Yamada Town, Iwate Prefecture (Mayor: Nobuyuki Sato) will host a tasting and sales event on July 18 (Sat) and 19 (Sun), 2026, at two locations of the popular Tokyo seafood store 'sakana bacca (Sakana Bacca)'—Nakameguro and Toritsu Daigaku stores—to promote the charm of 'fresh sea urchin in milk bottles,' a summer tradition in Yamada Town.

Officials from Yamada Town's Commerce, Industry, and Tourism Division, along with local producers, will attend the event and be available for media interviews.

Preservative-Free: The 'Pure Fresh Sea Urchin' Once Only Available Locally

Fresh sea urchin widely distributed in the market typically contains alum, a preservative used to maintain shape. However, alum's characteristic astringency can compromise the natural sweetness of high-quality sea urchin.

The product offered at this event contains no alum whatsoever. Instead, it is packed in bottles with UV-sterilized seawater, preserving freshness and form without chemical additives. Due to the extremely short shelf life of this preservative-free method, this luxurious delicacy has previously been available only near the production area. The rich sweetness, melt-in-the-mouth texture, and refreshing ocean aroma upon tasting deliver the authentic, 'true flavor' of premium sea urchin.

Why Put Sea Urchin in Milk Bottles?

'Fresh sea urchin in milk bottles' is a beloved local specialty along the coast of Iwate Prefecture—and Yamada Town is widely recognized as its birthplace.

The tradition dates back to the Showa era, when producers sought a way to transport fragile sea urchin over long distances without damaging its shape or compromising freshness. After extensive experimentation, they discovered that readily available, airtight milk bottles—filled with seawater and sea urchin—were the perfect solution. The tightly packed urchin in each bottle represents the region’s dedication to freshness and the ingenuity of local producers eager to share their finest flavors.

Event Overview

Dates: July 18 (Sat) and 19 (Sun), 2026

Time: 10:00 – 17:00 (ends early if stock runs out)

Locations:

sakana bacca Nakameguro (2-21-4 Kamimeguro, Meguro-ku, Tokyo)

sakana bacca Toritsu Daigaku (2-13-1 Nakane, Meguro-ku, Tokyo)

Event Highlights:

- Limited quantity sales of 'fresh sea urchin in milk bottles'

- Free tasting experience (first-come, first-served each day)

- Information and consultation on Yamada Town's hometown tax donation program

FACT BOX

  • Source: PR TIMES
  • Category: Event
  • Organizations: sakana bacca