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New attractions of Okayama City South Village, with new and popular stores opening one after another!
Minami Ward is a Southern European-style agricultural park located along the Tamano Prefectural Road in Tamano Ward, Okayama City City. This facility offers seasonal fruit picking experiences throughout the year and hosts a variety of events. The Roadside Market, a farm produce direct sales store that has been a favorite of many people from both inside and outside the area for many years, is also very popular.
In 2025, a number of new restaurants, including popular bakeries, opened in the South Village! Okayama City South Village is evolving to a new stage, not only as a place for harvesting experiences and events, but also as an attractive Okayama City that attracts repeat visitors. We will introduce some of the notable new stores.
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Table of Contents
- What is Okayama City South Village?
- 1｜ riel donut: Unique store design is appealing!
- 2｜A popular bakery from Okayama is here! "Okayama Kobo Liaison"
- 3｜ Marugo Deli Deli: A new style of community-based restaurant
- 4｜Enjoy traditional hand-pulled udon noodles at Menkurando Fujimasa
- 5｜ OHAYO GROUNDS: OHAYO's first permanent directly managed store
- Each store shares a common vision
- South Village is full of charm!
What is Okayama City South Village?
Located in the rural landscape of the southern part of Okayama City, Okayama City South Village is an experiential agricultural park marked by a white observation tower that evokes the idyllic rural scenery of Southern Europe.
Fruit picking experiences such as strawberry picking and Grape Picking are popular within the garden. Many events are held throughout the year in the plaza in front of the entrance and on the lawn area within the garden. At the Roadside Market, a farm produce direct sales store facing the parking lot, fresh vegetables and fruits harvested by local farmers are sold directly to customers every day, and there are many repeat customers from outside the area.
The observation tower, which is the symbol of the park, offers a 360-degree panoramic view. The pool is also open in the summer, and is popular with families. There is free parking for 600 standard-sized cars, and the facility has been loved by many people for many years.
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1｜ riel donut: Unique store design is appealing!
When you walk through the South Village entrance, the first thing you see isn't a ticket booth, but a donut shop.
riel donut was created by renovating what was once a ticket booth. The unique style of choosing your items as if you were buying a ticket is sure to surprise first-time visitors, who may wonder, "Is this really a donut shop?"
Mr. Ishikawa is the owner and operator of this unique shop. Since opening in Gakuminami-cho , Kita Ward ku , Okayama City , Riel Donuts has become a popular donut shop that is loved by locals, tourists, and people coming back from sports games. The South Village store is also a popular spot loved by people of all ages.
The most important thing is the fabric
The most important thing about Riel Donuts is the dough. They don't use eggs and use a unique method that blends pumpkin from Hokkaido with carefully selected glutinous wheat from Kumamoto Prefecture, resulting in a fluffy, crispy, and chewy texture.
According to Ishikawa,"I want people to enjoy the dough itself, rather than the flashy toppings (decorations)." In fact, Ishikawa is a flour professional! "While baking bread at a bakery for 33 years, I continued to research dough with the hope of opening a donut shop one day," he says. He then finally opened his dream donut shop, and opened his second store in South Village, a neighborhood with which he has a connection.
Their signature donuts are made right before your eyes!
Their signature product is the "Brûlée Donut." After receiving an order, the donut is filled with custard cream (sweet cream), dusted with powdered sugar, and roasted right in front of you with a burner, creating a lively atmosphere that is very popular. Many customers take videos of the process, and the contrast between the crispy, fragrant exterior and the moist interior is an unforgettable taste once you've tried it.
"The simple sugar donuts are also popular," says Ishikawa. Their unpretentious deliciousness attracts repeat customers.
Another noteworthy menu item is the "Hino Kuni Pizza, enjoyed with all five senses." This exquisite pizza is based on the dough used at a renowned restaurant that was selected as a Michelin Bib Gourmand (a prestigious restaurant selected by France's prestigious restaurant guide) and ranked number one in the country on Tabelog, and has been further improved. It is a special pizza that combines a chewy texture with a fragrant aroma. For more details, please check out Riel Donuts' Instagram.
Aiming to be like a food court
At Riel Donuts, they offer a wide variety of products, including cookies made with Hokkaido wheat, Basque cheesecake, fruit fromage drinks (drinks made with fruit and cheese), Okayama craft beer (locally brewed beer), and soft drinks. We also recommend relaxing and enjoying a drink at the tables in front of the store.
"I'd like to expand the menu and make it into something like a small food court (a dining area with multiple restaurants)," says Ishikawa. "I hope to be able to spread the appeal of Okayama and Kurashiki from here."
Working with dough every day, they offer a "one-of-a-kind experience" at their unique Riel Donuts store.
