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Japan Sea seafood season: JR East's campaign gives Hokuriku Arch Pass holders perks in Toyama, Ishikawa and Fukui until May

JR東日本「行きたい 食べたい 日本海！」キャンペーン（2026年10月1日〜2027年5月5日）

Crab and winter fish season along the Japan Sea: show a Shinkansen e-ticket or the Hokuriku Arch Pass for perks at places in Niigata and Hokuriku, and look out for half-price Shinkansen e-tickets on weekdays from 7 to 17 December.

When1 Oct 2026 – 5 May 2027

WhereNiigata, Toyama, Ishikawa and Fukui

Hokuriku Shinkansen E7 series Kagayaki
Photo: Real Estate Japan · CC BY 2.0 · resized

JR East's "Ikitai Tabetai Nihonkai!" (Want to go, want to eat: the Japan Sea!) campaign runs from 1 October 2026 to 5 May 2027, built around the seafood caught off Niigata, Toyama, Ishikawa and Fukui.

During the campaign, travellers on the Joetsu or Hokuriku Shinkansen get perks at participating places in Niigata, Toyama, Ishikawa and Fukui. Show the booking details screen of a Shinkansen e-ticket for Kagayaki, Hakutaka, Toki or Tanigawa — or show the Hokuriku Arch Pass, the 7-day pass for overseas visitors covering Tokyo to Kansai via the Hokuriku Shinkansen. With the Hokuriku Arch Pass, the perks apply in Toyama, Ishikawa and Fukui. The list of places and perks is on JR East's campaign and pass pages.

For weekday trips from 7 to 17 December 2026, JR East is also selling a limited "Tokudane Special 28" Shinkansen e-ticket at 50% off fare and charges, on Toki, Tanigawa, Kagayaki and Hakutaka (ordinary reserved seats). It's sold only on JR East's Ekinet site, from 10:00 one month before travel until 23:50 28 days before, in limited numbers.

For visitors

  • The Hokuriku Arch Pass is only for visitors from overseas — see JR East's pass page for the price and where to buy it.
  • The 50% e-ticket is tied to an IC card or Mobile Suica that you tap at the gate, and has to be booked 28 days ahead — it suits fixed plans, not flexible ones.
  • Kagayaki has no non-reserved cars — see our Kagayaki guide for seats and booking.
  • Seafood-themed train-and-hotel packages for the campaign are sold on JR East's View travel site (in Japanese).

Sources

Summarised in our own words from the sources above; last checked 9 Nov 2026. Plans can change — confirm with the operator before you travel.

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