matsuri technologies (head office: Chiyoda City, Tokyo), a company that operates and develops next-generation lodging solutions with an eye toward a labor-shortage society in the 20XXs, is running vacation rental properties in residential neighborhoods across Tokyo. Now, it's inviting the guests staying at those properties, together with its own staff, to take part in local neighborhood association (chōkai/jichikai) festivals through a new initiative called "PROJECT YAGURA."
From late August through September 2026, as festival season arrives, the initiative plans to take part in around 10 festivals across four wards of Tokyo.
The name comes from the "yagura," the wooden tower that stands at the center of a festival and naturally draws people together. It reflects a hope to create a gathering point for local residents, vacation rental guests, and the company itself.
Background
The properties are run as vacation rentals inside residential neighborhoods, welcoming visitors from outside the area every day, including many guests from overseas — travelers who aren't always a familiar sight to local residents.
Local festivals are one of the few occasions where travelers and residents can share the same space, yet the sustainability of local community activity has been flagged as a nationwide concern.
According to a survey conducted in 2021 by the Ministry of Internal Affairs and Communications' Local Administration Bureau, Municipal Affairs Division, the 624 municipalities that responded reported that membership in neighborhood associations fell by an average of 6.9 to 7.6 percentage points over the ten years from 2010 to 2020.
Even so, local festivals continue to be passed down in each community. As a member of the towns where it operates, the company wants to take part in these local events and create opportunities for its guests to meet local residents and come to love the neighborhood.
Overview of PROJECT YAGURA
- Period: Late August through September 2026 (expected to continue beyond that)
- Areas: Four wards in Tokyo (Sumida, Shinjuku, Toshima, and Shibuya)
- Number of festivals: Around 10, subject to change depending on coordination with each neighborhood association
- Participants: Staff and vacation rental guests staying at the properties (guest participation is optional)
A Different Role at Each Festival
Every local festival has its own character. How the company takes part is decided festival by festival, based on the wishes of each neighborhood association, and can include:
- Helping with festival operations
- Carrying the mikoshi (portable shrine)
- Providing supplies such as eave lanterns, or making offerings and contributions in line with local custom
In every case, these festivals are traditions that local residents have carried forward themselves, so the company only takes part to the extent that it doesn't interfere with how the festival is run.
Supporting Mikoshi Bearers with Facilities
During a festival, finding a restroom can be one of the biggest challenges for mikoshi bearers in particular. Nearby vacation rental properties are being offered as a resource that can help the people supporting these local events.
Guest Participation
Guests staying near a festival venue will receive information about it. Participation is optional, and if there's a cap on the number of participants, spots will be decided by lottery.
Ahead of this initiative, at a Bon Odori (summer dance festival) held in July 2026, 16 guests from six countries took part and spent time together with local residents.
Staff Participation
When staff take part in a festival, they act as a bridge between local residents and guests, aiming to help both sides feel at ease and enjoy the occasion.
Looking Ahead
Updates on how each area's festivals go will be shared on the company's corporate website over time. By building trust with local communities step by step, the company aims to keep creating ongoing opportunities for guests to discover the appeal of each neighborhood.
A Comment from the CEO
"Local festivals are one of the few chances for travelers and residents to meet. I'm grateful to have been given the opportunity to take part in several communities this way, and we'll continue to engage carefully with each one, respecting the wishes of every neighborhood association involved. As a member of these towns, we'll keep building on our relationships with local communities going forward."
— Keita Yoshida, Representative Director
