Senmaya Hinamatsuri (Girl's Day Festival)
- Aimi Bell
- Jan 1
- 5 min read
Updated: 2 days ago
千厩ひな祭り
Girl's Day is celebrated annually on March 3rd. A hallmark of this celebration is the display of small male and female dolls on a tiered altar, representing Heian period figures like imperial dolls (the emperor and empress), court ladies, ministers, and musicians in traditional attire. These dolls are called hina dolls. In Japanese homes, families with daughters set up these dolls from mid-February to March 3rd to wish for their daughter's health and success.
During the Senmaya Hinamatsuri Event, Hina decorations are displayed in the Senmaya shopping street, centering on the Senmaya Sake No Kura Community Facilities. Indulge in the festive atmosphere, enjoy lunch or dinner with a limited time Hinamatsuri menu at participating restaurants across Senmaya, and feel the arrival of the upcoming spring.
Much of the town is the venue of this event, offering numerous activities and locations to explore, including the 33-step Hina Festival at Matsuzawa Shrine, horse carriages, markets, and stamp rallies. For those interested in more details, I've included a link to the Japanese homepage below.
Details (2026)
Dates: Feb 11 to March 3
Event Venues:
Senmaya Sake no Kura Exchange Facility (1st Venue)
Former Nagasawa Clock Shop (2nd Venue)
Senmaya Shopping Street
Event Hours:
Senmaya Sake no Kura Exchange Facility: 10:00 – 16:00
Former Nagasawa Clock Shop: 10:00 – 16:00
Senmaya Shopping Street: During each store’s business hours
Phone: 0191-53-2735
Fax: 0191-53-2980
Admission Fee:500 yen (for junior high school students and above)
Access (JR, Bus, Walking):
Take the JR Ōfunato Line from Ichinoseki Station to Senmaya Station, then about a 15-minute walk
Take the Iwate Kenkōtsu Bus Hongo Line from Ichinoseki Station Front to “Ichinoseki City Hall Senmaya Branch Entrance,” then about a 5-minute walk
Access (Car):
From Tohoku Expressway Ichinoseki IC: about 50 minutes via Route 284
From Sanriku Expressway Kesennuma Chuo IC: about 40 minutes via Route 284
Special hinamatsuri food places: https://sakenokura.com/wp/food/
EVENT SCHEDULE
Event Name | Date | Time | Location |
Matsuzawa Shrine 33-Step Hina Dolls | February 11 (Wed, Holiday), 14 (Sat), 15 (Sun), 21 (Sat), 22 (Sun), 28 (Sat), March 1 (Sun), 2026 | 10:00–16:00 May be canceled or changed due to weather, etc. | Matsuzawa Shrine |
Kura de Marche | February 11 (Wed, Holiday), 2026 | 10:00–15:30 | Senmaya Sake Brewery Exchange Facility – Higashi Kura |
Special Exhibition | February 11 (Tue, Holiday) – March 3 (Tue), 2026 Exhibition period may change | 10:00–16:00 (Last admission 15:30) | Senmaya Sake Brewery Exchange Facility – Main Building |
Stamp Rally | February 11 (Wed, Holiday) – March 3 (Tue), 2026 | 10:00–16:00 | Participating stores of Senmaya Hina Festival Lottery venue: Senmaya Sake Brewery Exchange Facility |
Senmaya Sightseeing Carriage Tour | February 14 (Sat), 21 (Sat), 28 (Sat), 2026 | 10:30–14:55 (Last departure from Machi-no-Eki 14:15) May be canceled or changed due to weather, etc. | Shinmachi Machi-no-Eki – Meotoiwa |
Kids’ Events | 1st: Let’s Make Hina Decorations! – February 14 (Sat), 2026 2nd: Kids’ Plaza – February 22 (Sun), 23 (Mon, Holiday), 2026 | 1st: 10:00–13:00 2nd: 11:00–14:00 | Senmaya Sake Brewery Exchange Facility – Higashi Kura |
Doll Memorial Service | Registration: February 11 (Wed, Holiday) – March 3 (Tue), 2026, 12:00 Memorial Service: March 3 (Tue), 13:30 | Registration: 10:00–16:00 | Registration: Senmaya Sake Brewery Exchange Facility – Shop Memorial Service: Senmaya Sake Brewery Exchange Facility – Shin Kura |
Patchwork Exhibition | February 13 (Fri) – February 27 (Fri), 2026 | 10:00–16:00 (Last admission 15:30, only on the 27th: last admission 14:30) | Senmaya Sake Brewery Exchange Facility – Higashi Kura |
Senmaya High School Day | February 21 (Sat), 2026 | 11:00–14:00 | Senmaya Sake Brewery Exchange Facility – Higashi Kura & Main Building |
Ohina Marche | February 28 (Sat) – March 1 (Sun), 2026 | 10:00–15:30 | Senmaya Sake Brewery Exchange Facility – Higashi Kura |
Senmaya Hina Festival Beauty | February 1 (Sat) – April 30 (Thu), 2026 | — | Participating stores |
My experience in 2018 (Monitor Tour)
In 2018, Senmaya Hinamatsuri celebrated its 12th event.
