Pink Usahi” is even more famous nationwide than “Asahi Town” itself.
Join us on a journey to explore Asahi Town’s lesser-known tourist spots within the prefecture while searching for the Pink Rabbit.
Located in the central southern part of Yamagata Prefecture, Asahi Town is an area where life coexists with nature. Most of the town is covered in forests, offering rich scenery throughout the four seasons.
Let’s explore the charm of Asahi Town from the perspectives of its climate and culture.
A Small Town in Nature-Rich Yamagata
Asahi Town is surrounded by mountains, including the Asahi Range. Approximately 76% of the town area is covered by virgin forests and natural landscapes. The Mogami River flows along the town’s western side, and it forms part of the Bandai-Asahi National Park.
Consequently, the town attracts hikers during the summer.
Asahi Town’s Proud Local Specialties, Nurtured by Nature
Asahi Town is famous for its sweet “Fuji apples,” known for their high sugar content, and its popular, juice-packed apple juice.
Additionally, it offers a variety of local specialties, including wine made from locally grown grapes and pure honey harvested in its rich natural environment. The agricultural products are also fresh and delicious.
Asahi Town’s Climate
It has a typical inland climate, with hot, humid summers and cold winters influenced by the northwest seasonal winds. Snowfall begins in November, and snow depths can reach up to 2 meters in mountainous areas.
Large temperature fluctuations between day and night are a characteristic feature.
For those who want to enjoy streets brimming with retro nostalgia or quietly savor deep nature, this is the perfect spot.
What is Pink Usahi?
Pink Usahi
Residing in Asahi Town, Nishimurayama District, Yamagata Prefecture, this is a so-called “yuru-chara” (cuddly mascot character), but its charm lies in being unlike a typical yuru-chara—a somewhat unique existence. It’s gaining fans nationwide, primarily through social media.
The “Unofficial Asahi Town PR Character” Called Overwhelmingly Non-Distinctive
According to the official definition:
“A pink rabbit costume lacking any defining features, embodying the trifecta of non-distinctiveness, recklessness, and expressionlessness.
It actively tackles everything from snowboarding to rice planting, yet its eyes hold a certain vacant look.
Its body length, including ears, is about 2 meters 30 centimeters.
Gender is unknown; it claims to be a ‘being beyond gender’. Age is also unknown, but it frequently drinks alcohol, so it is over 20. Likes: sweet deals, money-making schemes.
Title: Asahi Town Unofficial PR Character.
Catchphrase: ‘The overwhelming lack of individuality nurtured by Asahi.’”
(Source: Asahi Town, Yamagata Prefecture Official Website “What is Momoiro Usahi?”)
Apparently… . It makes you chuckle, doesn’t it?
Let’s Explore Asahi Town in Search of Pink Usahi!
Pink Usahi can be found all over town
Now let’s head out to explore Asahi Town’s tourist spots while searching for the mascot character Pink Usahi, supported by the townspeople. Where might it be hiding? How exciting!
Asahi Nature View
Located next to the Air Shrine, this area features a quiet, cottage village with lodging that feels like a small, secluded village surrounded by beech forests. It also boasts a ski resort with five slopes and four lifts, offering the chance to fully experience 100% natural powder snow.
The ski area caters to everyone from beginners and families to advanced skiers, and ski lessons are available. Ski and snowboard rentals are also offered for a fee, allowing you to enjoy winter sports with minimal hassle.
Additionally, Pink Usahi may make guest appearances at the ski area’s occasional events or the autumn mini-bike event.
(※The cottages are currently open for business while undergoing renovation. Completion is scheduled for fall 2026. Please note the hotel closed at the end of March 2025.)
Built within the Asahi Nature Park, this is the world’s only shrine enshrining “air” as its divine object. Established in July 1990 to express gratitude for the blessings of air and cultivate reverence and affection.
No buildings with roofs, pillars, or walls exist on the ground. Instead, it is a modern facility featuring a 5-meter square mirror-finished stainless steel plate reflecting the surrounding greenery of the trees.
Every year, the “Air Festival” is held on June 5th, World Environment Day, and the closest weekend. It features dance offerings by local elementary school students and the opening of the worship hall.
