Oharai-machi is a historic district located in front of the Inner Shrine of Ise Jingu in Ise City, Mie Prefecture. One of the region’s most popular sightseeing destinations, it stretches along the old pilgrimage route leading to the shrine. Stone-paved streets and traditional wooden buildings create an atmospheric setting where visitors can experience the charm of Japan’s historic towns while strolling through the area.
Oharai-machi extends for approximately 800 meters northward from the foot of Uji Bridge, following the former pilgrimage road. Traditional houses line both sides of the street, many featuring a distinctive architectural style known as tsuma-iri, in which the main entrance is located on the gable end of the building.
According to local tradition, this style developed partly out of respect for the architecture of Ise Jingu’s shrine buildings, which use the contrasting hira-iri style, with the entrance along the long side of the roof. Local residents are said to have considered it inappropriate to imitate the shrine’s architectural arrangement too closely, and therefore favored the tsuma-iri design.
Several historically significant buildings can also be seen in the district, including Jingu Dojo and the former residence of the chief priest’s family. These buildings are associated with the former administration of Ise Jingu and the Keikoin family, reflecting the area’s close ties to the shrine. The popular Okage Yokocho, a lively district filled with shops and eateries, is also located within this historic neighborhood.
The traditional appearance of Oharai-machi is the result of community-led efforts to preserve and restore the townscape, which began in the 1970s. In 1979, the Naiku Monzen-machi Redevelopment Committee was established, launching a project to revive the district’s historic character.
With strong support from local residents and cooperation from Mie Prefecture and Ise City, the project succeeded in restoring a streetscape reminiscent of the Edo period within just ten years.
In 1989, Ise City introduced its Townscape Preservation Ordinance and established a fund to support the restoration of traditional architecture through financial assistance. Although this particular program was later replaced by the Ise City Landscape Plan in 2009, efforts to protect the district’s distinctive appearance have continued.
Okage Yokocho opened in 1993 to coincide with the periodic reconstruction of Ise Jingu’s shrine buildings. Together with the revitalized Oharai-machi, it helped restore the lively atmosphere associated with the historic Ise pilgrimage tradition.
By 2002, annual visitor numbers to the area had exceeded three million. However, the increase in visitors also created traffic safety concerns. As a result, Oharai-machi Street became a pedestrian-only zone on weekends and public holidays beginning July 25, 2009, making it easier for visitors to explore the district on foot.
Located near Shinbashi Bridge over the Isuzu River, Akafuku Main Store is a long-established Japanese confectionery shop famous for Akafuku Mochi. This traditional sweet features soft rice cakes topped with smooth red bean paste. Seasonal specialties include Akafuku Kori, a shaved-ice dessert, and Akafuku Zenzai, a sweet red bean soup. The shop has also played an important role in the revival of Oharai-machi and remains closely connected to the district’s history.
Iga Kumihimo Hirai specializes in Iga kumihimo, a traditional Japanese braided cord craft with roots dating back to the Nara period (710–794). Visitors can purchase these handcrafted items and take part in hands-on workshops, offering an opportunity to experience Japanese traditional craftsmanship firsthand.
Tofuan Yamanaka offers original treats made with tofu, including tofu soft-serve ice cream and doughnuts. Its creative approach to this traditional ingredient has made the shop popular with both tourists and local residents.
Iwatoya combines a restaurant serving regional cuisine with a souvenir shop selling local specialties such as Iwato Mochi and ginger sweets known as shoga-to. Visitors can enjoy local flavors and browse traditional souvenirs in one place.
Jingu Dojo is a historic building that served as the administrative headquarters of Ise Jingu until 1973. It is now used as a training facility for people preparing to serve as Shinto priests. The building is an important reminder of the district’s long-standing relationship with the shrine.
The Isuzugawa Post Office and Hyakugo Bank’s Naiku Branch are also designed in the tsuma-iri architectural style, harmonizing with the surrounding traditional buildings. Their carefully coordinated appearance helps preserve the unified historic character of the streetscape.
Oharai-machi is more than a tourist destination; it remains a place where people live and work. Local town-planning organizations, including the Ise Oharai-machi Council, continue to seek ways to balance tourism with the needs of the local community.
By preserving its traditional streetscape while adapting to the needs of modern visitors and residents, Oharai-machi continues to share the history and culture of Japan with people from around the world. A leisurely walk through its historic streets offers a memorable way to experience the atmosphere of pilgrimage to Ise Jingu.