A regional favorite

Chiya Beef made in Niimi City

visit west japan, visitwestjapan, okayama prefecture
Photographer | Takuma Kimura


This high quality brand of beef originates from cattle raised in the Chiya area of Niimi City. The history of the industry goes back hundreds of years and to this day features prominently in beef dishes across the region. Chiya beef is considered to be one founding varieties of high-end beef in Japan.

What sets Chiya beef apart from ordinary meat is the superior way in which the cattle is fed and reared. Also, as Chiya is located in a highland region of Okayama Prefecture, the natural environment is ideal regarding rainfall and average temperature. This also relates to the availability of the ingredients that go into cattle feed.

“It melts in your mouth” might sound like a cliche but that is exactly what happens when you eat high-end beef like that which is produced in the Chiya district of Niimi. It is extremely tender, juicy and flavorful.

The most extravagant way to enjoy Chiya beef is to have it grilled right in front of you so you can decide for yourself when it is ready and eat it on the spot. Called Yakiniku in Japanese, this barbecue with Korean origins is the best option for enjoying high quality beef.

Another dish that you should try is the “Chiya Gyu Burger”. Gyu means “beef” in Japanese. This delectable treat features sautéed meat (not a patty) served on a bun with lettuce, tomatoes, onions and cheese. It is simply fantastic!

If you have the opportunity to buy some Chiya beef for yourself and have a place to cook it, prepare your favorite beef dish and taste the difference.


Retail Sales locations

Yakiniku Restaurant Chiya Gyu- 397-1 Shoden, Niimi City, Okayama Prefecture

Chiya Hot Spring- 1335 Hanami, Chiya, Niimi City, Okayama Prefecture

Yakinuki Fukuzaki- 377-1 Yamadanosho, Oku Town, Setouchi City, Okayama Prefecture

Granvia Hotel Okayama- 1-5 Ekimoto-machi, Kita-ku, Okayama City, Okayama Prefecture

Restaurant Koinobori- 1-5-28 Bancho Kita-ku Okayama City, Okayama Prefecture


About the Area

Niimi is a city in northwestern Okayama Prefecture on the border with Tottori Prefecture. It is a municipality full of natural wonders, excellent agriculture and old world charm.

Central Niimi is an attractive and livable space with parks and a number of civic buildings. In fact, the city’s central park is a popular location for cherry blossom viewing and picnic lunches.

There is a small river that runs within the town and winds through a tree-lined area, so it is lovely to stroll around the city center.

The outer areas of Niimi are fantastic places to enjoy outdoor activities such as hiking, camping, skiing and caving.

The local ski slopes are a magnet for skiers and snowboarders who are looking for an excellent alternative to the Hiruzen and Daisen regions.

The Osa district is a nature lovers paradise, with hills that attract  paragliders in search of spectacular highland views from a bird’s-eye perspective.

Ikura-do and Maki-do cave offer two thrilling caving possibilities and are a refreshing way to beat the summer heat and get a bit of exercise at the same time.

The Chiya district of the city is home to a well-appointed hot spring, where onsite restaurant serves locally produced high quality Chiya beef.

Cancellation Policy

1) Detailed tour information & conditions will be given after application is made; please read and confirm the final itinerary before the departure date.
2) Reservations: Fill out the application contact form; application is complete upon payment. Reservations accepted by phone, mail, fax, online, or other communicative methods. The contract is not valid at time of reservation; the customer will be asked to submit an application form and payment within 3 days from time of reservation. If application form and payment are not submitted within the term, the reservation shall be considered void.
3) Items not included in tour price: Transportation costs not included in itinerary, optional tour fees, excess baggage fees, any fees of a personal nature (phone bills, meal costs, etc.) Items excluded from the tour will be stated in the tour information.
4) Cancellation fees: When the application is cancelled by the customer or when payment has not been made by the specified date, Ryobi Tours shall receive a percentage of the per person tour fee as a cancellation fee, or a penalty fee. Differences in room charges that result from one person in a group cancelling shall be charged to the participating person(s).

Cancellation Date Up to 21 days prior 20-8 days prior 7-2 days prior Day prior to start of tour Day of tour After start of tour/non-participation with no contact
Cancellation Fee No charge 20% of tour fee 30% of tour fee 40% of tour fee 50% of tour fee 100% of tour fee