At the popular farmers market Happy More Market in Ginowan, you’ll find a wide variety of Okinawan ingredients loved by both locals and visitors. From tropical fruits to nutrient-rich natural products, it’s a paradise for anyone who values beauty and wellness — packed with Okinawan superfoods.
This blog is run by Okinawa-based travel and lifestyle blogger @owncolorstravel, sharing recommended spots and travel tips for your Okinawa trip. Whether you’re visiting from other parts of Japan or traveling from abroad to explore Japanese culture, this blog delivers the healthy, relaxing charm of Okinawa.
Discover Local Okinawan Ingredients at Happy More Market
Happy More Market is a farmers market in central Okinawa where local farmers proudly display and sell their freshly harvested vegetables directly.
Located along the coast in Ginowan City, it’s easy to find—just look for the Don Quijote store as a landmark.
In addition to Okinawa’s local produce, the market also has staff members who are certified vegetable sommeliers, so you can trust the quality of ingredients that are essential for your daily meals.
Since my current focus is on beauty and diet, I came here to look for local ingredients that could inspire some healthy home cooking.
・Local Okinawan Ingredients I Picked Up
Inside the warm and welcoming market, each display of vegetables and other products comes with easy-to-understand descriptions, making it enjoyable and effortless to browse and pick up items.
Shikuwasa (Japanese citrus fruit)
Rich in vitamin C and nobiletin, Shikuwasa is a citrus fruit essential to Okinawan cuisine and one that’s great for beauty and wellness. It helps prevent spots and dullness, offers antioxidant benefits, and even supports fat breakdown.
In Okinawa, it’s a household staple often used as a substitute for ponzu sauce. People squeeze it over grilled fish, sashimi, champuru (stir-fried dishes), Okinawa soba, or fried chicken. It’s also popular as a mixer for alcoholic drinks. You can find it sold in many forms—like juice, jam, liqueur, or concentrate.
When I first moved to Okinawa, I worked part-time at a place where they made fresh Shikuwasa juice, and I still remember how refreshing it was. The citrus aroma of Shikuwasa instantly brings back the feeling of Okinawa—it’s bright, invigorating, and deeply relaxing.
It also supports collagen production and helps regulate sebum balance, making it a great ingredient for preventing skin aging and dullness. No wonder it’s also used in toners and beauty masks!
・When You Think of Okinawa, Think “Goya” (Bitter Melon)
You’ll find goya in almost every supermarket across Okinawa—it’s truly a local staple.
Beauty Benefits:
Rich in vitamin C, goya helps support firm, glowing skin and is known for being heat-resistant, so its nutrients remain even after cooking. It’s excellent for maintaining healthy skin and protecting against UV damage.
Diet Benefits:
High in dietary fiber and potassium, goya helps reduce bloating and supports healthy digestion. Its natural bitter component, momordicin, promotes fat burning and helps stabilize blood sugar levels.
Its peak season is during the summer months, when it’s at its most flavorful and nutrient-rich.
Using the goya and shima tofu I bought at Happy More Market, I made Goya Champuru, one of Okinawa’s most beloved home-style dishes.
This stir-fry made with goya, tofu, and eggs is perfect for both beauty and diet—it’s light, nutritious, and full of flavor. Adding a touch of Shikuwasa juice gives it a refreshing taste and boosts its nutritional balance.
Many people like to add pork or Spam, but I prefer mine simple—without meat, just fresh local ingredients.
Shima tofu
Okinawa’s traditional tofu, known as Shima Dofu, has a firm and elastic texture that holds up well in stir-fries. Though it looks simple, it’s packed with nutrients and flavor. Compared to regular tofu, it contains less water, resulting in a rich, dense texture and a deep, savory soy taste.
High in protein, Shima Dofu helps support healthy skin and hair, while soy isoflavones work to balance female hormones, promoting firmness and moisture in the skin. It’s also a good source of calcium and iron, making it ideal for healthy nutrition during dieting.
Because it’s low in carbs and calories, it’s satisfying without being heavy—especially when cooked with goya or other vegetables in a classic Okinawan Champuru, creating a perfectly balanced, beauty-friendly dish.
You’ll often find traditionally handmade Shima Dofu in local supermarkets, but at Happy More Market, they also offer a creamier type of island tofu, which looked especially tempting.
When it comes to Okinawan tofu, Yushi Dofu is another local favorite—but it’s completely different in both preparation and texture.
If Shima Dofu is the “strong and hearty tofu” that can stand as the main dish, then Yushi Dofu is its gentle counterpart—soft, soothing, and kind to both your stomach and skin, like a “fluffy comfort tofu.” It really comes down to your personal preference.
You’ll often find Yushi Dofu served as a staple—and delicious—dish at breakfast in Okinawa’s resort hotels.
Mozuku: Okinawa’s Gift from the Sea
Known as one of Okinawa’s ocean treasures, Mozuku seaweed actually accounts for most of Japan’s total production. Grown in the island’s crystal-clear waters, mozuku is rich in fucoidan, a slippery compound that offers powerful beauty and health benefits.
Fucoidan is known for its moisturizing and antioxidant effects, helping to prevent dryness, dark spots, and skin aging. It’s also packed with dietary fiber, which supports gut health and provides excellent detox benefits. Eating mozuku regularly can help relieve constipation, reduce bloating, and keep your body balanced from within.
Low in calories yet full of minerals, calcium, and iron, mozuku is a smart choice even for those on a diet.
You can enjoy it as mozuku vinegar (mozuku-su), a common side dish in Okinawa, or add it to soups and miso soup. Mozuku tempura is another local favorite that you’ll often find at supermarket deli counters across the island.
