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A historical pageant unfolds in Sendai as the Sendai Suzume Odori fills the streets with color.
The Sendai Aoba Festival was revived in 1985, the 350th anniversary of Lord Date Masamune’s death, to restore Sendai’s tradition of vibrant, large-scale festivals. Today, it is one of Sendai’s three major festivals and a seasonal summer tradition that attracts visitors from Japan and abroad.
Held every May, the Sendai Aoba Festival celebrates the refined style of the Date clan. The two-day festival consists of the Yoimatsuri, or Evening Festival, featuring colorful performances of the Sendai Suzume Odori, and the Honmatsuri, or Main Festival, which brings a historical pageant to life with a procession carrying the mikoshi of Aoba Shrine, dedicated to Lord Date Masamune, as well as a parade of 11 Sendai yamaboko floats.
Two other events, Date-en and Mori no Ichi, are also held during the festival. Date-en recreates a castle town with demonstrations by traditional artisans, mochi pounding, target shooting, a haunted house, and other attractions. Mori no Ichi, inspired by the renowned gourmet Lord Date Masamune, features rows of stalls offering local cuisine and products. Sights, sounds, dancing, and food—the wide variety of experiences is part of what makes the Sendai Aoba Festival so appealing.
A scene from the Yoimatsuri, where visitors can watch the colorful Sendai Suzume Odori accompanied by festival music echoing through the streets
The highlight of the Honmatsuri is the historical procession featuring Lord Masamune’s mikoshi and 11 yamaboko floats
Mori no Ichi brings together more than 80 special booths and food stalls, primarily from Miyagi Prefecture, offering a taste of the region’s culinary culture
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