The primary venue is the Senmaya Sake No Kura Community Facilities (千厩酒のくら交流施設 ), where thousands of dolls and handmade crafts are meticulously displayed. Throughout the event, which lasts several weeks, the town has devised exciting celebrations, including tours, craft shops, tea ceremonies, traditional Japanese koto performances, and participation from local restaurants offering Girl's Day themed specials.
This year, I joined the monitor tour designed for international visitors. This year served as a trial to assess interest and the tour's dynamics, so stay tuned for next year as there could be a similar tour or a new version. Our group included both men and women from four different countries: China, Taiwan, Malaysia, and Australia. Unfortunately, I missed the special Girl's Day lunch, which was reportedly delicious.
Here are some photos and details of the tour:
1) Selecting a kimono, having a team assist with dressing, and getting hair styled. 2) Professional photography - a photographer captured images of us both indoors and outdoors, as well as around town. He guided us on how to pose with props.
3) We took photos outside the Senmaya Sake No Kura Community Facilities.
4) The tour began. We learned that the building had survived numerous challenges like wars, fires, and disasters because it was constructed from the area's renowned strong granite.
5) Exploring the main event. Two floors are packed with displays. The beautiful tsurishi-bina (hanging crafts) were all crafted by hand.
6) A skilled koto player complemented the atmosphere by playing traditional songs. We even got the chance to try it ourselves.
7) The main exhibit! The wall of dolls was too large to capture in one shot, so I photographed the charming heart arrangement in the center (can you spot it?)
8) The year of the boar display. Surrounding the boars are peonies, which are renowned in Hanaizumi, Ichinoseki. The yellow flowers are canola flowers, representing Ichinoseki City.
9) After touring the brewery, our guide took us on a walk around Senmaya. Numerous shops displayed their own Girls' Day decorations.
10) We admired each other's kimonos and hairstyles.
11) The street was lined with small boutiques, some offering traditional clothing and others selling crafts.
After the tour, we enjoyed some traditional Japanese sweets and matcha.
Strolling through the charming, historic buildings of Senmaya in a kimono was an absolutely unforgettable experience! The warm and welcoming people of Senmaya made it even more special. Even if you're not dressed in a kimono, the vibrant displays, exciting events, and amazing photo opportunities are definitely worth your time!
This is what a few participants had to say about the event:
Hans (Taiwan): ’The dolls were made very intricately, it made me think of the fine workmanship of the Japanese.' 'When you wear a kimono, you feel like you've transformed, you instantly feel a change'.
Sen (Taiwan): 'I live in a larger city, coming to the countryside, you can see the sky, it's easy to walk around and it's relaxing. I usually eat at fast-food restaurants but today I ate at an old wooden restaurant with a traditional feel. This was the first time wearing a kimono, it was a lovely experience - it made me feel like royalty'.
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