“Gifu Maru,” a direct-from-the-producer website for Gifu Prefecture operated by Hidakara Co., Ltd. (located in Hida City, Gifu Prefecture), has started accepting orders for natural sweetfish raised in four clear rivers within the prefecture: the Nagara River, Hida Shogawa River, Mazegawa River, and Takahara River .
In collaboration with ayu fishermen and businesses that serve ayu dishes, we deliver natural ayu from Gifu Prefecture to all over Japan through “Direct from the Source! Gifu Maru”.
Whether it’s a special gift for the summer season or a culinary experience at home, your purchase will contribute to supporting those involved in the fishing industry, preserving the traditional ayu fishing culture, and creating a positive cycle that protects Gifu’s beautiful, pristine rivers .
A tasting tour of ayu (sweetfish) from famous rivers in Gifu Prefecture, which accounts for 21.1% of the national market share, has been realized!
The wild sweetfish that Gifu Prefecture is so proud of were difficult to obtain unless you went directly to the production area or ordered them individually from the fishing cooperatives of each river or from separate sales websites.
This time, “Direct from the Producer! Gifu Maru” leverages a system that allows local businesses to easily open stores on major online marketplaces to feature some of Gifu Prefecture’s finest ayu (sweetfish) from the Nagara River, Hida Shogawa River, Mazegawa River, and Takahara River , all within a single shop . This allows customers to purchase natural ayu from different regions and enjoy a luxurious “taste comparison” experience at home.
(From top left of photo) Nagara River Gujo Ayu, Shirakawa Village Hida Shogawa Ayu, Mazegawa upper reaches Ayu, Takahara River Ayu, Hida Miyagawa Ayu *Hida Miyagawa Ayu is available for sale at Hidakara Co., Ltd.’s “Hidakara Shoten”.
Now in season! The overwhelming appeal of Gifu’s “natural sweetfish,” nurtured by pristine streams.
Wild ayu (sweetfish) are also known as “fragrant fish.” Their most distinctive feature is the refreshing aroma reminiscent of watermelon or young leaves , as they feed only on high-quality moss on the bottom of clear rivers. Furthermore, swimming through strong, fast-flowing currents gives them firm, robust flesh, resulting in a refined, light fat content and a deep umami flavor in their innards that sets them apart from farmed ayu .
Ayu (sweetfish) have unique characteristics, with their flavor varying depending on the river in which they grow.
The wild ayu (sweetfish) we offer on this site each have their own unique characteristics depending on the environment of the river in which they grew up.
① Gujo Ayu (Gunma Prefecture sweetfish): Natural sweetfish from the Nagara River (Handling business: Mino Hida Gourmet)
This premium ayu (sweetfish) is raised in the pristine waters of the Nagara River, a pristine river selected as one of Japan’s “100 Best Waters.” It won the Grand Prix at the “11th Clear Stream Ayu Tasting Competition.” Its beautiful appearance, exquisite aroma, and perfect balance of plump flesh and high-quality fat have impressed gourmets and chefs nationwide.
② Natural sweetfish from Shirakawa Village, Hida Shogawa River (Handling business: Mino Hida Gourmet)
The Hida Shogawa River flows through Shirakawa-go, a World Heritage Site. Because the fish are raised in the cold snowmelt water, their flesh is exceptionally firm. It won the runner-up prize at the 19th Clear Stream Ayu Tasting Competition. You can enjoy its clear, pure taste with no off-flavors whatsoever, and its elegant, subtle aroma.
③ Natural sweetfish from the upper reaches of the Mazegawa River (Handling business: Maruhachi Ryokan)
The ayu from the upper reaches of the Mazegawa River have won the Grand Champion title at the “National Ayu Tasting Competition in Tokyo,” held once every 10 years, and the Grand Prix at the “24th Clear Stream Ayu Tasting Competition.” The nutrient-rich water flowing in from the abundant broadleaf forest nourishes the finest moss. The ayu that feed on this moss develop an incredibly rich aroma, and their beautiful, golden bodies are truly captivating.
④ Natural sweetfish from Takahara River (Handling business: Monjiro Shoten)
The Takahara River, a clear stream in Hida that originates in the Northern Alps, is a beautiful river blessed by its steep terrain and abundant forests. It won the Grand Prix at the 26th Clear Stream Ayu Tasting Competition. The ayu (sweetfish) raised in the river’s high-quality water and moss are small in size but have firm flesh. They are characterized by their elegant and high-quality flavor, a result of the harsh natural environment.
