Fukushima Travel – Furumachi Festival

Every September, the small town of Furumachi in Minamiaizu, Fukushima, comes alive with the Furumachi Festival, a traditional festival of Hirose Shrine.

Held on September 12–13, 2026, the festival preserves ancient customs and rituals that have been passed down through generations. For visitors looking to experience a quieter, more traditional side of Japan, Furumachi Festival offers a rare glimpse into the living culture of rural Japan.

A Mikoshi Procession Through the Countryside

One of the highlights of the festival is the Omikoshi Togyo-sai, the ceremonial procession of the shrine’s mikoshi, or portable shrine.

On the morning of September 12, the procession departed from Hirose Shrine at 7:30 a.m. Local parishioners dressed in traditional kamishimo, formal clothing once worn by samurai, accompanied the mikoshi as it made its way toward the town.

The route passed through peaceful rural landscapes, with the golden rice fields of Minamiaizu beginning to show the colors of autumn.

Rather than taking place only within a shrine precinct, the procession travels through the community itself. The surrounding rice fields, traditional houses, and quiet roads create an atmosphere that feels very different from the major festivals of Japan’s cities.

Sacred Sand Markers Along the Route

One fascinating feature of the procession is the sunamori, small sacred mounds of sand placed along the route.

These sand markers indicate the sacred path taken by the mikoshi and help define the route of the procession.

For visitors from overseas, details such as these offer an opportunity to see how Japanese religious traditions are expressed not only inside shrines, but also throughout the everyday landscape of a rural community.

Tatibana: A Traditional Festival Gift

Another beautiful custom is the Tatibana.

During the procession, children and other participants carry decorative flowers that are considered auspicious objects associated with the festival.

Local people along the route can receive these flowers as a blessing.

This simple tradition creates a special connection between the festival and the local community. The flowers are not merely decorations—they are something that people can gratefully receive and take home.

It is precisely these small customs that make Furumachi Festival so fascinating.

A Festival That Connects People, Shrines and the Countryside

After leaving Hirose Shrine, the mikoshi procession makes its way toward the Hirose Shrine Otabisho, a temporary resting place for the portable shrine in the town.

As the procession moves through Furumachi, the traditional clothing, mikoshi, sacred sand markers, decorative flowers, and autumn rice fields come together to create a remarkable scene.

There are no huge crowds or spectacular modern performances. Instead, the attraction lies in experiencing a tradition that continues to be part of the life of the local community.

For travelers interested in authentic rural Japan, this is precisely the kind of festival that can be difficult to discover without visiting smaller communities.

Discover a Different Side of Japan

Furumachi Festival is a wonderful example of the cultural traditions that continue to live on in the countryside of Fukushima.

The procession of the mikoshi through the rice fields, the parishioners dressed in kamishimo, the sacred sunamori, and the tradition of receiving Tatibana all provide glimpses into a Japan where festivals remain closely connected to local life.

If you are looking beyond Tokyo, Kyoto, and Japan’s famous tourist destinations, Minamiaizu offers a chance to experience another Japan—quiet, traditional, and deeply connected to its community and landscape.

Deep Japan Tours can take you beyond the well-known tourist routes and introduce you to the traditions, landscapes, food, and people of rural Fukushima.

Come and discover another Japan in Fukushima.

Photo: September 12, 2026