This morning market is considered to be one of the three biggest markets in Japan, along with markets in Takayama City, Gifu Prefecture and Katsu-ura City, Chiba Prefecture. Its origin dates back to the Heian period, when people started bartering for seafood and vegetables on the local shrine’s festival days. Since then, the market has existed for about 1,000 years, and has become a sightseeing spot for visitors to Noto. Over 200 stalls sell seasonal seafood, farm produce and crafts along Honmachi Street (Morning Market Street) from 8:00 am until noon every day. The vendors are mostly local female divers and farmers. Many of the goods do not have a price tag, and prices are decided through negotiation between the seller and buyer. You can enjoy conversation with unassuming, warm people of the northern Noto area.