Overview
Japan has continued to grow in popularity as a holiday destination. A (relatively) short flight away, it offers nature, cities, unbeatable food, cultural experiences, and a famous public transport system that makes getting around a breeze.
But if you want to see the real Japan, you need to explore its culture a little deeper. In collaboration with the Japan National Tourism Organization, we've selected eight traditional events that will allow you to dive head-first into the country's lesser-known regional culture.
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Yuki Matsuri — Sapporo Snow Festival
People may know Japan for its fantastic skiing, but fewer are up to speed with this fascinating winter festival, which showcases some of the most inventive culture that Sapporo has to offer.
What began in 1950 as a festival with 50,000 attendees organised by a local high school in a park is now an eight-day artistic winter extravaganza that attracts over two million visitors every year. The February 2025 incarnation takes place across three separate sites and features snow sculptures from world-renowned artists, plus winter sports exhibitions and a range of family-friendly sub-zero activities.
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Kishiwada Danjiri Matsuri — Osaka Harvest Festival
Danjiri matsuri are "float" or "cart-pulling" festivals that are held across Japan, and while the coastal town of Kishiwada may be small in stature, it hosts one of the largest such events in the whole country, all to kick off the harvest season. A tradition that dates back three centuries, crowds come from afar to witness teams pull their elaborately decorated danjiri festival floats — which can weigh up to four tons — through the city streets.
This important historic festival is held every September in the quaint locale in southern Osaka Prefecture.
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Nada Kenka Matsuri — Dynamic Hyogo City Festival
Nada Kenka Matsuri is a "fighting festival" where teams of local men carry intricately carved floats through Himeji City before smashing them into one another to assert dominance and claim the honour of a blessing at the local shrine. Over 100,000 people every year come to witness this traditional, not to mention dangerous, ritual.
It's believed the winners will be blessed with a bountiful harvest. So, if you're keen to experience something that ties organised choreography, all-out carnage, and traditional beliefs together, head to Hyogo Prefecture in October — Nada Kenka Matsuri could be exactly what you're looking for.
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Eisa Matsuri — Okinawa Dance Festival
Eisa is a form of folk dancing that originated in Okinawa and every year, the region pays homage to its heritage with this festival. Over three days, hundreds of thousands of visitors watch the people of Okinawa honour their ancestors and traditions. On the final day, spectators get the opportunity to join the eisa dancers in a celebratory denouement.
As if that wasn't enough, there's a dramatic climax, during which a technicolour fireworks display closes out this unique part of Okinawa culture during summer.
Chichibu Yomatsuri — Saitama Winter Night Festival
You'll have realised by now that if the word "matsuri" is somewhere in the title, there will be a float parade involved. Chichibu Yomatsuri is no exception. This festival, held annually at the start of December, features floats on which kabuki (traditional Japanese dance theatre) is performed.
What sets this apart from some of the other similarly-sized festivals is its two-and-a-half-hour fireworks display — a highlight for attendees enjoying the sights and sounds of the area. Don't forget to make the most of the musical performances and street food stalls that have been set up to mark the occasion.
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Usuki Takeyoi — Oita Bamboo Festival
In case you're wondering what a bamboo festival might entail, the answer is over 20,000 bamboo lanterns lining the streets of eight different towns. This beautifully illuminated spectacle is held to retell the legend of Princess Hannya, who, legend says, needs the lights to light the path for her soul to return to its rightful place.
Oita Prefecture is famous for its bamboo, so it's only natural that it's the material celebrated at Usuki Takeyoi. The lanterns are lit around sunset, providing a warm, otherworldly experience that has to be seen to be believed.
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Nachi no Ogi Matsuri — Wakayama Shinto Festival
Wakayama is home to a picturesque waterfall known for its beauty and tranquillity. However, once a year, the peace is shattered thanks to Nachi no Ogi Matsuri, a festival of fire where roaring flames and religious chanting combine. This is a sacred rite where heavy torches are carried along the staircase to the local shrine, transforming the waterfall into a thrilling collision of water and flame.
It's held every year on July 14 and is a popular event, so make sure you arrive early to get a good vantage point for the festivities, which kick off at 2pm sharp.
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Oga no Namahage — Akita Demon Festival
How did you spend NYE last year? Did you brave the eye-watering prices to go to an event in the city, or did you just spend it with friends? Whatever you did, chances are you didn't have an evening like the people of Oga. Every December 31, local men in demonic masks roam the streets, searching for young children to scare. The demons can be satiated with rice cakes and sake, before leaving the house with a blessing for the year ahead.
No one is entirely sure where this tradition originated, but in 2018, UNESCO awarded it the classification of Intangible Cultural Heritage. It'll certainly be a New Year's you'll never forget.
Discover more and start planning your trip to Japan at the Japan National Tourism Organization website.