TSUMUGU Inc. Begins Introducing Digital Map "Matsuri NOW" to the 200-Year-Old Traditional "Sanjo Matsuri"

TSUMUGU Inc. (Headquarters: Machida City, Tokyo; Representative Director: Kohei Shibuya; hereinafter "TSUMUGU") will introduce its festival DX service "Matsuri NOW" to the "Sanjo Matsuri" to be held in Sanjo City, Niigata Prefecture, on May 14 (Thursday) and 15 (Friday), 2026. Visitors can access a dedicated website from their smartphones to check the real-time location of portable shrines, daimyo processions, food stalls, and restrooms. **Implementation Overview** Sanjo Matsuri is a traditional event with over 200 years of history, held annually on May 15 as the spring grand festival of Sanjo Hachimangu Shrine. The daimyo procession, which began in 1822 (Bunsei 5) to celebrate the appointment of Murakami feudal lord Naito Nobuatsu as Kyoto Shoshidai, is a grand spectacle involving over 200 people. Many visitors attend Sanjo Matsuri every year, but due to the extensive route of the daimyo procession, there have been requests from visitors asking, "Where is Tengu-sama now?" or "Where can I see the daimyo procession?" Especially for families hoping to participate in the "Maikomi" ritual, performed to pray for the healthy growth of children, real-time tracking of the procession's progress offers great convenience. TSUMUGU's mission is to "weave thoughts and create possibilities in the world," and it has been developing businesses that visualize regional value, starting with video production and branding. Now, based on the philosophy of supporting local traditional culture with technology, the company has launched the festival DX service "Matsuri NOW" and will introduce it at Sanjo Matsuri. **About "Matsuri NOW Service Overview"** "Matsuri NOW" is a festival DX service that equips moving objects such as portable shrines, floats, and daimyo processions with GPS terminals and displays their current location on a web map in real-time. Visitors do not need to download an app; they can simply access a dedicated page from their smartphone browser. **About Implementation Details at Sanjo Matsuri** Festival Name: Sanjo Matsuri (Sanjo Hachimangu Spring Grand Festival) Dates: May 14, 2026 (Thursday) Eve Festival / May 15, 2026 (Friday) Main Festival Venue: Sanjo Hachimangu Shrine to Tajima Suwa Shrine, Sanjo City, Niigata Prefecture GPS Tracking Targets: Dozoson (Tengu-sama), Portable Shrines, Restrooms, some Food Stalls, Traffic Regulation Information Usage Fee: Free for visitors Access Method: Viewable by clicking the image banner (Note 1) on the official Sanjo Matsuri website. Access via local QR codes is also planned. (Note 1) Sanjo Matsuri Official Website Banner **** URL: https://sanjo-matsuri.com/ Sanjo Matsuri is held annually on May 15 as the spring grand festival of Sanjo Hachimangu Shrine, featuring a 100,000-koku class daimyo procession accompanying the portable shrine's parade. This procession has been passed down since 1822 (Bunsei 5) and is now designated as a cultural property of Sanjo City. The "Maikomi" ritual, performed when the procession returns to the shrine grounds, is said to ensure the healthy growth of participating children, attracting many participants every year. **About Future Development** Starting with its introduction at Sanjo Matsuri, TSUMUGU will promote the expansion of "Matsuri NOW" to festivals across Japan. The company aims to deliver the charm of local traditional culture to more people through technology, while also contributing to reducing the burden of festival operations and improving visitor safety and convenience. Festival organizers and local governments interested in introducing "Matsuri NOW" are encouraged to contact the inquiry desk below. **Company Profile** Company Name: TSUMUGU Inc. Location: 1-4-2 Nakamachi, Machida City, Tokyo Representative: Kohei Shibuya, Representative Director Established: June 10, 2022 Business Activities: Video marketing, branding, operation of festival DX service "Matsuri NOW" Website: https://tsumugu.one/ **Inquiries Regarding This Matter** TSUMUGU Inc. Public Relations TEL: 090-3912-7636 E-mail: kohei@tsumugu.one Web: https://tsumugu.one/