Discover Matsumoto: A City That Remains Overlooked

Many first-time travelers to Japan might have heard of the popular "Golden Route" that takes you through Tokyo, Kyoto, Osaka, and sometimes Hiroshima. But tucked away in Nagano Prefecture is a city that often goes unnoticed: Matsumoto. 

While Nagano is well-known for its ski resorts, Matsumoto itself offers much more, from rich history to stunning natural landscapes, that many travelers might miss out on.

When I first traveled to Japan, Matsumoto was just another name I didn’t think much about. But after experiencing its mix of history, nature, and local charm, I wondered why more people don’t know about it.

Sure, places like Matsumoto Castle and the Matsumoto City Museum of Art are well-known, but there’s plenty more to explore—especially the hidden spots within the city, far from the usual tourist trails and accessible only by car.

Matsumoto Jujo: A Luxurious Historic Inn in the Heart of Matsumoto

One of the best surprises in Matsumoto was our stay at Matsumoto Jujo, a project to bring new life to the long-standing Koyanagi Inn that has existed since 1686. While speaking with the locals, I learned that the area is usually only well-known to Japanese people, with few foreign visitors due to its distance from the city center.

Today, Matsumoto Jujo has been updated into a modern, luxurious spot where you can experience traditional Japanese hospitality with all the comforts you’d expect today.

Upon check-in, the front staff introduced us to Matsumoto Jujo’s concept of "10 Stories."

"Jujo," meaning "ten stories” in Japanese, is the concept that represents the unique experiences and emotions that guests can enjoy during their stay. From soaking in natural hot springs to eating fresh local food, I felt like everything was thoughtfully designed to make my stay memorable.

Matsumoto Jujo doesn’t just keep you inside either. While like a city in itself—complete with two hotels, a bookstore, a bakery, a restaurant, a shop, and even a sake brewery—the focus was on creating an environment where guests could explore at their leisure.

Even though I only stayed one night, it was clear that this is a place where a few more nights would let you truly enjoy everything they have.

Experience Matsumoto’s Natural Spring Waters

One of the unique things about Matsumoto is its natural spring water. As we walked through the city, we kept finding water fountains where you could fill up your own bottle with fresh spring water and taste the difference between soft and hard water.

Speaking of local flavors, Matsumoto is well known for its Nihonshu, or what most Westerners would think is sake. While the neighboring Yamanashi prefecture is the birthplace of Japanese Wine, Matsumoto has over 80 sake breweries, making it the second-highest in Japan. 

One of which is the sake brewery we visited called “Yoikana Shuzo Brewery,” where the lovely owner gave us a tour inside. Although most of the explanation was in Japanese, having an expert guide helped me understand how traditional sake is made.

After the tour inside, she set out all the different types of sake (nihonshu) they make for us to try. Each one had distinct flavor profiles, and trying various sake made from the region’s spring water was truly a unique experience. 

Even though I’m not entirely a sake fan, it turned out to be an enjoyable visit, especially when she let us taste their homemade amazake. It had such a comforting, natural sweetness that stood out. To top it off, she gave us a thoughtful sake gift before we left!

The whole visit felt warm and personal, and it was a great way to connect with Matsumoto’s rich sake culture.

Hiking through the Sacred Japanese Alps of Kamikochi

A trip to Matsumoto isn’t complete without a visit to the Japanese Alps. 

Kamikochi, which is actually part of Matsumoto, is a place of natural beauty that left me in awe. In speaking with some of the locals in the city, it was surprising to learn that many of them haven’t visited Kamikochi yet, likely because they know they can go anytime. But for me, it was a highlight of the trip. 

Walking through its scenic trails and taking in the mountain views is an experience I’d recommend to anyone, even beginner hikers such as myself. We were even able to see monkeys up close and interact with them.

Why You Should Visit Matsumoto

Matsumoto is much more than just a stop on the way to the Japanese Alps. It’s a city full of history, culture, and nature that deserves a visit. Whether you’re staying at a traditional inn, tasting local sake, or exploring the beauty of Kamikochi, Matsumoto is a place that invites you to slow down and enjoy Japan at a different pace.

If you’re looking to explore a side of Japan that’s off the usual tourist path, let Untold Japan guide you to the hidden beauty of Matsumoto. 

Reach out here and start your journey to discover the authentic beauty of Japan.