Every year from July 6 to 8, the Iriya Morning Glory Festival takes place in Tokyo. It is also known as Asagao Matsuri and draws over 400,000 people annually. The festival brings together more than a hundred different vendors selling various items on Kototoi-dori road and at Iriya Kishimojin Temple.

Iriya Morning Glory Festival At Iriya Kishimojin

The event features forty unique stalls dedicated exclusively to morning glories manned by experts who offer insights into all aspects of these exquisite flowers. The festival derives its name from the Buddhist deity associated with childbirth assistance that members worship in Kishimojin Temple.

See Japanese culture first-hand during this joyous celebration devoted entirely to one enchanting flower variety. This is Truly one of the best things to do in Tokyo if you are here in July.

History of Morning Glories in Iriya

Iriya Morning Glory Festival At Iriya Kishimojin

During Japan’s Edo period, morning glories began to gain recognition as a popular plant. Initially cultivated within Tokyo’s Okachimachi region, they later spread out to gardens located in Iriya towards the end of this era.

By Meiji (1868-1912), these native strains had become aesthetically pleasing and fashionable choices for indoor ornamental plants.

The Revival of the Iriya Morning Glory Festival

During its prime, around 1,000 strains of morning glory bloomed in Iriya due to concerted cross-pollination efforts by gardeners. This tradition disappeared after the Taisho era but was revived thanks to local enthusiasts and Shitaya Tourism Association members following World War II. Today we celebrate this historic festival once again.

Three-Day Seasonal Event

The exceptional three-day event offers an opportunity of savoring morning glories in full bloom that exhibit their magical allure just like they did hundredss of years ago. This experience will leave you awestruck and remind you about Japan’s rich cultural heritage.

A Display of Morning Glories

Iriya Kishimojin Temple

The Iriya Asagao Festival is especially renowned for the extensive selection of morning glories on sale. Historically, vendors sold around 400,000 pots of these flowers, drawing close to a million visitors. Today, the festival continues to captivate attendees with the charm of these vibrant blossoms.

What to Expect

In addition to the floral spectacle, the Iriya Asagao Festival features food stalls and traditional festival games, contributing to an engaging atmosphere. As you navigate the bustling crowds, you can find a variety of morning glories to purchase, each showcasing unique colors and patterns.


Iriya Morning Glory Festival At Iriya Kishimojin

The Asagao Matsuri, or Morning Glory Festival, takes place at the Iriya Kishimojin Shrine, which is also known as the Shingen-ji Temple. It’s located in the Taito ward of Tokyo, Japan. Here’s how you can reach it:

By Train:

The most convenient way to reach the Asagao Matsuri is by taking a train to the Iriya Station on the Tokyo Metro Hibiya Line.

  1. Depart from Iriya Station via Exit 4.
  2. After exiting, turn right and continue straight along Kototoi-dori Street.
  3. At the first corner, turn right and proceed straight.
  4. At the next junction, turn left and you should see the Shingen-ji Temple (Iriya Kishimojin), where the Asagao Matsuri is held.

The walk from Iriya Station to the temple is approximately 3 minutes.

By Bus:

If you’re traveling from Ueno or Asakusa, you can take the Toei bus (route 26) and alight at the Asakusa Iriya stop. The temple is within walking distance from this bus stop.


  • Name of Event: Iriya Asagao Festival (Iriya Morning Glory Festival)
  • Location: Iriya Kishimojin (Shingen-ji Temple), 1 Chome-12-16 Shitaya, Taito City, Tokyo, Japan
  • Date: Held around July 6th to 8th
  • Time: Most vendors start selling from early morning and continue till early evening
  • Features: Sale of a wide variety of morning glory flowers, food stalls, traditional festival games
  • Nearest Station: Iriya Station (Tokyo Metro Hibiya Line)
  • Admission: Free

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Tokyo Trip Checklist

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