When you think of strawberries in Niigata Prefecture, Echigo hime is the undisputed star. However, many people in Tokyo or Osaka may have never even seen them. In fact, this rarity is one of the defining characteristics of the Echigohime.
In this article, we’ll introduce the many charms of “Echigohime,” the brand-name strawberry beloved by Niigata residents. From the secrets of its flavor and the story of its creation to recommended shops where you can indulge, we’ll provide all the information that will make you want to try them for yourself.
What Kind of Strawberry is Echigohime? The Basics
Echigohime is an original variety developed by Niigata Prefecture. It is certified as a Niigata Prefecture Promotion Brand Item, a masterpiece that the prefecture recommends with confidence. The name is said to come from the idea that it is “like a lovely and succulent princess (hime) of Niigata (Echigo).” It’s quite a charming name, isn’t it?
The harvest season runs from December to around June. The peak is from February to April, during which time you’ll find them more frequently in local supermarkets and direct-sales markets. However, they are almost never distributed outside the prefecture. We’ll explain the reason in detail later, but they truly are a “luxury that can only be tasted in Niigata.”
The Flavor and Characteristics of Echigohime
Take one bite, and the first thing that will surprise you is the juiciness. The juice practically overflows in your mouth. It also features a mellow aroma and a sweet, rich flavor, yet leaves a clean aftertaste. Since the acidity is mild, even those who aren’t fond of sour strawberries might find them delicious.
The flesh is very soft with a delicate texture. This softness is actually both a strength and a weakness for the Echigohime. Because the flesh is too soft for long-distance transport, it is difficult to distribute them outside the prefecture. On the flip side, this means they are allowed to grow and ripen fully on the vine.
They also have a beautiful, vivid red luster. It’s a strawberry that combines both visual beauty and excellent taste. When choosing delicious Echigohime, look for berries with a good sheen, deep green hulls, and a plump, full shape. Keep these tips in mind when picking them out at the supermarket.
The Road to Echigohime: History and Origin Story
Niigata Prefecture has a climate with low temperatures and little sunlight – conditions that are actually quite harsh for strawberry cultivation. With conventional varieties, it was impossible to grow sweet, large strawberries. Therefore, Niigata Prefecture set out to “create a strawberry suited for Niigata.”
Research began in 1988. They crossbred “Nyoho,” which was popular in the Kanto region, “Toyonoka,” beloved in Kyushu, and “Belle Rouge” from the Tohoku region. After six years of repeated improvements, Echigohime was finally born in 1996.
Now, nearly 30 years since its debut, Echigohime has become established as the representative brand strawberry of Niigata. Local growers take pride in cultivating them, and they are loved by many residents. Taking advantage of the snowy country’s climate, Echigohime ripens slowly over about two months. Compared to strawberries that ripen quickly, they are characterized by being larger and less acidic.
Comparing Echigohime with Other Premium Japanese Strawberries
Japan grows over 300 strawberry varieties, each reflecting its region’s unique character. How does Echigohime compare to other celebrated types?
Echigohime vs. Tochiotome
Tochiotome is Tochigi Prefecture’s commercial success story. Firm texture, balanced sweetness, and moderate acidity make it ship well across Japan. You’ll find it everywhere.
Echigohime feels like the opposite. The flesh is remarkably soft, flooding your mouth with juice when you bite down. Even though the sugar content measures lower (around 8° Brix compared to Tochiotome’s 10° Brix), it actually tastes sweeter because the acidity stays so low. That tenderness is beautiful, but it comes with a cost. Echigohime can barely leave Niigata. The price? Roughly double what you’d pay for Tochiotome.
Echigohime vs. Tochihime
Tochihime might be even rarer, making up just 0.2% of Tochigi’s strawberry production. Both varieties share extreme delicacy, but Tochihime grows larger with deep crimson coloring and an almost creamy texture. Where Echigohime bursts with juice, Tochihime melts silkily on your tongue. Different expressions of luxury, really.
Echigohime vs. Amaou
Amaou from Fukuoka is known as the “King of Strawberries.” Some berries weigh over 30 grams with bold, concentrated flavor. Sugar reaches 11° Brix with noticeable acidity, creating richness rather than Echigohime’s gentle sweetness. The firmer flesh means Amaou travels well. You’ll find it in high-end shops throughout Japan, even in Hong Kong and Taiwan. Echigohime remains Niigata’s secret.
Echigohime vs. Awayuki
Awayuki introduces something completely different. This Kumamoto variety appears pale pink-white instead of red, earning the name “light snow.” The sugar content is extraordinary (12 to 15° Brix) with a silky, creamy texture. Individual berries can sell for $3.23 to $6.45 compared to Echigohime’s $1.29. Where Echigohime represents Niigata’s terroir through flavor, Awayuki embodies it through appearance.
Regional Pride
Each variety carries its prefecture’s identity. This specialization reflects Japan’s agricultural philosophy: varieties developed for specific local climates, creating flavors that couldn’t exist elsewhere. Echigohime thrives in Niigata’s cold winters and limited sunlight, conditions that would challenge other varieties. It’s celebrated precisely because it can’t be replicated beyond its home. That exclusivity is part of the charm.
Currency conversion based on exchange rate: $1 USD = ¥155 JPY (February 20, 2026)
Recommended Shops to Taste Echigohime
Ichigo Company Sweets Lab (Tainai City)
This is a special place where you can enjoy strawberries all year round. You can taste strawberries grown in a closed-type plant factory using LED cultivation technology at the attached sweets shop. A fun highlight is peeking into the factory through the round windows on the terrace. Their gluten-free sweets made with rice flour have a charming, chewy texture. The menu is full of items strawberry lovers will adore, such as strawberry parfaits and shortcakes.
Shunka Kanmiten Lukoto (Niigata City, Higashi Ward)
A heartwarming shop themed around the collaboration of farming, welfare, and food. They produce and sell baked goods, jams, and sweets using seasonal fruits and vegetables sourced from local farmers. Their Echigohime shaved ice and oshiruko (sweet red bean soup) are seasonal exclusives. They value a “cycle without waste” by utilizing non-standard produce, so eating here also contributes to social causes. There is also a Fan Pass benefit where you can receive a aked good when purchasing Echigohime-related products.
FRUITS FOREST (Niigata City, Akiha Ward)
A fruit parlor run by “Kanegi Fruits,” a long-established fruit specialty store with over 120 years of history. They pride themselves on parfaits and fruit sandwiches that use plenty of high-quality gift-grade fruit. Located a 3-minute walk from Niitsu Station in a green space called “Machisha no Mori,” you can relax and enjoy Echigohime sweets. The interior, filled with the warmth of wood, is incredibly cozy. With the Fan Pass benefit, ordering an Echigohime parfait comes with an extra serving of strawberries.
Summary: A Special Strawberry You Can Only Taste in Niigata
Echigohime is a brand-name strawberry that Niigata Prefecture has nurtured for nearly 30 years. It is soft, juicy, and characterized by a mellow aroma and elegant sweetness. Because it is rarely found outside the prefecture, it is a delicacy you must try if you visit Niigata.
Grown slowly over time by taking advantage of the snowy Niigata climate, Echigohime is a strawberry packed with the passion of its growers and the blessings of Niigata’s nature. It’s delicious eaten as is, and also highly recommended as a dessert.
The harvest season is from December to June, but the peak is from February to April. If you have the chance to visit Niigata during this time, please try the Echigohime. Once you taste it, you’re sure to be captivated by its deliciousness. Please enjoy Niigata’s pride—the princess of strawberries—to your heart’s content.
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