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August 24, 2026 at 1:41 pm
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August 26, 2026 at 1:42 pm
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Tohoku’s Most Captivating Summer Spectacle
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Contact Jasumo Now →If you’re seeking one of Tohoku’s most visually stunning festivals, the Shinjo Festival (Shinjo Matsuri) is an absolute essential. Held annually from August 24 to 26 in Shinjo City, Yamagata Prefecture, this electrifying event boasts a 250-year legacy and holds official status as Japan’s Intangible Cultural Heritage.
What sets Shinjo Festival apart is its seamless fusion of ancient traditions, epic narratives on massive floats, fierce community pride, and non-stop fun. Over three pulse-pounding days, you’ll dive into grand parades featuring hand-built yatai (floats) that vividly reenact kabuki dramas, samurai epics, and mythical legends.
Festival Highlights
Enchanting Float Parades
The undisputed star? The yatai processions—imposing, multi-story floats brimming with life-sized mannequins, exquisite carvings, and LED glow for evening magic. Expect roaring warriors, graceful royals, and mythical beasts, all masterfully crafted by local artisans. Teams of residents propel these behemoths through bustling streets, synced to thunderous taiko drums, soaring flutes, and vibrant dancers in traditional garb. A competitive edge amps up the thrill, with floats vying for top honors in design and flair.
Over 400 Festival Stalls
The sensory overload extends to the streets, where 400+ yatai stalls create Tohoku’s biggest market frenzy. Indulge in sizzling yakitori, fluffy okonomiyaki, bouncy takoyaki, chilled drinks, quirky souvenirs, and classic toys—even live turtles for the adventurous! It’s a feast for eyes, ears, taste buds, and soul.
Festival Schedule – August 24–26, 2026
August 24 – Yoi-Matsuri (Evening Festival)
- 10:00 – Sacred rituals at Tozawa Shrine
- 18:00–18:20 – Dazzling lighting ceremony at Chūō Street intersection
- 18:30–20:30 – Illuminated float parade winding through the central shopping district to Shinjo Station
- 20:10–23:00 – Musical tributes and town-wide concerts
This glowing opener sets a spellbinding tone under the summer stars.
August 25 – Hon-Matsuri (Main Festival)
- 7:00 – Dawn rites at Tenmangu Shrine
- 9:00–15:45 – Majestic mikoshi (portable shrine) procession launching from Mogami Park
- 10:00–16:00 – Epic full-scale float parade kicking off from the Senior Citizens Welfare Center
The pinnacle day unleashes floats and shrines in a symphony of motion and sound.
August 26 – Post-Festival Events
- 9:00 – Gokoku Shrine festivities
- 9:30–11:30 – Thrilling Kowaka Ren-bayashi drum battle
- 10:00–16:00 – Static float showcases at Shinjo Station, Honmachi, and Chūō-dōri
- 10:00–11:00 / 13:00–13:15 – Mesmerizing Deer Dance at Mogami Park
- 17:30–19:30 – Crowd karaoke bash at Kirayaka Bank Shinjo Branch Parking Lot
Wrap up with cultural deep dives, athletic showdowns, and feel-good local vibes.
Admission and Reserved Seating
Free Viewing
Soak in parades and events from sidewalks, parks, and open spaces—no cost, all welcome.
Reserved Parade Seats (Limited)
August 24 – Yoi-Matsuri Parade (Evening)
- S-seat (prime central): ¥4,500
- S-seat: ¥4,000
- A-seat: ¥3,000
- Table seat (4 people + boxed lunch): ¥35,000
Online-only sales; snag ’em in early July via the official site—they vanish fast!
August 26 – Hon-Matsuri Parade (Main Day) In honor of the 270th anniversary, all seats FREE on a first-come, first-served basis. Perks like bonus swag for the first 800 arrivals. No refunds for rainouts.
How to Get There
Shinjo City connects effortlessly from Tokyo and beyond:
- By Train: Hop the Yamagata Shinkansen from Tokyo Station to Shinjo Station (~3.5 hours of stunning northern scenery).
- From Yamagata City: JR locals or buses (~1.5 hours).
Venue Details
Core action orbits Shinjo Station, especially Abies Square (west exit) and downtown arcades. Prime spots include:
- Mogami Park – Mikoshi processions and dances
- Chūō-dōri / Honmachi / Ōmachi – Parade paths and float parks
- Yumeria – Stage spectacles and contests
Grab maps and real-time updates from the official website.
Insider Tips for Visitors
- Secure Lodging ASAP – Shinjo spots book out months early.
- Dawn Patrol on Aug 25 – Nab front-row free seats.
- Summer Survival Kit – Water, sunscreen, hat for the heat.
- Comfy Shoes Only – Miles of walking ahead.
- Camera Ready – Floats and attire scream Instagram gold.
Why You Should Attend
Shinjo Festival embodies Tohoku’s unbreakable spirit—a whirlwind of colossal floats, rhythmic beats, and timeless tales that pull you into Japan’s soul. For history buffs, culture seekers, or thrill-chasers, it’s an unmissable portal to heritage and heartfelt local warmth.
Join the legacy in 2026: a sensory explosion you’ll replay forever.
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