Promoting Joetsu’s sole food! “Suruten Festival” will be held for the first time on Saturday, 25th at the Honmachi shopping street (Joetsu City, Niigata Prefecture).

2025.1.15

するてんJoetsu City

Do you know “suruten,” a local cuisine of the Joetsu area? Dried surume (dried squid) or salted surume that has been dried overnight and then tempura-dried is called “suruten” in the Joetsu area, and is a popular local dish. In Joetsu, it has been served at tables for a long time. In order to promote this soul food, “Suruten Festival” will be held for the first time on Saturday, January 25, at Takada Honmachi Shopping Street in Joetsu City, where restaurants in the shopping street will offer new menu items.

Curry-flavored suruten, burgers and pizzas filled with suruten. New menus are being developed at local restaurants in conjunction with the first “Suruten Festival” to be held on the 25th of this month.

The Honmachi 3, 4, and 5-chome Shopping Street Association holds a “Winter Picture Signboard Festival” every year to have visitors visit long-established stores with “picture signboards,” and this year the “Suruten Festival” will be held at the same time to promote “suruten” and encourage visitors to visit restaurants in Honmachi.

Twenty participating restaurants developed new menu items using “suruten,” a specialty of Joetsu. On the 9th, six dishes were presented to the press.

This is a pizza made by the restaurant Buran Cafe with a homemade stewed tomato sauce base and shuten as an ingredient.At a tasting before the event: ……
‘Sensory pleasant to eat. Delicious.”

Suruten” is a local dish of the Joetsu area. In an effort to promote Takata, Tempura Wakasugi, located in Nishijo-machi 2-chome, has been selling suruten at events nationwide and at department stores for about 20 years.

Tempura Wakasugi Sato, Representative
I am happy. I would be happy if we can increase our name recognition so that we can expand our suruten and spread our suruten throughout Japan, and if people say, ‘When in Joetsu, I want to eat suruten,’ or ‘There are many kinds of suruten.

The “Suruten Festival” will be held on Saturday, the 25th of this month, from 10:30 a.m. at the Takada Machikado Koryukan in Honmachi 3-chome. At the venue, new suruten menu items will be introduced and a rock-paper-scissors tournament will be held to win suruten vouchers. The suruten will also be promoted to foreign tourists who will be coming by bus from Myoko City.

Representative of the Hyakunen Shopping Street Executive Committee Kineko Miyakoshi
I came up with the idea of doing something interesting that would have an impact.

Some of the menu items are limited to the day of the festival, but some will continue to be offered after the festival.

Reservations are required for some menus.

Suruten Festival 
■Date & Time：Saturday, January 25, 2025, 10:30 a.m. – 4:00 p.m.
■Venue：Takada Machikado Koryukan (3-3-2 Honmachi, Joetsu City)
■Inquiries： Takada Honmachi Centennial Shopping Street Executive Committee（TEL.025-525-2501）