Located just a five-minute walk from Sendai Station, the Sendai Asaichi Market is affectionately known as "Sendai's Kitchen," celebrated for its wide variety of fresh seafood. The market opens at 7:30 AM, offering a diverse range of gourmet foods perfect for breakfast options, including fresh seafood bowls, sushi, and local favorites like crispy croquettes. In this article, we'll introduce four popular shops loved by both tourists and locals, along with a look at the seasonal gourmet foods, festivals, and events you can enjoy at the market.
What is Sendai Asaichi Market?
Located in Sendai, Miyagi Prefecture, Sendai Asaichi Market is a historic shopping district that has long supported the city, affectionately known as "Sendai's Kitchen" by both locals and tourists. The market's history dates back to the "open-air market" of street stalls that lined the burned-out area in front of Sendai Station around 1945, in the aftermath of the war. Over time, it evolved into a collection of alleyway shops in the 1970s and was officially organized as the "Sendai Asaichi Shopping District Promotion Association" in 1992.
A significant part of its history is the resilience shown immediately after the Great East Japan Earthquake on March 11, 2011. Many shops were quick to reopen, providing a sense of stability and a continuous supply of food to the community during a difficult time.
Located just a five-minute walk from JR Sendai Station, the market is a popular destination for both locals and international visitors. With around 60 to 70 shops, the market boasts a rich variety of goods, including fresh seafood, vegetables, fruits, meat, dried goods, grains, prepared foods, and flowers. It’s also a haven for gourmet lovers, with plenty of options like seafood restaurants, sushi bars, bakeries, and coffee shops, allowing visitors to enjoy "Japanese food" in various styles.
About Business Hours, Crowd Conditions, and Holidays
Many shops begin business around 9 AM, but some, like fresh fish and dango shops, open as early as 8 AM Regarding crowd conditions, weekdays see a peak from 8 AM to 9 AM, with weekends and long holidays expected to be even busier. If you wish to avoid the crowds, it's best to go right after opening, around 8 AM. Since most of the shops are on the ground floor of a covered building, you can comfortably shop and dine even on a rainy day.
The entire shopping street is generally closed on Sundays and national holidays. The latest holiday information can be found on the "News"(お知らせ) page of the official Sendai Asaichi website. However, some shops may be open on holidays or have different regular closing days, so if you have a specific store in mind, it is recommended to check their official website in advance.
Must-See Specialties and Events Unique to Sendai Asaichi
The Sendai Asaichi Market is a vibrant place, celebrated for its seasonal local ingredients, specialty products, festivals, and events. While you can enjoy fresh seafood and sushi all over Japan, a visit to Sendai is the perfect opportunity to savor the seasonal local ingredients that are unique to this region!
From here, we will introduce the seasonal ingredients and dishes for each season, along with the festivals and events that take place.
Spring
With its pleasant weather, spring is the perfect time to explore the market and hunt for seasonal flavors.
From around January to April, locally grown, Miyagi-original strawberry varieties like "Mouikko,"(もういっこ) "Tochiotome,"(とちおとめ) and "Nikoniko Berry"(にこにこベリー) are available. These strawberries offer a great balance of sweetness and refreshing tartness, making them a perfect snack to buy at the market and enjoy back at your hotel. Be sure to treat yourself to this delightful experience.
From spring to early summer (around March to July), Miyagi’s "silver salmon" is in season, accounting for about 90% of Japan’s total production. Known as "Miyagi Salmon" in the market, this fish is exceptionally rich and fatty. You might find it served as sashimi or in seafood bowls at the market’s restaurants!
Summer
Even in the hot summer, the market’s covered arcades make for a cool and comfortable shopping and dining experience.
In the summer, especially from May to August, a must-try Miyagi delicacy is "sea pineapple"(hoya). With a distinct sweet and savory flavor and a unique shape, it’s nicknamed the "pineapple of the sea." Since freshness is key, the sashimi served here is truly exceptional!
