Isshobin is one of the oldest yakiniku restaurants in Matsusaka, and personally, it's where I first tried Matsusaka beef. It's an extremely local place—simple, authentic, and filled with the smoke and aroma of grilling beef. It does get pretty smoky inside, but that's part of the charm and atmosphere.

The entire menu is in Japanese, and the staff generally speak only Japanese too. So definitely bring your phone with Google Translate handy to help you order.

When you’re here, don't limit yourself to just standard cuts of red meat. I recommend trying a variety of local favorites, including intestines (ホルモン/horumon), tongue (タン/tan), and other delicious parts of the cow. Everything is incredibly fresh and flavorful.

If you're looking for a truly local yakiniku experience with some of Japan’s best beef, Isshobin is a fantastic choice.