Iriya Asagao Festival 2027 – Tokyo, Japan

Overview

What it is: The Iriya Asagao Festival has been held every year since the late-Edo period when morning glories, asagao, became popular among low-ranking samurai. Each year, more than 400,000 people gather to see more than 100 stalls selling morning glories.

Scale: It is the biggest Asagao market in Japan and among Japan’s largest festivals dedicated to morning glories. The festival features over 120 stalls selling morning glory plants and around 90 food stalls, attracting nearly 400,000 visitors over the three-day period.

Location: Held around Iriya Kishimojin, Shingen-ji Temple, in Tokyo’s Shitaya district, Taito-ku. The temple is known for Iriya’s Kishimojin goddess. The main street is Kototoi-dori road, also written Kototoi Street.

Atmosphere: Centered on Iriya Kishimojin, the street becomes pedestrianized from noon on weekends and from evening on weekdays, with stalls lining both sides of the road, and people wearing yukata overflowing. You can enjoy scenery unique to downtown Shitamachi.

Edo revival: Iriya’s morning glories earned national renown from 1603 to 1867. Originally cultivated in Okachimachi, Tokyo, gardens flourished in Iriya. For the next 50 years, the Iriya breeds became popular as decorative plants. The Iriya gardeners bred more than 1,000 varieties of asagao via cross-pollination. Today, this three-day festival is sure to send you back to the Edo period’s love of the morning glory.

Cultural Significance & Origins

Samurai hobby: During late-Edo period, cultivating morning glories became popular among low-ranking samurai and gardeners as a humble, affordable beauty. Unlike expensive chrysanthemums favored by high-ranking samurai, asagao offered infinite variation through cross-pollination and could be grown in small city gardens.

Iriya breeding center: Originally cultivated in Okachimachi, gardens flourished in Iriya area of Shitaya. Iriya’s gardeners became nationally famous for breeding techniques. During its prime, around 1,000 strains of morning glory bloomed in Iriya due to concerted cross-pollination efforts.

Market tradition: Since Edo period, flower markets showcasing morning glories and Japanese lantern plants hozuki have been enjoyed in many areas around Tokyo. Iriya’s morning glory market was popular in Edo, then discontinued in early 20th century until it was revived in 1948 by local residents and the Shitaya Tourism Association.

Kishimojin faith: Iriya Kishimojin, Shingen-ji Temple, was built in 1659 and enshrines Kishimojin, a deity believed to protect women and children and safe childbirth. Many visitors pray at temple during festival, linking flower appreciation with family protection.

Traditions, Rituals & Customs

Morning glory viewing: Asagao bloom early morning and fade by afternoon. Tradition is to visit market at 5 AM to see flowers at most beautiful. The event runs from early morning to evening each day, with flowers at their most beautiful in morning. Vendors display plants on elevated bamboo stands with paper shades.

Tanabata connection: The festival is held annually around Tanabata Festival, creating a combined summer tradition. Visitors write wishes on tanzaku strips and hang them near temple, alongside morning glory viewing.

Kishimojin prayer: Visitors offer prayers at Iriya Kishimojin for child safety and family health. The temple’s Kishimojin goddess is central to Shitaya community identity.

Shitamachi street pedestrianization: Tradition of closing Kototoi-dori to traffic from noon on weekends and evening on weekdays, transforming busy road into flower promenade where people in yukata stroll, reminiscent of Edo period flower markets.

Wind chimes: Glass wind chimes furin are sold alongside morning glories, with sound believed to ward off evil and cool summer heat. Common sight hanging from eaves of Japanese houses during summer months.

What to Expect at the Festival

Flower market: Around 60 to over 120 Asagao vendors display about 120,000 morning glory plants in pots, arranged in neat rows. Pots range from single large bloom to multi-bloom arrangements with support stakes. Vendors are multi-generational families who have bred morning glories for decades.

Food stalls: More than 90 food stalls line streets alongside flower vendors, selling festival staples from yakitori to shaved ice. Expect yakisoba, okonomiyaki, karaage, takoyaki, kakigori, and cold drinks.

Crowd: Nearly 400,000 visitors over three days, with peak crowds in evening when street is pedestrianized and temperature cools. Morning is quieter and best for photography of flowers.

Yukata atmosphere: Many attendees wear colorful yukata, adding to lively summer festival atmosphere. The area north of Ueno retains Shitamachi downtown atmosphere with narrow streets and traditional shops.

Date & Schedule

Event timing: Early July 2027 (Dates TBD)

Historical pattern: The Iriya Asagao Matsuri is celebrated annually every three days around Tanabata, traditionally on July 6 to 8. Held annually for three days on July 6th to 8th around Tanabata Festival. When listed for 2027, When: 2027-07. Time is 5am to 9pm daily.

