During our last winter trip to Japan in 2019, we rented a car from the Tokyo Narita airport to kickstart our road trip. We were super excited to travel to the Izu Peninsula which was located about 100km southwest of Tokyo. The region is known for its beautiful coastlines, abundance in onsen resorts and fresh seafood. Before one is able to get into Izu , you will most likely enter from Atami located at the entrance of the Peninsula (if you are coming down from Tokyo like us).
After about an hour drive away from the Tokyo metropolis and passing through a few toll gates, we were soon greeted by views of the seas as the smaller roads led us into Atami, a popular seaside resort town. Due to its close proximity to Tokyo, Atami is an attractive retreat location for those who are looking to indulge themselves in natural hot springs and ryokans. Atami retains an old school vibe and it almost feels like time has stopped in this tranquil coastal town.
A visit to Atami is not complete without dropping by some of the area's best seafood restaurants. Atamai is a seafood paradise with a wonderful array of the city's specialty fish dishes
Prior to the trip, we saved many local seafood spots from the travel guides that we've read. The best part about self-drive is that you are able to hop into any of the spot that you've bookmarked beforehand. As our drive took a little longer than expected (we got lost navigating through the roads in Tokyo haha), some of the local shops we've bookmarked were already close. Do note that for local restaurants in Japan, it is common for them to open for a short window period for lunch, close for a break, and reopen during dinner again.
We were lucky to have stopped by Masaru (まさる) where the owners were super friendly as they told us they could serve us even though it was almost time for them to close the stall. They even waited for us to park nearby first. Masaru is also only opened during lunch hours.
We ordered 2 sets to share - the Uni Ikura Donburi and Horse Mackerel Fry set. The seafood was fresh and the breaded Mackerel was excellent when paired with the generous servings of shredded cabbage and tartar sauce. They came with a serving of boiled taro balls and pickled vegetables. Loved the wakame miso soup too. The sets were super affordable as well (approx 2,000 yen for the Uni Ikura Donburi and approx 1,300 yen for the Horse Mackerel Fry set).
Look at the glistening generous servings of Ikura! We had a satisfying lunch in the homely settings of the stall and had a fun experience sitting on their Tatami as well. Every now and then the chef will also come check in on us and ask us where we are from, how is the food, etc. The elderly shop lady was also all smiles and made us felt very welcomed. The whole family is really cute and friendly. It's no wonder why the shop is so popular.
For an affordable and delicious seafood lunch with fresh local catch, do visit Masaru which is popular with locals and tourists alike. We heard that it can be crowded during lunch hours and waiting time can be 30 minutes or longer as the shop is small. Do go early or if you are lucky like us, the owners may take your last orders. The meal may look simple, but like all things simple which are the best, and the owners will surely make you remember Atami with a warm heart. For us, it gave us good memories and a great start to the rest of our Izu trip.
Masaru (まさる)
Address: 13-5 Nagisacho, Atami 413-0014, Shizuoka Prefecture
0557-81-8897
Opening Hours:11:30am - 2.40pm
Website: https://masaru.gorp.jp/
Atami, Japan