Head to the lesser-known Isozaki area of Matsushima for freshly caught seafood at fantastic prices. This is where many fishermen dock their boats and also operate shops where they sell their catch directly. They land and clean their catch just over the bridge, on Isojima Island.

Sugihara Isao Fisherman Store offers grilled seafood, caught fresh daily. Sugihara-san's catch varies by season but includes Matsushima oysters, crabs, anago (sea eels), and various shellfish. There are simple benches and tables inside the store. Grilled items are served with complimentary miso soup brimming with fresh wakame seaweed.