Pink Usahi also appears at the Air Festival as one of the organizers. It’s a chance to meet Usahi!
This winery handles everything from grape production to processing, fermentation, and bottling. At the entrance to the Wine Castle, a pink Usahi welcomes visitors on a granite welcome board.
Right next to the Wine Castle is a demonstration vineyard where you can see the grapes up close. You can also take a free tour of the bottling facility and enjoy wine tastings. There’s a shop where you can purchase products you like on the spot. The shop also sells some Usahi merchandise.
When the Wine Festival is held in late September, Pink Usahi also makes a guest appearance. Be sure to check for updates on social media.
At Ringo Onsen, a day-trip hot spring within the town, a pink Usahi stuffed animal greeted us at the entrance, still soaking in the hot spring.
Ringo Onsen boasts a very rare spring quality: it’s a “molluscan spring” rich in plant-derived organic components.
Characterized by its concentrated hot spring minerals and distinctive oily scent, it’s also a beauty-enhancing hot spring that’s wonderful for your skin. It features an open-air bath and is famous for its tubs where locally grown apples float.
This deeply warming bath is especially recommended during the cold season. When visiting Asahi Town, be sure to take your time and enjoy the hot springs.
Here too, you can purchase some Usahi goods at the shop.
Main Building／6:00 AM – 9:00 PM (Last admission 8:30 PM)
※December 1 – March 31: 7:00 AM – 9:00 PM
Open-Air Bath／10:00 AM – 6:00 PM (Open only on Saturdays, Sundays, and holidays)
Fans absolutely must have these goods. Even if you’re not a fan, if you’ve made the trip to Asahi Town, we hope you’ll take Usahi home as a souvenir to create memories. So where exactly can you buy them? Some of you might be wondering. Besides the Wine Castle and Apple Hot Springs, here’s where else you can buy them.
Roadside Station Asahimachi “Apple Forest”
Roadside Station Asahimachi (Apple Forest)
This roadside station carries and sells most of the Usahi merchandise. While it also stocks some Omiya Usahi goods, there are items available only here. Since sold-out items rarely get restocked, we recommend buying immediately if you see something you like.
Occasionally, Pink Usahi makes appearances at events. Look for Pink Usahi hiding in various spots like mailboxes and vending machines.
Additionally, the first floor features sales of locally produced agricultural goods and processed foods, along with a light meal and coffee corner. The second floor houses a gallery space. Here, you can also purchase souvenirs like specialty wines and other alcoholic beverages.
My personal recommendation is the apple pie, sold only on Wednesdays, Saturdays, and Sundays! It’s sold only 4-5 times a day at specific times, and numbered tickets are distributed, so you’ll need to line up to get one. Made with Asahi Town’s specialty apples, you can enjoy its sweet, tart, and refreshing deliciousness.
Town Tourism Association staff are always present during business hours, so you can ask them about the town’s tourist attractions. It’s also convenient to pick up a tourist map here.
This long-established store in Asahi-cho sells daily necessities and sundries. Additionally, it handles everything from planning to selling Momohiro Usahi merchandise, with some items available for mail order via BASE.
Of course, there are also Usahi goods available only here.
At the back of the store, you’ll find displays of previously released pink merchandise, offering a glimpse into its history. It’s a must-visit spot for fans.
Approx. 14 min by car from JR Sazawa Station, approx. 22 min by car from Sagae IC
Parking
Available (2 spaces / Free)
Payment Methods
Cash and PayPay only (※Credit cards not accepted)
Eishodo Confectionery
Eishodo Confectionery
Located near Omiya, this shop manufactures and sells Japanese and Western sweets. You can purchase handmade cookies and nerikiri shaped like the pink Usahi rabbit’s face. Its image also appears on other product packaging and bag stickers, making it incredibly cute. The sweets have a gentle flavor overall and are delicious.
This is a photo I took when I visited Asahi Town last year. The scarecrows from a certain anime were set up along National Route 287. They were so cute I couldn’t help but park my car in a vacant lot along the road and quickly take a photo, but this year they’ve taken on a different character.
Aside from this, Asahi Town also has other fascinating spots. Be sure to stop by if you have some free time.
