Sanriku Summer Delicacy: Sugawara Shoten (Yamada Town, Iwate) Begins Seasonal Sales of 'Fresh Sea Urchin in Milk Bottles'

Sugawara Shoten

Sugawara Shoten (Orikasa, Yamada Town, Shimohei District, Iwate Prefecture | Representative: Takuo Sugawara | https://sugawarashoten.jp/) is a seafood processing store that has been delivering the flavors of the Sanriku sea for over sixty years. Located in Yamada Town, known as the birthplace of 'fresh sea urchin in milk bottles,' the company carefully handles seasonal marine products—including its signature hand-packed sea urchin in milk bottles, as well as processed sea urchin, oyster, and abalone products—delivering the rich tastes of the sea from the source to the rest of the country.

Fresh Kitamurasaki sea urchin from Iwate is hand-packed into milk bottles, one by one.

From Yamada Town, Iwate, we deliver the taste of a Sanriku summer, available only during the short fishing season.

Sugawara Shoten in Yamada Town began this season's sales of its Sanriku summer delicacy, 'Iwate Fresh Sea Urchin in Milk Bottles,' on May 7, 2026, through its online shop.

Imagine the pale orange sea urchin plumply overlapping within a glass milk bottle. When you open the bottle and drain the water, the rich, sweet taste of Iwate-grown Kitamurasaki sea urchin and the scent of the shore spread across your palate.

Sugawara Shoten's sea urchin is harvested along the Iwate coast and packed with sterilized seawater. Without adding food additives or seasonings, we aim to deliver the pure appeal of sea urchin, just as it was when pulled from the sea, straight to your table.

About Iwate Kitamurasaki Sea Urchin

From a resource conservation perspective, the catch volume by fishermen is limited. They use designated fishing gear and select only sea urchins of a certain size to harvest. The fishing season, the size permitted for harvest, and the catch volume are all strictly regulated. Furthermore, this valuable ingredient is also influenced by weather and ocean conditions.

Sea urchin is synonymous with the Sanriku summer. However, the reason why Iwate's Kitamurasaki sea urchin—which boasts the second-largest production volume in the country after Hokkaido—is such a special summer delicacy is not just its rich flavor.

In Iwate, even during the peak season, sea urchins cannot be harvested every day. Local fishermen refer to the days when fishing is permitted as 'kuchiake,' and harvesting is restricted to designated days for each fishing ground. The fishing season is generally from mid-April to mid-August, when the urchin is at its plumpest.

To preserve the sea's bounty for the future, there are strict rules on the size and quantity of sea urchin that can be harvested. In Iwate Prefecture, sea urchins with a shell diameter of 5cm or less cannot be harvested.

Even when a 'kuchiake' day is set, if waves are high, winds are strong, or operating safety cannot be ensured, fishing may not take place. Iwate Kitamurasaki sea urchin is harvested by fishermen facing the sea under these limited conditions.

Sugawara Shoten purchases the sea urchin harvested in this manner, processes it with care, and delivers it to you.

The Sea of a Sanriku Summer Inside a Milk Bottle

Packed in a transparent bottle, the Iwate Kitamurasaki sea urchin is also beautiful to look at. Its primary charm lies in its lovely and beautiful appearance. The nostalgic milk bottle, which is becoming increasingly rare to see, allows you to enjoy the sight of the sea urchin soaked in seawater within the transparent glass.

Plump sea urchin, carefully packed into the seawater-filled bottle to ensure the delicate flesh is not damaged. From the moment you place it on your dining table, it feels special; taking it out of the bottle, putting it on rice, and eating it is a moment to savor the Sanriku summer.

Only fresh sea urchin and Yamada seawater are inside the bottle. Each golden piece scooped from the shell is bottled to preserve the original flavor of the material. You can enjoy the fresh, crisp taste unique to direct-from-the-source delivery.

No additives such as alum, seasonings, acidulants, or antioxidants. This product is for those who thought sea urchin was bitter or had an astringent taste—a bottle of pure flavor consisting only of sea urchin and seawater.

Sugawara Shoten’s 'fresh sea urchin in milk bottles' is made with only Iwate Kitamurasaki sea urchin and sterilized seawater. What spreads in your mouth is the original sweetness and richness of sea urchin, with a fresh flavor reminiscent of eating by the seaside.