Daily flow based on previous editions:
5:00 AM: Vendors open, best time to see morning glories fully open and fresh. Temple opens early for prayers.

Noon onward: On Saturdays and Sundays, Kototoi-dori becomes pedestrianized from noon, allowing full street market. On weekdays, pedestrianization from evening.

Evening until 9:00 PM: Food stalls fully operational, street filled with yukata-clad visitors, lantern lighting, temple illuminated.

Duration: Three-day festival.

Visiting this event? Don’t miss out on these amazing activities and local experiences while you’re here.

Main Events & Programme

Asagao sales: Main event is sale of morning glory plants. Vendors compete with rare varieties, large blooms up to 15 centimeters, and unique colors including purple, blue, red, white, and striped patterns. Some pots contain 10 or more blooms on single plant.

Kishimojin temple fair: At Shingen-ji Temple, small fair with amulets for child protection, goshuin temple stamps, and prayer services.

Rare variety exhibition: Exhibition of rare and unique morning glories, including large flower types and unusual color combinations bred by Iriya gardeners, displayed at temple grounds and community center.

Traditional performing arts: Local community stages sometimes feature traditional performing arts, taiko, and community stalls celebrating area’s cultural heritage.

Food and drink market: Approximately 90 stalls offering summer festival foods and local products.

Traditional Dress, Arts & Crafts

Yukata: Visitors wear colorful yukata, light cotton summer kimono, for evening strolls. Yukata rental shops near Ueno and Asakusa offer rental for around 25 USD to 40 USD.

Asagao cultivation art: The art of breeding morning glories is a traditional craft. Iriya gardeners developed techniques for cross-pollination, creating over 1,000 varieties. Techniques include controlling vine length, flower size, and color patterns.

Wind chimes and pottery: Vendors sell Edo-style glass wind chimes furin, 3 USD to 8 USD each, and traditional Shigaraki or local pottery pots for morning glories.

Paper shades and bamboo: Traditional display uses bamboo stands and washi paper shades to protect flowers from strong sun, creating aesthetic presentation.

Craft workshops: Some years, small workshops on morning glory seed saving and potting are offered by local gardening associations.

Traditional Food & Local Specialties

Festival foods: More than 90 food stalls line streets alongside flower vendors, selling yakitori grilled chicken skewers 3 USD to 5 USD, yakisoba fried noodles 4 USD to 6 USD, takoyaki octopus balls 4 USD to 6 USD, kakigori shaved ice with syrup 3 USD to 5 USD, and frankfurters 3 USD to 4 USD.

Shitaya and Ueno specialties:
Monja and okonomiyaki: Savory pancakes from nearby Asakusa and Tsukishima area, 5 USD to 8 USD.

Amazake and cold tea: Sweet low-alcohol amazake and barley tea mugi-cha to cool summer heat, 2 USD to 4 USD.

Local sweets: Traditional Japanese sweets like kuzu mochi and anmitsu with agar jelly, 3 USD to 6 USD.

Ueno and Iriya area: Iriya Kishimojin area has small local eateries serving tempura, soba, and unagi, with lunch sets 8 USD to 15 USD.

Location & Festival Areas

Precise address: Iriya Kishimojin, Shingen-ji Temple, Address 1-12-16 Shitaya, Taito-ku, Tokyo 110-0004. Also listed as Taito-ku Shitaya 1-12-16.

Main street: Kototoi-dori road, also written Kototoi Street, runs north-south in front of Iriya Kishimojin Temple. The street is main market street, about 500 meters of stalls.

Temple grounds: Iriya Kishimojin temple courtyard serves as spiritual center and rare variety exhibition area. Temple built in 1659.

Shitaya district: Part of Shitamachi, old downtown Tokyo north of Ueno, with traditional shopping streets, small temples, and residential houses.

Pedestrian zone: Kototoi-dori becomes pedestrian paradise from noon on weekends and evening on weekdays, allowing visitors to walk freely among stalls.

Getting to the Festival

By train: Access is 3 minutes from JR Uguisudani Station on Yamanote Line, 1 minute from Tokyo Metro Hibiya Line Iriya Station, 5 minutes from Tokyo Metro Ginza Line Ueno-hirokoji Station, and 10 minutes from Ueno Station.

From central Tokyo: From Tokyo Station, take Yamanote Line to Uguisudani, about 15 minutes. From Shinjuku, take Yamanote Line to Uguisudani, about 25 minutes.

Walking: From Ueno Park and Ameyoko market area, walk north about 10 to 15 minutes to Iriya Kishimojin.

