Naruto Food and Shopping: Seafood, Sweets and What to Bring Home

Naruto is a city in Tokushima Prefecture on the island of Shikoku, beside a strait whose strong tidal currents create whirlpools. The seafood has a firm texture because the fish swim against that flow. At the same time, the sandy soil of the area suits sweet potatoes, which gives Naruto Kintoki its sweet, fine-grained flesh. This guide focuses on foods and areas that last, rather than shops that open and close.

The famous foods of Naruto

• Firm-fleshed sea fish, especially Naruto sea bream, eaten as sashimi or grilled
• Naruto wakame seaweed, fresh and dried, used in soups and salads
• Naruto Kintoki sweet potato, baked, fried or made into sweets
• Tokushima ramen, a rich pork-bone and soy broth most often found in nearby Tokushima city

Tokushima also has sudachi, a small citrus, and a local chicken brand called Awa Odori chicken, found on many menus.

Where to eat by area

Think of three zones. The first is around Naruto Station on the JR line, with restaurants and convenience stores. The second is the area near the Onaruto Bridge and Naruto Park, where visitors come to see the whirlpools, with seafood restaurants and souvenir shops. The third is nearby Tokushima city, which has more variety if you want ramen or a longer sit-down meal.

Season affects what you will find. Fresh wakame is generally a winter to early-spring item, while warm baked sweet potato suits autumn and winter. Sea fish is available much of the year, but which species stars may vary by season. Ask the shop what is especially fresh today instead of ordering only from pictures online.

Types of meals and places to try

Look for seafood restaurants serving sets of sashimi, fried fish and wakame soup, shops that sell sweet-potato dishes and treats, and ordinary set-meal restaurants. Some places near the whirlpool viewing area close early once the last tourist groups leave, so eat lunch early or plan to dine in Tokushima city.

Cafes and sweets

Sweets made from Kintoki sweet potato are worth trying, whether baked sweet potato, ice cream or Japanese confections. Tokushima also has sweets using wasanbon sugar, which is fine and soft and works well as a gift. Cafes near the whirlpool area focus on drinks and easy snacks, handy while waiting for a boat or a bus.

For families or groups, ordering several dishes and sharing is often better value than one set per person, because you can try fish, seaweed and sweet potato in a single meal. Some shops also accept cash only, so carry some yen, especially for small restaurants and roadside souvenir stands.

See Japan eSIM plans

While finding places to eat and checking boat or bus times, being online helps a lot, and a Japan eSIM is convenient.

Shopping and souvenirs

Popular souvenirs are Kintoki sweet-potato sweets, Naruto wakame seaweed, processed fish and wasanbon sugar confections, sold in shops near the station and attractions, convenience stores and roadside souvenir shops. For malls and outlet-style shopping, head to Tokushima city, which has more choice; drugstores are also more common in town than around the sightseeing area. Shops and promotions change often, so check first.

A sample eating day could start with a light convenience-store breakfast, whirlpool viewing in the late morning, a seafood set lunch near the bridge, and sweet-potato treats bought as gifts before you leave. Have dinner in Tokushima city, where places stay open later, since shops in the sightseeing area often close early. Ordering the day this way avoids rushed meals or being hungry while waiting for a ride.

Budget

Meal cost depends on whether you choose a full seafood set or a simple shop. Places near attractions may cost a little more. Baked sweet potato and sweets make an inexpensive light meal, while a large sashimi set is usually the trip's main meal. Real prices vary with the season, so check shop menus first.

Halal and vegetarian options

Halal restaurants are very few or almost absent here. Halal travellers should carry backup food and read ingredient labels. Vegetarians will find that many soups and dishes use fish-based dashi, so ask first. Baked sweet potato, vegetables and seaweed are safer choices, though still ask about sauces and oils.