Guide
"Muko-nage & Sumi-nuri" is a traditional ritual held every year on January 15 at Matsuyama Onsen in Tokamachi City, Niigata Prefecture. This event is a unique cultural tradition born from the deep snow country and is often regarded as one of Japan's three most unique or "strange" festivals. The festival consists of two high-energy rituals: "Muko-nage" (groom tossing), where newlywed men are tossed down a snowy slope, and "Sumi-nuri" (ink painting), where participants smear black ink onto each other's faces. These rituals have been preserved for hundreds of years to strengthen community bonds and pray for marital harmony, family happiness, and good health.
The origins of this event are said to date back approximately 300 years to the mid-Edo period. One theory suggests it began as a rite of passage for men who married local women from outside the village. Today, it has evolved into a celebrated cultural event to bless marriages and wish for long-lasting happiness. The "Sumi-nuri" ritual is also deeply rooted in local faith, utilizing ash from the "Dondo-yaki" (burning of New Year's decorations) to create the black ink. These traditions are designated as intangible folk cultural properties of Tokamachi City, representing a precious part of Japan's spiritual heritage.
The festival's highlights unfold during the afternoon with two main events. First, during "Muko-nage" held on the snowy slope in front of Yakushido, newlywed men are tossed from a height of about 5 meters by local youths into a soft snow cushion. Seeing the grooms rise with smiles despite the cold is a moving and energetic sight. This is followed by "Sumi-nuri," where participants use "ink" made from ash and snow to paint each other's faces while shouting congratulations. Seeing tourists, locals, and even police officers all covered in black ink creates a sense of unity and a truly dynamic atmosphere that can only be experienced here.
As this event is held annually on January 15, the best time to visit is in the heart of winter. The typical schedule is as follows: Muko-nage begins around 2:00 PM, followed by Sumi-nuri around 3:00 PM. Because it takes place on snowy slopes in a freezing environment, you will experience the intense, heavy atmosphere unique to Japan's snow country. Please be prepared for very low temperatures and deep snow.
Visitors are encouraged to actively participate in the "Sumi-nuri" ritual. By letting your face be painted with the black ink, you can feel a profound sense of unity with the local community. After the festival, you can wash off the ink at nearby hot spring facilities. This transition from the intense festival to the relaxation of an Onsen provides a deep, multi-layered cultural experience. However, please prepare for the mess!
Matsuyama Onsen, the venue for the festival, is a high-quality hot spring area often cited as one of Japan's three great medicinal springs. After the festivities, you can warm your body at a nearby inn. The area is also known for the "Echigo-Tsumari Art Triennale," where beautiful art installations are scattered throughout the snowy landscape, offering a stunning contrast between quiet rural scenery and the heat of the festival.
Since the event is held on snow, careful preparation is essential. Please choose clothing that you do not mind getting dirty. If you plan to participate in Sumi-nuri, we highly recommend wearing a disposable poncho or waterproof gear, as your face and clothes will turn black. For footwear, non-slip shoes are a must to prevent slipping on the snow. For warmth, bring heavy coats, gloves, and hats. Note that reserving a spot for photography is prohibited; please respect the local rules. While viewing the festival is free, please carry cash or a transportation IC card for nearby facilities and transport.