It also adds to the already seductive charm of Morioka, a city of fewer than 300,000 people, often seen as an unlikely stop in a tour of Japan.

“It’s not really a place that first-time visitors to Japan would visit,” said Loh.

But that perception might be changing. In 2023, Morioka was placed second on the New York Times’ list of “52 Places to Go,” only behind London. The Times described the city as “a walkable gem without the crowds, just a short bullet train ride from Tokyo.”

Morioka is known for its old buildings and numerous boutiques, as well as its noodle dishes, according to the East Japan Rail Company. With the added allure of what Loh describes as the “special experience” of the Shinkansen kiss, the northern city has the potential to rival the more popular destinations in the south.

“Most people travel towards Kyoto and Osaka,” said the East Japan Rail Company. “(But) there are many interesting locations north of Tokyo to explore.”