Just adding mozuku to your meals helps bring balance to beauty, health, and diet—a true ocean-born secret for glowing wellness from the inside out.
Okinawan Sea Salt
Salt from the Okinawan sea is more than just a seasoning—it’s a deeply meaningful part of the island’s natural heritage. Among the most famous varieties is “Nuchimaasu”, which means “salt of life.” This natural sea salt is made from the pristine seawater of Miyagi Island using a unique instant-drying process that preserves the ocean’s full spectrum of minerals.
Unlike regular table salt, Nuchimaasu contains less sodium and a well-balanced mix of calcium, potassium, and magnesium, making it gentle on the body while supporting metabolism and helping to prevent bloating.
These minerals are also essential for maintaining skin hydration, so incorporating Nuchimaasu into your diet can enhance your inner beauty. The flavor is mild and smooth, bringing out the natural taste of any dish—especially delicious when paired with Shima Dofu or Goya Champuru. Try mixing it with Shikuwasa juice for a refreshing Okinawan-style dressing.
Beyond cooking, Nuchimaasu can even be used as a bath salt, leaving your skin feeling soft and nourished after soaking.
Truly, this is a salt that helps you feel beautiful inside and out—a gift from the sea that balances both body and mind, perfect for daily wellness and Okinawan-inspired living.
Okinawan Fruits: Tropical Beauty Boosters
When it comes to tropical fruits, Okinawa is home to some of the most vibrant and nutritious varieties — including shima bananas, dragon fruit, pineapples, and mangoes.
Shima bananas may be small, but they’re incredibly rich in flavor and aroma, packed with vitamin B and potassium — essential nutrients for beauty and wellness.
Dragon fruit is full of dietary fiber and polyphenols, helping to improve gut health while supporting radiant skin. Beyond its striking appearance, it’s also known for its anti-aging and anti-swelling benefits.
Grown under Okinawa’s abundant sunshine, pineapples contain vitamin C and natural enzymes that promote healthy skin turnover and a fresh, glowing complexion.
All of these fruits are low in calories yet high in nutrients, making them perfect for both beauty and diet. Add them to your morning smoothie or yogurt, and you’ll have a delicious daily ritual that captures the essence of Okinawa’s tropical breeze.
Other Local Products & Bento Finds
At Happy More Market, you’ll also find a wide variety of local Okinawan products — from drinks and jams to premium Ishigaki beef, plus a section of freshly made bento boxes that’s definitely worth checking out.
One ingredient that truly stands out is Spring Ukon (Okinawan Turmeric), a bright yellow root from the ginger family. Its key compound, curcumin, supports liver function, helps flush out toxins, and prevents dullness in the skin. With strong antioxidant properties, it’s known as a natural beauty supplement that promotes anti-aging and brightening effects. It also aids digestion and boosts metabolism from the inside out. You can find it in supplement, powder, or tea form.
Looking at all these foods, it’s easy to see that Okinawan ingredients are full of life and vitality, shaped by the island’s strong sunlight and ocean breeze. No wonder the people of Okinawa are known for their longevity — their diet is truly a celebration of nature’s power to nourish both beauty and health.
Local Crafts & More
There’s also a lovely handcrafted goods section at Happy More Market. I immediately noticed that they were selling pottery pieces from Yachimun kilns in Yomitan, including works by the well-known Issui Kiln — the same studio where I bought a few of my own dishes before. It’s nice to see that you can find these beautiful Okinawan ceramics here as well, perfect as souvenirs or gifts.
The market also hosts various events throughout the year, featuring local vendors and pop-up booths. Don’t miss their popular Lemon Andagi (Okinawan-style doughnuts), which are only available three times a month — on the 8th, 18th, and 28th. Definitely worth a try if you’re visiting on those days!
Although not made in Okinawa, eco-friendly sunscreen products are also available at Happy More Market—created with the idea of being “gentle on the sea.” These reef-safe sunscreens are designed to protect coral and marine life while caring for your skin.
They’re made from 100% natural ingredients and completely free of UV absorbers, nano particles, synthetic surfactants, preservatives, mineral oils, and fragrances. Natural oils like sesame seed oil, coconut oil, and shea butter help promote healthy skin turnover and keep your skin smooth and hydrated.
This sunscreen is kind to both people and the planet, letting you feel connected to nature every time you use it. Products like these beautifully reflect the values that Happy More Market stands for — sustainability, wellness, and harmony with Okinawa’s natural environment.
・Don’t Miss the Smoothies and Soft Serve!
One thing you definitely shouldn’t miss at Happy More Market is their homemade Dragon Fruit Smoothie, made with fresh local fruits and vegetables and infused with natural fruit enzymes.
The first sip is pure refreshment — sweet, tangy, and perfectly chilled, spreading a fresh, tropical flavor through your whole body. I used to think dragon fruit didn’t have much taste, but when blended with passion fruit, strawberry, and lemon, it turns into a deliciously balanced mix of sweetness and brightness.
I was tempted to try the soft serve ice cream, but in the end, I couldn’t resist the vibrant color of the dragon fruit smoothie — and it was absolutely worth it!
At Happy More Market in Ginowan, you’ll find an abundance of local Okinawan ingredients grown right here on the island.
From goya (bitter melon) and shima tofu, to tropical fruits and natural ingredients that are great for beauty and health — it’s truly a farmers market filled with the blessings of Okinawa.
Looking back, I realized once again how Okinawan foods are packed with nutrients that help balance the body and bring out natural beauty.
If you stop by during your Okinawa trip, it’s sure to refresh both your body and your mind!