Asari Noriyori served as a bushō during the Sengoku period. He is regarded as an ancestor who rejuvenated the Hinai-Andō clan.
The Hinai-Asari clan were kokujin, or provincial landowners, in the Hinai District of Dewa Province. The Hinai-Asari were an illegitimate branch of the Asari clan based in the Asari township of the Yatsushiro District of Kai Province which, in turn, were an illegitimate branch of the Kai-Genji.
Noriyori was known for being astute and excelling in both the military and literary arts. In particular, he enjoyed the biwa, or lute. Based at Tokko Castle, he aimed to expand the power of the Hinai-Asari clan, becoming the most influential clan in the Hinai District. He swept the area from Tatehira Castle to Kazuno, annexing the lands of the kokujin, or provincial landowners, in the area. He established defenses from Tokko, Sasadate, Hanaoka, and Ōgita castles, and, to defend against attacks from the west, positioned his son-in-law, Asari Gyūran, at Yagaoka Castle.
Noriyori died in 1550 and was succeeded by his third son, Asari Katsuyori.