The Source of "Udatsu ga Agaranai": A Symbol of Wealth Lining an Indigo Merchant Town
About this spot
The heart of Mima City's Wakicho, where about 430 meters of merchant houses line Minami-cho Street, thriving on the water transportation of the Yoshii River and indigo trade. This is a nationally designated Important Traditional Building Preservation District. The 'udatsu' (fire-protective walls) raised at both roof ends were both fire barriers and symbols of wealth; the competition to raise increasingly lavish udatsu is said to have been the origin of the phrase "udatsu ga agaranai" (unable to get ahead). As you walk and compare the design details of each building—white-washed walls, namako walls, ventilation windows, and latticed features—you'll sense the aspirations of merchants who built their fortunes through indigo. Shops selling indigo-dyed goods and crafts, as well as cafes in old houses, are scattered throughout, allowing you and your companion to wander freely at your leisure.
Tips
Parking at Michi-no-Eki (Roadside Station) Ai Land Udatsu is convenient, with the townscape just a short walk away. The stone pavement and old paving means comfortable walking shoes are recommended. Early morning before shops open sees fewer people, making it ideal for photography, with white-washed walls beautifully lit by morning sunlight.
Best time to visit
Allow approximately 90 minutes. Early mornings have fewer people, and the time when sunlight reflects off the white walls is ideal
Access & map
〒779-3610 Mima City Wakicho, Tokushima Prefecture, Oaza Wakicho 92
Model course featuring this spot
Wakicho: A Retro Indigo Blue Stroll Through Udatsu Townscape and Odeon Theater
Tokushima
Other courses featuring this place
2026 Mima City Fireworks Festival - Full Day Enjoyment Course
Stroll through the historic townscape lined with "Udatsu" fireproof walls of merchant houses
2026 Ikeda Awa Odori Full-Day Experience Course
Strolling through the merchant town enriched by the tobacco industry and its impressive udatsu fireproof walls
Explore features & model courses
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