[riel donut South Village Store]
Address: Okayama Prefecture Okayama City Minami Ward, 2468 Kataoka, Minami-ku , Okayama City, Okayama Prefecture
Business hours: 9:30-16:30 (ends when sold out)
Closed: Tuesdays (open on public holidays)
riel donut South Village Store | Official Instagram
2｜A popular bakery from Okayama is here! "Okayama Kobo Liaison"
Three stores have opened in the building to the right of the former ticket office after passing through the entrance.
The first to open was Okayama Kobo Liaison , a popular bakery from Okayama . While rooted in the local community, this bakery has also opened branches in Hawaii and California, gaining popularity overseas. With two stores in Okayama, and having supported the opening of over 400 new businesses across the country, this bakery, one of Okayama's leading bakeries, has begun a new operation based in South Village.
We spoke with Masaki-san, who is in charge of public relations and business start-up support. "Since we opened, we've had people of all ages come and we're becoming more well-known in the area, which we're very grateful for," he said.
Freshness is "life" and bread is a fresh food
"Our bread is fresh food," says Masaki. The reason is that "Okayama Kobo Liaison is particular about being 'freshly baked' and 'additive-free.' Rather than baking large quantities of bread, we aim to bake in small batches repeatedly, so that we can provide bread that is 'freshly baked within 30 minutes.'" As such, it is possible to purchase freshly baked bread even an hour before closing time.
Furthermore, they use an original blend of wheat flour from Hokkaido, Ebetsu, and are thorough in not using any additives in the dough. "It's not the most efficient method, but that's what makes it delicious. We want to provide the bread that people take the trouble to buy in the best condition," he says with a refreshing yet passionate attitude.
I want people to become more familiar with bread.
Okayama Kobo Liaison offers a variety of breads, including the popular "Okayama Curry Bread with Beef and Vegetables," as well as breads made with whole wheat flour and rye that are exclusive to the South Village store, so you're bound to have a pleasant dilemma deciding which one to buy.
The spacious store also has an eat-in corner (in-store dining area) where you can enjoy freshly baked bread right away. They also actively hold experience-based events such as parent-child bread-making classes, and are working to make bread more accessible to people. "I want this to be a place where families can cherish time spent together, not just buy bread," says Masaki. Here you can find new ways to enjoy bread.
Making bread a part of everyday life
Okayama Kobo Liaison aims to become a place of gathering that is rooted in the local community, while also becoming a bakery that attracts attention from around the world. "I want to connect with more people through bread," says Masaki with a smile. He adds, "I would like to actively use locally grown vegetables from South Village, and I would also like to try collaborations between stores."
Most of the bread here has a soft, gentle texture. This reflects their desire for people of all ages to enjoy bread every day. Okayama Kobo Liaison prioritizes the "excitement of freshly baked bread" over efficiency, and their challenge will continue to expand.
[Freshly Baked Bread Market Okayama Kobo Liaison South Village Store]
Address: Okayama Prefecture Okayama City Minami Ward, 2468 Kataoka, Minami-ku , Okayama City, Okayama Prefecture
Business hours: 8:00-17:00
Closed: Tuesdays (also closed on public holidays)
Okayama Kobo Liaison Liaison South Village Store | Official Instagram
3｜ Marugo Deli Deli: A new style of community-based restaurant
The second store in the building is Marugo Deli, which opened in South Village.
This product is also well known in Okayama Prefecture for its "⑤" mark, and is popular in many places, including shopping malls, as "Margo Fruit Juice."
We spoke with the store owner, Mr. Numata. In addition to fresh juices, the sandwiches and Neapolitan (a pasta dish with tomato sauce) are also popular, and the store has now become beloved not only by tourists but also by local regulars. He says he often hears from locals that "we're glad Margo has come to South Village."
The long-awaited opening
Numata, who is from the nearby area, has a special attachment to South Village as it is a local facility. He was originally involved in store design at Marugo Deli, and when he heard about the opening plans, he volunteered to run the store.
Numata values "local production for local consumption" (consuming locally produced goods locally). He actively incorporates vegetables such as lotus root harvested in the Nadasaki area where South Village is located, as well as fruits harvested in South Village, to provide original menu items that can only be enjoyed here. He also said, "I want to make this a place where people can have fun, not just eat." He is considering ways to expand the "food x experience" concept, such as planning projects that take advantage of the store's unique terrace seating (outdoor seating), which is rare among the many Margo stores, and planning workshops such as agricultural experiences for children.
South Village Exclusive Menu
Of course, the recommended item is the collaborative menu that makes use of local ingredients. In particular, the menu that is only available here, which uses seasonal fruits harvested in South Village, is a treat for visitors. When we visited for this interview, Shine Muscat juice was being served.
