In Niyodogawa, the Akiba Matsuri Anchors Tradition and Community Revival

The Akiba Matsuri, held in Niyodogawa Town, Kochi Prefecture, is a religious festival deeply rooted in the region's fire protection faith (hibuse). Traditionally, it was a grand event that attracted both local participants and tourists. 

However, the matsuri has faced challenges in recent years due to population decline and the increasing difficulty of maintaining its scale. Yet, for the local community and Yatsuka Nakagoshi, the shrine's head priest or guji, preserving this festival is a mission of utmost importance. 

Niyodogawa Town is also renowned for its "Niyodo Blue," the pristine, crystal-clear waters of the Niyodo River that draw visitors from across Japan. Its natural beauty, deeply intertwined with the town's identity, serves as a reminder of the cultural and environmental heritage that Akiba Matsuri seeks to uphold. This festival is not just about honoring the past but also about maintaining harmony between tradition, nature, and community.

Origins and Significance

Long a cornerstone of local cultural life, the matsuri centers around Akiba Shrine, which is dedicated to Akiba no Okami, the deity of fire prevention. 

In the past, it was a large-scale event with vibrant processions, elaborate rituals, and an influx of visitors who came to witness the grand celebration. It served as a religious event and a gathering that strengthened community bonds and attracted tourism to the region.

The mikoshi procession is its main attraction. This is where a portable shrine carrying the deity's spirit is paraded through the district. It symbolizes the presence of the divine among the people and is a means of blessing the entire community. Participants chant, dance, and engage in traditional performances. This reinforces the matsuri's significance as a communal and spiritual occasion.

However, the priest, as well as the people of the community, note a concerning trend. Fewer young people are participating. "Faith and tradition used to be at the heart of the matsuri, but now, more people come for the event itself rather than for spiritual reasons," the guji laments. Despite this shift, he remains committed to ensuring that the festival continues as a beacon of the town's cultural identity.

Nakagoshi also observes that compared to the past, faith among the participants has diminished. "In earlier times, people would visit the shrine not just for the matsuri but to offer prayers and express gratitude to the deity. Now, many attend purely for entertainment," he remarks. 

Funding the Shrine and Community

This decline in religious devotion is reflected in the amount of monetary offerings (osaisen) received at the shrine, which has decreased significantly over the years. The dwindling financial support, in turn, makes it increasingly difficult to maintain the shrine and organize the festival at its traditional scale. The guji emphasizes that while matsuris evolve with time, their spiritual core must not be forgotten.

In 2025, the matsuri faced an additional challenge — heavy snowfall. The unexpected weather conditions made it difficult for many to attend, reducing the number of participants even further. Clearing the snow required a significant workforce, adding to the festival's financial burden. 

"It takes a lot of people to clear the snow, and we need funds to pay them as well," the guji explains. The Akiba Shrine relies on the contributions from ofuda (protective amulets) and osaisen to cover these costs, as well as to pay those involved in organizing the matsuri.

Current Challenges

Despite its rich history, Akiba Matsuri is at a crossroads due to modern challenges.

Population decline and an aging society have led to a decrease in the number of participants and spectators. Once a large-scale event that drew crowds from across the region, it has had to scale down. This also makes it increasingly difficult to find individuals willing to take on the responsibilities of organizing and running the matsuri. 

Traditional roles passed down through generations are becoming harder to fill. With fewer people able to carry out the logistics and traditions, there is a growing fear that the event could disappear altogether. The head priest, along with the local community, recognizes that urgent action is needed to ensure its survival.

Strategies to Survive

For the priest of Akiba Shrine, the matsuri is not merely a cultural event but a vital pillar of the community's identity. He sees his role as more than just overseeing religious ceremonies ー it is about protecting the very core of the town.

Preserving the "core of the community" is a priority, as the matsuri acts as a unifying force. It keeps the region's traditions alive and maintains a sense of belonging among residents. Nakagoshi believes that by continuing the matsuri, the community's spirit can be sustained even in the face of declining numbers. 

The traditions associated with Akiba Matsuri are seen as an essential part of Niyodogawa's identity. Nakagoshi considers it his duty to ensure that it does not fade into history. 

One strategy to revitalize the festival is to deepen cooperation with Akiba Shrine's main sanctuary (hongan) in Shizuoka Prefecture. Strengthening this connection could bring new opportunities for cultural exchange and support from a broader community of worshippers.

The guji also stresses that if the shrine cannot generate enough funds to support younger generations, these traditions will be lost. "If we can't pay the younger generation, the shrine and our traditions will not survive," he warns. This financial reality makes it imperative for more people to contribute through shrine offerings and matsuri support.

A Community Takes On Its Future

Understanding the need for proactive measures, the local community and shrine officials are working on initiatives to breathe new life into the festival. The formation of the "Akiba no Sato Future Committee" is a new organization consisting of local volunteers, cultural leaders, and shrine representatives. It aims to create sustainable solutions to keep the tradition alive. 

By expanding participation beyond Niyodogawa, the matsuri can gain fresh energy and broader recognition while preserving its core traditions. Adaptations are also being considered to make it more accessible and engaging. This could include incorporating modern elements such as digital storytelling, interactive workshops, and social media outreach to attract younger audiences. 

The festival serves as a reminder that Akiba Shrine is not just a place of worship but also a center of community life. By strengthening this role, the shrine can continue to act as a focal point for regional revitalization efforts.

A Festival with a Future

Akiba Matsuri is a legacy that embodies the spirit of Niyodogawa. While the challenges it faces are significant, the commitment of the local community and shrine officials demonstrates the resilience of its cultural heritage. By keeping the "DNA of the homeland" alive, this matsuri ensures that Niyodogawa remains connected to its past while embracing the possibilities of the future.

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Author: Ami Eldridge