Japan is a country known for its cultural traditions and celebrations. These are often related to the changing seasons. Cultural events play a significant role in Japanese life and so are important to the country’s economy and should inform marketing strategies.
It is crucial that businesses are aware of Japan cultural festivals and events. Sales and marketing campaigns should be tailored to the festivals and planned well in advance. The right strategies can deliver business opportunities in Japan and yield impressive results.
Which cultural festivals take place in Japan?
There are far too many Cultural festivals (Matsuri (祭)) in Japan to highlight them all here.
But the following are many of the best known festivals and so are worth noting as they could influence Japanese consumer behaviour:
Aoi – known as the “hollyhock festival” but actually a festival of wild ginger that is held in Kyoto in May.
Atsuta – a famous festival of art, dance, food and fireworks hailing the arrival of summer that is celebrated at one of Japan's most venerated shrines in Nagoya.
Awa Odori - a dance festival held from 12 to 15 August as part of the Obon festival in Tokushima Prefecture.
Hakata Dontaku – held 2 – 5 May in Fukuoka during Golden week, the weeklong national holiday. This street festival features as many as 33,000 performers and attracts 2 million people.
Gion Matsuri– one of the largest festivals in Japan, Gion takes place throughout July in Kyoto. It features parades, performances and religious ceremonies. Its original purpose was to purify and pacify entities that cause disease.
Hakata Gion Yamakasa - is an annual festival celebrated 1st - 15th July in Hakata, Fukuoka. It is notable for the floats that are carried around the city. The festival is thought to date back to 1241, when the monk Enni had people carry him around the town on a float, while he was praying for the eradication of the plague.
Hanami – many cities in Japan hold hanami (flower blossom festivals). The dates of these vary according to when the trees blossom. Trees are illuminated at night and the Hirosaki Cherry Blossom Festival in Aomori is particularly notable, attracting over 2 million visitors each year.
Hōnen – a harvest festival that celebrates fertility that is held in many locations across Japan. The best known of the festivals takes place in the town of Komaki. The festival's principal features are Shinto priests playing traditional music, a ceremonial parade, all-you-can-drink sake, and a wooden phallus.
Jidai Matsuri- is a traditional Japanese festival held annually on October 22 in Kyoto, Japan. It is one of Kyoto's three major festivals and features an historical reenactment parade with people dressed in authentic costumes representing various periods and characters in Japanese feudal history.
Kanda - Kanda Matsuri is one of the three great Shinto festivals of Tokyo. It takes place over the weekend closest to the 15th of May and includes parades with mikoshi (portable shrines), traditional costumes, musicians, dancers and floats.
Kanto – the Akita Kanto is celebrated 3 – 7 August in Akita City to conjure a good harvest. Celebrants carry bamboo poles bearing lanterns through the streets. This festival dates back to at least 1789.
Kishiwada Danjiri – is a harvest festival held in Kishiwada, Osaka, that involves parading large shrine floats pulled by men. This event dates back to 1703 and is divided into two festivals, the first of which takes place in September and the second in October.
Kumagaya Uchiwa Festival – an annual event that takes place 19 – 23 July in Kumagaya City. 750,000 people participate in a festival that is called Uchiwa because these traditional Japanese fans were distributed to people during the festival in the Meiji era. Floats are pulled through the streets to the accompaniment of gongs.
Nagasaki Kunchi – held 7-9 October in Nagasaki, this festival began as a celebration of harvest and became a shrine festival when Suwa Shrine was founded in 1604. It is said that the event was also held to check for hidden Christians which is why the festival still involves the showing of private gardens.
Nebuta – the Aomori Nebuta Matsuri is a summer festival held in Aomori in August. It attracts more tourists than any other Nebuta festival in Japan. A Nebuta is a float featuring a warrior figure that is carried through the city accompanied by costumed dancers.
Sanja – one of the three largest Shinto festivals in Tokyo, this event is also considered to be one of the wildest festivals in Japan. It is held in honour of Hinokuma Hamanari, Hinokuma Takenari, and Hajino Nakatomo, the three men who established and founded the Sensō-ji Buddhist temple. It takes place in the third week of May.
Sannō – is a shrine festival in Tokyo that is held at Hie shrine in June. It features a procession called Shinkosai in even-numbered years only.
Tanabata – is also known as the Star Festival and celebrates the meetings of the deities Orihime and Hikoboshi who are represented by the stars Vega and Altair. Legend has it that these lovers are only permitted to meet once each year on the seventh day of the seventh lunar month. Hence the festival begins 7 July.
