Charm of Setouchi Crossroad
Where Tradition and Culture Converge
Setouchi Crossroad literally refers to the city of Onomichi, where roads intersect in the shape of a cross. Historically, Onomichi was a vital port town situated at the heart of the Seto Inland Sea, which once served as a maritime highway. It became a hub for transporting kombu and fish from Hokkaido to western Japan and distributing sake and seasonings from the west to the east.
Today, Onomichi is famous worldwide as the northern gateway to the Shimanami Kaido—the only one of the three bridges connecting Honshu and Shikoku that cyclists can cross. This scenic route attracts cyclists from around the globe, with over 300,000 bike rentals and private bicycles crossing the bridge annually.
In 2023, Onomichi welcomed approximately 6.583 million visitors, including a record 370,000 international tourists, making it the second most visited city in Hiroshima Prefecture, just behind Hiroshima City. Despite its popularity with both domestic and international travelers, few realize that Onomichi offers a unique opportunity to experience both samurai culture and the region’s rich brewing and fermentation traditions.
The Bingo area of Hiroshima, where Onomichi is located, has been strategically important since the Sengoku period, attracting attention from political leaders. The Murakami Navy, a famous group of samurai pirates, allied with—or at times opposed—the coastal clans of the Seto Inland Sea, playing a significant role in shaping the samurai culture in western Japan. Their influence contributed to the preservation of a unique form of samurai culture in the Seto Inland Sea, distinct from other regions of Japan.
Like Hiroshima, Ehime Prefecture enjoys a warm climate and is famous for its expansive citrus groves. The region also boasts a rich brewing tradition, producing sake, miso, soy sauce, and vinegar. While Japan’s colder regions also have strong brewing traditions, the warm climate here, with its abundant sunshine, imparts a sweetness and depth of flavor that is unmatched.
Shikoku is also home to some of Japan’s most sacred mountains, including Mount Ishizuchi, the highest peak in western Japan, and numerous regions where mountain worship (Shugendo) is still practiced. The Shikoku Pilgrimage, a sacred journey to 88 temples founded by Kobo Daishi, the father of Japanese Esoteric Buddhism in the Heian period, attracts pilgrims from around the world.
Onomichi is a geographic crossroads, but it is also a cultural crossroads—where samurai traditions meet the rich heritage of brewing and fermentation.
"Setouchi SAMURAI Brewed Crossroad" is where history and culture come alive, offering you unforgettable moments that satisfy both the mind and the body.
Once controlled by samurai pirates between 800 and 400 years ago, the Seto Inland Sea is now a luxury resort destination, beloved by celebrities from around the world for its stunning scenery, gourmet cuisine, and cultural experiences.
The islands scattered between Onomichi (Hiroshima) and Imabari (Ehime) have long been a fertile ground for diverse cultural developments, from swift sea currents and salt production to fishing, maritime trade, and a unique blend of samurai and brewing cultures, including fermentation and Japanese culinary traditions.
Since the construction of the bridges in 1999, it has been possible to travel by bicycle, motorcycle, or car from Honshu (Hiroshima) to Shikoku (Ehime), forming a grand cross with the Seto Inland Sea running horizontally and the Shimanami Kaido running vertically.