[Meiwa Town, Mie] Prayers Connecting Tradition. DMO Meiwa Tourism Corporation to hold 3rd annual 'Harvest Ritual' for 'Amatsu Sugaso Project' on July 18

The 'Amatsu Sugaso Project,' an Ise hemp promotion initiative in which the Meiwa Tourism Corporation (a regional DMO) participates, will perform its 'Harvest Ritual' on Saturday, July 18, 2026.

Project Background: Inheritance of Tradition and Cultural Revitalization Meiwa Town in Mie Prefecture is historically known as 'Omigo,' a place that once flourished by spinning hemp for the Ise Shrine. As a regional DMO, the Meiwa Tourism Corporation has been continuing activities to revive this historical resource for the past three years, based on the belief that 'preserving Japan’s ancient hemp is preserving the Shinto culture, which is the heart of Japan.' This project aims to redefine Meiwa Town as a 'Hemp Sacred Site' through the preservation of traditional 'ito-umi' (hemp spinning) techniques and the inheritance of Shinto rituals.

Significance and Details of the Harvest Ritual The Harvest Ritual is an important event to express gratitude for the growth of the hemp and to pray for safety in future work. Visitors can enjoy a quiet moment of prayer where history and modernity intersect, set at 'Saiku Heian-no-Mori,' which recreates scenes from the Heian period. Date: Saturday, July 18, 2026, 10:00–11:00 Location: Saiku Heian-no-Mori, Nishiwaki Dennai (2800 Saiku, Meiwa-cho, Taki-gun, Mie Prefecture) Participation: Free and open to the public (no prior registration required).

*Note on Harvest Timing This event is the public opening of the Shinto ritual. The actual harvest will be conducted at a later date, taking weather conditions into account. Traditional hemp harvesting is scheduled to take place early in the morning. Detailed schedules will be announced on the Meiwa Tourism Corporation’s SNS as soon as they are determined.

DMO Initiatives: Making Hemp Familiar and Enriching the Region Meiwa Tourism Corporation is strengthening activities to eliminate misunderstandings and prejudices regarding hemp and to promote its true value as an ancient Japanese agricultural crop. - Expansion of Experiences: To help people feel closer to hemp, workshops are held multiple times throughout the year. By increasing opportunities to touch and learn about hemp, the company aims to penetrate the regional brand. - Industrial Development: By selling related products at the tourist hub 'Itsuki Chaya' and collaborating with the Hometown Tax (Furusato Nozei) system, the company is promoting sustainable regional tourism development by linking traditional resources to modern economic cycles.

Future Outlook The Meiwa Tourism Corporation aims to further improve recognition with the unique brand 'Meiwa Town, the Hemp Sacred Site,' built through this project. By balancing solemn rituals with experiential activities like accessible workshops, it aims to establish itself as a sustainable tourist destination favored by both domestic and international visitors.