When the staff handed it to me, they said, "It's fresh, so please eat it quickly." It was clear that they wanted me to enjoy it at its best.
There is a constant stream of customers throughout the day, and they even come on rainy days. Another advantage is the large parking lot, which makes it easy to drop in on the way home from a nearby event. "Most of our repeat customers are locals, and the ratio of tourists is about half and half," which shows how popular the shop is with locals.
Marugo Deli is more than just a place to eat and drink
"I want to aim to be more like a local playground than a restaurant," says Numata. Not only does it have an open terrace, but it also has a kids' space (a play area) inside the restaurant, making it a great place for families. He also says with a smile that by combining food and experiences, he wants to promote the unique charms of Okayama and make it a place that connects tourism and everyday life.
Marugo Deli is unique to South Village, offering a place for locals to use on a daily basis and a one-of-a-kind experience for tourists. With this vision of the future in mind, the restaurant is filled with the desire to invigorate the local area.
[Marugo Deli South Village Store]
Address: Okayama Prefecture Okayama City Minami Ward, 2468 Kataoka, Minami-ku , Okayama City, Okayama Prefecture
Business hours: 10:00-17:00 (last order 16:30)
Closed: Tuesdays (open on public holidays)
Marugo Deli South Village Store | Official Instagram
4｜Enjoy traditional hand-pulled udon noodles at Menkurando Fujimasa
The third store in the building is Menkurando Fujimasa , which serves hand-pulled noodles from the Kamogata region of Asakuchi City Okayama Prefecture, a tradition that dates back to the Edo period (1603-1868).
This is the first directly managed store in Okayama City by Kamokawa Tenobe Somen Co., Ltd., which is working hard to popularize hand-stretched noodles, a specialty of Bitchu Kamogata.
When asked what prompted them to open the store, owner Fujiwara said, "Because we're located away from the city, we wanted to create more places where people can eat and gather." The reason they chose South Village, which is home to a variety of tenants (stores), rather than a standalone store is because "we wanted to create a place where people can inspire each other and create excitement." He also said, "We want more people to know the appeal of hand-pulled noodles."
I want to spread the deliciousness of hand-pulled noodles
Our opening hours are short as we are mainly open during lunch hours, but we put a lot of care into each and every bowl of udon.
"I don't just want to fill your stomach with food, I want the experience of eating here to be memorable," says Fujiwara, who carefully selects and prepares the ingredients, placing great importance on the dining experience itself.
"Each region has its own unique udon noodles, and I want people to know how delicious the hand-stretched udon noodles of Okayama Prefecture are," she says with a gentle smile.
The texture and smoothness that only hand-pulled noodles can provide
The signature dish is, of course, the hand-stretched udon. Both hot and cold udon are recommended, but Fujiwara-san chose the tempura udon as his "best recommendation."
The long noodles, a feature of hand-stretched udon, are smooth, soft, and chewy, and slide easily down your throat. They have a different texture to the noodles of Sanuki udon (a famous udon from Kagawa Prefecture ), which is also well-known in Okayama . I'm looking forward to trying the warm udon next time.
The store has a calm atmosphere, making it a comfortable space for tourists and families alike. There are counter seats, so even if you're alone, you can feel free to come in.
Let's join hands and liven up the area
Regarding his future plans, Fujiwara said, "I would like to collaborate with other tenants, with wheat as the keyword." He also said that he would like to be a presence that makes people think, "If you go to South Village, there's something interesting to do," through monthly events and other business activities. He also made an impression by smiling as he said, "I would like to collaborate not only within the facility, but also with neighboring stores if possible, to liven up the area."
I felt that Fujimasa aims to be a hub that both tourists and locals can enjoy.
[Menkurando Fujimasa ]
Address: Okayama Prefecture Okayama City Minami Ward, 2468 Kataoka, Minami-ku , Okayama City, Okayama Prefecture
Business hours: 10:30-14:30 (until 15:00 on Saturdays, Sundays, and public holidays)
Closed: Tuesdays
5｜ OHAYO GROUNDS: OHAYO's first permanent directly managed store
In Okayama, it would be difficult to find someone who doesn't know about Ohayo Dairy Co., Ltd. (hereafter referred to as "Ohayo"), a long-established dairy product manufacturer.
Ohayo has opened its first permanent directly managed store, a milk cafe called "OHAYO GROUNDS" in South Village. It's a long-established manufacturer that was founded over 70 years ago, so I was surprised to learn that they don't have a permanent directly managed store.
From the entrance and on your way from the building housing three stores to the grassy plaza, the first thing you see is OHAYO GROUNDS.
This is a permanent store that utilizes the know-how gained from stores that have previously operated for limited periods in Okayama and Kobe.
