"It beautifully integrates history, devotion, and dynamic community spirit, turning Sendai's feudal tradition into a living festival.
- Thai Ngoc Van Anh
The Sendai Aoba Festival originates from Sendai Festival first held in 1655 under the order of Date Tadamune to honor the spirit of the domain’s founder, Date Masamune, and to celebrate the guardian deity of Sendai Toshogu Shrine.
During the Edo period, the festival grew into a large-scale festival with Yamaboko floats made by the city's eighteen merchant town groups.
However, in the Meiji era, Aoba Festival, the annual celebration held at Aoba Shrine, surpassed Sendai Festival as the most popular festival for worship Date Masamune.
Although the festival faded during periods of social and economic hardship, particularly wartime and postwar recovery, it was revived in 1985 as part of regional revitalization efforts. Today, it stands not only as a cultural preservation event but also as a living connection to Sendai’s feudal past and community identity.
As a result, Sendai has seen an annual increase in visitors; the 35th festival attracted a record of 971,500 visitors.
At the heart of the celebration is the Yamaboko parade, inspired by the elaborate floats of the Edo and Meiji periods. Modern Yamabokos are constructed using a combination of traditional materials: carved wood, lacquer, metal fittings, and decorative fabrics. The Yamaboko is about 5.2 to 6.2 meters in length and 5.5 to 8 tons in weight.
Currently, there are 11 Yamabokos used in Sendai Aoba Festival: Masamune-ko Kabuto Yamaboko, Shichi-fuku Big Drum Yamaboko, Odai Yamaboko, Aobagoma Yamaboko, Miyabi Yamaboko, Ebisu Yamaboko, Hayashi Yamaboko, Masamune Yamaboko, Goshinsen Yamaboko, Daikokuten Yamaboko, Karajizhi Yamaboko. Each float has a symbolic meaning that ranges from the heroic legacy of Date Masamune to prosperity, a successful crop, maritime protection, and divine blessings.
The symbolic feature of Sendai Aoba Festival is the Suzume Odori (or Sparrow Dance), originated with the stonemasons who danced on the spur of the moment while building Aoba Castle. The dance includes small jumps evoking the fluttering and hopping of sparrows, the birds on one of the Date family crests.
The festival takes place on the third Saturday and Sunday of May every year, with a separated timeline called Yoi-matsuri and Hon-matsuri.
Yoi-matsuri, or the Eve Festival, is held on the first day, includes light displays, nightly performances, introduction parades, and small-scale Suzume Odori dances to prepare the city for the main event.
On the second day, Hon-matsuri, or the Main Festival is held and the samurai come out to play. The whole Yamaboko procession, big dance performances, and religious ceremonies as well as mikoshi parade will be presented in this day.
Documentary about Sendai Aoba Festival
[Japanese only]
Samurai procession on the Hon-matsuri day [Performance only]
Foreigners' experiences of the festival [English only]
Standing on the streets during the Sendai Aoba Festival, you can feel history moving right in front of you, from the deep rumbling of the Yamaboko wheels to the energetic rhythm of Suzume Odori, they all together bring the entire city to life. It makes me feel as a collective expression of local memory, where history is embodied through sound, motion, and communal participation. For anyone looking to understand Sendai beyond guidebooks and museums, the Aoba Festival is a must-see, since it provides an immersive experience that allows visitors to interact directly with the city's traditions, values, and spirit. Witnessing the festival firsthand allows you to gain a better understanding of how tradition continues to shape Sendai's current urban life.
Address: Jozenji-dori Ave., Aoba Ward, Sendai City, Miyagi Prefecture
From Sendai Station:
Approximately 20 minutes on foot
Take the Sendai Subway Nanboku Line to Kotodai-koen Station (approx. 3 minutes), then walk a few minutes
From Sendai Airport:
Approximately 40 minutes by car
Take the Sendai Airport Access Line to JR Sendai Station (approx. 25 minutes), then walk or take the subway to the festival area
Good Luck Trip. (2025). Sendai Aoba Festival - Must-See, Access, Hours & Price. https://www.gltjp.com/en/directory/item/13824/
Japan National Tourism Organization (JNTO). (2025). Sendai Aoba Matsuri Casts Vibrant Celebrations Amidst a Lush Backdrop. https://www.japan.travel/en/ca/news/sendai-aoba-matsuri-casts-vibrant-celebrations-amid-a-lush-backdrop/
Japan Travel. (2023). Aoba Matsuri https://en.japantravel.com/miyagi/sendai-s-aoba-matsuri/13085
Sendai Aoba Festival. (2025). SENDAI AOBA FESTIVAL. https://www.aoba-matsuri.com/en/
The Gate. (2023). Miyagi Prefecture [Sendai Aoba Festival] Locals show pro tips. https://thegate12.com/article/225