Official Dates and Times for Ame-ichi 2026

For practical details and last-minute changes, use Visit Matsumoto.

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Saturday is usually focused on the religious ceremonies and the opening of the large candy markets. You can find unique sweets and lucky charms throughout the downtown shopping streets. Sunday features the most popular public events, including the famous historical parades. Check the Visit Matsumoto website for any last-minute timing adjustments before you arrive.

The schedule remains consistent regardless of the cold winter weather in Nagano Prefecture. Most activities are held outdoors, so plan to arrive early to secure a good viewing spot. The atmosphere is energetic and welcoming for international tourists visiting for the first time. You will see many locals dressed in traditional winter festival attire during these two days.

Morning Rituals and Candy Market Schedule

The morning of January 10th starts with a solemn Shinto ceremony at local shrines. These rituals begin at 9:00 AM to bless the festival and the city's merchants. Visitors are welcome to observe these quiet moments before the loud festivities begin. It provides a beautiful contrast to the busy market atmosphere that follows shortly after.

By 10:30 AM, the candy stalls along Nakamachi Street and Nawate Street are fully operational. You should browse the best things to buy at Matsumoto candy festival early in the day. Popular items often sell out by the early afternoon due to high demand. The morning hours offer the best chance to speak with local candy makers.

Many shops offer free samples of traditional "Ame" or hard candies to cold visitors. You can find flavors ranging from simple sugar to unique local herbal blends. The market stalls also sell hot drinks like amazake to keep you warm. These morning hours are ideal for families who want to avoid the largest afternoon crowds.

Afternoon Parade and Traditional Performances

The highlight of the Sunday schedule is the historical parade starting at 1:00 PM. Participants dress as samurai and salt merchants to reenact the festival's origin story. The parade moves slowly through the main streets of the city center for two hours. It is a colorful spectacle that offers many great photo opportunities for travelers.

Between 2:00 PM and 3:30 PM, various stages host traditional dance and music performances. Local groups perform the Matsumoto Bon-Bon dance and play taiko drums for the public. These shows are free to watch and take place near the main intersection. You can find the full Ame-ichi Candy Festival Matsumoto 2026 details on local maps.

Spectators often line the streets deep to catch a glimpse of the performers. If you want a front-row view, try to find a spot by 12:30 PM. The parade route usually passes near the historic Matsumoto Castle for a stunning backdrop. Make sure your camera batteries are fully charged for this busy afternoon session.

The Famous Candy Festival Tug-of-War Schedule

The most anticipated event on the schedule is the traditional tug-of-war competition. This event takes place on Sunday afternoon, usually starting promptly at 2:30 PM. It symbolizes the struggle to bring salt into the mountain regions of Japan. Two teams pull a massive rope while hundreds of spectators cheer them on loudly.

If you want to participate, you must look for the sign-up booth by 1:30 PM. Participation is often open to the public, including tourists who want a hands-on experience. You can learn how to join the Matsumoto tug-of-war from official festival guides. It is a physically demanding but very rewarding way to celebrate with locals.

The competition lasts about thirty minutes and ends with a celebration for both sides. Winners often receive small prizes or commemorative candy from the festival organizers. Even if you do not pull the rope, the energy of the crowd is infectious. This event marks the climax of the festival before the evening wind-down begins.

Practical Tips for Your 2026 Festival Visit

Matsumoto in January is very cold, with temperatures often dropping below freezing point. Wear thermal layers and heavy coats to stay comfortable during the outdoor schedule. Sturdy shoes are necessary as the streets can be slippery with ice or snow. Most festival areas are within walking distance of the main Matsumoto train station.

Public transportation is the best way to reach the city during the festival weekend. Local buses may have altered routes due to the street closures for the parades. If you are staying overnight, book your hotel several months in advance for January 2026. This festival attracts thousands of visitors from across the Nagano region every year.

Carry plenty of cash in small denominations for the various candy and food stalls. While some larger shops accept cards, many temporary street vendors only take Japanese Yen. There are several ATMs near the station if you need to withdraw more funds. Budget around 3,000 to 5,000 Yen for a full day of snacks and souvenirs.