Japan and Tokyo Travel in July – Part 3: Why Are Summer Matsuri Festivals So Important? — Free to Attend, Rich in Meaning
- Shinya Yamada
- 2 days ago
- 4 min read
The Meaning Behind Matsuri in Japan: Why Summer Festivals Are More Than Just Fun
When you think of July in Japan, one word comes to mind: matsuri, or summer festival. Did you know that many of Japan’s most iconic and energetic festivals take place in the peak of the summer heat—and that most of them are completely free to attend?
But why are these festivals held in the first place? In this third installment of our "Japan and Tokyo Travel in July" series, we explore the cultural and historical significance of Japan’s beloved summer festivals and why they continue to captivate foreign visitors.
What’s the Real Reason Behind Japan’s Many July Festivals?
July marks the height of Japan’s summer festival season. Major events include Hakata Gion Yamakasa in Fukuoka, Gion Matsuri in Kyoto, and Tenjin Matsuri in Osaka. In fact, two of Japan’s Three Great Festivals—Gion Matsuri and Tenjin Matsuri—take place in July (the third, Kanda Matsuri, is held in May).
So why are so many large-scale festivals held during this particular month?
The answer lies in tradition. July festivals are primarily held to ward off epidemics, offer protection from misfortune, and pray for a bountiful harvest. As the heat and humidity of summer increase, so too does the risk of disease.
Historically, this posed a serious threat to local communities, prompting them to host spiritual rituals in hopes of ensuring the health and safety of residents. Gion Matsuri, one of Japan's most famous festivals, originated as a purification ceremony for precisely this reason.
Summer also marks a critical period for rice cultivation—an essential part of Japanese life. However, this season also brings pests and plant diseases, which could jeopardize crops. Many July festivals thus serve a dual purpose: spiritual protection and agricultural prayer.
The "Hare" and "Ke" of Japanese Life
Summer festivals are also closely tied to Japan’s traditional rhythms of life, expressed in the concepts of hare (sacred or festive time) and ke (ordinary time). Folklorist Kunio Yanagita emphasized how Japan’s rice-based culture thrived within the cyclical movement between these two states.
Hare days are special, non-ordinary occasions: shrine festivals, temple ceremonies, New Year’s, seasonal rites, and life events like weddings or coming-of-age celebrations. These days bring rhythm and contrast to daily life. In contrast, ke refers to the everyday—work, routine, and the mundane.
Festivals are quintessential hare events. According to Yanagita, communal drinking during festivals helped people step out of their ordinary mindset and deepen their collective identity. This explains the cultural significance of sake consumption and the exuberant behavior often seen during matsuri. Even normally reserved individuals might shout, dance, or join in boisterous parades—because festivals are a time to recharge, connect, and re-engage with the divine.
Ritual Structure and Divine Presence
Traditionally, festivals were seen as times when deities would descend to visit. Even today, most Japanese festivals follow a sacred structure: welcoming the gods, offering ritual food and sake, expressing wishes or gratitude, and then ceremonially sending the gods off.
Once the gods have been honored, people share in the offerings—symbolically taking in the deities’ energy and blessings. This spiritual nourishment through communal celebration is a hallmark of Japanese matsuri.
Festivals also correspond with seasonal cycles, especially those of rice farming, making them inseparable from Japan’s agricultural calendar. The deep connection between the land, the people, and the divine is what gives matsuri their timeless meaning.
About Tanabata
Tanabata, the Star Festival, traditionally takes place on the 7th day of the 7th lunar month. In 2025, this date falls on August 29 under the modern calendar. We’ll cover this festival in detail in our August edition of the travel blog.
Major Festivals in Japan (July 2025)
Hakata Gion Yamakasa (Fukuoka): July 1–15
Gion Matsuri (Kyoto): July 1–31
Yoiyama (Pre-festival): July 14–16 and July 21–23
Grand Processions: July 17 (first) and July 24 (second)
Narita Gion Matsuri (Chiba): July 4–6
Mount Fuji Fireworks Festival (Yamanashi): July 5
Mount Fuji Opening Ceremony (Shizuoka): July 10
Kumano Nachi Grand Festival (Wakayama): July 14
Dewa Sanzan Flower Festival (Yamagata): July 15
Joetsu Festival (Niigata): July 23–29
Tenjin Matsuri (Osaka): July 24–25
Kawachi Festival (Wakayama): July 26–27
Local Highlight: Kagurazaka Matsuri Festival 2025 (Tokyo)
Our company operates primarily in Kagurazaka, a historic cultural district in Tokyo. From July 23 to 26, 2025, the Kagurazaka Matsuri will take place. The first half (July 23–24) features the traditional Hozuki Market, while the second half (July 25–26) presents a unique Awa Odori dance parade.
What sets this event apart is that dancers move uphill along the sloping Kagurazaka Street—a feature not seen in any other Awa Odori performances across Japan.
Even more remarkable: geisha from Kagurazaka join the Awa Odori. Of the 13 locations in Tokyo where Awa Odori is held (including Koenji), Kagurazaka is the only one with an active kagai (geisha district). This makes it the only place where visitors can witness geisha participating in the dance.
Awa Odori itself originated as a bon-odori (Obon dance) in Tokushima City. According to East Tokushima DMO, it evolved into an elegant entertainment form performed by geisha in ryotei (traditional restaurants). It was around this time that it came to be known as "Awa Odori."
In other words, this spirited dance began in Tokushima's own geisha quarters. Watching geisha perform Awa Odori in Tokyo’s Kagurazaka is not only a rare experience—it’s a meaningful continuation of cultural tradition.
Coming up next: Our next post will introduce indoor traditional cultural experiences—perfect for staying cool while immersing yourself in Japanese heritage during the summer heat.
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How to Access Kagurazaka
The Kagurazaka area is conveniently located within 30 minutes from any major station in Tokyo. This is because Kagurazaka is situated in the heart of Tokyo, at the center of the Yamanote Line. Please come and visit this convenient and charming Kagurazaka.
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