Ancient Ritual Meets Modern Spectacle
Deep in the heart of Aichi Prefecture, the Konomiya Hadaka Matsuri, also known as the Konomiya Naked Festival, draws thousands of spectators each February to witness one of Japan's most dramatic displays of religious devotion and sheer frenetic energy. While its official name—the Naoi Shinto Ritual (儺追神事, Naoi Shinji)—speaks to its deep spiritual roots, the unusual sight of hundreds of men in traditional loincloths braving splashing water and freezing winter temperatures has made this one of Japan's most famous festivals.
At the heart of this ancient ceremony stands the Shin-Otoko (神男, Sacred Man), a chosen individual who becomes the living focal point of the entire ritual. Selected through an elaborate process of prayer and divine lottery (神籖, Omikuji), the Shin-Otoko embodies both a spiritual vessel and a purifying force. As he moves through the surging crowd, he serves as a lightning rod for the community's accumulated misfortunes, absorbing them into himself through the physical contact of those who manage to touch him.
Each year, this sacred role transforms an ordinary man into a crucial conduit between the earthly and divine realms, marking him as the central figure in a tradition that has captivated devoted participants and amazed onlookers for centuries. The festival builds to a crescendo as the participants strip down to minimal white loincloths despite the February chill, creating a scene of controlled chaos as they desperately attempt to reach and touch this living embodiment of purification.
Historical Origins and Significance
In the tumultuous year of 767 AD, during the first year of Jingo-Keiun, Japan faced a devastating plague that threatened the very fabric of society. All national temples (Kokubunji) were ordered to conduct purification prayers to ward off the disease.
In response, the governor of Owari Province took decisive action, choosing the province's most significant spiritual site, Owari Okunitama Shrine, as the focal point for these critical rituals. This provincial shrine, the Sōsha, became the staging ground for intense purification rites that would evolve into today's festival. The governor's choice was strategic–the shrine already held immense spiritual significance as the seat of regional divine protection.
The Festival Experience
From Dawn to Dusk
As the winter sun rises on February 10th, the Owari Okunitama Shrine begins its transformation. By 9:00, the first visitors arrive to collect sacred amulets, their breath visible in the crisp morning air. The atmosphere slowly builds as food stalls set up their grills, and the scent of grilled yakitori and sweet amazake begin to fill the air.
Arriving by 13:00 is essential for those planning to witness this extraordinary event. The grounds will soon fill with a mix of excited tourists and solemn participants, the latter easily identified by their traditional white fundoshi. These simple loincloths, worn despite the February chill, represent the great equalizer before the gods, stripping away all markers of social status and worldly attachments. In this state of near-nakedness, company executives stand shoulder to shoulder with laborers, all equal in their pursuit of purification.
By 14:30, the viewing areas reach capacity, and the air grows thick with anticipation. At precisely 15:00, a hush falls over the crowd as the Shin-Otoko makes his formal entrance. The main ritual begins, and an unforgettable display of spiritual fervor follows as participants surge forward in waves, all seeking to touch the sacred man to receive purification. Steam rises from the writhing clamor of bodies, creating an ethereal atmosphere that marks the boundary between the mundane and the divine.
When someone successfully touches the Shin-Otoko, it triggers an even greater surge of energy through the crowd. The struggle intensifies as participants push forward, many attempting to touch him multiple times, each contact believed to transfer more of their misfortunes. At this point, shrine officials and assistants form a protective ring around the Shin-Otoko, carefully guiding him through the mass of bodies and toward the shrine sanctuary.
Once inside, the Shin-Otoko undergoes a final purification ritual called the Kami o no kiyome (神男の清め), which is performed by the priests, marking the official transfer of all misfortunes from the crowd to his person. In a powerful symbolic act, he is removed from public view, often through a secret exit, taking the community's accumulated misfortunes with him. As he disappears, the crowd gradually disperses, and many of the participants make their way to nearby yatai (food stalls) and local izakayas to celebrate their participation in this ancient rite of purification.
Festival Schedule
Feb. 9, (Sun)
Mochi Dedication Ceremony
The festival begins with the solemn Ōkagamochi Hōnō (大鏡餅奉納), where massive rice cakes are presented as offerings at the shrine. These sacred mochi embody both the community's collective misfortunes and their hopes for blessing in the year ahead.
Feb. 10 (Mon.)
Main Festival Day
- 09:00 - Shrine grounds open, beginning of amulet distribution
- 13:00 - Recommended arrival time for spectators
- 14:30 - Viewing areas reach capacity
- 15:00 - Shinotoko makes formal entrance; main ritual begins
- 16:00 - Peak ritual; intense struggle to touch the Sacred Man
- 17:00 - Ceremony concludes with final purification
February 11, 2025 (Tuesday): Mochi Cutting Ceremony
The festival reaches its conclusion with the Ōkagamochi Kiri (大鏡餅切り), a deeply significant ritual where the ceremonial rice cakes are cut and shared among participants, each piece carrying blessings for the year ahead.
Planning Your Visit
Weather
Visitors should prepare for February's winter chill, with temperatures averaging 5°C (41°F). Comfortable shoes are essential, as you'll likely be standing for extended periods. Be prepared with a raincoat etc. in case of rain
Money
While credit cards and digital payments are increasingly accepted in Japan, it's wise to bring cash for food vendors and festival souvenirs, including the popular official festival towels and amulets that serve as meaningful keepsakes of this extraordinary experience.
Photography
Photography enthusiasts will find dedicated viewing areas available. The most dramatic photo opportunities occur during the peak ritual hours between 15:00 and 16:00. This year's 69th Hadaka Matsuri Photography Contest offers a unique opportunity to capture and share the festival's most powerful moments.
The Konomiya Naked Festival represents a fascinating intersection of ancient tradition and modern spectacle. While it has become one of Central Japan's most popular tourist attractions, it remains at its heart a profound religious ceremony where thousands gather to participate in a centuries-old ritual of purification and renewal. Whether viewed under the winter sun or in the mystical pre-dawn hours, it offers visitors a unique window into Japan's living spiritual heritage.
The Details
Konomiya Hadaka Matsuri
Venue: Owari Okunitama Shrine
Date: Feb. 10 (Main Event)
Time: 9:00~
Access
The festival is conveniently accessible for visitors traveling from Nagoya. Traffic restrictions apply around the shrine three days before and after the main festival. As no parking is available at the shrine, public transportation is advised.
By Train
From Nagoya Station, take the Meitetsu Limited Express bound for Ichinomiya and alight at Konomiya Station.
Cost / Time: ¥400 (15 to 20 minutes)
Upon exiting the station via the West Exit, use the underground passage on your left to cross to the east side. After ascending the stairs, it's a five-minute walk northeast to Owari Okunitama Shrine.
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