Local transport: No shuttle needed, all within walking distance of stations.

Where to Stay Nearby

Ueno and Asakusa: Business hotels near Ueno Station and Asakusa offer rates from 60 USD to 120 USD per night based on previous pricing. Good for combining with other summer festivals.

Akihabara and Okachimachi: Hotels near Okachimachi and Akihabara, 10 minutes by train, rates from 65 USD to 110 USD per night.

Taito and Shitaya: Small ryokan and guesthouses in Taito-ku offer traditional stays from 50 USD to 90 USD per night, walking distance to festival for early morning viewing.

Booking tip: Early morning start means staying nearby is advantageous. Book at least one month in advance as summer is peak tourist season in Tokyo, though festival itself does not cause hotel shortage like large fireworks.

What Visitors Can Participate In

Buy morning glory: Purchase potted asagao plant from vendors, prices from 8 USD to 25 USD per pot depending on variety and size. Vendors provide care instructions and wrapping for transport.

Morning viewing: Participate in tradition of early morning viewing at 5 AM, when flowers are most beautiful and air is cooler. Many photographers arrive at dawn.

Pray at Kishimojin: Visit Iriya Kishimojin Temple to pray for children and family safety, receive goshuin stamp, and purchase protection amulets.

Wear yukata: Join crowd in colorful yukata for evening promenade along pedestrianized Kototoi-dori, creating Edo period atmosphere.

Food stall hopping: Try various festival foods from 90 stalls while viewing flowers, and purchase wind chimes as summer souvenirs.

Things to Do Before or After the Festival

Ueno Park: Large park 5 minutes south, with Ueno Zoo, Tokyo National Museum, Shinobazu Pond with lotus flowers in summer, and street performers.

Asakusa Senso-ji: Tokyo’s oldest temple, 15 minutes by walk or metro, hosts Hozuki Market on July 9 to 10, another summer flower market selling Japanese lantern plants.

Ameyoko market: Bustling market street between Ueno and Okachimachi, selling street foods, clothes, and souvenirs.

Yanaka and Nezu: Traditional Shitamachi neighborhoods north of Ueno, with old temples, Yanaka Ginza shopping street, and Nezu Shrine with azalea garden.

Kappabashi: Kitchenware town near Asakusa, selling plastic food samples and cooking tools, interesting for souvenirs.

Local Food & Restaurants

Around Iriya Kishimojin: Small local eateries along Kototoi-dori and side streets serve ramen, soba, tempura, and teishoku set meals, lunch 7 USD to 12 USD.

Ueno and Okachimachi: Famous for tempura, tonkatsu, and izakaya. Ameyoko area offers cheap yakitori and seafood.

Asakusa: Monja, tempura, and unagi restaurants, with many offering English menus.

Festival stalls: For quick meals during festival, 90 food stalls provide full meal options.

Cafes: Shitaya area has traditional kissaten coffee shops with iced coffee and anmitsu sweets, ideal for resting after morning flower viewing.

Ticket Information & Access

Admission: Free to enter market and temple grounds. Tickets 0 JPY, approximately 0 USD. No ticket required for any area.

Plant prices: Morning glory pots from previous editions ranged 8 USD to 25 USD per pot, rare varieties up to 40 USD. Wind chimes 3 USD to 8 USD. Food stall items 2 USD to 6 USD.

Hours: Runs from 5 AM to evening each day, around 9 PM. Early morning best for flowers, evening best for festival atmosphere with yukata crowd.

Access notes: Kototoi-dori pedestrianized from noon on weekends and evening on weekdays. Follow local police guidance. Bring cash as many flower vendors do not accept credit cards.

Weather: Held rain or shine, but heavy rain may reduce flower display as blooms are delicate. Morning glories close in afternoon heat regardless of weather.

Official Event Information

Event name: Iriya Asagao Festival 2027 – Tokyo, Japan, also called Iriya Asagao Matsuri, Iriya Morning Glory Festival

Venue: Iriya Kishimojin, Shingen-ji Temple, 1-12-16 Shitaya, Taito-ku, Tokyo, Kototoi-dori road

Organizer: Iriya Asagao Festival Executive Committee, Shitaya Tourism Association, Taito-ku

Access: 3 minutes from JR Uguisudani Station, 1 minute from Tokyo Metro Iriya Station

Official website text: en.japantravel.com/tokyo/iriya-asagao-festival/5645 and official Japanese site asagao-maturi.com

Duration: Three-day festival

Note: Biggest Asagao market in Japan, biggest Asagao market in Japan originally started in Edo period, with around 60 Asagao vendors and 90 food stalls, 120,000 morning glory plants.

Location

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