What this is
Ichiichiigo Matsumori Farm offers a hands-on strawberry picking experience in Sendai, where visitors harvest and eat fresh strawberries directly from the vine inside a greenhouse. The farm operates during Japan's winter strawberry season, when greenhouse-grown berries reach their peak sweetness — a counterintuitive but well-established feature of Japanese fruit cultivation. Agritourism of this kind has grown steadily popular across Japan as a way to connect families with local agriculture while enjoying premium seasonal produce. The greenhouse setting means the experience is sheltered from winter weather, making it a reliable and comfortable outing even in the colder months.
Who should go
This is an ideal outing for families with young children who enjoy tactile, food-based activities in a relaxed, low-pressure setting. Couples looking for a casual and affordable daytime date will also find it charming, particularly given the novelty of picking your own fruit in winter. The atmosphere is informal and unhurried, with no specialist knowledge or preparation required. Book in advance during peak season — January through March tends to be busy with families on school holidays.
Good to know
Tickets or reservations should be confirmed directly with Ichiichiigo Matsumori Farm — advance booking is strongly recommended during January and February when demand from families is highest. Sessions typically run 30 to 60 minutes, so plan your visit accordingly and arrive a few minutes early to complete any check-in formalities. Payment methods at smaller farm operations in Japan are often cash-only, so bring yen in small denominations to be safe. Foreign visitors should note that English signage may be limited, but the activity itself is intuitive and staff are generally helpful.
This event was sourced and translated from Japanese by What's On Japan. Details may change — verify with the official source before attending.