Niigata is the leading rice producer in Japan. There are many brands, including Uonuma Koshihikari, and Niigata's rice makes for top-quality sake.
The three mountains of Mount Hakkai, Mount Echigo-Komagatake, and Nakanodake, collectively called the Echigo Sanzan mountains, have rich nature and scenery that can be enjoyed in any season.
Niigata is also popular as a snow resort, and many fans from Japan and abroad visit in search of good powder snow.
Matsudai Nohbutai combines Japan's pastoral satoyama woodlands with modern art, and you can see the works of world-renown artists such as Yayoi Kusama on display in a natural setting.
Furumachi geigi is considered on the three great geisha performances, along with Gion in Kyoto and Shinbashi in Tokyo, and you can still experience the song and dance of "ozashiki asobi"(tatami room play) at ryotei restaurants today.