TSUMUGU Inc. Introduces Digital Map 'MatsuriNOW' for the 400-Year-Old 'Murakami Taikai' Festival for the Second Consecutive Year

TSUMUGU Inc. (Headquarters: Machida City, Tokyo; CEO: Kohei Shibuya; hereinafter 'TSUMUGU') will introduce its festival DX service 'MatsuriNOW' at the 'Murakami Taikai,' held in Murakami City, Niigata Prefecture from July 5 (Sun) to July 7 (Tue), 2026. This marks the second consecutive year of implementation. Visitors can access a dedicated website via smartphone—no app download required—to view real-time locations of 18 'oshagiri' (floats), as well as the wild horse float, mikoshi (portable shrines), restrooms, parking lots, and other facility information.

Overview of Implementation

The Murakami Taikai is a traditional festival with approximately 400 years of history, held annually in July at Shinanohi Kurohime Shrine—the guardian shrine of Murakami City’s castle town. The 'oshagiri,' ornate floats decorated with colored lacquer and gold leaf, parade through the city to the accompaniment of flutes and drums, creating a spectacular sight designated as a National Important Intangible Folk Cultural Property. Known as one of the 'Three Great Festivals of Niigata,' it has long been cherished by locals and visitors alike.

2026 marks a special year commemorating the UNESCO Intangible Cultural Heritage registration, significantly increasing attention toward the Murakami Taikai. With 18 oshagiri traversing extensive city routes, knowing 'which float is where' has long been a challenge for visitors. Building on last year’s initial introduction, this year’s deployment will feature a smoother operational framework.

TSUMUGU operates under the mission 'Weaving emotions, creating possibilities,' leveraging video production and branding to visualize regional value. Following the May 2026 launch at the Sanjo Festival, the continued adoption at Murakami Taikai will drive the digital transformation of traditional events across Niigata Prefecture.

About the 'MatsuriNOW' Service

'MatsuriNOW' is a festival DX service that equips mobile elements such as mikoshi and floats with GPS devices, displaying their real-time locations on a web-based map. Visitors can access the service via smartphone browser—no app download required. The platform also includes a real-time chat function for visitor information sharing and an online donation feature allowing remote support for the festival.

URL: https://matsurinow.com/

Implementation Details for Murakami Taikai

Festival Name: Murakami Taikai (Annual Festival of Shinanohi Kurohime Shrine)

Schedule: July 5, 2026 (Sun) Commemorative Parade / July 6, 2026 (Mon) Eve Festival / July 7, 2026 (Tue) Main Festival

Venue: Central areas of Murakami City, Niigata Prefecture (Castle town centered on Shinanohi Kurohime Shrine)

GPS-Equipped Objects: 18 oshagiri (floats), 1 wild horse float, 3 mikoshi (portable shrines)

Displayed Information: Real-time locations of oshagiri, wild horse, and mikoshi; food stalls; restrooms; parking; headquarters; traffic control points (planned)

Usage Fee: Free for visitors

Access Method: Access via the Murakami Taikai MatsuriNOW dedicated page. On-site QR code displays are also planned.

URL: https://app.matsurinow.com/map/murakamitaisai2026

<About Murakami Taikai>

URL: https://murakamitaisai.jp/

The Murakami Taikai began in 1633 (Kan'ei 10) as the annual festival of Shinanohi Kurohime Shrine following its relocation. With 19 elaborately decorated oshagiri parading through the castle town to flute and drum music, it is widely recognized as one of the 'Three Great Festivals of Niigata' and designated as a National Important Intangible Folk Cultural Property. 2026 is a special year commemorating its UNESCO Intangible Cultural Heritage registration.

Future Plans

Building on the successful implementations at the Sanjo and Murakami festivals, TSUMUGU will expand 'MatsuriNOW' to festivals nationwide. The company aims to share the charm of Japan’s traditional culture through technology while reducing operational burdens and enhancing visitor safety and convenience. Festival organizers and local governments interested in adopting 'MatsuriNOW' are encouraged to contact the inquiry details below.

Company Overview

Company Name: TSUMUGU Inc.

Address: 1-4-2 Nakamachi, Machida City, Tokyo

Representative: CEO Kohei Shibuya

Founded: June 10, 2022

Business Activities: Video marketing, branding, operation of festival DX service 'MatsuriNOW'

Website: https://tsumugu.one/

Inquiries

TSUMUGU Inc. Public Relations

TEL: 090-3912-7636

E-mail: [email protected]

Web: https://tsumugu.one/