[Pre-Golden Week] 'No-Wait Fish Market' Launched by Japan's Top Wine Specialist Debuts on Awaji Island
Iwaya Sengyo on Awaji Island is enhancing its digital-first, queue-free shopping experience for GW 2026. Combining wine expertise with local seafood, they offer 'Bakumori' shirasu bowls and premium Italian wines.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 19:00
- 🔍 Collected: April 28, 2026 at 10:32
- 🤖 AI Analyzed: April 28, 2026 at 14:16 (3h 44m after Collected)
Iwaya Sengyo (Awaji City, Hyogo), operated by ENJI Co., Ltd. (Kobe Headquarters; CEO: Ryoji Yasui), opened on April 3, 2026, as a fish market where customers can buy 'without lining up' through pre-booking and pre-payment, with the cooperation of the local Iwaya Fishery Cooperative.
Long waiting times and queues at tourist spots are a significant burden, especially for families and the elderly, often leading them to give up on purchases. By completing reservations and payments before visiting, Iwaya Sengyo eliminates wait times, allowing tourists to spend more time enjoying Awaji Island's Iwaya area. The shop operates as an 'experiential fish market' where the saved time is converted into conversations and suggestions for customers.
For the upcoming 2026 Golden Week (April 29 to May 6), the shop will enhance its experiential value by introducing new menus and expanding its operations.
■ Golden Week Offerings
1. New Menu: 'Freshly Boiled Bakumori Shirasu Don' - 1,000 yen (tax included)
*Available from 7:00 to 17:00 during the GW period (April 29 – May 6).
In collaboration with the Iwaya Fishery Cooperative and shirasu expert Daisaku Okano, the shop serves shirasu that is boiled immediately after being landed at Iwaya Port. Served in a cup for easy consumption in cars or outdoors, it offers an authentic taste of Awaji. During GW, customers can add extra shirasu for free until the lid can barely close.
2. Launch of Italian Wine Sales
*Bottle sales: Sparkling, White, Red from 4,000 yen.
*Glass wine (100ml): 800 yen.
*Available from 7:00 to 17:00 during GW.
Leveraging its expertise as Japan's top Prosecco seller in 2025, ENJI offers and suggests wines from its close partner winery, Le Contesse, to pair perfectly with fish.
3. Daily Offering of Weekend-Exclusive Menus (7:00–10:00, April 29 – May 6)
*‘Fisherman's Town Breakfast’: 1,000 yen (Limited quantity, reservation possible).
Includes Awaji sea bream dashi miso soup, grilled nori from Higashiura (to be lightly grilled on a shichirin at the counter), eggs from Kitazaka Poultry Farm, and Awaji Kinuhikari rice.
*‘Iwaya Ara-yaki Set’ (Weekend limited): 1,500 yen.
*‘Iwaya Sashimi Set’ (Weekend limited): 2,000 yen.
These popular weekend-only menus will be available daily from 7:00 to 10:00 during the GW period. Sales end when sold out; reservations are available in 30-minute increments.
■ Inspiration from Being 'Japan's No. 1 Prosecco Seller'
ENJI Co., Ltd. was selected as the No. 1 seller in the Prosecco Competition in December 2025. Through this activity, the company learned that customers pay not just for 'product content' but for the story of 'who they buy from and what kind of experience they get.' Instead of just creating an efficient store, the goal is to make a fish market that serves as a 'human-centric community hub.' Digital tools are used not for cold efficiency, but to secure time for meaningful exchanges—such as suggesting recipes for today's fish or wine pairings for the season.
Long waiting times and queues at tourist spots are a significant burden, especially for families and the elderly, often leading them to give up on purchases. By completing reservations and payments before visiting, Iwaya Sengyo eliminates wait times, allowing tourists to spend more time enjoying Awaji Island's Iwaya area. The shop operates as an 'experiential fish market' where the saved time is converted into conversations and suggestions for customers.
For the upcoming 2026 Golden Week (April 29 to May 6), the shop will enhance its experiential value by introducing new menus and expanding its operations.
■ Golden Week Offerings
1. New Menu: 'Freshly Boiled Bakumori Shirasu Don' - 1,000 yen (tax included)
*Available from 7:00 to 17:00 during the GW period (April 29 – May 6).
In collaboration with the Iwaya Fishery Cooperative and shirasu expert Daisaku Okano, the shop serves shirasu that is boiled immediately after being landed at Iwaya Port. Served in a cup for easy consumption in cars or outdoors, it offers an authentic taste of Awaji. During GW, customers can add extra shirasu for free until the lid can barely close.
2. Launch of Italian Wine Sales
*Bottle sales: Sparkling, White, Red from 4,000 yen.
*Glass wine (100ml): 800 yen.
*Available from 7:00 to 17:00 during GW.
Leveraging its expertise as Japan's top Prosecco seller in 2025, ENJI offers and suggests wines from its close partner winery, Le Contesse, to pair perfectly with fish.
3. Daily Offering of Weekend-Exclusive Menus (7:00–10:00, April 29 – May 6)
*‘Fisherman's Town Breakfast’: 1,000 yen (Limited quantity, reservation possible).
Includes Awaji sea bream dashi miso soup, grilled nori from Higashiura (to be lightly grilled on a shichirin at the counter), eggs from Kitazaka Poultry Farm, and Awaji Kinuhikari rice.
*‘Iwaya Ara-yaki Set’ (Weekend limited): 1,500 yen.
*‘Iwaya Sashimi Set’ (Weekend limited): 2,000 yen.
These popular weekend-only menus will be available daily from 7:00 to 10:00 during the GW period. Sales end when sold out; reservations are available in 30-minute increments.
■ Inspiration from Being 'Japan's No. 1 Prosecco Seller'
ENJI Co., Ltd. was selected as the No. 1 seller in the Prosecco Competition in December 2025. Through this activity, the company learned that customers pay not just for 'product content' but for the story of 'who they buy from and what kind of experience they get.' Instead of just creating an efficient store, the goal is to make a fish market that serves as a 'human-centric community hub.' Digital tools are used not for cold efficiency, but to secure time for meaningful exchanges—such as suggesting recipes for today's fish or wine pairings for the season.