[Iitate Village, Fukushima Prefecture] The most beautiful village blessed with nature “Maina Village Iitate”

Iitate Village is a village surrounded by beautiful nature on a plateau at an altitude of 400m in the northern part of the Abukuma Mountains. Iitate Village coexists with its abundant nature and is a member of the "Most Beautiful Villages in Japan Association."

---

What kind of place is Iitate Village?

Iitate Village is located in the northern part of the Abukuma Mountains, about an hour's drive from Fukushima City.
The average annual temperature is about 10°C, and the annual rainfall is around 1,300mm, making it a cool climate typical of highland areas. While the winters are harsh, the summers are cool and comfortable. In the midst of the rich natural environment, Iitate Village has preserved and passed down its unique "Madai-na lifestyle."

However, in the 2011 Great East Japan Earthquake, which was an unprecedented disaster, Iitate Village was affected by the nuclear accident and the entire village was forced to evacuate

The evacuation order was lifted six years later in 2017.
Currently, the number of people living in Iitate Village is around 1,500, about a quarter of the number before the disaster.

Iitate Village issues a "Hometown Resident Card" to people who are interested in the village and identify them as "Hometown Residents." This is apparently intended to deepen ties with those who support Iitate Village and to cherish long-lasting emotional connections. There are
over 900 people outside the village, prefecture, and even the country who hold a "Hometown Resident Card," proof of their support for Iitate Village, and all those connected to the village are moving forward together.

---

What is "Madai," the symbol of Iitate Village?

Iitate Village is known as "Madaiina Village."

The word "madei" comes from the word for "true hand" (both hands together). It contains the meanings of
"spare no time and effort," "carefully," "with all one's heart," "modestly," "with all one's heart," "taking time," and "slowly."

"Eat your food properly."
"Raise your children properly."

The word "madei" has been used since ancient times. The Iitate style of slow living is called "madei life" and has been the basic philosophy behind village development

---

Specialties of Iitate Village

Iitate Beef, a type of Japanese Black beef, is highly regarded as a brand of beef. Before the earthquake, the area was known as a producer of Iitate Beef brand Wagyu beef, with 230 cattle farms raising 2,800 cattle

However, due to the nuclear accident, everyone evacuated from the village. Cattle farmers were forced to close their businesses or relocate to other areas, and continued their operations in other areas.
In 2019, dairy farming resumed in Iitate after an eight-year and four-month hiatus! Eight breeding farmers have reopened, earning income by selling calves born to their mother cows to other areas. (November 2020)

Hoping for the revival of Iitate beef, the village roadside station is selling retort products such as hamburger steaks that can be stored at room temperature for 365 days

Other known local specialties include highland vegetables that take advantage of the highland conditions, flowers such as lisianthus, frozen rice cakes, frozen radishes, and doburoku sake

---

The village's symbol: Iitate Village Roadside Station Madeikan

The roadside station opened in August 2017 as one of the bases for the reconstruction and revitalization of Iitate Village

The first thing that catches your eye when you enter the roadside station building are the flowers that hang from the ceiling! Madeikan is based on the theme of flowers, the village's main industry, and the roof in the center of the building is designed to resemble a flower basket. You will be greeted by vibrant flowers that are lovingly cared for throughout the year.

The Maidaikan is an essential part of village life, housing a local product center, a farm stand, a food corner, and a convenience store. As it is one of the few commercial facilities in the village, it was visited by many villagers and construction workers at lunchtime

The farm shop sells vegetables lovingly grown by the villagers who have resumed farming in Iitate Village as a base for reconstruction, as well as seasonal flowers such as lisianthus, baby's breath, and stock. When I visited in August, colorful dahlias were on sale at bargain prices. Apparently, there are repeat customers who come to buy fresh flowers

also "doburoku" (rice wine) and local sake from Iitate Village, which has been designated as a special doburoku zone . You can also enjoy meals such as a special pork bowl made with rice from Iitate Village and summer hazelnut soft serve ice cream topped with plenty of homemade summer hazelnut jam.

To the north of Madeikan is the multipurpose plaza "Fukaya Kaze no Ko Plaza." There is a wide open space where children can run around to their heart's content, with a flowered walking path and a grassy area.
We also discovered Iitate Village's Pokémon manhole, "Pokefuta"!
There is also an indoor exercise facility with wooden slides and puzzles, so children can play to their heart's content regardless of the weather.

Madeikan ＜Information＞

• Name: Iitate Village Roadside Station Madeikan
• Address: 12-1 Fukaya-mae, Iitate Village, Soma District, Fukushima Prefecture
• Phone number: 0244-42-1080
• Access: 1 hour by car from JR Fukushima Station, 30 minutes by car from Minamisoma IC on the Joban Expressway
• Business hours: March to October 9:30 to 18:00, November to February 9:30 to 17:00
• Closed: Every Wednesday, New Year's holidays

Google Map

---

Ebisu-an, a place for villagers to relax

Ebisu-an is a long-established restaurant that has been in business in Iitate Village for over 60 years. After the Great East Japan Earthquake in 2011, it relocated to Fukushima City and continued to operate there, but in April 2019, it reopened in the village after a six-year hiatus.

Ebisu-an's specialty is their carefully hand-made udon noodles, which are made early every morning! Among these, the Gomoku Udon is said to be the restaurant's most popular dish. It's a hearty bowl topped with plenty of stir-fried ingredients, including cabbage, chives, carrots, and pork.

On this day, I had the Niku Udon and Oinari-san.
Ebisu-an's handmade noodles have a nice texture, and rather than being smooth and easy to swallow, they have a firm, chewy texture reminiscent of sukiyaki or dango soup. It was a gentle, comforting bowl of udon that brought back memories even though it was my first time eating it.

During the lunchtime, there were many villagers on their way to work in the fields, as well as many workers who had come to Iitate Village to work on reconstruction projects. It
appears to be a place of relaxation for people connected to Iitate Village.

Additionally, in 2018, the idol group Arashi visited the restaurant as part of the NHK Red and White Song Battle. Being a fangirl, I got to dine at the same table as the Arashi members, which I'll tell you just between us

Ebisu-an <Information>

• Name: Ebisu-an
• Address: 101 Iihimachi, Iitate Village, Soma District, Fukushima Prefecture
• Phone number: 0244-43-2018
• Business hours: 11:00-15:00
• Closed: Tuesday

Google Map

---

Madeina Village Iitate Summary

When I visited Iitate Village in August, it was a midsummer day with temperatures exceeding 30 degrees, but the cool breeze in Iitate Village made it a very pleasant place. The sunflower fields blooming across from the "Madeikan Roadside Station" are somehow tranquil, and you'll forget the passage of time and want to gaze at them forever

Iitate Village has risen from the disaster and is steadily moving forward!
We hope you will learn about the current situation at Madeina Village Iitate, where we are moving forward "without sparing any effort" and "carefully."

---