Buying near the source
Food sold close to where it's caught or grown is often landed or harvested that same morning, which is part of the appeal. Availability shifts with the weather and the catch, though, so there's no guarantee a specific item will be on hand. Prices move with the day's market conditions too, so whether something feels like a bargain can depend on the day you visit.
Visiting and shopping at morning markets and fish markets
Some markets, like Tokyo's Toyosu Market, open a visitor area to the general public. Hours and areas open to visitors are set by each market, so it's worth checking the official site before you go. Areas meant for wholesalers sometimes let in visitors who say they're there to buy, but staying within the designated visitor area is the general rule for casual visitors. Other markets, like Omicho Market in Kanazawa, function more like an everyday shopping street that tourists and locals browse together. Many markets also have restaurants on site serving the morning's catch, so shopping and eating often go hand in hand.
What's in season at direct-sale stands
Stands run by farmers or fishing cooperatives mostly stock what's in season, so the shelves are also a quick way to see what's currently at its best. Selection tends to be fullest early in the day, and popular items are sometimes gone by the afternoon.
Local food at roadside stations
Michi-no-eki (roadside stations) often have a shop selling bento, snacks, and processed goods made from local ingredients — a good excuse to stop and try something specific to the area during a drive. Some also combine a direct-sale corner with a food court, so what you'll find varies from station to station.
Related foods
If seafood interests you, see "Fish" and "Shellfish and cephalopods"; for seafood rice bowls, see "Donburi."