Ueda City in Nagano Prefecture is a historic castle town known for Ueda Castle, which is associated with the famed samurai warrior Sanada Yukimura. The city also offers rich natural scenery, hot springs, and charming old streets. Its convenient location—just about an hour and a half from Tokyo by bullet train—makes it an attractive destination for many visitors, who are drawn to its seasonal landscapes and cultural heritage.
But Ueda has more to offer after dark. The city is home to a vibrant nightlife district called Fukuro-machi, where the nostalgic charm of the past still lingers. In this feature, we introduce the popular “Night Passport,” which lets you explore the unique nighttime appeal of Fukuro-machi.
Contents
What is the “New Ueda Project”?
“New Ueda” is a promotional campaign that uncovers the “B-side” charm of Ueda City. Organized by the Shinshu Ueda Tourism Association, this initiative shines a spotlight on the retro and unique spots of Ueda that have remained largely unknown—now in its fourth edition. This year, the campaign focuses on the city’s nightlife, launching a special limited-time campaign featuring ten snack bars scattered across the Fukuro-machi district. Through the “Night Passport,” visitors can experience the local snack culture, fostering new encounters and connections between tourists and local residents.
What is the “Night Passport” for Exploring Fukuro-machi After Dark?
The “Night Passport” is a small booklet-style pass that allows you to explore 10 distinctive snack bars in Fukuro-machi at a discounted rate—perfect even for first-time snack-goers. By showing the passport, you can enjoy a one-hour snack try bar experience at each participating location for just 2,000 yen, which includes one drink and two karaoke songs.
As an added bonus, collecting stamps in the passport through a stamp rally lets you earn fun rewards such as glowing bracelets, acrylic keychains, or miniature snack bar signs.
The Night Passport is available for purchase at the Ueda City Tourism Center and the tourist information desk at Ueda Station for 500 yen (tax included). The official Instagram account (@newueda) also shares videos showcasing the snack bar interiors, owners (Mamas), and local bar snacks—giving you a great sneak peek into the real atmosphere of Fukuro-machi before you go.
Passport Now on Sale — Enjoy Exclusive Deals Through September 30!♪ ©️Shinshu Ueda Tourism Association
Safe Even for First-Timers! What Makes Fukuro-machi So Special?
Fukuro-machi was once a bustling entertainment district during Japan’s postwar economic boom, and it still retains that nostalgic charm with its dense concentration of izakayas and snack bars. The establishments participating in this Night Passport campaign are all long-loved by the local community. Each spot offers a warm, welcoming atmosphere, with friendly mamas (female bar hosts) and regular patrons who make even solo female guests feel right at home.
From quiet bars perfect for relaxed drinks to lively venues where you can sing your heart out with karaoke, the area offers a wide variety of styles and vibes. Even if you’ve never been to a snack bar before, simply having the Night Passport in hand gives you the confidence to step through the door. It’s a one-of-a-kind experience that makes you feel like a true “resident of Ueda’s nightlife.”
In Summary: Your Next Destination Should Be Ueda City!
Fukuro-machi in Ueda City, Nagano Prefecture, truly shines at night—offering a whole new side of Ueda to discover. With the Night Passport in hand, opening the door to a snack bar leads to heartwarming conversations with mamas and genuine interactions with the locals, adding depth and authenticity to your trip. This retro, slightly mysterious yet nostalgic snack bar culture is a journey into the soul of the city.
So why not take a trip to Ueda and discover your very own one-night-only story?
- Sales & Usage Period: April 1 (Tue) – September 30 (Tue), 2025
- Price: 500 yen (tax included)
- Sales Locations:
- Ueda City Tourism Center 2F
- Ueda Station Tourist Information Desk
- Kōseiken
- Sai no Kaku
- Ueda Tokyu REI Hotel
- Ueda Station of the Ueda Dentetsu Bessho Line (includes a set with a one-way ticket to Bessho Onsen for 800 yen)
- up moat
- Ueda Onsen Shōen & Jukuan
- Shinano Railway Ueda Station (also selling commemorative admission tickets)
- How to Use:
- Purchase the Night Passport
- Show it at participating snack bars for a one-hour experience at 2,000 yen (includes 1 drink + 2 karaoke songs)
- Collect stamps and receive fun rewards
- Stamp Rewards:
- 1 stamp: Glowing bracelet
- 3 stamps: 500 yen discount on your bill
- 5 stamps: Original acrylic keychain
- 7 stamps: Items from past campaigns
- 10 stamps: Miniature snack bar sign (you can choose the name to be printed on it)
▶︎ Click here for the press release about “New Ueda”
Experience a Japanese Snack-bar with a fun guide tour
After you enjoy the place, you can go to Snack Bars, beloved by many but you can’t enter without a guide. You can enjoy communication with the owner and other customers, as well as singing karaoke, allowing for a relaxing time.
Most snack bars have a policy of refusing entry to foreigners. However, with a tour, you’ll have a guide, so you can enter with peace of mind.
When visiting Japan, don’t just check off the tourist spots –
dive into local experiences for an unforgettable journey!
Once you experience it, you’ll be captivated too! The charm of snack bars.
New encounters with people! The camaraderie of singing at a snack bar! Conversations with the mama-san!
