This promotional video about Tokushima provides a new, alternative viewpoint to that of Tokyo.Rather than get embroiled in a promotional war with another prefecture, this video publicizes Tokushima Prefecture by using a clever and high-impact common concept.These thoughts are incorporated into “vs Tokyo”.



Now that we know that Tokushima is not simply picking a fight with Tokyo, let’s introduce the attractions of Tokushima Prefecture.




 What kind of place is Tokushima Prefecture?

The Shikoku Pilgrimage is a multi-site pilgrimage of 88 temples. The first temple and starting point of the pilgrimage is in Tokushima. The pilgrims walking this arduous and austere road have always received warm hospitality in Tokushima since olden times. In the land of Tokushima, this culture of so-called “osettai” (reception) is still alive today and people visiting the prefecture can expect a warm welcome.




Getting to Tokushima

Coming by car – Takes about 7 hours from the Tokyo interchange to the Tokushima interchange via the Honshu‐Shikoku Expressway / Kobe-Awaji-Naruto Expressway route

Coming by air – Takes about 1 hour 15 minutes from Haneda Airport to Tokushima Awadori Airport (11 flights a day). Then takes about 30 minutes to get to Tokushima Station by limousine bus

Coming by train – Takes about 2 hours by shinkansen from Tokyo Station to Okayama Station, and then Uzushio super-express train to Tokushima Station

Coming by sea – Takes about 19 hours by Ocean Tokyu Ferry from Tokyo port to Tokushima port (1 departure a day)




Three must-go places when you come to Tokushima!

Awadori Kaikan Bizan Ropeway

Located in central Tokushima City, the home of Awa-odori dancing, this facility allows visitors to watch and take part in Awa-odori dancing throughout the year. So famous it was once the title of a major hit movie, the platform to ride the “Bizan Ropeway” can be found in the grounds of this facility. The ropeway ascends to the top of Mt. Bizan and when you get to the mountain top observation tower, a sweeping panoramic view overlooking Awaji-shima Island awaits you. And when night-time falls, visitors can enjoy a spectacular, unbroken 180-degree night view.



Naruto Whirlpool Sightseeing Boat / Otsuka Museum of Art

Counted as one of the world’s top three tidal currents, the violent flow of the tide in the Naruto Channel produces world-class whirlpools. The majestic figure of the “Uzu-no-michi” (whirling road), which passes over the whirling current, and the whirlpools can be enjoyed close-up from sightseeing boats. Nearby is one of the world’s largest ceramic board masterpiece art museums, the Otsuka Museum of Art, with full-scale replicas of masterpieces from all over the world.



Oboke Gorge / Iya-kei Valley

As well as hosting the World Rafting Championship in October 2017, Oboke Gorge provides stunning scenery that will touch the hearts of those that see it any season of the year. Also, as you head deeper into the Gorge, you will find the secluded area of Iya. Amid this scenic nature and attractions such as the Kazura bridge (suspension bridge made from vines) swaying in the wind, you can forget the passage of time and enjoy a relaxing time.




Three must-eat dishes when you come to Tokushima!

Tokushima ramen noodles

One of the prefecture’s most famous dishes, Tokushima ramen differs from restaurant-to-restaurant across the prefecture with each stamping their own trademark on soup characteristics and noodle specialty. Tokushima ramen ranges from light-flavored to richer types. Tokushima is a place where you can find a ramen that meets your taste from one of the many types dished up at each restaurant.




Surrounded by the Seto Inland Sea, Kii Channel, and Pacific Ocean, Tokushima has a wealth of seafood that can only be found in the prefecture. Such rare seafood includes Naruto bream with its firm flesh toughened by the violent tidal current of Naruto; the firm Naruto wakame-seaweed; the high-grade “pike conger” – Tokushima boasts the highest number of pike conger catches in Japan; and the “black abalone”, the king of shellfish. Other seafood such as bigfin reef squid, cutlass fish, turban shell, Ise lobster can also be enjoyed. Squeeze one of Tokushima’s renowned sudachi citrus fruit on them to produce a great flavor.



Awa-odori chicken

“Awa-odori” is a locally-raised chicken breed originally bred in Tokushima. Tokushima now boasts the number one production volume for locally-raised chicken in all of Japan. As a result, there are many yakitori-ya (grilled chicken restaurants) in downtown Tokushima. Juicy, great with either sauce or salt, and a delicious flavor that bursts in your mouth; you’ll lose out if you don’t try Awa-odori chicken when you come to Tokushima!




Three must-buy souvenirs when you come to Tokushima Prefecture!


As a result of being chosen as the color for the Tokyo Olympics emblem, indigo products are now experiencing a quiet revival. From the time Tokushima was called Awa Province, it was the Japan’s largest producer of indigo as a dye, and is said to have overtaken all other prefectures because of its high quality. Surviving local products dyed in Awa indigo are worth holding just once.



Otani ware

Designated a national traditional craft, Otani ware dates back to the Edo period when the baking of red clay started in Naruto and Otani-mura. Its large ceramics and climbing kilns used to bake them are the most famous in Japan. Otani ware has an abundance of pottery, overflowing with a simple warmth that developed from its use in everyday life, and can still today be used in daily life.



Awa Wasanbon-to sugar

One of the few types of sugar produced in Japan, Awa Wasanbon-to sugar is made from Chinese sugarcane still cultivated in Tokushima even today, and is largely produced without the use of machines. Fine and elegantly-flavored, Wasanbon-to sugar is used in traditional Japanese sweets such as dry and steamed confectionery, and Western sweets such as cookies and swiss rolls. These sweets make a great souvenir.




Tokushima Prefecture dialect

Aru denaide? …isn’t it? Example: “Where did you put it?” “It’s there isn’t it?

.ken…because of  Example: “Shall we buy it?” “I can’t because it’s too expensive.”

ka…..please Example: “This sweet, please.” “No way.”

Sekoi…Tired (body)

Make-make ippai..…full of..



Why not visit Tokushima Prefecture and check out its many other attractions?