Having grown up a quick drive from southern California’s miles and miles of prime coastline, I’ll admit Japanese beaches can sometimes be a little underwhelming. Among other problems, they’re crowded with day trippers during midsummer, and infested with jellyfish as the season winds down.
One great thing about beaches in Japan, though, are the umi no ie, temporary restaurants/lounges built right on the sand and only operated during July and August. Due to their temporary nature (the buildings are completely disassembled come September), umi no ie used to be pretty bare-bones. In recent years, though, the ones at Japan’s more popular beaches have been attracting some well-known corporate sponsors and collaborative partners, such as Israeli bath and beauty product manufacturer Sabon, which is set to open its first umi no ie next week.