Episode 3: A Local Gourmet Journey Through the Setouchi Region

Travelling through the Seto Inland Sea region is as much about scenic views as it is about delicious food. Whilst you're exploring historic towns and soaking up coastal scenery, you can sample local seafood, regional dishes and unique sweets that offer a taste of the culture and everyday life of the people who live here.

Hiroshima & Kure Area: Flavours Shaped by the Sea and the City

On your visit to Hiroshima, you can't miss trying Hiroshima-style okonomiyaki. Okonomi Mura is a must-visit, a building filled with small, individual okonomiyaki restaurants where you can sample different varieties all in one place. Feel like a local as you take in the savoury aromas of the sauces sizzing on the grill and enjoy freshly-made okonomiyaki at the counter.

At OKOSTA, located inside Hiroshima Station, you can even try making okonomiyaki yourself. You’ll learn how to flip it like a pro using large metal spatulas - a fun way to enjoy both cooking and eating this Hiroshima speciality. Vegetarian and gluten-free options are also available, making it great for international travellers with dietary needs.

A lesser-known local favourite that's starting to gain attention is Koune, thinly sliced beef brisket. Long loved by locals but rarely featuring in guidebooks, it offers the perfect balance of sweet fat and rich lean meat that's delicious grilled or gently simmered. Try it at a local izakaya or yakiniku restaurant for an authentic experience.

Hiroshima is also famous for its oysters. They're larger and milkier than many Western varieties, offering rich unforgettable flavours.

In nearby Kure, many restaurants serve something called naval curry which was inspired by the curry eaten on board the ships of the Japan Maritime Self-Defense Force stationed at Kure Base. Enjoy it whilst overlooking the harbour for a true Setouchi experience.

Miyajima & Hatsukaichi: Tasting the Island’s Specialties

A signature sweet of Miyajima is Momiji Manju, maple leaf-shaped cakes filled with sweet bean paste. At the long-standing shop Yamada-ya, you can enjoy a fun hands-on baking experience. Pour the batter into molds and bake your own fresh momiji manju before indulging in the warm fluffy cakes. They also make delicious souvenirs!

If you're visiting in winter, a trip to Kaki no Yakata Teraiwa is a must. Here you can grill freshly harvested oysters from the Seto Inland Sea right at your table. Whether you fancy frying them, roasting them or grilling them with butter, the prep is all part of the experience! Enjoying hot oysters and local seafood whilst soaking up sea views is one of the true pleasures of travelling in Setouchi.

Matsuyama & Dogo Onsen: Local Dishes and Traditional Sweets

In Matsuyama, you can enjoy Iyo Udon, a local specialty that contrasts with the firm, chewy texture of Sanuki Udon. The noodles are soft and smooth with a gentle bite, allowing you to fully appreciate the natural flavours of the ingredients. Each bowl is comforting, evoking the warmth of a traditional Japanese home.

The broth is made from a light blend of katsuobushi (dried bonito) and kombu (kelp) from the Seto Inland Sea, offering a subtle and refined umami flavour. You can keep it simple with a warm bowl of kake-udon, or add toppings like tempura or fried tofu for extra flavour - either way, it's delicious.

Another must-try dish from Matsuyama is Tai-meshi (sea bream rice). Sea bream is cooked with rice in a soy-based broth, allowing its rich umami flavor to infuse every bite.

During the warmer months, don't forget to try Tai Somen, a seasonal dish featuring thin, silky somen noodles served with a light sea bream broth - best enjoyed alongside sea views.

Another local favourite is Jakoten, a fried fish paste snack from Ehime that makes a perfect snack whilst strolling through the town.

In the onsen district, you can also enjoy handmade traditional Japanese sweets from local inns and confectionery shops. Stopping for sweets after a relaxing bath is one of the simple pleasures of visiting Dogo.

Located in the Dogo area of Matsuyama, Hana Hime Rou is the only teahouse where you can experience traditional Japanese performing arts and ozashiki culture. 

Ozashiki offers an extraordinary experience with luxury hospitality. Here, you can enjoy a tea ceremony, lunch or dinner accompanied by a Geisha show. Ozashiki is when a geiko, the successor of traditional performing arts, performs buyo (Japanese traditional dance), nagauta (traditional Japanese music), and shamisen (three-stringed traditional Japanese musical instrument).

Ehime is also famous for its mandarin oranges. Over 40 varieties of citrus are grown here, each with their own unique sweetness and texture. In fact, the region boasts Japan’s highest citrus production. Whilst you're exploring the town, you'll also come across juice stands where you can enjoy fresh citrus juices - a great way to discover your personal favourite!

Exploring the flavours of Hiroshima, Kure, and Matsuyama is easy and enjoyable with a scenic ferry ride across the Seto Inland Sea.