The HAKUBA Wine Marché is scheduled for May 9 (Saturday) and 10 (Sunday), 2026 at Snow Peak Land Station HAKUBA in Hakuba Village, Nagano Prefecture. Organized by the Hakuba Village Tourism Bureau, the event offers visitors a chance to enjoy locally produced Nagano wines in a relaxed outdoor setting just after the Golden Week holiday rush.
The Quiet Season After Golden Week
The weeks following Golden Week bring a different kind of Hakuba — one with less crowds, melting snow on the Northern Alps, fresh green landscapes, and soft spring air. The HAKUBA Wine Marché is positioned to take advantage of this lull, offering both visitors and local residents a reason to gather outdoors and slow down.
Event Highlights
1. Nagano Wines in an Open Alpine Setting
The venue's spacious lawn opens up to views of the snowcapped Northern Alps. Wines sourced from producers across Nagano Prefecture are available for tasting in this scenic outdoor space.
2. Extended Hours on Day One
May 9 runs from 11:30 AM to 6:30 PM, making it possible to spend a full afternoon — and into the early evening — at the venue. May 10 is open from 10:00 AM to 4:00 PM.
3. Build-Your-Own Appetizer Plate
A "Three-Appetizer Assortment" lets attendees choose any three items from the participating food vendors to put together their own plate. This special experience is limited to 15 servings per day.
4. Food, Music, and Art Combined
Alongside wine, the event features food stalls from restaurants in the Hakuba area, live musical performances, DJ sets, and live painting — creating an experience that engages all the senses.
Who the Event Is Suited For
- Travelers wanting to visit after Golden Week to avoid peak-season crowds
- Those looking to spend time in a natural setting at a leisurely pace
- Visitors interested in trying Nagano wines and local food casually
- Anyone curious about the local culture and community of Hakuba Village
Event Details
| Event Name | HAKUBA Wine Marché |
| Dates | May 9 (Sat), 2026: 11:30 AM to 6:30 PM |
| May 10 (Sun), 2026: 10:00 AM to 4:00 PM | |
| Venue | Snow Peak Land Station HAKUBA |
| Admission | Free |
| Glass Rental | ¥400 (plus ¥1,000 refundable deposit) |
| Official Site | https://www.vill.hakuba.nagano.jp/events/wine_marche2026/ |
Participating Wineries and Importers
- Northern Alps Vineyard (Omachi City)
- Domaine Hiroki (Kitaazumi-gun, Ikeda Town)
- Le Milieu (Azumino City, Akashina)
- Bono Farm Akashina (Azumino City, Akashina)
- Gaku Farm & Winery (Matsumoto City)
- Berry Beads Winery (Shiojiri City)
- Budoyabu (Nagano City, Shinshushimmachi)
- Il Faut Boire (Chikuma City)
- Village Cellars (Importer)
Food & Soft Drink Vendors
Kuri Farm / Sam's Up / TACOS La PACHANGA / Tracks Bar / Asian Street Food Sapa / Wa Cafe Chigusa / Asunaro Wine Dining / Gohan-dokoro Osanpo / vert-pré hakuba / Skateboard & ECO Shop Hakaru AZUMINO / Tabi no Ne / Yama Warau Coffee / Erimo
Performances
- Azumino Jazz Project
- Okika Oriental Dance
- Yumofu
- Keion Hakuba – Hakuba Music Academy
DJs
- scarecrow
- BACK4
- SOL G
Live Painting
- nina & aki artist
- Hide's Art
Access
Snow Peak Land Station HAKUBA is approximately a 10-minute walk from JR Hakuba Station. On-demand taxi service is also available within Hakuba Village.
Also during Golden Week, Hakuba Village hosts the Shio no Michi Festival on May 4. This traditional event celebrates the historic Chikuni Kaido trade route that once connected Shinshu with Echigo, carrying salt, hemp, and other goods. Participants dress in period costumes and walk approximately 9 kilometers through the spring landscape, with views of the "rice-paddying horse" snow pattern on Mount Hakubadate.
Official event page: https://www.vill.hakuba.nagano.jp/events/shionomichi/