Ostrich Exhibition Ground (Ostrich Farm)
This free pasture allows you to see lively ostriches up close and personal in their enclosures. You can purchase butchered ostriches at the Leufen store, which operates the facility, but due to limited stock, reservations are required.
Kunugidaira Rice Terraces
This spot has been selected as one of Japan’s 100 best rice terraces. Approximately 200 historic rice terraces spread out in an orderly fan shape, creating a popular photogenic landscape from spring to autumn.
Floating Islands of Onuma
This mysterious swamp features over 60 floating islands. Discovered by a mountain ascetic in 680, it has been used as a divine oracle. It was designated a National Place of Scenic Beauty in 1925, and 2025 will mark its 100th anniversary. There are also walking paths around the swamp for you to explore.
Sanchu Branch School
This three-story wooden school building, the only one in the prefecture, was built in 1882. It features large round windows set into the white walls, a “quasi-Western” architectural technique, offering stunning views of the western part of town. It is a designated cultural property of Asahi Town and a designated cultural property of Yamagata Prefecture.
Satake Family Residence (Important Cultural Property)
This was the residence of the Satake Choemon family, a headman who prospered through boat traffic on the Mogami River. Built in 1740, this upper-class farmhouse is a valuable historic residence still standing in the inland of Yamagata Prefecture.
Asahi Town also offers a variety of interactive tourist spots and unique shops. Be sure to find your favorite hidden gem!
Access to Asahi Town
If traveling by train, the nearest station is JR Aterazawa Station. If traveling by air, fly to Yamagata Airport. From there, transfer to a bus.
It’s even more convenient to take a taxi or rental car from a relay station or the nearest station.
Direct buses to Asahi Town also run from the west exit of Yamagata Station, but only a few times a day.
To Yamagata City: 1 bus on weekdays, 2 on Saturdays
To Asahi Town: 3 buses on weekdays, 2 on Saturdays.
By Train
Transfer to the JR Aterazawa Line and get off at JR Sagae Station or the nearest JR Aterazawa Station. From there, transfer to the Yamako Bus bound for Miyajuku to continue to Asahi Town.
● From Tokyo
Take the Yamagata Shinkansen to JR Yamagata Station → Transfer to the JR Atasezawa Line or a direct bus.
● From Sendai
Take the JR Senzan Line to JR Yamagata Station → Transfer to the JR Atasezawa Line or a direct bus.
By Air
The convenient direct route from Yamagata Airport to Sagae City is the reservation-only Airport Liner, but you can also take a shuttle bus through Yamagata City. You can also take a taxi from the nearest station, Sakuranbo Higashine Station, to JR Kitayamagata Station and transfer to the Atasezawa Line.
● By Sagae City
Take the Airport Liner to JR Sagae Station → Transfer to the Yamako Bus bound for Miyajuku.
● By Yamagata City
Take the shuttle bus to JR Yamagata Station → Transfer to the JR Atasezawa Line or a direct bus.
● Via Sakuranbo Higashine Station
Take a taxi from JR Sakuranbo Higashine Station to JR Kitayamagata Station and transfer to the Atezawa Line. Get off at JR Atezawa Station and transfer to the Yamako Bus bound for Miyajuku.
By Car
National Route 287 runs through the town, so please use it.
● From Sendai/Tokyo
Exit the Yamagata Expressway at Sagae IC → Take National Route 112 toward Kahoku Town → Merge onto National Route 287.
● From Northern Yamagata Prefecture
Exit the Yamagata Expressway at Higashine IC → Merge onto National Route 287.
● From Niigata Prefecture
Take National Route 113 through Nagai City → Merge onto National Route 287.
Summary
The pink Usahi trees, which are found throughout Asahi Town, are like hidden tourist guides that you may encounter while walking around the town. They can be found on shopping street signs, in front of shops, and sometimes in unexpected places, making your stroll around town even more enjoyable.
Searching for the pink Usahi trees while touring the town’s famous sites will bring you closer to the charm of Asahi Town. In addition to the gourmet food and nature, encountering the Usahi trees will also become a memorable experience.
Why not take a stroll around Asahi Town in search of the pink Usahi?
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