The history of the Momen Kaido

A naming event for the “Momen Kaido” called “OTHIRATO the Momen Kaido” was held 
by volunteer residents.

Founding of the “Momen Kaido Business Promotion Association” and
the “Mochi Town Momen Kaido” event

Official website for the Momen Kaido launched, information dissemination started.
Izumo City Momen Kaido Community Center opened.

H22:
Started utilizing the large vacant building of the “Old Ishibashi Sake Brewery”
Changed the name to “Momen Kaido Promotion Association”
because a name that emphasized the promotion of the shopping district made it difficult to attract collaborators for activities.
Around this time, they started to work on tourism promotion little by little.

Started townscape survey (2011-2013)
*Received the Chief Cabinet Secretary’s Award for Tomorrow’s Town and Lifestyle Creation Activities

As the number of tourists increased, the guided tours began to charge a fee.
*Received the Shimane Landscape Award for Contribution to Landscape Creation.

Townscape survey report published
​Renovation of Cafe Koton begins
​※Received the Minister of Land, Infrastructure, Transport and Tourism Award in the Housing Townscape Competition

Opening of “Cafe Koton”, a cafe that has renovated an old house.
*Winner of the Grand Prize in the Chugoku Region Regional Development Subsidy Program

No reservation required, mini-tour “Momen Kaido Exploration Book” begins.
Heritage Guest House Akari is the secretariat.
Umi Shrine Enkiri Enmusubi Pilgrimage begins.

Izumo City Momen Kaido Communication Center is the designated manager.
“Gohan-ya watanohana restaurant” opens in the center.

Preparation for subleasing Café Koton Coordination
for utilizing the former Ishibashi Sake Brewery Collaboration with Tamaki Seimen Co., Ltd., NOTE Co., Ltd., etc.

Trattoria 814 opens (sublease operation begins)
Crossroad Co., Ltd. is established and invested in. Former Ishibashi Sake
Brewery is transferred to Crossroad Co., Ltd.
Renovation work begins on the former Ishibashi Sake Brewery (the main house is turned into a traditional Japanese hotel, and the sake brewery into a commercial facility).
The “Momen Kaido” trademark is acquired.

Renovation work for the old Ishibashi Sake Brewery completed, business started.
New experiences added to the Momen Kaido Exploration Book (8 experiences → 14 experiences).
Increase in visitors to Umi Shrine for matchmaking and severing ties.

Tourists drop sharply due to COVID-19 pandemic
,
bento business and NIPPONIA breakfast business launched

Several new stores opened along the road, and the number of promotion association members increased.
　​・Ito Kenchiku Branch Office
　・Third Barrel Brewery
　・WOODWORKS
　・IZUMO BREWING CO.MOMEN
　・Kuramaya Warehouse Cafe/Space
A new accommodation facility opened along the road, the Momen Kaido Inn Heritage Guest House Akari

A new lodging facility, “RITA Izumo Hirata Sake Mochidakura,” will open on the highway.
Tenants in the Sakuishibashi facility, “Bunkichi Tamaki” and “IZUMO BREWING CO.MOMEN,” will close. COVID-19 infections will be contained
to a certain extent by the end of fiscal year 2022.

May 2023: COVID-19 was classified as Class 5 (COVID-19 crisis resolved) ThirdBarrel Brewery (Nihonkai Trading) closed Commercialfacility “Tashirobashi” lease pending → to be soldPotamisha (complex facility) opened in Shinmachi*Received the Matsue Tourism Association Tourism Grand Prize　
With the Tourism Grand Prize runner-up, the Honishibashi residence was renovated and a full display hall was set up

Adopted by the Japan Tourism Agency’s New Tourism Discovery Project (adding high value to the Momen Kaido Exploration Book and rebranding the Umi Shrine Enkiri Enmusubi Pilgrimage)
Established an online reservation site for the Momen Kaido Exploration Book
Established a new accommodation facility in Miyanomachi, “RITA Izumo New Facility,” to open within the fiscal year 
Decided
to sell the commercial facility “Sakuishibashi”
Third
 Barrel Brewery (Nihonkai Boeki) to Izumo Daikoku Beer