One of Japan's three biggest eccentric festivals and has approximately 1200 years of history. It begun as many raced and jostled to worship the god of wealth. These days bare bodied men jostle to the shouts of "Sanyo! Sanyo!" and fight through to reach Bishamonten (god of wealth). It is also known as the "Great Candle Festival" for the use of large candles weighing 30kg.

Since the Edo period, many farmers travelled far from small villages across Uonuma region to reach Ichinomiya shrine to worship the god of farming and harvest. Those who gathered brought produce and goods to sell, and by Meiji period it became so popular that large market begun to take place every year. Shops that sell bamboo works, straw works, wood works, food and drink stalls line the streets, from the Osato entrance to the shrine. End of the market marks the end of long winter, and the coming of spring. The tool market is held on 12th March every year.

The merchants' families along Bokushi Avenue display their treasured dolls and decorations until 3rd April. The buildings along the street are maintained and restored in the traditional Gangi (snow shelter eaves) style. The visitors are welcome to see the Hina dolls (presented to girls to wish their health and happiness) and other treasures of the late Edo period. They are in a good state of preservation, and some are highly valuable.
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