Enjoy the festival by hitting and pinching?! The unique festival "Shineri Benten Tataki Jizo Festival"

When you think of Uonuma City , Niigata Prefecture, the first thing that comes to mind is " Uonuma Koshihikari" !

However, Uonuma City is not just famous for its koshihikari rice, it also has many fun events and spots where you can enjoy delicious lunches, making it an attractive tourist destination.

One event you should definitely see in Uonumais the Shineri Benten Tataki Jizo Festival . This is an annual festival where no rules are allowed, and men pinch women's arms (shineri) and women slap men on the shoulders.

This time, we will introduce you to some must-see sightseeing and gourmet spots in Uonuma City, including the Shineri Benten Tataki Jizo Festival , an event that is known as one of the strangest festivals in the country.

• Table of Contents
• Originating from the Edo period! What is the unique festival known as the "Shineri Benten Tataki Jizo Festival"?
• Shineri Benten Tataki Jizo Festival Event Details
• Here's the key point! A deeper introduction to the highlights
• When you come to Uonuma City, enjoy a tour of the works of Ishikawa Uncho, the "Japanese Michelangelo"
• 7 Recommended Gourmet Spots in Uonuma City! Enjoy Delicious Dishes Like Koshihikari Rice and Grilled Motsuna
• From local sake to products made with Uonuma Koshihikari rice, here are some recommended souvenirs from Uonuma City!
• Recommended accommodations for sightseeing and gourmet dining!
• Koide Hotel Okabe
• Oritate Hot Springs
• A two-day, one-night itinerary to Uonuma City to fully enjoy the "Shineri Benten Tataki Jizo Festival," sightseeing, and gourmet food!
• Day 1
• Summary: One of the three strange festivals in Uonuma City, the Shineri Benten Tataki Jizo Festival, is the strangest festival in the world!

Originating from the Edo period! What is the unique festival known as the "Shineri Benten Tataki Jizo Festival"?

The Shineri Benten Tataki Jizo Festival is an evening festival held every year on June 30th in the grounds of Bentendo Hall in Koide, in the center of Uonuma City. (In 2025, it will be held on June 28th.) This is the annual festival where no rules are allowed , with men calling out "Shineri Benten" and pinching women's arms (shineri), and women calling out "Tataki Jizo" and tapping men on the shoulder .

This strange festival is said to have originated from the festival of Benten at Shinobazu Pond in Ueno . In the Edo period, there was a senryu poem that read, "Pinching Benten's buttocks on the night of the snake, the first night of the New Year," which referred to the custom of pinching young women's buttocks. It is said that the people of the former Koide town brought this festival back to their hometown and spread it .

So why did the custom of "Tataki Jizo" come about? Senryu haiku from the Horeki era of the Edo period include "The 15th day, when the wife's waist is hit with a willow" and "The bride's belly becomes swollen after being hit with a porridge stick." Since ancient times, it has been said that hitting a woman's waist with a porridge stick (a wooden stick used to boil porridge on the 15th day of the New Year) will result in "a boy" and "an easy birth," and there was a custom in which a child carrying the porridge stick would enter the home of a new bride and hit her waist. It is said that this custom was practiced nationwide at the time. In other words , this custom of "prayer for children" became the origin of "Tataki Jizo," and has been passed down to the present day.

The festival is also packed with other highlights, such as the Benten Dance performed by participants sporting unique makeup, and the procession of the sacred object.

Shineri Benten Tataki Jizo Festival Event Details

Event Name

Shineri Benten Tataki Jizo Festival

Date

Usually the last Saturday of June (scheduled)

Venue

Niigata Prefecture, Uonuma City, Niigata Prefecture

Event time

Annual main schedule

17:00 Purification and prayer at the sacred object

18:00 The procession resumes

19:00 Introduction of the newlyweds

19:45 Mr. Kinsei becomes the son-in-law

20:15 Kinsei's attack begins

Access

Approximately 12 minutes on foot from Koide Station on the JR Joetsu

Approximately 6 minutes by car from Uonuma IC on the Kanetsu Expressway

parking

Please use the following parking lots.

・Uonuma Municipal Koide Hospital

・Niigata Prefecture Uonuma Regional Development Bureau

・Koide Chamber of Commerce

*If there are any instructions on the day, please follow them.

*On the day of the festival, there will be traffic restrictions in the surrounding area. For more information, please see here (Shineri Benten Tataki Jizo Official Website)

Here's the key point! A deeper introduction to the highlights

As the sun sets over the beautiful Echigo Sanzan mountains and the red lanterns begin to light up, women's screams can be heard from all over town. Amid shouts of "Die, die, hit, hit," men pinch the women, who laugh and twist their bodies as they flee . Then, in retaliation, the woman who had been pinching them earlier hits the man .

This festival, shrouded in a strange atmosphere, is an event where no rules are allowed except once a year. Many local junior and senior high school students have bittersweet memories of this event, such as inviting the girl of their dreams to join in and pranking her with their feelings.

We will introduce the highlights of the festival in more detail.

1. Unique makeup

When Kinsei-sama becomes his son-in-law, the participants of the festival paint their faces white and walk around the town together . There are also booths set up for tourists to try out the white makeup.

2. Mr. Kinsei's marriage

The procession starts from Kanonji and continues to Bentendo Temple, pulling the sacred tree. The unique feature of this festival is that newlyweds ride on the sacred tree . The highlight is the final entrance to Bentendo Temple!

3. Introducing the newlywed couple

Newlywed couples are introduced and one of them is chosen to ride the sacred tree.

