Soma Nomaoi is a traditional festival in the Soma region of Fukushima Prefecture, boasting a history of over a thousand years. This grand celebration of mounted samurai warriors is not only a source of local pride but also has a significant impact on the regional economy. Let’s take a closer look at the economic effects of the Nomaoi on industries such as tourism, food and beverage, agriculture, and livestock.
1. The Economic Impact of the Soma Nomaoi Festival
🔹 Revitalization of the Tourism Industry
The Soma Nomaoi Festival is held at the end of July each year, attracting many visitors from all over Japan.
- Increase in tourists
- Over 100,000 visitors attend the event every year.
- Increasing numbers of visitors from outside the prefecture and overseas.
- Increased utilization rate of accommodation facilities
- During the festival, hotels and inns in Soma and Minamisoma cities are often fully booked.
- Promotion of local tourist attractions
- Soma Nakamura Shrine, Matsukawaura, Hibarigahara and other attractions are attracting attention.
🔹 Increased Sales in the Food and Retail Sectors
During the festival period, restaurants and souvenir shops come alive with activity.
- Bustling food stalls and restaurants
- Nomaoi-related cuisine (horse meat dishes, local seafood, and regional cuisine) is popular
- Promotion of local specialties
- Increased sales of Soma beef, sake (local Soma sake), and seafood
- Limited-edition products for tourists are on sale
- Nomaoi merchandise (T-shirts, armor merchandise, horse-related items)
🔹 Impact on Transportation and Logistics Industries
Along with the holding of the Soma Nomaoi festival, there are also economic impacts on local transportation and logistics.
- Increased use of public transportation
- Increased bus and train service schedules
- Increased demand for taxis and rental cars
- Activating logistics in preparation for the event
- Transporting supplies necessary for the festival (armor, horse equipment, food and drink, etc.)
2. The Soma Nomaoi Festival and Agriculture & Livestock Industry
🔹 Development of Horse Breeding and Related Industries
Approximately 400 horses participate in the Soma Nomaoi, influencing horse breeding and related industries.
- Local horse breeding is gaining momentum
- Horses raised on ranches in the Soma region are used.
- The horse rental market for Nomaoi is expanding.
- Increased demand for horse tack and armor
- Craftsmen who repair and create horse equipment and samurai armor are active
🔹 Expanding Demand for Local Agricultural Products
- Increased availability of local ingredients
- Food and drink menu featuring Soma beef and local vegetables is attracting attention.
- An opportunity to promote Soma's specialty products (rice, sake, seafood)
- Strengthening regional brands
- Enhancement of brand value as "the town of Nomaoi"
3. Regional Revitalization Efforts through the Soma Nomaoi Festival
🔹 Utilizing the Hometown Tax Program
In recent years, return gifts related to the Soma Nomaoi Festival offered through the “Furusato Nozei” hometown tax program have been drawing increased attention.
- Armor Rental Experience
- Nomaoi Exclusive Merchandise
- Locally Produced Gift Set
🔹 Hosting Regional Events
Events are held throughout the year to promote the culture of the Soma Nomaoi.
- Samurai experience event
- Armor dressing and horse riding experience
- Horse interaction event
- Horse riding experience, horse care experience
🔹 Sharing Information through SNS and Web Platforms
- To promote the appeal of Nomaoi to younger generations, we are strengthening our information dissemination efforts through our official website and social media platforms (X, Instagram, YouTube).
- Live streaming and documentary video production
4. Challenges and Future Prospects
🔹 Challenges
- Decline in young mounted warriors
- Fewer young people have experience riding horses
- Horse maintenance is expensive
- Increasing horse-raising costs and reduced pastureland
- Sustainability of the local economy
- Declining tourist numbers and maintaining the economic impact of festivals
🔹 Future Outlook
- Attracting foreign tourists
- Strengthening inbound measures and implementing guided tours for foreign tourists
- Expanding the online experience
- Developing Nomaoi experience content using VR and AR
- Horse Culture Education Program
- Promoting horse culture education in schools and focusing on nurturing the next generation
Summary
The Soma Nomaoi not only preserves local traditions but also has a significant economic impact.
✅ Revitalization of the tourism, food service, and hospitality industries
✅ Development of related industries such as horse breeding and armor production
✅ Regional revitalization through hometown tax donations and local events
✅ Future challenges include attracting international tourists and enhancing online experiences
As a vital festival that supports the regional economy, it is expected to continue developing in a sustainable way. Let’s keep sharing the charm of the entire region through the Soma Nomaoi Festival!
