JAPAN


ABOVE: Sake is the product of centuries of tradition combined with a lot of hard work Credit: Shoko Takayasu/Shoko Photography


Seeing the vast wall of densely packed ice and hearing >LoÕÌ Ìhi >nnÕ>l wÛi-`>Þ Õn`iÀÌ>kin} Ìo Ài«liniÃh Ìhi supply makes the sake we sip that evening taste even ÃÜiiÌiÀ q Ìhià `Àink ià Ìhi «Ào`ÕVÌ ov >}i-ol` ÌÀ>`iÌionÃ] centuries of history and a whole lot of hard work.


Good fortune


1lÌim>ÌilÞ] i̽à ÌhiÃi ÌÀ>`iÌionà Ìh>Ì m>ki ii}>Ì> ÃÕVh > V>«ÌiÛ>Ìin} `iÃÌin>Ìion Ìo iÝ«loÀi° "ÛiÀ in Ìhi ÃoÕÌhÜiÃÌ] oÕÀ ÛiÃiÌ Ìo >ÌÃÕnoÞ>m> "nÃin VoinVi`ià ÜiÌh Ìhi ÌoÜn½Ã >nnÕ>l viÃÌiÛ>l] ÜhiVh Ãiià niÜlÞÜi` }Àoomà ÌoÃÃi` inÌo Ìhi ÃnoÜ vÀom Ìhi 9>kÕÃhi`o -hÀini] > ÀiÌÕ>l ÀooÌi` in local legend and believed to bring prosperity to the couple. We watch from a growing throng of merrymakers >à Ìhi min >Ài ÌhÀoÜn LÞ ÌhiiÀ vÀiin`Ã] `iÃ>««i>Àin} LÀiiyÞ inÌo Ìhi ÌhiVk ÃnoÜ LivoÀi ÀiÃÕÀv>Vin} in wÌà ov laughter to raucous cheers and rounds of applause. 7iÌh }Àoom-ÌhÀoÜin} `ÕÌiià Vom«liÌi] i̽à Ìimi voÀ part two of the festival. A towering straw structure is set >y>mi >à «À>ÞiÀà voÀ viÀÌiliÌÞ >Ài ovviÀi`] Ã>ki ià «oÕÀi` >n` l>Õ}hÌiÀ Ãh>Ài`° 7i½Ài in Ìhi minoÀiÌÞ hiÀi] ÜiÌh


most guests from Matsunoyama and the surrounding ÌoÜnÃ] LÕÌ Üi viil Ìhi vÕÀÌhiÃÌ Ìhin} vÀom oÕÌV>ÃÌð 7i½Ài imLÀ>Vi` LÞ Ìhi VommÕniÌÞ] Üho ÜilVomi Õà inÌo Ìhi viÃÌiÛiÌiiÃ] >Ãk Õà µÕiÃÌionà >n` inÃiÃÌ on inVlÕ`in} Õà in Ìhi ViÀimoni>l ÀÕLLin} ov ÃooÌ on i>Vh oÌhiÀ½Ã v>ViÃ] which is said to bring good luck. When the festival concludes with the throwing of vÀÕiÌ inÌo Ìhi VÀoÜ`] ½m «ÀiÃinÌi` ÜiÌh >n oÀ>n}i adorned with the Japanese symbol for luck – . A paper bag of snacks is thrust into my hand by way ov > Von}À>ÌÕl>ÌoÀÞ }ivÌ] LÕÌ `on½Ì nii` VÀiëà oÀ Ìi``Þ-Li>À-Ãh>«i` LiÃVÕiÌà Ìo Àimin` mi ov mÞ }oo` voÀÌÕni° iin} hiÀi] «ÀiÃinÌ >mon} Ìhi Ì>n}iLli ÃÌÀin}Ìh ov VommÕniÌÞ] Liliiv >n` «Ài`i ÜiÌniÃÃi` onlÞ LÞ > ÃiliVÌ viÜ] ià >ll nii` Ìo viil ÌÀÕlÞ lÕVkÞ° O


BOOK IT: Cox & Kings offers a 10-day tailor-made Japan itinerary including Niigata from £7,195 per person, based on two sharing. The price includes flights, guiding, sightseeing,


private transfers and two nights’ B&B at Tamakiya Sake Inn. COXANDKINGSTRAVEL.COM


68 ASPIRE MARCH 2026


aspiretravelclub.co.uk


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