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Why Is This Even Possible?! Why Foreigners Are Shocked by Japan's Summer Festivals!

Date published: 3 August 2019

When you think of summer, you might imagine fireworks, traditional festivals, and the like. But one can't forget Japan's iconic summer festivals! Although they had been on hiatus due to the pandemic, this summer in 2023, events like 'FUJI ROCK FESTIVAL '23' took place.

Interestingly, even before the pandemic, it wasn't just foreigners living in Japan but also tourists who were flocking to these summer fests in increasing numbers. What draws them to these festivals? We asked foreign residents in Japan with past summer fest experiences about what surprised them at these events. (The following are personal opinions of those who responded to our survey).

What stuns foreigners at Japan's summer festivals is the stylish fashion of the Japanese attendees.

"In the UK, we have a major outdoor fest called the 'Glastonbury Festival'. Most people typically wear plain T-shirts with jeans or shorts, prioritizing comfort over style. But in Japan, I noticed many in vibrant outfits and makeup. It seems Japanese summer festivals are not just about the music but also celebrating fashion!" (Female, 20s, UK)

"I was taken aback by how cute everyone looked at the summer fest! Even the men seemed to have a particular fashion sense." (Female, 20s, Belgium)

While 'Coachella' in the US is also famous for its festival fashion, in Japan too, fashion magazines often feature 'Summer Fest Fashion' specials, highlighting how many revelers enjoy the festivals in style.

"In my hometown of Hong Kong, we have summer festivals, but they are held in the heart of the city. Most of Japan's summer fest venues are quite a distance from Tokyo, making it quite a challenge for foreigners to get to. It would be great if there were more festivals in urban areas where transportation is convenient and where foreign languages are more commonly spoken." (Male, 20s, Hong Kong)

"I was anxious about having to switch between several buses and trains to get there." (Female, 10s, Spain)

Japan's summer festivals can be divided into urban-type and suburban-type. 'FUJI ROCK FESTIVAL' is located in Naeba Ski Resort in Yuzawa, Niigata Prefecture, and 'ROCK IN JAPAN FESTIVAL' is in the Hitachi Seaside Park in Hitachinaka, Ibaraki Prefecture—neither of which can be described as 'close to the city center' (though from 2022 it has been moved to Soga Sports Park in Chiba City).

However, these suburban festivals, where nature and music come together, are sure to become addictive once you attend. Although access might not be the best, it's an experience we hope many foreigners get to enjoy.

Music enthusiasts from abroad shared opinions like this:

"The Japanese summer festivals, especially Summer Sonic (サマーソニック), stand out for their impressive headliners. What's truly amazing is the vast array of well-known artists from the past they book. 2010 was particularly memorable for me, with performances from JAY-Z, NAS, THE OFFSPRING, TAHITI 80, and the icing on the cake was Stevie Wonder. I was in shock thinking, 'How do they manage to book such line-ups!?' (laughs)"

FUJI ROCK has also been hailed by foreign media as having the "strongest lineup", and its luxurious and broad-ranging bookings are unparalleled worldwide. No doubt, music fans from all demographics will be pumped attending these festivals.

Lastly, a topic that has taken foreign festival enthusiasts by surprise is the gourmet offerings at these festivals. The food at these festivals, known as "フェス飯" or "fest food," has been a hot topic in Japan, but what are the reactions from foreigners?

"I was amazed at the sheer number of food stalls at a summer festival. There were so many local delicacies, I couldn't decide what to eat!" (Female, 30s, UK)

"Even when the main acts were performing, there were always lines at the food courts. I realized just how much Japanese people love to eat! (laughs)" (Male, 20s, Australia)

The Japanese emphasis on food quality seems to shine even at summer festivals. In fact, the popular gourmet festival "Manpaku" originated as an offshoot from the "ROCK IN JAPAN FESTIVAL". These summer festivals are also creating a new gourmet trend.

Beyond just music, Japanese summer festivals are packed with other attractions like fashion and gourmet food. They've evolved beyond just musical concerts and become symbolic events of summer that understandably enchant foreigners. Once international travel becomes freely accessible again, it would be wonderful if more visitors from abroad could also enjoy these festivals.

* This article is an updated version of one originally published in 2019.