Discovering Japan’s Hidden Summer Festivals: An Immersion in the Heart of Rural Traditions

Japan is a country where each season offers a multitude of festivities. Among which, summer festivals, or matsuri in Japanese, occupy a prominent place in the people’s hearts. While some famous matsuri attract huge crowds of visitors each year, such as the Gion Matsuri in Kyoto or the Nebuta Matsuri in Aomori, there are also more discreet festivals often nestled in villages and less touristy regions of the country. These festivities, both authentic and imbued with centuries-old traditions, offer a unique experience of the Japanese soul, providing the perfect chance for those looking to not only escape the crowds but explore Japanese culture at its fullest.

Why explore lesser-known festivals?

Matsuri are a true communion with nature and ancestors. Participating in a lesser-known festival allows you to enjoy a more intimate and authentic experience, far from the tourist crowds. These festivals are often an opportunity to discover ancient traditions that remain deeply rooted in the daily lives of locals. Far from the big cities, you will have the chance to see how Japanese culture is perpetuated through local customs that have not been distorted by mass tourism.

Exploring these festivals also allows you to better understand the evolution of rituals within a modern-day context. By observing how the younger generations engage alongside their elders, you can discover the dynamics that help keep these traditions alive while adapting to modern realities. It is also an opportunity to meet locals and discover local customs that are not found in tourist guides.

A Postcard from 4 Secret Summer Festivals

1. Tokushima’s Awa Odori

One of the most famous matsuri in the Shikoku region isn’t as internationally renowned as other major Japanese festivals, but it certainly deserves your full attention. Every summer, Tokushima comes alive with the rhythm of this popular dance, in which participants perform lively and joyful movements in a wild atmosphere. The Awa Odori dance, originating from the Edo period, is a vibrant spectacle that highlights the festival’s community spirit.

Dates: Held annually from August 12th to 15th 

Address: Minamiuchimachi theater [Awa odori]

Entrance Fee: Free

Website: https://www.pref.tokushima.lg.jp/en/japanese/natural_culture/traditional_culture/awa-odori

2. Yamagata Hanagasa Matsuri

This is a festival celebrating traditional dance and the beauty of flowers. Held in Yamagata Prefecture, this matsuri is a family-friendly event where dancers, dressed in traditional costumes adorned with flower-shaped hats, perform elegant choreographies. Less frequented by foreigners than other summer festivals, the Hanagasa Matsuri retains its authentic charm, with outdoor dance performances celebrating the incredible relationship between nature and harmony.

Dates: Held annually from August 5th to 7th

Address: Nanukamachi

Entrance Fee: Free

Website: https://www.hanagasa.jp/_lang/en/

3. Tsuwano no Obon Odori (Shimane)

In the charming town of Tsuwano, nicknamed the “Little Kyoto of the West”, an Obon dance that is over 400 years old is held every August 15th. Residents, dressed in yukata, perform circular movements to the sound of traditional chants, creating an atmosphere imbued with spirituality. 

Dates: August 15

Address: Tonomachi Dori

Entrance Fee: Free

Website: https://yamaguchi-tourism.jp/event/detail_13711.html

4. Night Kagura at Inari-jinja (Shimane)

Night Kagura is a series of sacred Shinto dance performances held in the evening at the Inari Shrine in Shimane Prefecture. These performances, combining traditional music and elaborate costumes, are intended to entertain the deities and pray for a prosperous harvest. The nighttime atmosphere, lit by lanterns, gives this festival a mystical and captivating atmosphere that is sure to leave you captivated.

Dates: Early August to late September

Address: Taikodani Inari-jinja Shrine

Entrance Fee: 500 yen

Website: https://tsuwano-kanko.net/

The soul of the rural matsuri: between ancient rites and daily life

Japan’s rural summer festivals embody deep and centuries-old bonds between the people, their land, and their beliefs. Every dance movement, every song, every fire lit resonates like a call to the ancestors, a tribute to nature, and a ritual of purification. These matsuri are suspended moments where daily life and ancient rites meet.

At the heart of these festivals lies a sacred connection with nature. Rural matsuri are often organized in direct relation to seasonal cycles: they mark the transitions between seasons, harvests, or moments of purification after a period of suffering or misfortune. In small towns and villages, these festivals are much more than moments of rejoicing, they are a way to honor the invisible forces that govern existence. 

Rural matsuri are also an opportunity for the community to come together, share meals, create memories, and strengthen social bonds. Residents gather to prepare traditional dishes, make lanterns, and build the floats that will parade in the processions. Younger generations learn from their elders, and the festival becomes a collective act of transmitting knowledge and preserving local culture.

Practical tips for a successful immersion

1. Be flexible and prepared for the unexpected

Local festivals can sometimes be less structured than those in larger cities. Schedules may vary, and events may extend or change depending on local conditions. Stay open to surprises and adopt a relaxed attitude to fully enjoy the experience.

2. Dress appropriately

If you are attending the festivities, it is recommended to wear casual but respectful attire. At some festivals, you may have the opportunity to try on a yukata, a traditional garment popular in the summertime due to its light feel, to better immerse yourself in the atmosphere.

3. Immerse yourself in the local cuisine

Matsuri are also an opportunity to sample regional specialties. Take advantage of the food stalls to discover authentic, homemade dishes. From grilled fish skewers to steaming takoyaki, each region offers unique delicacies.

4. Respect local customs

Matsuri are sacred events for locals. Be respectful of the rituals and spiritual practices. Avoid taking photos without permission and respect designated areas.

5. Participate actively

If you are invited to participate in a dance, procession, or any other activity, accept enthusiastically. It’s a wonderful opportunity to integrate into the community and build lasting bonds.

6. Plan your travels in advance

Rural festivals often take place in remote locations. It is therefore important to plan your travels carefully so you don’t miss the highlights of the celebration.

7. Learn a few words of Japanese

Even though English is becoming increasingly common, learning a few words of Japanese is always a plus. Locals will appreciate your effort to speak their language, and it will help you integrate better into the event.

Japan’s hidden summer festivals offer an authentic and immersive experience, far from the beaten track. Participating in these events not only allows you to discover local traditions but also to experience unique moments of sharing and conviviality. These festivals, which blend ancient rites with everyday life, are the expression of a vibrant culture, rooted in nature and community values. A rare opportunity to discover a deep and intimate Japan, far from the tourist crowds, and to create lasting memories in contact with locals.

Featured Photo Credit: Genri Kura

Ready for more adventures this summer? Check out our Summer Tours and beat the heat together with us!