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    Celebrate Awa Odori with Echigo Koshihikari Beer!

    08 Aug 2019

    The History of Awa Odori

    Tokushima City's Awa Odori is the most famous of many dance festivals held across Japan during the Obon season between the 12-15 August. Groups of choreographed dancers and musicians known as ren dance through the streets, typically accompanied by the shamisen lute, taiko drums, shinobue flute and the kane bell. Performers wear traditional obon dance costumes, and chant and sing as they parade through the streets.


    The earliest origins for Awa Odori is the dances that Buddhist priests performed during the Kamakura Period (1185-1333). However, the modern dance grew out of the traditional dance of Obon, the Buddhistic festival of the dead where it is believed that the spirits of deceased ancestors come to visit.

    It is said that Tokushima is the place where the biggest Obon party was thrown a few centuries later. Awa Odori's independent existence as a huge, citywide dance party is popularly believed to have begun in 1586 when Lord Hachisuka Iemasa, the daimyo of Awa Province hosted a drunken celebration of the opening of Tokushima Castle. The locals, having consumed a great amount of sake, began to drunkenly weave and stumble back and forth. Others picked up commonly available musical instruments and began to play a simple, rhythmic song, to which the revelers invented lyrics.

    Over time, Awa Odori has spread across the country and now it is the largest dance festival in Japan, attracting over 1.3 million tourists every year.


    Have a Party with Echigo Koshihikari Beer!

    Beer is the most popular drink during Obon festivities. It is refreshing and easy to drink so it great for parties!

    The beer we recommend is Echigo Koshihikari Rice Lager. Lagers are  clean, crisp, smooth and bubbly and are inherently drinkable – the perfect drink for festivities.

    Echigo Koshihikari is a rice style lager with 5% alcohol. It’s a pale golden color that comes out of the bottle, with a strong head that quickly fades. It has a slightly acidic tang to the regular lager flavor, but it is not too overpowering. The beer has a crisp and refreshing flavor, and exceptionally soothing and smooth quality.

    Have a Party with Echigo Koshihikari Beer!