If you think roadside stations are just places to grab a vending machine coffee and stretch your legs, then let me introduce you to Michi-no-Eki Fujioyama—where adorable folklore, mouthwatering food, and postcard-perfect views of Mount Fuji come together to create an experience that’s so much more than just a pit stop. This isn’t just a place to take a break; it’s a destination in its own right.
Located in Oyama Town, Shizuoka Prefecture, Michi-no-Eki Fujioyama is an absolute love letter to both Mount Fuji and the legendary Kintaro—Japan’s very own wild child and bear-wrestling golden boy. Whether you’re here to take in the scenery, indulge in some freshly baked treats, or simply find an excuse to eat way too much bread (which, trust me, you will), this michi-no-eki has something for everyone. So, let’s dive into exactly why this charming roadside station is worth a visit.
Who is Kintarō and Why is He Everywhere?
Before we even step inside, let’s talk about Kintaro, the adorable, chubby-cheeked mascot you’ll see all over this place. If you haven’t heard of him, imagine a sumo baby raised in the mountains, who grew up arm-wrestling bears and befriending forest creatures—basically, Japan’s version of a fairytale superhero. According to legend, Kintaro was raised on Mount Ashigara, which is right near this michi-no-eki, making him the unofficial guardian of the area.
His presence is impossible to miss. From cute statues and murals to bakery branding and souvenirs, Kintarō is quite literally everywhere. But honestly, who wouldn’t want to be surrounded by the presence of a friendly, bear-wrestling baby hero? His story adds a playful charm to the station, and it makes every part of the visit feel like you’ve stepped into a storybook. If you’re traveling with kids, they’ll love it. If you’re traveling solo, you’ll love it even more—because, let’s be honest, who doesn’t adore a bit of folklore with their road trip snacks?
The Best Photo Ops You’ll Ever Find at a Rest Stop
If you didn’t take a picture, did you even go? At Michi-no-Eki Fujioyama, you’re going to want to have your camera ready because the photo opportunities are next-level.
First and foremost, there’s Mount Fuji. If you visit on a clear day, the station offers one of the best, unobstructed views of Japan’s most iconic mountain. The contrast of the countryside in the foreground and Fuji towering in the background makes for a breathtaking shot, whether you’re using a professional camera or just your phone.
Then, of course, there are the Kintarō statues. They’re scattered throughout the area, depicting him in various action poses, including the iconic one where he’s riding a bear. They’re hilarious and adorable at the same time, and if you’re looking for a fun souvenir shot, posing next to one is a must. Inside the market, you’ll also find seasonal produce displays, which sometimes include giant radishes, pumpkins, or melons that are bigger than your head. Taking a photo with a comically oversized vegetable? That’s peak travel content.
Inside the Cutest Rest Stop Ever
As soon as you step inside, the real magic begins. Michi-no-Eki Fujioyama isn’t just about pretty views; it’s also packed with incredible local food and products that highlight the best of the region.
The Oyama Farmers’ Market is one of the highlights. It’s a beautifully curated space filled with fresh, just-harvested vegetables, homemade pickles, dairy products, and other local specialties. Everything here comes directly from nearby farms, meaning the quality is as fresh as it gets. Whether you’re in the market for ingredients to cook with, or you just want to snack on some crisp, juicy fruit, the selection is amazing. The best part? The items change depending on the season, so there’s always something new to discover.
Then there’s Kintaro Bakery, which is, quite honestly, the greatest thing to ever happen to a michi-no-eki. They bake an incredible variety of freshly made breads and pastries, many of which are inspired by Kintarō himself. The Kintaro Melon Pan is a fan favorite—soft, sweet, and just the right amount of crunchy on the outside. If you’re a sucker for cute-themed treats, you have to try the Fuji-shaped bread, which is a little edible homage to Mount Fuji. And if you visit during the right season, you might even get to try some limited-edition pastries featuring local flavors like matcha or yuzu.
Where to Eat: A Foodie’s Dream Stop
If all the fresh produce and bakery goods weren’t enough, Michi-no-Eki Fujioyama also has Restaurant Fujioyama, where you can sit down and enjoy hearty, comforting meals that highlight the best of the region. Their Fujioyama Curry is a must-try—not only is it rich and flavorful, but it’s literally shaped like Mount Fuji, complete with rice forming the iconic peak. If you want something crispy and snackable, the Oyama croquettes are another standout, made with locally grown potatoes and fried to golden perfection.
For those who want something quick and fun, there’s also Hot Stand Kintaro, which specializes in burgers and soft-serve ice cream. Their Kintaro Burger is juicy and packed with fresh local ingredients, while their soft-serve ice cream—made with fresh milk from nearby farms—is ridiculously creamy and delicious. It’s the perfect treat, whether it’s a hot summer day or a chilly afternoon in the countryside.
Beyond the Food: What Else Can You Do Here?
Michi-no-Eki Fujioyama isn’t just about food (though let’s be honest, that’s reason enough to visit). There’s also plenty to do and experience, depending on when you visit.
The station regularly hosts seasonal events and festivals that celebrate local culture. One of the biggest events is Fuji-san Day on February 23rd, a day dedicated to honoring Mount Fuji with special festivities. During summer and autumn, the michi-no-eki also holds special events featuring local crafts, performances, and activities that let visitors engage with the traditions of Oyama Town.
If you’re looking for the perfect souvenir, the station has a shop filled with locally made goodies. From mini Mount Fuji-shaped snacks to adorable Kintaro keychains, it’s the perfect place to pick up a reminder of your trip. The best part? Many of these products are exclusive to this location, so you won’t find them anywhere else.
For those who want to explore beyond the station, Mount Ashigara is just a short drive away. This area is steeped in Kintarō folklore, and if you’re feeling adventurous, you can hike up the mountain and see the very places where Kintarō’s legendary story was set.
Kinataro Awaits in This Adorable Pit Stop!
Michi-no-Eki Fujioyama is so much more than just a roadside station. It’s a celebration of local culture, folklore, and amazing food, all wrapped up in one incredibly charming package. Whether you come for the legend of Kintarō, the jaw-dropping view of Mount Fuji, or just the excuse to eat an ungodly amount of melon pan, this michi-no-eki is 100% worth the visit.
So next time you’re road-tripping through Shizuoka, make the stop. Your stomach, your camera, and your love for all things cute will thank you.
