Festival Participation Experience: 1st Gourmet, 2nd Local, 3rd Music; Crowds, Toilets, and Travel Home Are Troubles

Cross Marketing Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Mikoshi Igarashi) conducted a "Survey on Festivals (2026)" targeting men and women aged 20 to 69 nationwide. Many music and food festivals are held, mainly in the summer. This survey investigated interest in and participation experience of festivals by genre, information gathering methods, enjoyment of music festivals, festival troubles, and enjoyable or interesting festivals.

◆Continue to the survey results here

https://www.cross-m.co.jp/report/trend-eye/20260701fest

Survey Results Regarding both festivals of interest and festivals participated in, "Gourmet Festivals" and "Local Festivals" (food-related festivals) ranked in the TOP 2.

"Music Festivals" ranked third in both interest and participation experience. 65.6% have never participated in a festival.

Regarding how to find festivals of interest, "Online News" was the most common at 37.1%. "Word-of-mouth and invitations from friends, acquaintances, and family" and "TV commercials" followed, each at around 20%.

For those in their 20s and 30s, "posts from favorite artists" were prominent, and for those in their 20s, the use of "SNS hashtags and trends" was noticeable. Those in their 30s also showed high rates for "online news" and "word-of-mouth and invitations from those around them," indicating a wide range of information sources. On the other hand, for those in their 60s, "newspapers, magazines, and flyers" were exceptionally high, showing generational differences.

Regarding how to enjoy music festivals, "enjoying the performance of favorite artists" was the highest at 60.2%. This was followed by "forgetting everyday life and releasing stress" and "releasing stress by getting into the music," indicating that stress relief is one of the attractions.

Women showed higher percentages than men in many items, suggesting that women generally have greater expectations for festivals.

Regarding troubles at festivals in general, "crowds are tiring," "toilets are crowded," and "traffic jams on the way home" were the TOP 3.

Women generally experienced more troubles. In addition to the top two items, "waiting in long lines," "no place to sit while participating," and "sunburn prevention" showed a difference of 10 percentage points or more between genders.

Enjoyable or interesting festivals mentioned included large-scale music festivals held in various regions. Various unique festivals were also noted, such as dumpling festivals and dictionary festivals.

Survey Items

□Demographic Questions

□Festivals of Interest

□Festivals Participated In

□How to Find Festivals

□How to Enjoy Music Festivals

□Troubles at Festivals

□Festivals Enjoyed in the Past / Festivals of Interest

◆Download cross-tabulation tables here

https://www.cross-m.co.jp/report/trend-eye/20260701fest

Survey Overview

Survey Method: Internet research (using Cross Marketing's self-service survey tool "QiQUMO")

Survey Region: All 47 prefectures nationwide

Target Audience: Men and women aged 20-69

Survey Period: June 26 (Fri) - June 27 (Sat), 2026

Valid Responses: 1,100 samples for this survey

*Due to rounding, percentages may not sum to 100%.

【Company Profile】

Company Name: Cross Marketing Co., Ltd. https://www.cross-m.co.jp/

Location: Tokyo Opera City Tower 24F, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: April 1, 2003

Representative: Mikoshi Igarashi, President and CEO

Business Activities: Marketing research business, consulting related to marketing research

◆Inquiries from Media Regarding This Matter◆

Cross Marketing Co., Ltd. Public Relations Department

TEL: 03-6859-1192 FAX: 03-6859-2275

E-mail: pr-cm@cross-m.co.jp

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