Guide
Jade Coast is a stunning shoreline facing the Sea of Japan, located near the border of Asahi Town in Toyama Prefecture and Itoigawa City in Niigata Prefecture. The most distinctive feature of this coast is that raw pieces of 'Jade' (Hisui) wash ashore, which is the very namesake of the area. It is a rare geographical phenomenon where jade, highly prized as a gemstone since ancient times, is brought to the coast by the forces of nature.
The coast consists of a pebble beach approximately 200m wide and stretching 4km east to west. Between the pebbles and along the shoreline, you can find beautiful natural formations created by the waves. The area's high water quality and scenic beauty have also earned it recognition in the Ministry of the Environment's 'Selected Best Beaches in Japan' and '100 Best Shores in Japan.'
The presence of jade at Jade Coast has a deep connection to this region. There are two main theories regarding how the jade arrives here. One theory suggests that the stones were carried from upstream jade deposits in the Hime and Omi Rivers by the flow of the rivers and the power of the waves. Another theory relates to the geological structure of the Fossa Magna, suggesting that the movement of the earth's crust pushed the serpentinite layers located on the seabed up toward the coast. This makes the area much more than just a leisure spot; it is a precious site where one can feel the very pulse of the Earth.
The greatest draw of this coast is the 'stones' themselves. Searching for smooth, sea-washed stones or rare raw jade is a unique experience found only here. Additionally, from late May to mid-July, visitors can enjoy the spectacular sight of the sun rising from the horizon, offering a powerful sense of natural energy alongside the changing colors of the sky.
The character of the coast changes with the seasons. From late May to mid-July, an early morning visit is highly recommended to witness the breathtaking sunrise. During the summer months, the area is well-maintained as a beach area and becomes a lively spot for families and leisure seekers. Regardless of the season, walking along the shore while listening to the sound of the waves provides a perfect, relaxing escape from daily life.
There are many ways to enjoy the natural surroundings. The experience of searching for stones brought by nature is a particularly special memory for many visitors. You can also enjoy local delicacies, such as 'Tarajiru' (cod soup), at nearby drive-ins or local inns. For those wishing to stay closer to nature, there are cottages and campsites available along the coast.
The coast is relatively easy to access via Etchu-Miyazaki Station on the Ainokaze Toyama Railway. Near the station, you will find beach houses that are popular in summer, as well as cottages and campsites. Many drive-ins are also located along Route 8, serving as great bases for sightseeing and dining. The nearby Miyazaki Fishing Port also offers access to fresh local seafood.
Since the coast is a pebble beach, it is essential to wear comfortable, sturdy walking shoes. When searching for stones, the ground can be slippery, so we recommend proper footwear rather than sandals. Regarding payments, please note that some nearby facilities and drive-ins may only accept cash. It is highly recommended to carry Japanese Yen with you. As this is a natural environment, please follow local etiquette by taking all your trash home with you to protect the ecosystem.