Uotaro Honten, a super cheap fish store in Mihama Town, Aichi Prefecture, is a very popular spot visited by 1.2 million people annually. It also has dining facilities where you can enjoy beach-grilled BBQ and seafood gourmet, making it popular with many people who can enjoy "buying, eating, and having fun."

Uotaro Honten is currently holding special events unique to summer vacation. Here, we will introduce summer vacation events that are full of "too good to be true" deals.

Summer Vacation Weekend Limited! Super Luxurious Fresh Fish "Morning"

Normally opening at 9 AM, the morning meal "Fishmonger's Breakfast" (1,200 yen / lottery sale) starts an hour earlier at 8 AM, limited to summer vacation weekends!

Although there is only one menu item, it is super luxurious, including grilled fish, freshly caught sashimi, a large dashi-maki tamago, and homemade ara-jiru (fish bone soup) with plenty of fish meat! It is prepared and served right in front of you.

Even if you don't win the lottery, the cafeteria inside the market offers "My Morning" (1,500 yen). *Limited quantity sale

You can enjoy freshly caught sashimi tataki, Saikyo-yaki, shirasu no jako-oroshi, and even rare tuna head meat and hearty fisherman's rice.

Get a great deal at the rock-paper-scissors tournament! "Thrilling and Exciting Time" where you can also experience an auction

The largest fresh fish market in the Tokai area offers over 400 kinds of seafood directly purchased from Ise Bay and other locations.

At this market, a mountain-high sale has started as a summer vacation time sale. For example, "shirasu" (whitebait), which usually sells for about 600 yen per pack, can be purchased for 300 yen in a mountain-high portion, allowing you to buy the day's products at a great price.

In addition, a special "rock-paper-scissors tournament" is held. The winner, who remains until the end, can buy "fresh bluefin tuna" from Mie Prefecture, usually worth 3,000 yen, for 500 yen, a super discounted price, which always creates a big buzz.

There are also many other advantageous events that anyone can participate in for free, such as experiencing an auction where customers decide the price!

Eating while standing in a refrigerated truck!? Cold noodles with dried sardine broth served in an ice bowl

This summer, a new limited-time menu item, "Seafood Cold Noodles with Dried Sardine Broth" (1,500 yen), is available! Cold noodles, based on carefully prepared dried sardine broth with a moderate spicy accent, are served in a visually refreshing ice bowl.

Eating these special cold noodles in the super-chilled back of a truck is a new sensation! A refrigerated truck, used for transporting fish caught in the morning auction, has been converted into an eat-in space. You can enjoy the noodles standing in the chilled truck bed at about 10℃.

The hotter it gets, the more free stuff you get!? Super advantageous BBQ event

At Uotaro's essential beach-grilled BBQ, there's an event where the hotter it gets, the better the deals. During the summer vacation period, special offers are activated daily only when the temperature exceeds a certain level.

When the temperature is 34℃, shaved ice is free. When it's 35℃, in addition to free shaved ice, you can get sweets by finding treasures in the ice! *Treasures are limited to 2 per person.

Furthermore, if it exceeds 38℃, beer and highballs are 100 yen, and if it exceeds 40℃, beer and highballs are free!

Fun until night! Evening cool summer night BBQ & fireworks present

The beach-grilled BBQ is a great deal with the "Evening Cool Summer Night BBQ" after 4 PM! During summer vacation, it's open until 9 PM, and you can fully enjoy it with same-day registration without a reservation.

Admission fees are 1,100 yen for junior high school students to adults, 450 yen for elementary school students, and free for infants. The "All-you-can-drink alcohol plan," which can be enjoyed for up to 5 hours, is a great value at 3,500 yen.

Furthermore, children under elementary school age receive handheld fireworks as a gift. You can enjoy fireworks at a "small fireworks display" from 7 PM, making it a perfect way to enjoy summer!

Uotaro Honten
Address: 32-1 Genko, Toyooka, Mihama-cho, Chita-gun, Aichi Prefecture
Phone: 0569-82-6188

From CBC TV "Naruhodo Presenter! Hanasaka Times" broadcast on Saturday, July 18, 2026. *Information in the article is as of the broadcast date.