Trip with a Rent a Car in Toyama pref: A tour where you can experience the allure of local food and the famous firefly squid

Insta-worthy Culture Experience
8,300 JPY ~ / person
About 9 hours
Language: English

What we'll do

You can go to 4 cities in Toyama prefecture.
A tour made for families with children around 10 years old, you can first enjoy a hands-on experience at the Nousaku Company followed by a meal of local “black ramen.” Take a leisurely walk along the coastlands with the whole family, then stop by the Firefly Squid Museum. Here, visitors will have a chance to touch the squid and see them light up, so kids are sure to have fun too.

Meeting Place

We can meet here, at the TOYOTA Rent a Car Takaoka Shop.
From JR Shin-Takaoka Sta. North Ext., 3-minute drive toward Ainokaze Toyama Railway Line Takaoka Sta.
The type of car we rent and the rental fee will depend on the number of people participating in the tour.
*One-way: Available inside / outside the prefecture
*To/from JR Shin-Takaoka Sta. North Ext. and Takaoka Sta. South Ext. on the Ainokaze Toyama Railway. (Upon advance request.)


Price per person
8,300 JPY ~ / person
Max participants
Up to 4 people
Hosted in English
Things you need to know before the tour

Things you'll need:
-Money to buy lunch
-Transportation fees to get you to the meeting place


  1. 1
    Nousaku Company

    The Nousaku Company was established in 1916 as a company that manufactures metal castings such as Buddhist altar fittings, tea utensils, and flower vases. Challenging stereotypes and changing along with the times, the company now also handles a large number of contemporary and fashionable products. From standard items used for everyday life to seasonal items, a wide variety of merchandise is assembled, suitable for souvenirs for yourself as well as gifts.

  2. 2
    Shinminato Kitokito Market

    The Shinminato Kitokito Market, located in the heart of Toyama, is an excellent place to enjoy freshly caught seafood. Visitors can walk through the fish market and see a huge array of fish, prawns, crabs, and squid. The market also has an attached restaurant where patrons can enjoy seafood from that morning’s catch and buy local Toyama specialties. All in all, the Shinminato Kitokito market is an unmissable site for seafood enthusiasts.

  3. 3
    Kaiwomaru Park

    Kaiwomaru Park is the bay area that spreads out around Kaiwo Maru. Sometimes called the "lady of the sea," Kaiwo Maru is a sailing ship built as a training ship for a merchant-marine school, and in 2018 it was recognized as having historical and cultural value and certified as a "boat legacy." Also within the park is an establishment known as the Japan Sea Center. Models of sailing boats from a variety of countries around the world as well as displays relating to the sea, ports, and boats can be found here, making it a popular base for information about the ocean.

  4. 4
    Hotaruika Museum

    The Hotaruika Museum, famously known for their firefly squids is located in Namerikawa city, Toyama prefecture. This museum is surrounded by beautiful nature. The museum provides visitors with a special and interactive experience with the firefly squids by allowing you to touch them and see their light emitting abilities. These firefly squids put on a luminous lights show during the springtime. There are also several displays of the firefly squids and other deep sea creatures in the exhibition hall and museum gallery. There is also a live theater that teaches visitors more about the squid’s evolution and other deep sea wonders. Beyond the museum’s main attractions there is also more to explore with a glass-walled market hall and restaurant zone to add to the experience. These parts of the building overlook the Tateyama Mountain Peaks. Beyond this, there is a Museum Zone with fantastic lights portraying the mysterious sea.

  5. 5
    Yumedokoro Unazuki

    Yumedokoro Unazuki, a symbol of the area, is an onsen facility popular with not only the people who live in the region but also tourists who come to sightsee. There are footbaths visitors can try for free, and the onsen here makes skin silky smooth and relaxes both mind and body. There are plenty of amenities provided at the facility, so visitors don't have to worry about taking luggage with them. On the first floor, there is a free space where events and exhibitions are held, as well as a rest area. On top of that, there is also a tourist information center where visitors can get information about the people of Unazuki as well as the city's charms, making it easy for sightseers to casually stop by.
    With a comfortable, at-home atmosphere to it, this onsen is a place where visitors can spend some leisurely time with friends or family as well as meet local citizens.

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