The Iriya Asagao Matsuri, also known as the Morning Glory Festival, is among Japan's largest festivals dedicated to morning glories. Held annually from July 6th to 8th around Iriya Kishimojin (Shingen-ji Temple) in Tokyo's Shitaya district, the festival features over 120 stalls selling morning glory plants and around 90 food stalls, attracting nearly 400,000 visitors over the three-day period. The event runs from 5 AM to evening each day, with the flowers at their most beautiful in the morning.

This tradition dates back to the Meiji period (1868-1912), when morning glories became popular ornamental plants in the area. Though its popularity waned over time, the festival was revived in 1948 by local residents and the Shitaya Tourism Association. Today, it remains a staple event in the community.

During the festival, Kototoi Street is filled with stalls selling morning glories and various food items, creating a lively atmosphere reminiscent of the Edo period. Many visitors also pray at Iriya Kishimojin, a temple built in 1659 that enshrines Kishimojin, a deity believed to protect women and children.

The summer tradition of the Bunkyo Asagao and Hozuki Market is held amidst the charming streets of Koishikawa. The main venue for the Asagao Market is Denzuin Temple.

At the Bunkyo Asagao Market, colorful morning glory flowers bloom in neatly arranged pots, all available for purchase. Visitors can also enjoy various activities, including exhibitions of rare and unique morning glories, traditional performing arts, and local community stalls.

Denzuin Temple, connected to the Tokugawa family, Japan's former shoguns, hosts the Asagao Market. Tokugawa Ieyasu’s mother, Odai-no-kata, and the second shogun Tokugawa Hidetada’s daughter, Senhime, are buried here.

Throughout the festival, there are flower appreciation meetings, competitions, and numerous events at sub-venues across the town, celebrating the area's rich cultural heritage.

In the suburbs of Tokyo, the city of Kunitachi is home to Hitotsubashi University. The Kunitachi Asagao Market takes place at the university’s southern main gate and along the green belt of University Street. This vibrant market offers around 2,000 different potted morning glories, all cultivated in the "Asagao Village of Kunitachi."

Beyond the stunning flowers, visitors can also explore a variety of traditional crafts and local products, such as glass wind chimes and produce from local farmers. The wind chimes, which jingle with every breeze, are a common sight hanging from the eaves of Japanese houses during the summer months.

The Hozuki Market at Senso-ji, an annual summer event held on July 9th and 10th, takes place at Tokyo’s oldest temple, Senso-ji, constructed in 628. This temple is one of Tokyo’s most popular tourist destinations. The market features around 120 stalls selling hozuki (Japanese lantern plants), believed to ward off evil and bring good luck. The vibrant red, lantern-shaped fruits of the hozuki are considered auspicious.

This traditional market coincides with the Buddhist festival Shimanrokusen-nichi, meaning "46,000 days." Legend says that praying at Senso-ji on these two days is equivalent to offering 46,000 days of prayers, or about 126 years' worth, attracting thousands of visitors seeking blessings and good fortune. During the festival, visitors can also purchase various hozuki-themed souvenirs, wind chimes, and traditional festival foods.

Many attendees wear colorful yukata, adding to the lively summer festival atmosphere. Additionally, exclusive protection charms called kaminarijo, which guard against thunder and bad weather, are sold only during these two days.

Running from early morning until late at night, the Hozuki Market creates a bustling and colorful scene in the heart of Asakusa, combining religious tradition with festive celebration.

Beautiful vermilion-colored, potted hozuki are up for sale at the market taking place on the grounds of Genkaku-ji Temple in Bunkyo District’s Koishikawa neighborhood. Genkaku-ji also goes by the name of Konnyaku Enma and has been believed to cure eye ailments since ancient times.

Many people offer konnyaku, yam cakes made out of the konjac plant, to the statue of Enma on the temple grounds – Enma is the Buddhist lord of the underworld realm. Several events, such as a stamp rally, take place during the two days of the market, and look forward to snacking on a variety of konnyaku treats!

Minato-ku’s Roppongi neighborhood also has its very own hozuki market, taking place at Asahi-jinja Shrine. Sponsored by the town of Hinokage in Miyazaki Prefecture, this market sells the famous hozuki products of this area. The entire road leading up to the shrine is lined with Japanese lantern plants bearing fruit, often more than ten growing on one stem, and the whole grounds seem to be dipped in a bright vermilion red color.

One characteristic of the Hinokage Hozuki is their size – the fruits are often bigger than 10 centimeters in diameter! Apart from these magnificent plants, Hinokage bamboo ware and other regional specialties are also exhibited – some things are even for sale. The Hinokage Kagura performances, a traditional and theatrical Shinto dance, are an exciting event that takes place during the market.