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Everyone, this may come as a surprise, but do you know about the 'Proust phenomenon'? This phenomenon refers to a situation in which specific smells or tastes revive past memories and emotions associated with them. Smells and tastes are particularly closely linked to memory and emotion. This time, we will introduce spots related to the theme of 'food' and 'fragrance' that are likely to evoke the Proust phenomenon on Awaji Island. Before we dive into the spot introductions, let me briefly explain why we are focusing on the 'fragrance' of Awaji Island for those who may be wondering about this.
Photos of the Food and Fragrance of Awaji Island
Many people may have an image of Awaji Island as being rich in fresh and seasonal ingredients, but I wonder how many of you have questioned the connection of Awaji Island with fragrance?
In fact, Awaji Island is the birthplace of fragrance! Among the local industries of Awaji Island, 'incense' boasts the highest production volume in Japan.The production of incense on Awaji Island began in 1850 in Ei, Awaji City. It has a history of over 170 years up to the present day.Why has this industry become so deeply rooted in the region?
The main reasons are as follows.
1. The climate was suitable.
2. The location was convenient for importing raw materials and transporting products.
3.Due to strong seasonal winds in winter, it was difficult for ships to leave the port, creating a need for stable year-round employment in the region.
4. As a side job during the fishing off-season, there was an abundance of labor from sailors, fishermen, and farmers.
These factors greatly contributed to the expansion of incense production. Today, I will introduce spots where you can experience the history of the incense that Awaji Island takes pride in! By the way, the Regional Brand Development Support Office of the Kansai Bureau of Economy, Trade and Industry has selected the Food and Fragrance of Awaji Island as one of the 12 regional brands in Kansai!
List of 12 regional brands
12 regional brands PR film:https://www.youtube.com/watch?v=1vw7q6KhkDY
I will introduce two spots related to the fragrance of Awaji Island, and finally, to help you fully enjoy your trip to Awaji Island, I will also tell you about a spot where you can taste fresh local ingredients!
The first spot is Kareki Shrine, which is said to be the place where fragrant wood was first introduced to Japan. A key characteristic of this shrine is that its sacred object is made of fragrant wood.
The following sections also include parts that contain folklore.
In the year 595 AD (during the reign of Empress Suiko※1), thick driftwood, so heavy that it could barely be cradled in both arms, washed ashore on Awaji Island.
The islanders, not knowing that this was fragrant wood, mixed it with firewood and lit a fire in the hearth, causing the smoke to fill the area with a wonderfully pleasant fragrance. (There are historical facts recorded in the Nihon Shoki.)
"This thick driftwood, so heavy that it could barely be cradled in both arms, was presented to Prince Shotoku(※2), who was very pleased with it. It is said that he used this wood to create a statue of Kannon and dedicated it to a temple.
Through this history, the Ichinomiya area of Awaji Island, where fragrant wood was first introduced to Japan, has now become a local industry for incense and scented sticks. Additionally, as I mentioned at the beginning, Awaji Island boasts the highest production volume of incense and scented sticks in Japan.
The Ichinomiya area, where Kareki Shrine is located, is the birthplace of incense and scented sticks on Awaji Island.
Kareki Shrine (Introduction Page of the Awaji Island Tourism Association):
Kareki Shrine information board
Access is about a three-minute walk from the Kareki bus stop on the Awaji City Community Tourism Bus route. If you are driving, it takes about seven minutes from the Hokudan Interchange. After turning right at the exit of the Hokudan Interchange, proceed along National Route 28. After about five minutes driving along the coast, you will see a small torii gate and shrine on your right, indicating that you have arrived.
Additionally, the back side of Kareki Shrine is also a must-see!
The back side of Kareki Shrine leads directly to the sea, where the magnificent Seto Inland Sea stretches out in front of you. You can enjoy the wonderful horizon, so be sure to visit on a nice day! Additionally, Kareki Shrine is recommended as a power spot, and the reason for this is the stone known as Kodakara-Ishi located at the back of the shrine. Bathing in the tide during the summer festival at Kareki Shrine has been believed for a long time to bring blessings of fertility.
When you visit Kareki Shrine, be sure not to miss the abundant charm found at the back of the shrine!
・Awaji Island Olive Harvest Experience: https://www.the-kansai-guide.com/en/directory/item/21852/
・Creating a one-of-a-kind original canned product using whole Awaji Island onions: https://www.the-kansai-guide.com/en/directory/item/21848/、 https://www.the-kansai-guide.com/en/directory/item/21790/
The next spot is ei-to, a newly opened complex facility that includes an apparel gallery and shop, a café, and a coworking space.
Please take a look at the photo below. Doesn't it evoke a sense of nostalgia?
In fact, ei-to was created by renovating the closed down former Ei Elementary School of Awaji Island!
Exterior of Ei-To (the former Ei Elementary School)
This former Ei Elementary School is a place that nurtured the minds and bodies of many children. In this former place of learning, people who seek to connect to the future the wisdom and ingenuity cultivated by their predecessors have gathered. This place, which once closed its doors, is beginning to mark a new time once again, along with the district of Ei!
