The "Bounty of the Sea" Encountered in Miyazaki

Izakayas in travel destinations are something special. Spaces built over many years with the support of local patrons feel like treasures. Sneaking in, nibbling on local snacks, and sipping slowly on local sake... it's a moment to savor happiness.
In Shizuoka, Nagano, Hakata, and Sapporo, I've found those "must-visit!" spots whenever I come to town. Unfortunately, in Miyazaki City, where I travel monthly for work, I haven't yet found that one place that says "This is it!" Of course, there are plenty of places like kappo restaurants where you can enjoy delicious food and drinks, but I haven't yet stumbled upon a place with that slightly worn, old-established atmosphere.

"Isn't there a good izakaya in Miyazaki?" I'd whine drunkenly. "What's the point of looking for things found elsewhere? Let's enjoy what's unique to Miyazaki," scolded Mr. Matsumoto from the Miyazaki Nichinichi Shimbun and Mr. Fujita, who runs a bar specializing in organic wine and fermented foods in the city. Then they showed me a photo. It was "Ishinami Coast." Honestly, it was love at first sight. And so, after the mountainous Akimoto settlement I introduced last time, the latter half of my summer vacation shifted to the stage of the sun-drenched Nichinan Coast. I headed south, swaying aboard the limited express "Umiyuki Yamasaki," one of JR Kyushu's proud tourist trains, famous for its carriages lavishly crafted from the local specialty, Obi cedar.

The Nichinan Coast is no exception, packed with delicious offerings. While Katsuo (skipjack tuna) is famous in Tosa, Miyazaki leads the nation by a wide margin in single-line caught coastal fish, nearly doubling Kochi's catch. You can savor local chicken, a variant of the native "Jitokko" breed designated as a Natural Monument, prepared as tataki. Summer vegetables like cucumbers, tomatoes, eggplants, and bell peppers are naturally a specialty of Miyazaki. And of course, the drink of choice is local shochu.

I was leisurely savoring these local flavors when, on the final evening, Mr. Matsumoto and Mr. Fujita took me to the long-awaited "Ishinami Beach" – and it was shocking! Here's the photo!

How about it? There was a luxurious space reminiscent of the coast of southern France, but on a much grander scale. And there, sizzling away, was ostrich meat raised by local livestock farmers (a lean, refreshing red meat that tastes delicious with just salt and pepper) and produce from Aya Town, passionate about organic farming—the first in Japan to enact an "Ordinance Promoting Natural Ecological Agriculture." Pair this with delicious organic wine, and ah, it truly is heaven.
When I asked the simple question, "Why doesn't anyone come to such a wonderful place?", the two of them answered:
"People who see photos and want to come are mostly from Tokyo. They think it's great that no one's here! But they live too far away to visit often. As for people from Miyazaki? They just laugh and say, 'It might be a nice place, but no one's here, right?' No one goes there, so no one comes (laughs)."

When I talk with local business owners, they often say, "I don't really understand the appeal of this town or this industry myself. Please tell me how it looks from Tokyo, the consumer's perspective. I want to work hard on that theme." It's true, I'm sure. For locals, things can be so commonplace they just can't see them.

On the other hand, I also think that unless they "discover it themselves," they probably won't feel compelled to pour their heart and soul into that appeal. Because if it doesn't work out, they'll just conclude, "Well, it wasn't meant to be."
Discovering things by putting yourself in someone else's shoes is difficult, but the method I mentioned before —housing a "little person" inside yourself —is effective. In this case, it means adopting the perspective of "a person from Tokyo" and creating a being that's "half yourself, half someone else," one that reacts based on your own stomach and desires. By repeatedly asking this little person in your mind, "Do you like this?" or "Would you pay for this?", you can uncover appeal even in things you wouldn't react to based solely on your own feelings.
And to truly make this "little person" live within your heart, you must meet many people, observe them, converse with them... accumulate various experiences. It's a difficult skill, but an essential one.

Honestly, just imagining a restaurant opening at Ishinami Beach and it becoming overrun with crowds is unpleasant. It's like your favorite hidden izakaya suddenly becoming a popular spot. Yet, I want the people of Miyazaki to share its charm even more widely. Holding these conflicting feelings, I'm writing this piece on my way to Miyazaki—not for vacation, but for business.

"Alright, after work tonight, forget the pub crawl—let's just grab a drink at Mr. Fujita's place!"
I can't share the shop's details here, but if you get the chance, try finding it using the hints in the text. It's a great spot.

Enjoy!