A mikoshi procession at Asakusa's Sanja Matsuri (2006)

Sanja Matsuri

三社祭 · Asakusa, Taito, Tokyo, Japan

Photo: Torsodog · CC BY-SA 3.0

In May, nearly a hundred neighbourhood mikoshi and Asakusa Shrine's three main mikoshi surge through the streets of Asakusa amid rhythmic chants, one of Tokyo's most Edo-flavoured festivals.

Know before you go

  • Do not rush into the procession or block a mikoshi's path
  • do not touch or climb on the mikoshi uninvited
  • do not poke selfie sticks into the procession

Stories & people

Stories & people

Legend

The Kannon in the fishing net

Legend says that in 628 the fisherman brothers Hinokuma no Hamanari and Takenari, casting their net in the Miyato River (today's Sumida), kept drawing up the same statue. They asked a learned local man, Haji no Manakachi, who identified it as the bodhisattva Kannon. He later became a monk and turned his home into a temple, and so Sensoji began. Later generations enshrined the three men as deities, which is where the name "Sanja" (three shrines) comes from.

Source: Wikipedia (Japanese): Asakusa Shrine

Culture

Culture & customs

Background

Sanja Matsuri's official name is the Grand Festival of Asakusa Shrine. The shrine was formerly called Sanja Gongen-sha, the "shrine of three deities," because it enshrines three men: the brothers Hinokuma no Hamanari and Takenari and Haji no Manakachi; the festival takes its name from this. Until the separation of Shinto and Buddhism in the Meiji era, the shrine was one with Sensoji Temple and the festival was held as a temple rite. From 1872 it was held on May 17–18; today it runs from Friday to Sunday on the third weekend of May. On the first afternoon comes the Daigyoretsu, a parade of priests, neighbourhood officials, geisha and musicians in Edo-style dress, followed by the Binzasara-mai, an old dengaku dance said to date back to the Muromachi period. On the second day, nearly 100 mikoshi from Asakusa's 44 neighbourhoods are carried to the shrine to be blessed and then paraded through their own districts. Early on the final day comes the miyadashi, when the three main mikoshi leave the shrine; teams from the neighbourhoods take turns carrying them through the streets all day until the miyairi brings them back in the evening.

Local customs

  • Watch the first-day Daigyoretsu and Binzasara-mai
  • see nearly 100 neighbourhood mikoshi paraded together
  • catch the miyadashi and miyairi of the main mikoshi on the final day
  • browse the stalls around Sensoji and Nakamise.

Etiquette & taboos

Etiquette & taboos

Rules that apply here

Essential restrictionsSafetyCountry-wide guidance · Japan

Japan: At fireworks festivals, don't tape off spots in advance, and never fly drones

Do

  • Spread your sheet where there is actual space when you arrive, leaving room for neighbours
  • Follow police and staff directions and move with the crowd
  • Bring plenty of water and cooling gear to prevent heatstroke
  • Riverbanks have lots of insects, so bring repellent
  • Festivals usually go ahead in light rain, so bring a raincoat
  • Take your rubbish home

Don’t

  • Don't mark spots in advance with tape or spray paint on roads or in parks
  • Don't fly drones
  • Don't use selfie sticks in crowds; the Sumida River festival bans them
  • Don't stop in the middle of the path to watch and block the flow

Spots marked in advance are cleared by the organisers, and flying drones is prohibited by law. City-centre festivals run one-way crowd flows, and going against the flow or stopping can cause dangerous crushes.

Verified Oct 19, 2026Source: Excite News: Sumida River Fireworks, access and viewing guide

Essential restrictionsHot springsCountry-wide guidance · Japan

Mixed, open-air and private baths: read the signs, don't stare, never take photos

Do

  • Check the signs before entering; mixed baths are clearly marked, and joining is entirely your choice
  • Most mixed baths are nude only, with no swimwear; some allow or lend special bathing wraps or towels, so follow the bath's rules
  • If you prefer not to bathe mixed, use the separate men's and women's baths or a private bath
  • Outdoor baths are slippery and the temperature changes sharply; hold the handrails when moving
  • Use a private bath only within your booked slot and leave on time
  • Tohoku and other regions still have many therapeutic hot springs with mixed bathing; for long therapeutic stays, follow the ryokan's and your doctor's advice

Don’t

  • Don't stare at other bathers, strike up conversations, or linger to watch
  • Don't take photos or videos in the bath area
  • Don't overstay a private bath; the next group is waiting

Mixed bathing works only because bathers keep their eyes to themselves; staring or taking photos will get you asked to leave, and filming others in a bath may break local law.

Verified Oct 19, 2026Source: Wikipedia (Japanese): Konyoku

Essential restrictionsPhotos & dronesCountry-wide guidance · Japan

Stay off private land, and ask before photographing children or people

Do

  • Ask parents' permission before photographing their children
  • Ask geiko, maiko, and other working people before photographing them
  • Check for 撮影禁止 (no photography) signs, and ask staff if there are none
  • Photograph trains and stations themselves without disrupting operations

Don’t

  • Do not enter private homes or land for a shot
  • Do not photograph the inside of homes
  • Do not aim your camera at individual passengers on trains or buses
  • Do not step into rice paddies, flower beds, or along railway tracks for photos
  • Do not use selfie sticks or tripods in crowds or dangerous spots
  • Do not chase or stop geiko or maiko

Trespassing on private land is illegal and can get you told to leave or to delete your photos. Shooting in no-photo areas will be stopped, and photographing children is seen as an invasion of privacy.

Verified Oct 19, 2026Source: Aichi Now: Sightseeing Manners

Essential restrictionsHot springsCountry-wide guidance · Japan

Bathe nude in the onsen and keep your towel out of the water

Do

  • Bathe fully nude, without swimwear or underwear
  • Rest your small towel on your head or the edge of the bath
  • Tie up long hair so it stays out of the water
  • Enter the bath slowly and keep quiet
  • Leave your phone in the locker
  • Keep your first soak short, and dry off before returning to the changing room

Don’t

  • Do not dip your towel into the bath
  • Do not swim, dive, or talk loudly in the bath
  • Do not take photos anywhere in the bathing area
  • Do not wrap your yukata right side over left; that is how the deceased are dressed

Most of these are written bathhouse rules. Breaking them gets you a reminder from staff, and in serious cases you may be asked to leave. Soaking too long can also make you dizzy.

Verified Oct 19, 2026Source: Authentic Local Japan: Onsen Etiquette

Don’t DON'T

  • Do not rush into the procession or block a mikoshi's path
  • do not touch or climb on the mikoshi uninvited
  • do not poke selfie sticks into the procession
  • do not block the Nakamise walkway

Locals appreciate DO

  • Step to the roadside when a mikoshi passes and follow the police and staff
  • watch the early-morning miyadashi from outside the restricted area

Plan your visit

Practical info

2027 datesMay 14 – 16, 2027

Travel tips

  • Held from Friday to Sunday on the third weekend of May
  • the first-day Daigyoretsu is cancelled in rain. Entry to the Sensoji grounds is restricted during the early-morning miyadashi on the final day. Asakusa Shrine stands just east of Sensoji's main hall, a walk from Asakusa station on the Tokyo Metro Ginza Line, Toei Asakusa Line or Tobu line. The festival is very crowded, so allow plenty of time.

2027 schedule

Asakusa Shrine has published the 2027 schedule: May 14–16, subject to change.

Sources & verification notes

Official site: Asakusa Shrine, Sanja Matsuri schedule

japan-guide: Sanja Matsuri

Wikipedia (Chinese): Sanja Matsuri

Wikipedia (Japanese): Asakusa Shrine