On Thursday, August 24, 2017, Niigata City's Furumachi Atago Shrine and Furumachi Shopping Street will host Meiwa Gijinsai, an annual festival featuring Japan's largest-ever distribution of 30,000 'goshinsai' (sweets).

Meiwa Gijinsai is a festival to commemorate and honor the "Meiwa Gijin"—people led by Tokushiro Wakui and Sajihei Iwakuniya who secured resident self-governance for Niigata Town (present-day Furumachi area) during the Edo period. Originally a local festival started by Furumachi Atago Shrine, it is now held as a major community-wide initiative in collaboration with local shopping streets.

Throughout the festival, expect food stalls, paper-story shows, the Meiwa Gijin Procession, performances by Furumachi geisha, and a ceremonial Bon Odori dance (Ama no Teuri). The main event, the "Meiwa Gijin Procession," sees participants dressed as Edo-period townspeople, alongside selected protagonists chosen through public application, parading through the shopping streets. Additionally, a "Chalk Art Contest" will allow free drawing on the street for one day. Normally, drawing might earn a scolding, but on this day, it's all permitted! Among the many highlights of Meiwa Gijinsai, the "Meiwa Goshinsai Maki" is hailed as "Japan's largest." Approximately 30,000 sweets will be given away for free. Last year, the festival drew about 20,000 visitors and featured 12 events, becoming a popular attraction that enlivens the region and offers enjoyment for everyone. Why not embrace the end of summer with this festival that evokes the Edo period?