If you’re looking to get off the beaten path and experience real Okinawa, skip the touristy spots and head to Itoman Market “Itomaru” (糸満市場いとま〜る).
Located in Itoman City, just 20 minutes from Naha Airport, this public market is where locals gather, shop, eat, and yuntaku—a casual Okinawan word for “chatting and chilling.”
👴👵 Locals with Beers at Noon? Totally Normal Here.
One of the first things you’ll notice?
Elderly Okinawan locals (“oji” and “oba”) casually drinking canned beer and chatting during the day.
This isn’t a party—it’s just another weekday in Itoman.
People sit around talking about the weather, fish prices, or yesterday’s TV drama. The atmosphere is warm, laid-back, and 100% local.
It’s a slice of life you won’t find in any travel guide.
🛍️ What Can You Find Inside?
The market is home to all sorts of vendors:
- 🐟 Fresh fish caught right off Itoman’s coast
- 🍖 Local meats and handmade kamaboko (fish cakes)
- 🥬 Island vegetables, tropical fruits, and herbs
- 🍛 Spicy curry & Okinawan comfort food
- 🍠 Beni-imo (purple sweet potato) smoothies and traditional sweets
Many stalls allow you to eat on-site, especially at the 2nd-floor eating area, complete with tables, chairs, power outlets, and free Wi-Fi.
🎶 Occasional Events & Live Shows
From time to time, Itomaru hosts:
- Local craft markets
- Cultural workshops
- Children’s cooking events
- Even live traditional music performances 🎵
👉 For the latest event info, check the official website or follow their Instagram.
🚗 Watch Out: Tricky One-Way Streets!
Here’s a heads-up:
The roads around the market are mostly narrow one-ways.
Even locals get confused, so use GPS and approach from the main road if possible.
Parking is available nearby (about ¥100/hour), and if you shop at the market, you’ll get 1-hour free parking!
📍 Quick Info
- 🕒 Open: 9:00 AM – 6:00 PM (Hours may vary by shop)
- 📅 Closed: Some stores are closed on Sundays/Mondays
- 📍 Address: 989-83 Itoman, Okinawa 901-0361
- 🚌 Bus: From Naha Bus Terminal, take Route 89 or 189 → Get off at “Itoman Market Iriguchi” and walk 5 mins
- 🚙 Car: 20 mins from Naha Airport
💡 Why You Should Visit
Itomaru isn’t polished or touristy—and that’s the point.
It’s where you see Okinawan life as it really is. If you’re tired of souvenir shops and tourist traps, this is a genuine and friendly window into local culture.
You’ll leave with a full stomach, a smile, and maybe a story or two from someone’s obaachan.
🗺️ Google Maps
📸 Image Credit
Some images used are from okinawa-labo.com
(All rights belong to the original source.)
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