[Sanjo City, Niigata Prefecture] Special Tour Created to Allow Travelers to Participate in the 200-Year-Old "Sanjo Festival Daimyo Procession" - A New Initiative for Regional Culture Succession Through Traditional Shinto Rituals x Experiential Tourism

This time, LAMBDA JAPAN Inc. (Location: Kamo City, Niigata Prefecture, Representative Director: Tatsumi Igarashi), in collaboration with Arute (Location: Sanjo City, Niigata Prefecture, Representative: Hiroshi Aiba), has created and started selling a special participation tour for the traditional event "Sanjo Festival Daimyo Procession" in Sanjo City, Niigata Prefecture. For the purpose of regional revitalization and local economic development, this tour is also offered as a Furusato Nozei (hometown tax) return gift for Sanjo City.

LAMBDA JAPAN Inc., with the philosophy of "Bringing Japan into Daily Life," operates "INORI," a tourism platform specializing in Shinto and faith experiences. Under a Type 2 travel agency license, we collaborate with shrines and tourism associations nationwide to produce everything from planning and creation to execution and guiding of experiential content. Arute, based in Sanjo City, Niigata Prefecture, utilizes local resources (things, activities, people) to coordinate "town walks" centered on culture, tradition, history, and industry. By combining the strengths of both companies, this program was born to deliver the region's traditional Shinto rituals as experiential tourism.

This experiential program, which allows travelers to become official members of the procession rather than just observers, is an extremely rare initiative nationwide. Through participation in traditional Shinto rituals, we aim to create connections with Sanjo and foster the development of related and interactive populations.

What is the Sanjo Festival? The Sanjo Festival is held every year on May 15th as the spring reitaisai (annual festival) of Sanjo Hachimangu Shrine, featuring a Daimyo procession of 100,000 koku prestige accompanying the portable shrine. This procession has been passed down from generation to generation since Bunsei 5 (1822) and is currently designated as an Intangible Folk Cultural Property of Sanjo City. Furthermore, the "Maikomi" (entering the shrine), performed when the procession returns to the shrine grounds, is said to bring health and longevity to participating children, attracting many parents and children every year. (Maikomi: The act of a parent carrying a young child on their shoulders, circling the shrine grounds with the Tengu, portable shrine, and taiko drums, and entering the shrine). Sanjo Festival HP: https://sanjo-matsuri.com/

Background of Tour Creation: Building a Connection with Sanjo Through the Festival In traditional Shinto rituals across Japan, festivals and rituals are symbols of deeply rooted local culture. However, opportunities to convey their charm beyond mere observation are limited. The core of this initiative is to increase the number of people who learn about and come to love Sanjo by using the experience of officially participating in the Daimyo procession as a gateway. This initiative, where travelers participate in traditional events, is a rare undertaking even within Niigata Prefecture. By combining "traditional Shinto rituals x experiential creation," we believe we are creating a new approach that fosters new connections between visitors and local culture, leading to the creation of related and interactive populations.

Three Highlights of the Tour 1| Official Participation in the Daimyo Procession Participants will join the main event of the Sanjo Festival, the Daimyo Procession, as one of its members, marching through the streets of Sanjo for approximately three and a half hours. While normally only observable from the roadside, this offers a special experience akin to time-traveling from modern daily life. (Daimyo Procession participation is limited to men. A separate plan for women to enjoy the procession in kimono is available).

2| Suzuo (Temple Bell Rope) Making and Dedication We've prepared an experience that goes beyond just walking; it involves hands-on activity. Participants will hand-weave and dedicate Suzuo, which are rung by worshippers in the shrine's main hall. Together with the Ujikōkai (parishioners' association), you will twist the ropes while making your wishes. You can enjoy interaction with locals and experience the behind-the-scenes preparations for the festival.

3| Experience the Full Spectacle of the Festival, from Yoimiya to Maikomi From the solemn Yoimiya (eve festival) ceremony the night before to the fervent "Maikomi" finale. You can fully experience all aspects of Sanjo, encompassing stillness and fervor, rituals and festivities. This tour is a 1-night, 2-day package including accommodation. Guests traveling from afar can participate with peace of mind. Additionally, experienced staff will provide thorough support for dressing and movements on the day.

Event Overview ・Dates: May 14 (Thu) - 15 (Fri), 2026 ・Price: ¥55,000 per person (tax included) *Includes accommodation, meals, experience fees, costumes, and insurance. *Furusato Nozei donation amount: ¥184,000 ・Capacity: Limited to 10 people (first-come, first-served) ・Reservation Deadline: By Sunday, April 26, 2026 ・Reservations & Details: https://inori-japan.com/experiences/sanjo-tour-1/ ・Return Gift Page URL: https://www.furusato-tax.jp/product/detail/15204/6990523 ・Organization: Tour Planning & Execution: LAMBDA JAPAN Inc. (Niigata Prefectural Governor Registered Travel Agency No. 2-470 / Full Member of Niigata Travel Agents Association & National Association of Travel Agents) Implementation Cooperation: Arute

From the Proposer: Hiroshi Aiba, Arute / Sanjo Hachimangu Shrine Custodian The Daimyo Procession of the Sanjo Festival was a stage device that united the community. The participants in the procession, those watching from the roadside, those preparing celebratory meals at home, those dressing up their children – everyone became an element of the festival through their respective roles, making the community one. In modern times, lifestyles and work environments have changed, leading to the decline of festivals in many regions. However, festivals still contain many elements for understanding the local area. We believe it is now necessary for festivals to transform from being unifying the region to allowing people to feel the region. This project opens the door to those who wish to "experience this region and participate in its culture and traditions," allowing them to become part of a history spanning over 200 years.

Efforts for Cultural Succession The characteristic of this initiative lies in its mechanism for creating ongoing relationships by combining "traditional Shinto rituals x experiential creation." LAMBDA JAPAN Inc. is already collaborating with over 11 shrines and tourism associations nationwide, working on similar experiential programs in various locations. We also welcome inquiries from municipalities and tourism associations interested in developing experiential programs for traditional Shinto rituals.

About the Organizer LAMBDA JAPAN Inc. With the philosophy of "Bringing Japan into Daily Life," we operate "INORI," a tourism platform specializing in Shinto and faith experiences. Leveraging our Type 2 travel agency license (Niigata Prefectural Governor Registered Travel Agency No. 2-470), we provide end-to-end production, from planning and creation to guiding and execution of experiential content.

Establishment: December 11, 2024 Capital: ¥10 million Location: 2353-1 Oaza Tenjinbayashi, Kamo City, Niigata Prefecture, 959-1315 Registration: Niigata Prefectural Governor Registered Travel Agency No. 2-470 / Full Member of Niigata Travel Agents Association & National Association of Travel Agents Mail: info@lambda-japan.co.jp HP: https://lambda-japan.co.jp/