⑤ Abare Ayu (sweetfish) from the Hida Miyagawa River (Handling business: Hidakara Shoten)
Raised in the harsh natural environment, these ayu develop firm, robust bodies and grow so vigorously that they bend the fishing rod significantly when reeled in. Their lively appearance has earned them the name “Hida’s Wild Ayu.” They are characterized by their perfect balance of fat and a rich, refined aroma. Great for fishing and delicious to eat, this is a superb product packed with the blessings of Hida’s nature.
*Although “Hidakara Shoten” and “Direct from the Producer! Gifumaru” are sold on different websites, both are operated by Hidakara Co., Ltd.
Spreading the charm of ayu (sweetfish) nationwide through the power of e-commerce! Connecting Gifu’s “beautiful clear streams” to the future.
The released ayu (sweetfish) eat the moss in the river, purifying the water , and the revenue from fishing licenses for the grown ayu is reinvested in the preservation of the river environment . In fact, ayu play a significant role in the preservation of Gifu’s beautiful, clear rivers .
Having people all over Japan enjoy Gifu’s ayu (sweetfish) not only supports those involved in the fishing industry, but also contributes to the continuation of the traditional ayu fishing culture and creates a positive cycle for the rich marine resources and the beautiful, clear river ecosystem that Gifu is proud of .
“Direct from the Producer! Gifu Maru” aims to support businesses in expanding their sales channels and to convey the appeal of Gifu’s sweetfish to people all over Japan.
The season is finally here! List of opening dates for ayu fishing on various rivers in 2026.
In Gifu Prefecture, the ayu fishing season, which signals the arrival of early summer , has begun in the rivers.
With the opening of the ayu fishing season, “Direct from the Source! Gifu Maru” has begun accepting reservations and sales of this year’s fresh ayu .
Rivers (regions)
Ayu fishing season opens
Nagara River (Gujō City)
Monday, June 1, 2026
Upper reaches of the Mazegawa River (Gero City)
Saturday, June 13, 2026
Hida Miyagawa (Hida City)
Wednesday, June 24, 2026
Takahara River (Hida City)
Saturday, June 27, 2026
Hida Shogawa (Shirakawa Village)
Wednesday, July 1, 2026
Purchase natural sweetfish from Gifu’s four pristine rivers here!
[Gujō Ayu (sweetfish): Natural sweetfish from the Nagara River]
Gujo Ayu (wild sweetfish from the Nagara River) (5 fish / 10 fish / 15 fish / 20 fish)
・During Rakuten Super Sale: From 3,528 yen (tax included, free shipping)
・URL: https://item.rakuten.co.jp/gifucollection/1012-02/
[Natural sweetfish from the Hida Shogawa River in Shirakawa Village]
• Natural sweetfish from Shirakawa Village, Hida Shogawa River (5 fish / 10 fish / 15 fish)
・During Rakuten Super Sale: From 5,445 yen (tax included, free shipping)
・URL: https://item.rakuten.co.jp/gifucollection/1012-01/
[Ayu from the upper reaches of the Mazegawa River] *Shipping will begin in early July.
– Ayu (sweetfish) from the upper reaches of the Mazegawa River, approximately 400g to 1kg (simple packaging / gift box)
・During Rakuten Super Sale: From 5,724 yen (tax included, free shipping)
・URL: https://item.rakuten.co.jp/gifucollection/gm1046-su-a/
[Takahara River Ayu (sweetfish)] *Shipping will begin in late June.
– Natural sweetfish from Takahara River (3 fish / 6 fish / 9 fish / 12 fish / 15 fish)
・During Rakuten Super Sale: From 3,380 yen (tax included, free shipping)
・URL: https://item.rakuten.co.jp/gifucollection/gm1054-01/
[Hida Miyagawa River’s Wild Ayu (Sweetfish)]
– Hida’s wild ayu (2 fish / 4 fish / 10 fish)
・During Rakuten Super Sale: From 3,780 yen (tax included, free shipping)
・URL: https://item.rakuten.co.jp/hidakara/ayu07/
• Sales site: Direct from the producer! Gifumaru Rakuten Market Store
