It reads せいろうまち — Seiro Machi. This is one of the harder names in the country: small municipalities are exactly where Japan's nandoku chimei (難読地名, "hard-to-read place names") live.
This place is one of 1,651 in Chimei, our Japan city game. Read the kanji, then pin it on the map.
Play Chimei →Every dot is one of Japan's 1,651 municipalities, plotted at its real coordinates. Seiro is marked in red.
Measured as real great-circle distance from Seiro.
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聖籠町 is read せいろうまち (Seiro Machi). It is a town in Niigata Prefecture.
町 means "town" and is read chō / machi. A town. 町 is read either chō or machi — which one is local convention, and it varies by region. This is one of the classic traps in Japanese place names.
Seiro has a population of 13,823 across 38 km², making it the 1028th largest of Japan's 1,651 municipalities and the 20th largest of the 30 in Niigata.
The closest municipalities to Seiro are Shibata Shi (6 km), Agano Shi (15 km), Tainai Shi (16 km).