Meet Nozomi Inoue, the Japanese foodie turned Mt Maunganui local with a passion for sharing delicious eats, travel adventures, and drool-worthy content with her loyal online crew.
Having grown up in Japan’s Osaka, Nozomi knows Japan back to front. With thatched-roof farmhouses and world-renowned udon on her must-do in Japan hit-list, we teamed up with Japan National Tourism Organization to find out Nozomi’s full run-down on her favourite hotspots.
Give us the inside scoop on the places you’ve called home over the past few years.
Born and bred in Osaka, Japan, it was after school that I decided to head to Adelaide to complete University. Returning to Japan to work post-study for a year, I then shifted back to Australia on a working visa before settling in the beautiful Aotearoa. I’ve now been living in New Zealand for 7 years, and although I miss Japan, I absolutely love it.
Has living in New Zealand shaped the way you now see Japan?
Being away from home has helped me appreciate so many aspects of Japanese culture. But it’s Japanese food in particular that’s truly incomparable. Things like convenience store meals, ramen shops on every corner, or top-tier seasonal snacks, it’s only after moving to New Zealand that I’ve realised just how unique and deeply rooted Japan’s food culture is.
Ok, now hit us with your favourite “hidden gem” in Japan that most tourists miss?
Takayama, Shirakawa-go, and Kanazawa are all must-visits. Located between Tokyo and Osaka near Nagoya, these towns offer a more traditional and authentic atmosphere. Takayama is known for its beautifully preserved Edo-period streets, Shirakawa-go features unique thatched-roof farmhouses in a UNESCO World Heritage village, and Kanazawa offers rich samurai and geisha history along with one of Japan’s most famous gardens, Kenrokuen.
Can you share a time when wandering away from the main attractions has led to a truly unforgettable experience?
One moment that stands out to me is when I was walking through a quiet, local shopping arcade during a recent visit home. The smell of freshly made takoyaki, the sound of old pop songs playing from the speakers, and people chatting in the Kansai dialect reminded me of who I am, where I come from, and just how special everyday Japanese culture was as a kid and still is today.
Which underrated regions or towns do you wish more people would visit?
Shikoku. It’s one of Japan’s smallest main islands and is packed with beautiful nature, historic temples and incredible local eats. I haven’t been to all the places in Shikoku, but I have visited Kagawa, which is famous for its udon. Trust me when I say this udon is quite simply unmatched.
Is there a particular moment or scene that, for you, captures the real Japan beyond the guidebooks?
Japan is best experienced through visiting places early in the morning. Waking up early to see the sunrise and quietly exploring shrines or local neighbourhoods is truly special. It’s peaceful, beautiful, and something you rarely get to experience to do when living in a busy, hectic city.
As a foodie, what’s one dish travellers must try in Japan but maybe wouldn’t think to order?
Chicken nanban is one of my favourite dishes. It’s fried chicken that’s marinated in a sweet and tangy vinegar sauce, often served with a creamy tartar sauce on top. This is a regional dish from south of Japan, Miyazaki, and is a must-eat for every visitor.
Where’s the most surprising place you’ve had an incredible meal?
Kyoto is known for its traditional shojin ryori, a Buddhist plant-based cuisine, and even though I’m not a vegetarian, I was really surprised by how flavourful everything was. Many of the dishes were made from soy in different forms, and each one had a unique taste and texture. It’s definitely one of my fave spots to re-visit.
Are there any regional food traditions that even Japanese people are surprised by?
This would have to be how common raw or unusual meats are in certain regions. For example, raw horse meat and raw chicken sashimi are local delicacies in places like Kumamoto and Miyazaki. I haven’t had the chance or courage to try them yet, but they’re prepared with incredible care. My boyfriend tried raw horse sashimi, and he said it was one of his favourite things he ate in Japan.
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How does Japanese hospitality and tradition show up in food experiences?
Similar to the Māori concept of maanakitanga, we call Japanese hospitality omotenashi, which means offering care and service from the heart, without expecting anything in return. It’s all about creating an atmosphere where the guest feels genuinely welcomed and cared for.
What’s your best advice for travellers who want a more authentic, less touristy Japan trip?
Connect with locals. Even if language barriers exist, many locals are eager to ensure you have a memorable experience and are often willing to offer tips and recommendations. One of the best ways to meet locals is by visiting an izakaya. People tend to get friendlier after a couple of drinks, and the atmosphere becomes really welcoming. If you’re in Tokyo, a popular spot is Golden Gai, a small area full of tiny bars where many Japanese people go to meet travellers from overseas.
Ok, now hit us with something rogue that you wouldn’t typically see on a top 10 list?
You have to go to a Japanese baseball game. Even if you don’t know the rules, you’ll still have an amazing time. The energy is just insane. If you’re in Tokyo, check out a Yomiuri Giants game at Tokyo Dome. But if you’re in Osaka, go see the Hanshin Tigers at Koshien Stadium.
If a Kiwi traveller only has two weeks, how would you recommend they split their time to get a balance of the iconic and the unexpected?
Spend 2-3 nights in Tokyo and hit the main sights, do some epic vintage shopping and experience the nightlife in Shinjuku. Lock in a day trip or overnight stay near Mt. Fuji, somewhere like Kawaguchiko. Stop by Takayama and Shirakawa-go for some traditional Japanese countryside. Soak up Osaka’s amazing food culture, trying local dishes like takoyaki, okonomiyaki, and kushikatsu. Head to Kyoto for one or two nights to explore Japan’s more traditional and historical side. And of course, lock in a Japanese baseball game in Osaka. Finally, if you want to escape the crowds and experience Japan’s natural beauty and warm local culture, Shikoku is the perfect park-up, especially places like the Iya Valley.
For more info on how to experience the best of Japan, head here.
Editor’s note: This article is sponsored by Japan National Tourism Organization and proudly endorsed by The Urban List. To find out more about who we work with and why, read our editorial policy here.
Image credit: Nozomi Inoue.
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