Nawate Street

Nawate Street is a short, narrow pedestrian lane running along the north bank of the Metoba River, directly opposite Nakamachi in Matsumoto's old town. Where Nakamachi is refined and merchant-like, Nawate is playful and nostalgic, a retro Showa-era shopping alley packed with small stalls, toy shops, snack vendors, antique and knick-knack sellers, and taiyaki and street-food stands. It has earned the affectionate nickname "Frog Street" (Kaeru-machi).

The frog theme runs everywhere, from statues and signs to charms and souvenirs. The story goes that the Metoba River was once full of singing kajika frogs, whose numbers fell as the river grew polluted; when a local revitalisation effort cleaned things up and reinvigorated the street, residents adopted the frog as a mascot. The choice is also a clever pun, since the Japanese word kaeru means both "frog" and "to return," so the frogs symbolise good things and visitors coming back. There is even a small frog shrine, Kaeru Daimyojin, tucked along the lane.

Historically this area developed as an approach road to Yohashira Shrine, which sits at the eastern end of the street, and it grew into a lively market lane. Today it retains that intimate, slightly old-fashioned feel: the shops are tiny, the lane is car-free, and the whole place has the atmosphere of a village festival street rather than a modern shopping arcade. It is a favourite with families and photographers.

A notable highlight is simply the food and browsing. You can pick up grilled snacks, sweet taiyaki, croquettes, local crafts, secondhand curios and small souvenirs, then sit by the river to eat. On weekends and during seasonal markets the street is at its busiest and most fun, with additional stalls setting up along the riverbank.

The experience is easy and quick. The lane is flat, short and fully walkable in well under an hour, though it pairs naturally with Yohashira Shrine at one end and, by crossing a footbridge over the Metoba River, with Nakamachi Street on the opposite bank. Together the three make a compact and rewarding loop through historic Matsumoto. It is enjoyable year-round, though most stalls keep daytime hours and many close by around 17:00, and some shut on weekdays, so daytime and weekends are best.

Getting there is straightforward. From the east exit of Matsumoto Station, walk about 12 minutes north to the Metoba River; Nawate runs along the river's north side. It lies on the main walking route between the station and Matsumoto Castle, so it is easy to fold into a castle visit. The Town Sneaker loop bus stops nearby and IC cards are accepted on local buses. Come during the day, bring a little cash for the small stalls, and keep an eye out for how many different frogs you can find along the way.