This issue introduces the arrival of autumn in Toyama, starting with the Owara Kaze no Bon Festival — one of the prefecture's signature seasonal traditions — and the atmospheric town of Yatsuo where it takes place.
We're also bringing a taste of autumn a little early: cool-breeze trekking at Tateyama, where the leaves begin to turn from mid-September, the season's first red snow crab, with fishing opening on September 1, and the juicy, richly sweet Kureha pear.
On top of that, there's the latest on the Kurobe-Unazuki Canyon Route ahead of its general opening on October 2 (Friday), early-autumn sushi picks from Toyama, and a look at a luxury sushi auberge — a full guide to what makes Toyama's autumn so appealing.
Early Autumn Breezes: The Etchu-Yatsuo Owara Kaze no Bon Festival
Savor the lingering spirit of Owara. An autumn escape to Yatsuo, a hillside town steeped in history and atmosphere, worth staying the night for.
To the melancholic strains of shamisen, kokyu fiddle, and taiko drum, and to plaintive, evocative singing, dancers move gracefully through town in the Owara Kaze no Bon Festival. Danced and sung for more than 300 years, the song and dance are deeply lyrical and refined, carrying an elegant charm within their wistful tone.
The townscape itself feels otherworldly during the festival, with rows of latticed wooden houses and traditional storehouses lit by thousands of paper lanterns (bonbori). At Ryokan Kitayoshi, the only inn that still retains a tatami room once used by the town's merchant patrons for the historic geisha entertainment style, guests can book a stay that includes an Ozashiki Owara performance. Extending a stay to take in the town's deep history and its midnight machi-nagashi street dancing is also worth considering.
Dates: September 1 (Tue) – 3 (Thu), held every year
Event hours: Sept 1–2, 5:00 PM–11:00 PM; Sept 3, 7:00 PM–11:00 PM
Traffic restrictions: Sept 1–2, 4:00 PM–12:00 AM; Sept 3, 6:00 PM–12:00 AM
Location: Yatsuo, Toyama City (Etchu-Yatsuo Station, JR Takayama Main Line)
Stay plans for Owara Kaze no Bon 2026 (some plans sold out)
Details: https://toyama.visit-town.com/tag/%e3%81%8a%e3%82%8f%e3%82%89%e9%a2%a8%e3%81%ae%e7%9b%862026
Original Festival Characters (Hachinyan, Fuwanyan)
This year, the Etchu-Yatsuo Owara Kaze no Bon Festival introduces original characters for the first time. Designed around a cat motif chosen from ideas submitted through a public callout, the characters take their names from festival-evoking keywords: Yatsuo (the town) and Kaze (wind).
Owara Festival Goods
Alongside charms featuring the original characters, tenugui hand towels and other Owara-themed goods are on sale. Proceeds go toward funding the festival's operations, which face funding challenges amid the area's declining population.
From Summer Into Autumn: Cool Mountain Trekking and Early Tastes of the Season
Get a head start on autumn in Toyama.
Leave the lingering summer heat behind with a refreshing trip to Toyama. At Tateyama, the leaves begin to turn from mid-September, making for excellent trekking weather, while the first snow crab and pears of the season offer an early taste of fall available only at this time of year.
Cool-Breeze Trekking at Tateyama Murodo-daira
Tateyama Murodo-daira sits at an elevation of 2,400 meters. While it's still hot at ground level, the air turns cool by mid-September and the leaves begin to change. Grasses shift from green to yellow, joined by the red of mountain ash (nanakamado), the green of Japanese stone pine, and the gray of exposed rock, for a richly colorful landscape.
Chinguruma Seed Heads
The alpine plant chinguruma (mountain avens) develops charming, fluffy seed heads in autumn, while its leaves turn red.
Raichozawa Campground
Known for its well-equipped facilities, the campground even has a mountain lodge with a hot spring bath.
Toyama's Early Tastes of Autumn Are Here
Fishing opens September 1! Watch the midday auction at the fishing port, then eat at the crab hut — Koshi red snow crab (Imizu City)
Shinminato Fishing Port holds a "midday auction" — a rare sight nationwide. The star of the auction is the red snow crab (benizuwaigani): the auction floor turns entirely red, an overwhelming sight. At Shinminato Kani-goya (crab hut), freshly boiled red snow crab arrives piping hot, its flavor irresistible with every bite. See it, taste it, and enjoy the season's best to the fullest.
All-you-can-eat crab! Watch the midday auction, then eat at Shinminato Kani-goya — Koshi Red Crab Plan: ¥6,900 and up
Details: https://shinminato-kanigoya.jp/plan02/
Kureha Pear, a Toyama Brand
Grown on the Kureha hills in Toyama City, Kureha pears are a local specialty prized for their crisp texture and the sweetness and juice that fill the mouth with every bite. Kureha's pear growers have earned Eco-Farmer certification as a community, reflecting their commitment to environmentally friendly farming.
Early-Autumn Festivals and Events
Jōhana Mugiya Festival
In Jōhana, known as "Little Kyoto of Etchu," the town comes alive with Toyama's folk song Mugiya-bushi and spirited dancing.
●September 20
Kokiriko Festival
Traditional folk songs from the Gokayama region are performed, centered on the ancient folk song "Kokiriko."
●September 25–26
Kibana Cosmos Festival
Ten million yellow cosmos blossoms turn an entire ski slope orange.
●September 12 – October 12
IOX-AROSA Night Gondola
Beyond the summit station, a special nighttime experience awaits, with starry skies, night views, and glowing lanterns.
●Weekends and holidays, July through September (check operating days)
