This is Japans largest festival dedicated to varieties of morning glory flowers; it is held annually around the 6th to 8th of July. Located on Iriya-kishimojin and kototoi-dori Street this three day festival draws a crowd of over 400,000 spectators, eager to explore the 100 fair stalls and wares of over 120 producers on display. Iriya is the name of the Goddess of Childbirth and children and this festival is believed to have become popular during the Edo period of Japan. A gorgeous network of colour awaits you as cross pollinated versions as well as traditional varieties of the Morning Glory are put up on display. Nothing signifies summer like a visit to the Iriya Asagao Matsui festival.