What is the Yomemi Festival?

At Hiyoshi Shrine in Noshiro City, Akita, the culturally and historically significant Yomemi Festival is held every spring on the day before the important Nakano-Saru Festival.

On the day of the festival, men and women dressed in beautiful traditional kimono visit the shrine to pray for eternal happiness and prosperity. This act not only expresses blessings for a happy marriage but also pays respect to the deity enshrined at Hiyoshi Shrine, who is regarded as the god of marriage in local legend.

In the past, the Yomemi Festival was a gathering of newlywed couples, whose vibrant attire reflected the colors of spring blossoms as they paraded along the sacred paths of the shrine. Over time, the festival has evolved to take on new meanings and become more inclusive.

Today, in addition to newlyweds, married couples and unmarried women also participate. Their hopes and prayers for happy marriages add even more hope and possibility to the festival.

For travellers seeking to immerse themselves in the rich tapestry of Japanese culture, this unique festival offers a glimpse into the customs and beliefs that have shaped the community of Noshiro City for generations.

History of the Yomemi Festival

The origin of the Yomemi Festival dates back about 480 years to 1533 (old lunar calendar, April). It began to take shape during the Nakano-Saru Festival, part of the annual grand festival at Hiyoshi Shrine dedicated to worshiping and honoring the deity.

During this festival, women who got married that year would dress in bridal attire to express gratitude for their good marriage and pray for lasting happiness. This tradition continues to this day.

According to local accounts, around 40 years ago, many children and unmarried young women also began visiting the shrine on this day to pray for a successful marriage.

Some families even regard the Yomemi Festival as more important than Shichi-Go-San (a traditional rite of passage for children). On the festival day, some families bring their beautifully dressed daughters and granddaughters to participate in the celebration.

Schedule for the Day

(Note: This schedule is based on the 2017 event and may change depending on the year’s circumstances.)

• Morning to noon: Participants visit a beauty salon for hair and makeup preparation.
• Around 14:00: The shrine opens to the public, and food stalls officially start operating.
• Around 15:00: Brides dressed in gorgeous kimonos, accompanied by their grooms, head to the shrine. Brides then rest in the shrine’s waiting room while preparations for the Shinto ritual begin inside the shrine.
• Around 16:30: Brides gradually arrive; tourists begin to gather.
• Around 17:30: Once all brides have arrived, they, along with their grooms, proceed to the shrine hall to participate in a blessing ceremony for a happy marriage. After the ceremony, group photos are taken in front of the shrine.
• Around 18:20: Brides take a short break and enjoy matcha tea.
• Around 18:50: Brides leave the shrine and start moving toward the shopping street. At this time, crowds and shop owners also head to the streets.
• Around 19:30: Brides begin their procession, walking through the streets.