Inside ei-to, in addition to an apparel gallery and shop, there is also a place called the ei museum. Here you can see the incense factories by the sea and the shipping process by boat in the port town of Ei, which flourished as a town of incense. Additionally, in another room, incense produced by local manufacturers on the island is displayed, and you can also smell its fragrance.
Model image of Ei Museum Wolf made from scrap materials
Exhibition of incense produced by manufacturers on Awaji Island
Awaji Island's incense production boasts a history of over 170 years. There are many reasons why it continues to develop even after this long period of time. If you visit ei-to, you might gain a little insight into those reasons.
Because it is a nostalgic environment that used to be an elementary school, it may evoke wonderful memories of your own childhood. Additionally, by experiencing the culture and history of incense, you are sure to have a fantastic experience with new discoveries and learning, even as an adult!
When you visit ei-to, be sure to stop by the café where you can feel the breeze from the sea. Enjoy a special cup while savoring new discoveries in this nostalgic space!
・Incense factory tour and fragrance creation experience:https://www.the-kansai-guide.com/en/directory/item/21927/
・Baikundō (Incense artisan experience) :https://www.the-kansai-guide.com/en/directory/item/21851/, https://www.the-kansai-guide.com/en/directory/item/21850/
The last spot is roadside station Awaji, which is about a twenty-minute drive from Tarumi Interchange using the expressway, or about a five-minute taxi ride from the Awaji Interchange if you take the highway bus.
This is a precious spot where you can enjoy seasonal ingredients from Awaji Island! Additionally, it is a scenic spot where you can also overlook the magnificent Akashi Kaikyo Bridge, which is a suspension bridge connecting Maiko in Kobe City, Hyogo Prefecture, and Iwaya in Awaji City, with a total length of 3,911 meters!
View of the Akashi Kaikyo Bridge from Roadside station Awaji
Image of Roadside station Awaji
At roadside station Awaji there are seafood bowl restaurants that use fresh fish from Awaji Island, offering not only regular dishes but also limited-time ones. You can enjoy luxurious seafood bowls while gazing at the Akashi Kaikyo Bridge from the terrace. Additionally, there is a popular diner frequented by local fishermen and the staff of Roadside station Awaji.
For spots where you can enjoy fresh whitebait from Awaji Island, please take a look here.
Limited-time dish from April to November: Fresh Shirasu Bowl (1,000 yen, tax included)
Additionally, there is a burger shop that offers Awaji beef burgers filled with plenty of sweet onions from Awaji Island. This original burger is grilled to perfection, and taking a bite of the juicy, delicious burger is sure to bring a smile to your face!
A burger made with Awaji beef along with Awaji Beer
In addition to the gourmet food you can enjoy locally, there are also many souvenirs that can be purchased only at roadside station Awaji! Amazingly, over 60% of the products at roadside station Awaji are original items!
Among them, the most famous Awaji Island is the onion. Onion cultivation began on Awaji Island about 130 years ago, and the island, located in the Seto Inland Sea, has a relatively mild climate and long hours of sunlight throughout the year, making it an ideal environment for onion cultivation. The souvenir shop regularly sells several varieties of onions.
In addition, products such as onion ponzu and onion soup made with Awaji Island onions are also available for sale, along with dried fish made from seasonal fresh fish and seafood sourced from Awaji Island.
There are many things you might want to buy, but have you ever experienced the difficulty of carrying more luggage when you buy souvenirs? For those of you, there is also an online shop available!
Roadside station Awaji’s online shop
Products such as fresh fish sets and onion soup are available for purchase, so you can buy them during your trip or after your journey. It's great for those who want to make repeat purchases but can't visit the area right away! Be sure to enjoy Awaji Island's gourmet offerings both during and after your trip!
That concludes our selection of three spots related to the Food and Fragrance of Awaji Island that revive past memories and emotions! If you purchase incense as a wonderful memory of your trip to Awaji Island, the scent will surely bring back lovely memories of your time there!"
Travel time
・Awaji Island Tourism Association website: https://www.awajishima-kanko.jp/en/
・Hyogo Prefecture Incense Cooperative Association website: https://awaji-kohshi.biz/shop/
・METI Kansai Regional Brand Development Support Office website: https://www.kansai.meti.go.jp/2kokusai/12brand/support_for_regional_brand.html
・METI Kansai Regional Brand Development Support Office -Instagram: https://www.instagram.com/kinki_12brand?igsh=MTBlYTlhbTg5dTUwaw%3D%3D&utm_source=qr
・METI Kansai Regional Brand Development Support Office
Seizing the opportunity of the Expo 2025 Osaka, Kansai, we are working to enhance the earning power of regional brands through increasing their recognition both domestically and internationally, developing sales channels, and attracting inbound tourism. We are providing concentrated support for 12 regional brands in Kansai as models, in collaboration with relevant government ministries and support organizations.