In early August, the market hosts the "Sendai Asaichi Tanabata Festival" to coincide with Sendai's famous summer event, the "Sendai Tanabata Festival." The market streets are decorated with vibrant bamboo ornaments, and the local sparrow dance(suzume odori) adds to the festive atmosphere. This is the perfect opportunity for anyone who wants to experience a traditional Japanese festival!
Autumn
Autumn is the best season at the market, with Miyagi and even all of "Tohoku's best gourmet foods" (Tohoku no umaimon) making an appearance.
For this season, the natural bigeye tuna, in season from September to December, is highly recommended. Among these, the especially high-quality ones that meet strict criteria are called "Higashimono." Only about one in 100 tuna catches qualifies as Higashimono, and its beauty and flavor are first-class. If you see "Higashimono nigiri" at a sushi shop in the market, you must try it.
Another autumn specialty is "Kinka mackerel."(金華サバ) Landed from around September to January, this large mackerel is known for its exceptional fat content, moist texture, and rich flavor. It’s served in various ways, including grilled with salt, simmered in miso, as marinated mackerel (shime-saba), or in sushi.
In November, the annual "Sendai Asaichi Appreciation Festival" is held, where you can enjoy free samples of the famous grilled squid (ika poppo-yaki) and live mini-concerts!
Winter
In winter, the Sendai Asaichi Market becomes a warm place where you can truly feel the comforting flavors of Tohoku's "home cooking."
The most representative winter ingredient is "oysters from Sanriku," which are in season from around October to March. Large and milky, they can be enjoyed raw, grilled, fried, in a hot pot, or as sushi at the market's eateries.
Another winter delicacy is slime flounder (nametagarei), which is in season around December. In Sendai, this fish is a traditional dish for New Year's, known as "toshitori zakana."(add-a year fish) When simmered, its tender, flaky meat and subtle sweetness warm both the body and soul.
The market also features other local staples that support Sendai's traditional cuisine, such as "yaki haze" (a smoked goby essential for traditional Sendai zoni soup), and traditional winter vegetables like "Sendai seri" (Japanese parsley) and "Sendai yukina" (Sendai snow cabbage).
Now, let's introduce four recommended shops that you should definitely visit when you come to the Sendai Asaichi Market.
Hamashin Shokudo｜A Diner Where You Can Immediately Enjoy Fresh Seafood Purchased at a Fishmonger
"Hamashin Shokudo" is a diner directly operated by the fishmonger "Hamashin Watanabe Shoten." The process is to first order at "Hamashin"(浜伸) and then dine at the shokudo.(食堂) They offer seafood bowls and sashimi set meals prepared with fresh fish and seafood just brought in. You can also buy single servings of grilled fish, tuna, sea urchin, shrimp, and salmon roe at the fishmonger and enjoy them immediately at the shokudo. With 20 seats, it's a great place for large groups to enjoy a relaxed meal.
The classic seafood bowl is a popular menu item. FUN! JAPAN editor also tried it and found it to be absolutely delicious, truly fresh, with no unpleasant fishy smell, and a rich umami flavor!
We also recommend the "Sashimi Hamashin Set."(お刺身 浜伸セット) You can substitute the rice and miso soup that come with the set meal for more sashimi, which is perfect for anyone who wants to fully indulge in seafood at the market! What’s more, with the larger "Sashimi Deluxe Treasure Box Set,"(お刺身 贅沢玉手箱セット) you can even change the single serving of "rice and miso soup" into two servings of either rice or miso soup to share with a partner! (*Information as of July 2025)
The restaurant is open from 7:30 AM until sold out or until 3:30 PM The recommended times to visit are either right after opening at 7:30 AM or after 12:00 PM, when the crowds have thinned. Sushi is also available after 12:00 PM. This popular market spot offers a great combination of freshness, deliciousness, and value for money. They also have menus available in English and Chinese.
