Tsubaki Matsuri

Tsubaki Matsuri (椿まつり) is one of Matsuyama’s most vibrant and eagerly anticipated annual events, held at Tsubaki Shrine during the Setsubun festival on February 3rd and the following days. The festival marks the transition from winter to spring, coinciding with the first blooms of plum blossoms, which symbolize renewal and the arrival of warmer days. The highlight of the event is the mikoshi (portable shrine) procession, where spirited participants carry the shrine through the streets, filling the air with music, cheers, and a palpable sense of excitement. At the shrine, visitors can take part in the traditional bean-scattering ceremony, a ritual that symbolizes the expulsion of evil spirits and invites good fortune for the coming year. In addition to this, many visitors purchase protective charms and omikuji (fortunes) to ensure good luck in the year ahead.

Apart from its religious significance, Tsubaki Matsuri is also a feast for the senses, especially for food lovers. The streets surrounding the shrine are lined with food stalls offering a delicious array of local favorites, including okonomiyaki (savory pancakes), karaage (fried chicken), grilled meats, rice crackers, and other regional delicacies. The lively atmosphere is further enhanced by the sound of laughter and music, with people enjoying cold beers and sharing in the festive spirit. The iconic red camellia (tsubaki), which symbolizes the arrival of spring, decorates the shrine and its surroundings, adding to the beauty of the event. With its rich cultural traditions, lively energy, and vibrant street celebrations, Tsubaki Matsuri is a must-visit for anyone wanting to experience the heart of Matsuyama’s festive spirit.