[Morioka City, Iwate Prefecture] Zaimokucho Yoichi is a famous event that has been going on for over 40 years! Enjoy world-class craft beer

“Zaimokucho Yo Ichi” is being held in Zaimokucho, Morioka City. It is held every year on Saturdays from April to November. More than 100 stalls line the approximately 430m long shopping street. It is a pedestrian paradise and is crowded with many people. It can truly be called Morioka's famous market. There is a wide selection of gourmet food, including local beers and local side dishes. You can get fresh vegetables and fruits at low prices. It is characterized by its liveliness and the large number of tourists.

What does "yo" mean in Zaimokucho Yoichi?

"Zaimokuchoyoichi" was originally planned for the development of a shopping district.

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It has a long history and was started in 1974. The “yo” in Yoichi has various meanings. For example, ``萬'' is used to indicate a wide variety of items, ``Yu'' is used to indicate a lot of things, ``Ryo'' is used to provide a good product, ``Yo'' is used to give something to a customer, and ``KI'' is used to make someone satisfied and happy. “Yo” has many different meanings. This "Zaimoku Town Yo City" has continued for over 40 years and has been loved by the citizens of Morioka. Nowadays, many people come from outside the prefecture to visit.

Zaimokucho Yoichi is lined with a wide variety of shops.

Compared to the past, Zaimokucho Yoichi now has more stalls lined up.

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In addition to restaurants, there are shops selling fresh fish, vegetables, sweets, recycled goods, and more. This makes it a city that people of all ages can enjoy. There is a unique atmosphere that has been cultivated over many years. There are many people who like the atmosphere that can only be found in a ``Zaimokucho Yoichi.''

Craft beer from “Bären Brewery” is popular

Every Saturday from spring to autumn, traffic control begins at 3pm. Accordingly, the staff at the store rushes to prepare. It will open in 10 minutes. People flock to popular shops all at once. Particularly popular is the craft beer from Iwate's representative brewery, Behren Brewery.

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There are also many other people who are looking for the meat and cheese from Smokehouse Velvo. Many people walk around eating Japanese sweets from Zaimokucho's long-established shop ``Yamazen.'' By 4pm, the streets are crowded with people.

``Baeren Brewery'' uses brewing equipment ordered from Germany. We make beer using a method adopted from Europe. In 2015, it won the Grand Prix in the ``Japanese Craft Beer We Want to Tell the World'' contest. At Zaimokucho Yoichi, you can enjoy Beeren Brewery's beer at a great price. Especially here, long lines form as soon as the store opens.

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