Hamashin Shokudo
Address: 1F Shin-Sendai Ekimae Building, 3-8-5 Chuo, Aoba Ward, Sendai City
- Opening Hours: 7:30 AM to 4:00 PM
- Closed: Sundays and national holidays
- Price Range: 2,000 yen to 5,000 yen
- HP：
- Hamashin Shokudo: https://sendaiasaichi.com/shop/view/52
- Hamashin Watanabe Shoten: https://sendaiasaichi.com/shop/view/45
Asaichi Sushi | If You Want Sushi, This Is the Place! Enjoy Ingredients Delivered Directly from Ishinomaki
A sushi restaurant located in a corner of the market where you can easily stop by. Every morning, using fresh seafood shipped directly from Sendai and Ishinomaki Port, the sushi chef will make authentic sushi right in front of you over the counter. They serve freshly made sushi right away, so you can enjoy the fresh sushi that is unique to the market. The ingredients change depending on the day, so you can fully enjoy the deliciousness of the season that can only be eaten now.
While popular items include shrimp, sea urchin, salmon roe, and eel, we especially recommend the “Fresh Oyster Nigiri with Umami Salt!” (生牡蠣 旨塩〆握り) This is a rare and unique dish featuring a plump, creamy fresh oyster on a ball of sushi rice. It has no fishy smell and a truly exceptional taste. Since it's a limited-time seasonal item, be sure to try it if you see it!
The restaurant also makes it easy for international tourists to order with a multi-language QR code system. Every piece of sushi here showcases the chef's skill, making it a perfect spot for a slightly luxurious breakfast!
Asaichi Sushi
- Address: 1F Shin-Sendai Ekimae Building, 3-8-5 Chuo, Aoba Ward, Sendai City
- Opening Hours:
- Monday to Friday: 8:00 AM to 3:00 PM
- Saturday: 8:00 AM to 4:00 PM
- Closed: Sundays and national holidays
- Price Range: 1,000 yen to 3,000 yen
- HP：https://sendaiasaichi.com/shop/view/54
Saito Sozaiten Korokke Ya|Perfect Croquettes for a Market Snack
This shop has been a local favorite for over 60 years, specializing in fried foods. A classic item is the "Jaga-jaga Croquette,"(じゃがじゃがコロッケ) packed with potatoes. It has a crispy exterior and a soft, fluffy inside, with a subtle sweetness that fills your mouth. At just 90 yen each, it's a great value!
With a bench right next to the shop, it's the perfect spot for a quick breakfast or a snack while you explore the market. You'll find a wide variety of other fried items, including minced meat cutlets, skewers, shrimp cutlets, and squid. This is a great place to easily enjoy a taste of local Sendai home cooking.
Saito Sozaiten Korokke Ya
- Address: 4-3-27 Chuo, Aoba Ward, Sendai City
- Opening Hours: 9:00 AM to 17:00 PM
- Closed: Sundays and national holidays
- Price Range: 100 yen to 500 yen
- HP：https://sendaiasaichi.com/shop/view/13
Kaki to Sushi Umi no Okite Sendai Asaichi Sohonten| Enjoy Oysters 365 Days a Year!
This is a popular restaurant in the Sendai Asaichi Market where you can enjoy fresh Sanriku oysters all year round. The fresh oysters are offered at an incredibly low price, starting from just 100 yen each, making them very popular with both tourists and locals!
In addition to a wide variety of oyster dishes, such as raw oysters, grilled oysters, fried oysters, and oyster ramen, the restaurant also serves sushi, sashimi, meat dishes, and other à la carte items. In the evening, it transforms into a bustling seafood pub where you can enjoy drinks with your food.
Kaki to Sushi Umi no Okite Sendai Asaichi Sohonten
- Address: 1F Touyon Market Building, 4-3-1 Chuo, Aoba Ward, Sendai City
- Opening Hours:
- Weekdays: 9:00 AM to 2:00 PM / 5:00 PM to 12:00 AM
- Sundays and holidays: 12:00 PM to 10:00 PM
- Closed: None
- Price Range: 1,000 yen to 3,000 yen
- HP：https://sendaiasaichi.com/shop/view/49
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