Join a festival that has continued since the Heian period—an inspiring experience of creating the festival together with local people

The Kohata no Hata Matsuri (Banner Festival), held each year in the Kohata district of Nihonmatsu City in Fukushima Prefecture, is a traditional celebration with nearly 1,000 years of history.
This experience goes far beyond simply watching the festival. Participants join the preparations the day before, help the community get ready, and take part in related rituals.

On the evening before the festival, you will witness mizugori, a purification ritual in which participants cleanse themselves with cold water. On the day of the festival, you will carry large banners with local residents and walk together up Mount Kohata to the shrine at the summit.

Over two days, you will share drinks, meals, and stories with local residents while experiencing the region’s traditions, culture, and community spirit.
This is not a passive sightseeing tour. Rather than being hosted as a guest, you will become part of the community and help bring the festival to life together.

Experience Highlights

• Join a 1,000-year-old traditional festival alongside local residents in Fukushima
• Help prepare handmade festival banners and learn traditional techniques
• Take part in the banner procession climbing Mount Kohata
• Experience authentic local hospitality through shared meals and Fukushima sake
• Discover the deep history and legends behind this nationally recognized cultural festival

The Kohata no Hata Matsuri (Banner Festival)

The origins of the festival date back to 1055 (Tenki 3).
At that time, the military leader Minamoto no Yoriyoshi and his son Yoshiie were fighting the Abe clan in the Mutsu region. After suffering a defeat, they rested with a small group of soldiers at a farmhouse.
That night, Yoriyoshi dreamed of a celestial maiden who told him: “If you pray at Benzaiten Shrine, you will be granted victory.”

Although they had resigned themselves to defeat, the father and son followed the message and prayed for victory at the shrine.

That night it snowed heavily. The snow-covered trees on the mountain appeared like rows of white banners. Mistaking them for the flags of a large Genji army, the enemy forces led by Abe no Sadato retreated.

This event ultimately led to the pacification of the Mutsu region. In recognition of the miracle, the emperor named the mountain Mount Kohata and the temple Chiriku-ji, granting an imperial inscription.

In gratitude for divine protection, local residents began offering banners modeled after the white battle flags of the Minamoto clan to Mount Kohata and Hayama Shrine.
This tradition evolved into the Kohata Banner Festival, which has continued for more than 950 years.

In 2005, the festival was designated an Important Intangible Folk Cultural Property of Japan, recognizing its cultural significance.

The festival is led by Chief Priest Masatoshi Abe (62nd generation) and Assistant Priest Akimasa Abe (63rd generation).

あうたび人

穏やかな社会を目指して現代に生きる神社の若き守り手 隠津島神社 第63代 禰宜 安部章匡さん 1200年以上の歴史ある神社で、世襲制を貫く家に生まれた章匡さん。実際にお会いするとその歴史や重圧をまったく感じさせない。今どき…

Okitsushima Shrine – The Festival’s Sacred Stage

OkitsushimaShrine was originally established in 769 (Jingo Keiun 3), when the Three Munakata Goddesses were enshrined here.

During the Daido era (around 806), a hall dedicated to Benzaiten, a Buddhist goddess associated with wisdom and prosperity, was built under the order of Emperor Heizei. This created a site that blended Shinto and Buddhist traditions.
The shrine later became widely known among locals as Kohata no Benten-sama, a beloved place of worship.

In 1585, during the rule of Date Masamune, the entire mountain complex was destroyed by fire, and all shrine buildings were lost. However, with strong support from both local rulers and the local community, the shrine was rebuilt.
During the Meiji era, government policies separating Buddhism and Shinto led to the closure of the associated temple Chiriku-ji, and the shrine was temporarily renamed Itsukushima Shrine. In 1902, its original name, OkitsushimaShrine, was restored.
In 1907, it was officially designated a prefectural shrine.

After World War II, under the Shinto Directive, the shrine became a registered religious corporation and its former shrine ranking system was abolished.

Today, OkitsushimaShrine is a branch shrine of Munakata Taisha in Fukuoka, which was designated a UNESCO World Heritage Site in 2017.It is widely worshiped as a shrine of peace, happiness, wisdom, and matchmaking.

Experience Details

Day 1

14:00 – Festival Preparations

The large banners used in the festival are handmade every year by local residents. Participants will help sew the banners together alongside community members while getting to know each other.

The bamboo poles used for the banners are freshly cut each year from nearby mountains.

Straw is wrapped around the bamboo poles as part of the preparation process. As you work together, local residents will guide you through each step, creating a friendly and welcoming atmosphere.

17:00 – Mizugori Purification Ritual

On the evening before the festival, participants perform mizugori, a traditional purification ritual held at the shrine’s pond.

Mizugori involves pouring cold water over the body to cleanse spiritual impurities before praying to the gods or Buddha. Buckets of water are typically poured an odd number of times, such as 13, 17, or 23.

At this time of year, temperatures can be as low as 2–3°C (35–37°F) and may even drop below freezing.

In the crisp winter air, participants first warm up while wearing fundoshi, a traditional Japanese loincloth. As energy builds, everyone shouts “Ei-sa! Ei-sa!” together before pouring cold water over themselves in unison.(Women observe this ritual rather than participate.)

Local residents will show you how to wear a fundoshi (traditional loincloth), so even first-time participants can join with confidence.

19:00 – Naorai Gathering with the Community

After the purification ritual, you will join the local community for a naorai, a traditional gathering following a religious ceremony.

During a naorai, offerings made to the gods are shared and eaten by participants and priests. Enjoy an evening celebration with rural home-style dishes and local Fukushima sake while getting to know the community.

Connecting with local residents is one of the most memorable parts of this tour. After the gathering, you will move to a farmstay guesthouse, where you can continue socializing with your hosts.

Day 2

8:00 – Start of the Kohata Banner Festival

After changing into the same traditional clothing worn by participants, the festival officially begins. During the opening ceremony, the festival leader and shrine priest offer greetings.

Participants drink omiki (sacred sake offered to the gods) to energize themselves for the procession. The sake will be poured generously, so pace yourself.

Along the route, taiko drum performances and other festivities add to the celebratory atmosphere.

The Banner Procession

Carrying the banners, participants walk together toward the summit of Mount Kohata. Because the route includes steep mountain paths, comfortable walking shoes are recommended.

Gondachi Rite of Passage

One of the coming-of-age rituals performed during the festival is called “Tainai Kuguri,” or “passing through the womb.”

Near Hayama Shrine, there is a rock formation known as Tainai Kuguri Rock. First-time participants known as gondachi place down their ceremonial sword and rope sash before passing between the rocks.

In the Kohata region, young men were traditionally not considered adults until they have participated in the festival and completed this ritual.

Gondachi (first-time participants) wear a red kimono or a juban, a traditional robe worn beneath a kimono, often passed down from their mother or a female relative. This attire symbolizes purification and the transition into adulthood.
They also wear a wooden ceremonial sword and a braided rope sash decorated with paper flowers.

Final Shrine Visit

The procession finally arrives at the main hall of Okitsushima Shrine.
After offering prayers, participants conclude the festival with three celebratory shouts of “Banzai!”

From the preparations and evening gathering to the banner procession up the mountain, this festival creates a powerful sense of accomplishment and connection. Carrying heavy banners while sharing sake along the way can be challenging, but the experience offers a profound sense of unity with the community and fellow participants.
It is a truly unforgettable traditional celebration.

＜Schedule＞

Day1

Day2

＜Travel Details (Terms & Conditions)＞