The Uwajima Ushioni Festival is the great summer celebration of the southern city of Uwajima, held in late July. Its unmistakable symbol is the ushioni or ‘sea ox’, a fantastical monster float several metres long with a body draped in red cloth or palm fibre, a long neck, and a fierce demon-like head, carried by teams of young people who make it lunge, sway and ‘battle’ through the streets to drive away evil spirits and pray for good health. The festivities also include a portable-shrine parade, a running-of-the-shrines event and fireworks over the bay. Colourful, energetic and distinctly local, the ushioni is a memorable sight and makes late July a lively time to visit Uwajima’s castle and coast.
🗓️ At a Glance
| Location | Uwajima, Ehime |
| Hours | Late July, over several days |
| Admission | Free to watch |
| Time needed | An afternoon/evening |
| Best time | Late-July festival dates |
What to Experience
- Giant ‘sea ox’ (ushioni) monster floats in red cloth.
- Teams making them lunge and ‘battle’ through the streets.
- A portable-shrine parade and shrine-running event.
- Fireworks over Uwajima bay.
Combine Your Visit
- Combine with Uwajima Castle in the city.
- Pair with jakoten and the local coast.
- Read our Ehime overview .
Getting There
- By train: JR to Uwajima, then to the festival streets.
- On foot: the parades run through central Uwajima.
Tips
Check the exact late-July dates and come in the evening for the liveliest ushioni parades and the fireworks over the bay. Book accommodation ahead as the city fills up, watch the ‘battling’ floats from a safe spot, and combine the festival with Uwajima’s castle, jakoten and the Uwa Sea coast for a full southern trip.
