Seafood Izakaya 'Ito~ito~' (Location: Morioka City, Chuo-dori, Iwate Prefecture; Owner: Yasutsugu Agehira) will begin offering a new menu item, the 'Iwate Sanriku Donburi' (1,980 yen including tax), made with abundant Iwate Prefecture ingredients, starting July 6, 2026 (Mon), with the desire to 'convey the charm of Iwate through food' at the establishment inherited from his brother. This new signature dish allows customers to savor the bounty of the Sanriku Sea in a single bowl.

The 'Iwate Sanriku Donburi' uses Iwate Prefecture's rice variety 'Ginga no Shizuku' and features Iwate Prefecture-produced flatfish, sea bream, and Miyako salmon as toppings. It is being developed as a new signature dish that allows customers to enjoy the charms of Iwate's sea and land in one bowl.

'Ito~ito~' is a seafood izakaya that opened in March 2026 in Morioka City's Chuo-dori. In addition to offering fresh seafood dishes in a casual setting, it also focuses on creating a relaxed atmosphere, making it a popular spot for a wide range of occasions, from dates and business entertainment to solo drinking after work.

This new menu item is infused with the sentiment of wanting people to 'taste Iwate's sea more closely in inland Morioka.' By combining the rich seafood of Sanriku with the deliciousness of local rice, we aim to re-promote the unique culinary appeal of Iwate.

New Menu Item: 'Iwate Sanriku Donburi' (1,980 yen including tax)

New Menu Overview

A new signature dish that allows customers to enjoy the charms of Iwate's sea and land in one bowl.

Product Name: Iwate Sanriku Donburi

Price: 1,980 yen (including tax)

Contents: Iwate Prefecture's Ginga no Shizuku rice, Iwate Prefecture flatfish, Iwate Prefecture sea bream, Miyako salmon

'Ginga no Shizuku' is an Iwate Prefecture rice variety characterized by its clear, beautiful grains and a light texture that remains delicious even when cold. Combined with flatfish and sea bream from Iwate's seas, and Miyako salmon, a brand fish gaining attention, this dish achieves both visual appeal and the robust flavor of its ingredients. It is recommended for both lunch and dinner as a dish that allows you to directly savor Iwate's ingredients.

Background of Opening - Not wanting to lose the place where my brother's restaurant once stood

The background behind the creation of 'Ito~ito~' stems from a strong personal sentiment of owner Yasutsugu Agehira.

Originally, Agehira's brother ran a restaurant in the same location. However, his brother fell ill, and the situation changed rapidly. Driven by the desire to preserve this place filled with memories, Agehira decided to take over his brother's restaurant and establish the new seafood izakaya 'Ito~ito~'.

Although there was initially a plan to keep his brother's restaurant as it was, due to operational challenges, he decided to start a new business as a seafood izakaya with Rikiya Kadota, the current store manager, who also had ties to his brother's establishment. The renovation period was only about three weeks. Agehira himself, along with subcontractors from his construction company (Yasunari Co., Ltd.), worked day and night to prepare, successfully opening on March 13, 2026.

His brother passed away in April 2026 at the age of 38.

The current 'Ito~ito~' embodies the spirit of 'passing on a cherished place to the next generation' while offering a fresh space.

The Meaning Behind the Name 'Ito~ito~' - A Place to Connect People

The name 'Ito~ito~' carries the sentiment of valuing connections between people.

Agehira has strongly felt the importance of 'connections' and 'bonds' in his work and life. The name reflects his wish for the establishment to be a place where visitors, the store and the community, and the past and future can gently connect.

Indeed, at 'Ito~ito~,' new encounters and reunions are happening, with office workers stopping by alone after work, and regular customers of his brother's former restaurant returning. The counter-centric space design also encourages such natural interaction.

Commitment to Interior and Atmosphere

The interior design and layout were handled by owner Yasutsugu Agehira himself.

While being a seafood izakaya, 'Ito~ito~' aimed to create a sophisticated space that doesn't lean too heavily on the image of a typical 'casual bar.'

Agehira himself was responsible for the interior design and layout. Utilizing his experience in the construction industry, he paid close attention to wall materials and textures, achieving a stylish and calm atmosphere that is still rare in Morioka. It is praised as a space that is easy for female customers to enter and suitable for dates and business entertainment.

Furthermore, the logo and signage, which serve as the face of the store, were created through numerous discussions with a designer introduced to him. They prioritized a design that is not overly assertive yet remains memorable.

Comment from Yasutsugu Agehira, Owner of Seafood Izakaya 'Ito~ito~'

This place is not just a property to me; it's a special place filled with memories of my brother. That's why I wanted to preserve it as a place that leads to the future, rather than letting it disappear. The 'Iwate Sanriku Donburi' is a menu item born from the desire to let people enjoy the quality of Iwate's ingredients more casually and more closely. I would be happy if people could truly feel the blessings of the Sanriku Sea in the streets of Morioka. True to the name 'Ito~ito~,' we aim to continue being a place loved by the local community, where connections between people are born.

【Store Overview】

Store Name: Ito~ito~

Location: 1F, Maru Building I, 1-11-21 Chuo-dori, Morioka City, Iwate Prefecture, 020-0021

Business Hours: 11:00 AM - 2:00 PM / 5:00 PM - 11:30 PM

Regular Holiday: Sundays

Phone Number: 090-2975-7657

Opening Date: March 13, 2026

Instagram: https://www.instagram.com/morioka_ito/

Tabelog: https://tabelog.com/iwate/A0301/A030101/3013382/

Seafood Izakaya 'Ito~ito~' with a focus on taste, interior, and atmosphere

Assorted Sashimi 1 Popular Dashimaki Tamago Assorted Sashimi 2

FACT BOX

  • Source: PR TIMES
  • Category: 新商品