Stop by on my autumn leaves drive to Tochigi "A detour" with full of local charms

Autumn is here, and the autumn leaves season is in full swing. Alone with a camera in hand, or with your loved ones and family. Autumn foliage viewing, which can be enjoyed by everyone in their own way, is something that Japanese have enjoyed since ancient times and is something that can only be enjoyed at this time of year.

Tochigi is dotted with autumn foliage spots all over the place, from well-known famous spots such as “Nikko Toshogu Shrine”, which combines world heritage sites and autumn foliage, to “Watarase Keikoku Railway” along the Watarase River, which is full of retro charm. It is popular among many people as it is easily accessible from the Tokyo metropolitan area.

Sano Rest Spot, located in Sano City, southwest of Tochigi, is one of the main rest spots of the Tohoku Expressway, which can be called the "gateway" of Tohoku.

In the summer of 2022, the commercial facility building, the park area within the site has been renovated as the “Dramatic Area Sano (outbound lane).'' It has become a rest spot that is more convenient for travelers, relieving visitors from the fatigue of driving.

As a bridge from the Tokyo Metropolitan Area to Tochigi, Sano Highway Restaurant is located in Sano Rest Spot (outbound lane), which is always crowded with people. The key lies in the unique charms of the area.

"When you think of shops in a spot area, one of the highlights is the souvenir shop. However, at Sano Highway Restaurant, there is actually low demand for souvenirs, which should be one of the highlights of the shops." So says Sano Highway Restaurant manager Iida Kazuhiro. Sano Highway Restaurant is built so that you can walk to and from Sano SA (inbound lane), but since it is mostly used as mere “stop-by” when going on vacation from the Tokyo Metropolitan Area to Tochigi, there are not many people who bother to buy souvenirs. The challenges facing Sano Highway Restaurant were unique to its location.

“So we focused on developing and enhancing products that can only be found here, that people can't help but pick up while traveling. Through such product development, we wanted to highlight the charm of the region. '' says Madarame Hiroyuki, who also a manager of Sano Highway Restaurant.

We took the customer's perspective as someone who was on their way to a vacation and had no intention of buying anything yet. What kind of products would appeal to customers in such a psychological state? With this mindset in mind, we visited various rest spots, including not only Tohoku Expressway but also Kanetsu Expressway, in search of something that could only be found at Sano Highway Restaurant.

Through trial and error, we have created a number of original products that can only be tasted at Sano Highway Restaurant. In the store, there is “Caramelized Strawberry Croissant Pie” made with strawberries, a specialty of Tochigi, and “Honey Milk Cheesecake” made with carefully selected honey from Tenguya Beekeeping Store, headquartered in Sano City, and milk from Nasu. There are many limited-edition items that can only be purchased here.

Another recommendation is “Amazake Smoothie”, which is made from amazake by Daiichi Sake Brewery, the 350-year-old oldest brewery in Tochigi founded in 1673. It contains no preservatives, additives, or sugar, and has a refreshing taste with a moderate sweetness. Of course, it's non-alcoholic, so it's perfect for a drive. We are actively promoting the hidden charms of Sano City through products that collaborate with local communities.

Among the wide variety of souvenirs available, the one that has remained the most popular for many years is Sano's specialty, “Sakura bean paste bread”. “Nakada's Bread" is a specialty product baked by hand, one by one, using Koshihikari rice produced in Tochigi Prefecture for the dough. This year, Sano Highway Restaurant started selling a new product “Baby Star Sano Ramen Flavor”, which was inspired by “Sano Ramen”, well-known local gourmet dish in Sano City. It became a popular product along with “Sakura bean past bread” in the souvenir corner this summer.

Our ideas for conveying the charm of Sano City are not limited to products. At the food court, we offer dishes that express the “Sano-ness” such as “Sano Ramen Neapolitan”, which is a Neapolitan take on the chewy texture of “Sano Ramen”, and “Vongole Ear Udon”, which is a busta version of the local dish “Ear Udon”. Introducing menus with new ideas one after another. It is gaining popularity, especially among women and children.

Walking around the shopping corner after eating, mark that jumps out at you is a circle with a "Sa" in it. You might think it's "Sa" for Sano City, but it's actually not.

The surname "Sato" is the most common in Japan, with approximately 2 million people nationwide. We support the “Sato no Kai”, which was founded based on the theory that its roots may be in Sano City. An original goods section will be set up to promote the history of Sano City and famous places connected to it through Fujiwara Hidesato, who is said to be the ancestor of the Sato family name.

“Our goal is to create a store where not only our customers but also our staff can share their excitement. We would like to continue holding events that value the sense of the seasons,'' Mr. Iida says passionately.

“I want to develop this place as a facility offers information” that promotes Sano City. That also leads to the reason for placing “things that can only be found here”. ''Every time I come, I discover something new, so I can come back again and again”. I want this place to become a where people want to visit and then can become a destination for their travels,'' Mr. Madarame said, with passion in his voice.

This fall, while viewing the autumn leaves, why not enjoy the local charm that can only be enjoyed at Sano Highway Restaurant?