Overflowing passion for "Milk"
We spoke with Sakamoto-san, who was involved in setting up the store. He smiled and said that he created this store with the hope that people would "enjoy the thoughts of the makers" in addition to being able to purchase Ohayo products at supermarkets and convenience stores.
According to Sakamoto, "This is not just a place to sell products." They offer "milk that is easy to drink even for people who don't like milk," made using a unique method, and also explain the current situation of dairy farmers (farmers who produce milk), in order to help customers learn about the appeal of dairy products through experiences. "In addition to the products that our customers have always loved, we offer menus that can only be tasted here, so that visitors can gain a deeper understanding of milk and make new discoveries," he says, his passion for milk clearly evident.
Discover the "Ohayo" you never knew existed
"Milk served in a bucket." Its striking appearance has drawn praise for its cuteness, and it has become a hot topic on social media. In fact, the milk is made with care, which cannot be seen from its appearance. By further removing water from conventional milk, the distinctive taste and smell of milk have been reduced, allowing you to enjoy the natural appeal of milk. Apparently, even people who don't like milk are able to drink it all up, and when I tried it myself, it was so easy to drink that I drank it all in one go.
The "Snowmelt Milk Ice Cream," which is grilled at the table and served, is also popular. You can enjoy the warmth of the caramelized sugar and the coolness of the ice cream all at the same time, and it's sure to become addictive.
It's clear that they value the sense of exclusivity that can only be found here, with limited menus available only at a store directly operated by the manufacturer.
With the community, with milk
Regarding his future prospects, he said, "I want to make this a store that can continue for a long time together with the local community." In fact, Sakamoto-san has such a strong passion for Milk that he spoke directly to upper management in order to set up a directly managed store, even though he is in a department that has nothing to do with sales promotion. Please come and experience his passion at the store.
Aiming to be a comfortable space where the everyday and the extraordinary intersect, it will be a place where local residents and tourists can drop in casually, create memories through milk, and spread new challenges from Okayama to the rest of the country. "OHAYO GROUNDS" is also imbued with this desire for the future.
The store is filled with displays of wooden boxes and bottles that bring back memories for older customers and are refreshing for younger customers. Also, since it's a special occasion, they rent out lanterns and straw mats (traditional mats) so that customers can enjoy their "Milk" on the spacious lawn.
[OHAYO GROUNDS South Village Store]
Address: Okayama Prefecture Okayama City Minami Ward, 2468 Kataoka, Minami-ku , Okayama City, Okayama Prefecture
Business hours: 10:00-17:00
Closed: Mondays and Tuesdays (may be closed temporarily)
OHAYO GROUNDS| Official Instagram
Each store shares a common vision
We spoke to five stores opening in South Village in 2025, and each store seemed to want more than just food and drink; they also wanted to "provide an experience" and "liven up the area." Each store offers "value for making a special visit," with experiences and products and ways of spending time that cannot be found in stores in the city. Of course, it's great to visit each store, but spending time relaxing in South Village, buying farm-fresh products at the roadside market and enjoying seasonal fruit picking, is also a wonderful way to spend your time.
In addition to the stores introduced here, there is also a "Toy Outlet" that is only open on Saturdays and Sundays. Unfortunately, it was closed on the day of the visit, but it seems that some products are 80% off the regular price, so you might be able to find some great bargains! It may be a "toy kingdom" in a different sense. This writer, who loves toys, is excited too.
South Village is full of charm!
When you think of South Village, many people will think of the long-standing and beloved Roadside Market, which we mentioned in our introduction at the beginning. This popular farm-direct sales outlet is lined with fresh vegetables and fruits brought in directly by farmers, and they sell out quickly before you know it. The photo was taken on a weekday morning, but the market is bustling with customers. In fact, in addition to farm-direct products, they also have a wide selection of fresh flowers. Here too, many customers are at a loss as to what to buy from the colorful flowers.
There are also many local specialties from around the prefecture, including bento boxes, bread, dairy products, noodles, and more. There are also Japanese confectionery shops, fishmongers, and meat dealers. The ever-popular "lotus root croquette" (a deep-fried dish made with lotus root) is a staple, and this writer often buys it.
It's so crowded with people from the morning that you'll wonder if it's really a weekday.
It is located on the Kurashiki Kojima Road, so it is easily accessible. Why not head to Okayama City South Village on a drive or tour?
[Okayama City South Village]
Address: 2468 Kataoka, Minami Ward, Okayama City , Okayama Prefecture Opening hours: 9:00-17:00 (closed on Tuesdays)
Opening hours: Roadside market 8:00-17:00 (open all year round) Admission fee: Free
Parking: 600 cars, 7 large bus spaces
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