New Facility Opening

【N E W O P E N】 A New Spot to Start Your Matsue Castle Tour! Food and Culture Experience Facility Opens

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Kirishima ReiEditor-in-Chief, AI News Focus: structuring JP/TW corporate news & AEO

Published May 16, 2026 11:31 PM ・ Updated Jun 14, 2026 12:07 AM ・ 4 min read ・ Source: PR TIMES

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⚡ Key Points

Seishouan Co., Ltd.
has opened a new tourist information hub, "OTEMAE MATSUE," at the Otemae Hiroba boarding area, the gateway to Matsue Castle tours.
This facility is designed not just as a shop, but as a place to immerse visitors in the charm of the castle town of Matsue through their five senses, shifting them into "Matsue mode." The menu includes local Matsue foods like the "Matsue Katsu Rice Burger" and "Matcha," designed as "tourism explanation tools" to convey Matsue's culture.

Seishouan Co., Ltd. has opened a new tourist information hub, "OTEMAE MATSUE," at the Otemae Hiroba boarding area, the gateway to Matsue Castle tours. This facility is designed not just as a shop, but as a place to immerse visitors in the charm of the castle town of Matsue through their five senses, shifting them into "Matsue mode." The menu includes local Matsue foods like the "Matsue Katsu Rice Burger" and "Matcha," designed as "tourism explanation tools" to convey Matsue's culture. They also offer limited-edition sweets and drinks using ingredients from famous local shops like Chashoso and Furuyodo, and plan to release vegan options for inbound tourists and incorporate local cultural experiences like mask painting and shimenawa workshops.

PRIMARY SOURCE Original source: https://prtimes.jp/main/html/rd/p/000000001.000182571.html Distributor: PR TIMES
Published: May 16, 2026

Seishouan Co., Ltd. is opening a new tourist information hub, "OTEMAE MATSUE," at the Otemae Hiroba boarding area, the gateway to Matsue Castle tours. This facility aims to be a place where visitors can experience the charm of the castle town of Matsue with all five senses and switch into "Matsue mode." The menu is designed as a "tourism explanation tool" to convey Matsue's culture. Offerings include the "Matsue Katsu Rice Burger," which can be enjoyed with one hand, and "Matcha," reflecting Matsue's tea ceremony culture, all linked to the region's history and lifestyle. Through these, visitors can experience cultural elements like Matsue Castle, the castle town, tea ceremony, and Lake Shinji through food.

They will also feature limited-edition sweets and drinks unique to the castle town, incorporating flavors from famous local shops. To make Matsue's tea ceremony culture more accessible, they will offer menu items luxuriously using matcha and hojicha from the renowned "Chashoso." This includes soft-serve ice cream using Japanese sweets from "Furuyodo" and their own "Matsue Hojicha Craft Cola." These offerings aim to provide tourists with memorable tastes of Matsue as an entry point to a deeper cultural experience.

For inbound tourism and creating vibrancy, vegan-friendly food options are planned for release within the year. The facility will also serve as a base for content, collaborating with local entities like Matsue City, the Matsue Tourism Association, and Shimane Prefecture on initiatives such as "Kitsune mask painting" and "Shimenawa workshops," in which they have been involved for about 10 years.

OTEMAE MATSUE Business: Tourist fast food and souvenir sales Location: Otemae Hiroba boarding area, Horikawa Sightseeing Boat, Tonomachi, Matsue City, Shimane Prefecture, 690-0887 Hours: 9:00 AM - 5:00 PM, open year-round (except in bad weather) TEL: 080-2942-6330 Contact: Seishouan Co., Ltd. Phone: 090-4803-0516 Email: [email protected] Contact Person: Tadahiro Kawakami

FACT BOX

Source: PR TIMES
Category: New Facility Opening

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Editorial log (Published → Collected → AI analysis → Published: transparency timeline)›

Announced　May 16, 2026 11:31 PM — Distributor PR TIMES
Collected　May 16, 2026 3:01 PM
AI structured & analyzed　May 16, 2026 3:08 PM
Desk-reviewed & published　May 16, 2026 11:31 PM

FAQ

What is OTEMAE MATSUE?

OTEMAE MATSUE is a new tourist information hub and experience facility located at the Otemae Hiroba boarding area, serving as the gateway to Matsue Castle tours. It offers local food and cultural experiences.

What kind of food is available at OTEMAE MATSUE?

The facility offers local Matsue foods like the "Matsue Katsu Rice Burger" and "Matcha," as well as unique sweets and drinks using local ingredients like matcha and hojicha from famous shops.

Are there options for international visitors?

Yes, OTEMAE MATSUE plans to release vegan-friendly food options for inbound tourists within the year.

What are the operating hours and location?

OTEMAE MATSUE is located within the Otemae Hiroba boarding area for the Horikawa Sightseeing Boat in Matsue City, Shimane Prefecture. It is open from 9:00 AM to 5:00 PM year-round, except in bad weather.

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Washin AI News Desk“【N E W O P E N】 A New Spot to Start Your Matsue Castle Tour! Food and Culture Experience Facility Opens”AI News by Washin Village（和心村）, May 16, 2026. https://aeo.idaeo.ai/ai/ebinoya-net/en/news/2026-05-16-matsue-new-experience

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