Sendai Aoba Festival

Held annually on the third weekend of May, the Sendai Aoba Festival is one of the Tōhoku region’s most vibrant cultural celebrations. This two-day event honours the legacy of Lord Date Masamune, the founder of Sendai, blending centuries-old traditions with a strong sense of community spirit.

History of the Sendai Aoba Festival

The origins of the Sendai Aoba Festival date back to 1655, when the second feudal lord, Date Tadatsune, initiated the annual "Sendai Festival" at the newly established Sendai Tōshōgū Shrine. The festival featured a mikoshi (portable shrine) procession and contributions from 18 town groups and 23 merchant districts, who paraded elaborately decorated Yamaboko floats (decorated festival float), also known by names like Watashimono and Danjiri.

By the 1850s, the festival evolved: the massive wheeled floats (Hikiyama) were replaced with portable ones (Kakiyama), and it had been held over 100 times. Its scale and pageantry earned it national fame, ranking fourth among eastern Japan’s festivals during the Edo period. The floats were known for their intricate decorations, often featuring scenes from classic literature and theater, and life-sized dolls up to 1.8 meters tall.

Despite its prominence, the festival declined in the late Edo and Meiji periods. However, in 1885, the 250th Memorial of Lord Masamune revived many traditions—most notably, a float parade and the Sendai Suzume Odori (Sparrow Dance). This event is considered the prototype of the modern Aoba Festival.

Later milestones included the 300th anniversary of Sendai’s founding in 1899 and the 300th Memorial of Date Masamune in 1935, both marked by floats and shrine processions. From 1956 to 1967, the Sendai Chamber of Commerce led efforts to formalise the festival, paving the way for the modern Sendai Aoba Festival as we know it today.

Yoi Matsuri

The event held on Saturday is called the "Yoi Matsuri" (Evening Festival). On this day, the streets resonate with festive music, and the Sendai Suzume Odori  is performed. The dance is showcased along Jozenji-dori, the famous zelkova tree-lined avenue representing the City of Trees, as well as in the arcade shopping streets lined with unique shops.

Since 2012, the year following the Great East Japan Earthquake, the Reconstruction Prayer Yamaboko floats have also participated in the Yoi Matsuri, expressing hopes for a swift recovery from the disaster. The Yamaboko, illuminated by lanterns, add a magical beauty to the festival.

Hon Matsuri (Main Festival)

At the "Hon Matsuri," held on Sunday, the highlight of the Sendai Aoba Festival - the Jidai Emaki Junkō (Historical Scroll Parade) - takes place. This parade vividly expresses the energy and splendor of the feudal era.

The procession features armoured warriors led by Lord Masamune on horseback, a reenactment of the Sengoku period with musket teams, and the Masamune headquarters parade. Also included are the portable shrine procession from Aoba Shrine, which enshrines Date Masamune, a children’s procession, the magnificent parade of eleven splendid Sendai Yamaboko floats, and a large-scale performance of the Sendai Suzume Odori, recreating the timeless castle town of Sendai.

Date Traditional Culture and Mori no Ichi (Forest Market)

The festival also offers a rich variety of events where you can experience Sendai’s traditional and food cultures. Enjoy the resonant singing of the revived Sendai Kiyari work songs, the thrilling skill competition called Sendai Fire Brigade Ladder Climbing performed by seven local fire brigades, and the thunderous gunfire of the Date-style Traditional Matchlock Gun Demonstration.

In addition, inspired by Date Masamune, who was known as a gourmet, the Mori no Ichi market features stalls selling delicious foods and local products from areas connected to the Date domain. A lively lineup of fun stalls also lines the area.

Tasting delicious food, watching, listening, dancing, and eating—this is the true charm of the Sendai Aoba Festival.