Located in the northwestern part of Nagasaki Prefecture, facing the Genkai Sea, Hirado City has long flourished as a hub for international exchange and is blessed with abundant seafood. Among its local specialties, "ago" (flying fish, also known as tobio), caught in the nearby waters, is particularly well known as a signature product of the region.
Ago processed goods from Hirado include traditional items such as charcoal-grilled "yaki-ago," dried "shio-ago," and seasoned-and-dried "ready-to-eat flavored ago," as well as newer products like canned ago meat, soboro (minced fish), and curry—representing a rich and diverse lineup of ago products.
Focusing on this unique range of products available only in the production area, the Hirado Tourism Association has relaunched its existing EC site into a specialized online store called "Hirado Ago Research Institute" (平戸あご研究所), offering approximately 70 types of ago products from Hirado City for nationwide delivery.
The Hirado Tourism Association, which operates the Hirado Ago Research Institute, shared the following:
We relaunched as "Hirado Ago Research Institute" with the hope of delivering Hirado's specialty "ago (flying fish) products" to more people.
In Hirado, ago has long been a part of daily food culture. To carry its appeal into the future, we will work together with local businesses to share a wide variety of ago products and new endeavors with customers across Japan.
The Hirado Ago Research Institute aims to be Japan's No. 1 ago specialty store, while also serving as a place where we can share the delicious culture and stories behind Hirado's food. We operate this store with the perspective unique to a tourism association and the passion of staff who truly love Hirado.
If there are any Hirado-produced ago products we have yet to encounter, we welcome any information. We hope to spread the appeal of Hirado together as a community.
For more details, visit Rakuten: Hirado Tourism Association Official Store.
Featured Products
For those wondering where to start, the Hirado Ago Research Institute carries a wide variety of ago products—perfect as dashi stock, a flavoring in cooking, or even enjoyed straight as a snack. Here is a look at some representative items:
Yaki-ago 500g — ¥5,260 (shipping and tax included)
Ready-to-eat ago, salt flavor, set of 3 bags — ¥3,460 (shipping and tax included)
Ago can 2-type set: nanban-zuke & soy sauce simmered, 4 cans total [gift box included] — ¥4,380 (shipping and tax included)
What Makes Hirado Ago Research Institute Special
Only Products Born in Hirado, the "Sacred Ground of Ago"
The store carries only ago-related products originating from Hirado, Nagasaki—known nationwide as the "sacred ground of ago." In Hirado, where ago has taken root as a household flavor for generations, a rich "ago food culture" lives on in daily life: in dashi, takikomi gohan (seasoned rice), miso, side dishes, and snacks.
Staff with deep knowledge of Hirado's food and culture personally review and select each product—including not just popular items but also "interesting ago products" that are still barely known outside the region. New products and items still in development are also introduced as quickly as possible, with the goal of delivering Hirado ago to customers nationwide at the "highest freshness" in both products and information.
More Than Just Products—A Hub for Sharing "Ago Culture"
"What exactly is ago?" "How do I use it to get the best flavor?" Because ago is still not widely recognized across Japan, the Hirado Ago Research Institute goes beyond product sales to actively share information. Content covering the basics of ago, its history in Hirado, how to use it without fail even for beginners, and ways to incorporate it into home cooking is published regularly. Through the experience of "learning → using → falling in love," the store aims to make Hirado's unique ago culture feel familiar to everyone.
The Hirado Ago Research Institute is evolving not just as an online store, but as a hub for learning, tasting, and enjoying Hirado's ago.
About Hirado City, Nagasaki
Hirado City is located in the northwestern part of Nagasaki Prefecture and consists of approximately 40 islands, including Hirado Island, set within a nature-rich environment. Historically, it developed as Japan's first Western trade port and is also known as the place where Christianity was introduced to Japan—a region with a unique history and landscape where different cultures met.
Hirado, surrounded by clear seas, is one of the best fishing grounds in Japan. Ago in particular is prized for its clean, lean flavor and rich umami, and has long been cherished as a versatile ingredient used in dried fish, surimi, dashi, and many other dishes. It represents the local flavor of Hirado, and its dashi has earned high praise throughout Japan.
Rich nature, a history shaped by cross-cultural exchange, and the bounty of the sea in the form of "ago"—these elements have come together to nurture the unique food culture and landscapes of Hirado City. The diverse flavors of Hirado, starting with ago, are available to enjoy at home through the Hirado Ago Research Institute.
Site URL: https://www.hiradoshouten.com/