Wakakusa Yamayaki – on the fourth Saturday of January, the dead grass of Mount Wakakusa is burned in a festival held in Nara. The event is thought to have originated in a boundary dispute between temples in 1760. A ceremonial igniting of the fire is followed by a fireworks display.
Yosakoi – Yosakoi is a form of dance performed at festivals across Japan. The Yosakoi Maturi takes place in Kōchi in August and features over 10,000 dancers. It is a competitive event with a number of rules that participants must adhere to.
What are the positive impacts of festivals on businesses?
Opportunities to connect with customers
As seasonal events are deeply rooted in Japanese culture, businesses that align their products and marketing campaigns with the festivals can demonstrate cultural sensitivity which is highly valued by Japanese consumers. It is always vital to build emotional connections with potential clients and the festivals provide the perfect opportunities to do that. Seasonal marketing is essential if brands are to resonate with Japanese consumers.
Businesses can connect with communities
Festivals also deliver wonderful opportunities for businesses to connect with local communities. Engaging with events demonstrates commitment to those communities and helps to build lasting relationships that can inspire brand loyalty.
Events help to promote local products
It can be difficult for artisans and small producers to find outlets for their products or to raise awareness of them. Cultural festivals in Japan enable small businesses and sole traders to showcase their traditional crafts, speciality products, regional foods and local produce. Local economies and the fortunes of small enterprises can be significantly boosted during festivals.
Festivals attract attention
Themed marketing will always attract the attention of both existing and potential new customers. It’s always challenging to evolve marketing strategies that resonate. Cultural festivals provide the perfect themes that will feel current while also celebrating traditions.
Seasonal event can enhance sales
New seasonal products including limited-edition items will attract consumer interest. Products and services that align with the theme and spirit of the festivals could inspire additional purchases and will always raise brand awareness.
Festivals promote tourism
Cultural festivals draw millions of visitors from within Japan and from around the world. Festivals like the Gion Matsuri in Kyoto, the Awa Odori in Tokushima, and the Nebuta Matsuri in Aomori attract huge crowds, greatly increasing demand for accommodation, food, and transportation. This influx of tourists leads to higher revenues for hotels, restaurants, and local businesses, particularly those that reflect the events in their marketing strategies and that create themed offerings.
Seasonal events deliver global recognition
Cultural festivals help to enhance Japan's image internationally. Events such as the cherry blossom festivals (Hanami) attract global media coverage, promoting Japan as a cultural and tourist destination. Festivals preserve cultural heritage, ensuring that the traditions are maintained to continually attract tourists to the various regions. International exposure can lead to long-term tourism growth and foreign investment.
Festivals attract corporate sponsorship
Many cultural festivals receive sponsorship from large corporations. Companies invest in festivals for branding opportunities and community engagement. Sponsorship helps cover the costs of organizing the events and provides companies with a platform to connect with potential customers and to enhance their public image.
Events deliver long-term investments in infrastructure
The recurring nature of festivals often leads to long-term investments in infrastructure. Improvements in transportation, public facilities, and event venues benefit the local community and local businesses beyond the festival period. These investments can deliver sustainable economic growth and improved quality of life for residents.
What are the negative impacts of cultural festivals on businesses in japan?
Nothing is perfect in this world. While cultural festivals in Japan offer many benefits to businesses, there are downsides and potential issues to be aware of and plan for.
Overcrowding
Japanese festivals can lead to overcrowding, placing pressure on local infrastructure and requiring crowd management. The safety and comfort of both residents and visitors can be affected by overcrowding and many businesses will need extra staff. Additional staff can be hard to find when the positions concerned are seasonal.
Balancing tradition with commercialisation
There is a risk that commercialization can overshadow the cultural significance of festivals. It is crucial to strike a balance between promoting economic benefits and preserving the authenticity and traditional values of these events. Companies could be viewed as taking advantage of the event rather than honouring it.
Cultural Festivals and business in Japan wrap-up!
Cultural festivals in Japan significantly impact businesses by driving tourism, supporting local economies, enhancing cultural value, and attracting corporate investment.
While challenges exist, the overall benefits of Japan cultural festivals underscore their importance in the country’s economic and cultural landscape.
By celebrating and promoting a rich heritage, Japanese cultural festivals continue to contribute to the nation’s prosperity and global reputation.
Related Posts
