【19th Edition】Soma Nomaoi and Regional Development

2025年3月10日 2026年3月3日

The Soma Nomaoi is a traditional event in the Soma region of Fukushima Prefecture boasting over 1,000 years of history. This grand festival of mounted warriors is a source of regional pride while also significantly impacting the local economy. Let's take a closer look at the economic effects brought by the Nomaoi, including tourism, food and beverage services, and agriculture/livestock industries.

1. Economic Impact of the Soma Nomaoi

🔹 Boosting Tourism

Held annually at the end of July, the Soma Nomaoi attracts numerous tourists from across Japan.

Increased Tourist Numbers

Approximately 100,000+ spectators attend each year

Visitors from outside the prefecture and overseas are also increasing

Increased Occupancy Rates at Lodging Facilities

Hotels and inns in Soma City and Minamisoma City are often fully booked during the festival period

Promotion of Local Tourist Attractions

Soma Nakamura Shrine, Matsukawaura, and Hibari-ga-hara gain attention

🔹 Increased Sales in Food & Beverage and Retail Industries

During the festival period, restaurants and souvenir shops become bustling.

Bustling food stalls and restaurants

Popularity of Nomaoi-related cuisine (horse meat dishes, local seafood, regional specialties)

Promotion of local specialty sales

Increased sales of Soma beef, sake (local Soma brews), and seafood products

Limited-edition tourist merchandise sells well

Nomaoi goods (T-shirts, armor-themed items, horse-related merchandise)

🔹 Impact on Transportation and Logistics

The Soma Nomaoi Festival also has economic effects on local transportation and logistics.

Increased use of public transportation

Additional temporary bus and train services

Rising demand for taxis and rental cars

Boosted logistics activity for event preparation

Transportation of festival supplies (armor, horse tack, food/drink ingredients, etc.)

2. Nomaoi and Agriculture/Livestock

🔹 Development of Horse Breeding and Related Industries

Approximately 400 horses participate in the Soma Nomaoi, impacting horse breeding and related industries.

Increased local horse breeding activity

Horses raised at Soma region farms are used

Expansion of the horse rental market for the Nomaoi

Increased demand for horse tack and armor industries

Craftsmen repairing and creating horse equipment and samurai armor thrive

🔹 Increased Demand for Local Agricultural Products

Increased provision of local ingredients

Dining menus featuring Soma beef and local vegetables gain attention

Opportunities to promote Soma specialties (rice, sake, seafood)

Strengthening the regional brand

Enhancing brand value as the “Town of the Nomai”

3. Regional Revitalization Initiatives Through Soma Nomaoi

🔹 Utilizing the Hometown Tax Donation System

In recent years, Hometown Tax Donation return gifts related to Soma Nomaoi have gained attention.

Armor rental experiences

Nomaoi-limited goods

Assortments of local products

🔹 Hosting Regional Events

Events promoting Nomaoi culture are held throughout the year.

Samurai Experience Events

Armor Dressing, Horseback Riding Experience

Horse Interaction Events

Horseback Riding Experience, Horse Care Experience

🔹 Information Dissemination via SNS and Web

To convey the appeal of the Nomaoi to younger generations, information dissemination is being strengthened through the official website and SNS (X, Instagram, YouTube).

Production of Live Streams and Documentary Videos

4. Challenges and Future Prospects

🔹 Challenges

Decline in young mounted warriors

Fewer young people with horse riding experience

High horse maintenance costs

Increased horse breeding costs, reduced grazing land

Sustainability of the local economy

Declining tourist numbers and maintaining the festival's economic impact

🔹 Future Prospects

Attracting overseas tourists

Strengthening inbound tourism measures and implementing guided tours for foreign visitors