Natsu matsuri

VOL.26

July 2025

Natsu matsuri

Natsu matsuri

Natsu matsuri (Summer festivals) are one of the highlights of July in Japan. Traditionally, summer in Japan has been a season of natural challenges—such as typhoons, outbreaks of insects, and the spread of disease—all of which could severely affect agricultural production. To cope with these threats, communities would hold festivals as a form of prayer and ritual, seeking protection from the wind, insects, and epidemics.

Natsu matsuri

These festivals are typically held between July and September, though the timing varies by region. Beyond spiritual purposes, summer festivals also play a vital role in preserving and passing down cultural traditions. Many festivals feature regional dances, folk music, and traditional crafts that are handed down from one generation to the next. Each region of Japan has its own unique customs and rituals, making these festivals incredibly diverse and deeply rooted in local identity.
Through these vibrant celebrations, Japan’s rich cultural heritage continues to thrive, bridging the past and present, and uniting communities with shared joy and gratitude.

  • Otorii Sablé

    Otorii Sablé

    These buttery cookies are shaped like a traditional torii gate, a symbol often found at Japanese shrines. Each one is baked with a gentle crunch and a rich almond-butter flavor. 

  • Hokusai Age Shoyu

    Hokusai Age Shoyu

    These crispy rice crackers are hand-fried using 100% Japanese rice oil and domestic Miyagi-grown glutinous rice. Their smooth bite and tender crunch offer a satisfying texture. Seasoned with an original soy sauce blend, they have a rich and deep umami flavor.

  • Yokohama Okome Karinto Coffee

    Yokohama Okome Karinto Coffee

    This crunchy rice snack is flavored with aromatic coffee from Mitsumoto Coffee, a local roaster established in Yokohama in 1957. The sweet glaze uses a blend of brown sugar and traditional Japanese sugar to create a gentle bitterness.

  • Yuuki Genmai Kuro Goma Senbei

    Yuuki Genmai Kuro Goma Senbei

    These crunchy rice crackers are made with brown rice and plenty of black sesame seeds. They’re simply seasoned with tamari soy sauce for a deep, roasted flavor. No sugar, no wheat—just a clean and savory snack that’s great for those avoiding gluten.

  • Rikyu-Shin

    Rikyu-Shin

    This charming wagashi is filled with smooth chestnut paste and wrapped in a soft, lightly baked dough. Shaped like a traditional tea kettle, it brings both a gentle sweetness and a touch of seasonal warmth.

  • Yuzu Kosho Bisque

    Yuzu Kosho Bisque

    These crisp, savory biscuits are flavored with a touch of Japanese yuzu citrus and a hint of spicy pepper. The refreshing aroma of yuzu and the gentle kick of heat make them a unique and addictive snack.

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