4. Dances by various groups

This dance is not only for performance but also open to spontaneous participation.

5. Food stalls and shops

One of the great things about festivals is the fun of setting up stalls.

When you come to Uonuma City, enjoy a tour of the works of Ishikawa Uncho, the "Japanese Michelangelo"

If you're visiting Uonuma City during this time, there are plenty of tourist spots you'll want to visit! Here we'll introduce two temples you should visit while touring Ishikawa Uncho's works.

1. Ishikawa Uncho's Works at Saifukuji Temple

Ishikawa Uncho was a sculptor active from the Edo period to the Meiji period , and is also known as the "Michelangelo of Japan."

Saifukuji Temple was founded by the great priest Yoshimura Soshun in 1534. There is a Kaisan-do hall (a hall that enshrines the first chief priest), and inside and outside the hall, you can see the magnificent works of Ishikawa Uncho!

One thing you should especially see is the large sculpture "Dogen Zenji Subduing a Fierce Tiger" that covers the entire ceiling of the Kaisan-do Hall, which is three bays in length and four sides wide. The delicate openwork carving and the vivid colors are sure to impress anyone who sees it.

It takes about 12 minutes by taxi from Koide Station and costs about 3,000 yen.

For more information on Saifukuji Temple, click here

2. Ishikawa Uncho Sculptures at Eirinji Temple

The transom of the main hall of Eirinji Ishikawa in Negoya , Uonuma City , features a magnificent piece of work that took Ishikawa Uncho 13 years to create.

Eirinji Temple also has over 100 other artworks, including the Dragon God, the Sixteen Arhats, and the Tennoyaki incense burner stand, making it the temple with the largest collection of Uncho artworks .

It takes about 7-8 minutes by taxi from Koide Station and costs about 2,200 yen.

For more information on Eirinji Temple, click here

7 Recommended Gourmet Spots in Uonuma City! Enjoy Delicious Dishes Like Koshihikari Rice and Grilled Motsuna

Koide Shopping Street in Koide , Uonuma City, is an area lined with restaurants of various genres. Enjoy delicious local ingredients and alcohol to your heart's content!

1. Grilled Hormone Yamani

The soul food of Uonuma City is grilled offal .

This grilled offal is a little different from regular grilled offal. Usually, pork innards used in grilled offal are parboiled. However, in Uonuma City, pork innards are not parboiled and are grilled raw and served !

At "Hormone Yaki Yamani," you can enjoy Uonuma City's soul food, "motsuyaki"! With its firm texture and the delicious flavor of the oil filling your mouth with every bite, motsuyaki is truly exquisite! The rice balls served as a final dish are also a popular dish.

For more information on "Hormone Yaki Yamani" click here

2. Shunshokuya Kohide

This restaurant is run by the owner, who used to be the head chef at a ryokan inn in Oyu Onsen. They serve kaiseki-style cuisine using seasonal ingredients sourced from all over the country, including the highest quality A5-ranked Wagyu beef, conger eel, and pufferfish . The dishes are not only delicious but also visually stunning.

For more information on Shunshoku and Kohshu, click here

3. Sudo Fish Shop

Making use of its experience as a fishmonger, Sudo Fish Shop always has around 100 different items on the menu, including sashimi, fried foods, set meals, and hotpots .

You can enjoy seasonal fish dishes along with your favorite local sake.

For more information on "Sudo Fish Shop," please click here

4. Izakaya Hibiki

At Izakaya Hibiki you can enjoy a wide range of seasonal ingredients, their signature seafood dishes, local sake, and carefully selected desserts.

The dish in the photo is our "Special Ramen Salad" ! We are also proud to offer a wide variety of menu items.

For more information on Izakaya Hibiki, click here

The Tourism Association staff actually reported! Click here for the column

5. Chinese Cuisine Peng Kun

From familiar dishes such as ramen, fried rice, and yakisoba to Chinese cuisine (Cantonese and Fujian cuisine) using high-quality ingredients such as shark fin, Peking duck, abalone, and Shanghai crab, you can enjoy a wide range of dishes at Chinese Restaurant Peng Kun .

Lunch menus are also available.

For more information on Chinese restaurant Houkon, click here

The Tourism Association staff actually reported! Click here for the column

6. 1,000 ryo

Sushi Kappo Senryo boasts a wide variety of menu items that are not limited to any particular genre.

The restaurant's down-to-earth atmosphere is also appealing, and it offers a variety of unusual dishes, including horse sashimi and soft-shelled turtle hotpot (reservations required) .

For more information on Sushi Kappo Senryo, click here

7. Ginzanjaya

At Ginzan Chaya , you can enjoy dishes and drinks made with seasonal ingredients such as vegetables, wild plants, and mushrooms.

The seafood used is caught within the prefecture, and wild sweetfish (local sweetfish) are also delicious .

For more information on Ginzan Chaya, click here

From local sake to products made with Uonuma Koshihikari rice, here are some recommended souvenirs from Uonuma City!

Speaking of Uonuma, the deliciousness of the sake is also exceptional .

We will introduce shops with a wide selection of alcohol, sweets that make great souvenirs, and products made with Uonuma Koshihikari rice.

1. Fujiya, the authorized retailer of the hidden gem "Midori River" sake

This shop always stocks all products of Uonuma City's famous sake brand, Midori River . It's conveniently located right in front of Koide Station.

For more information on "Fujiya," click here

2. Maruyoshi Tea Shop: A selection of teas carefully selected by Japanese tea instructors

The brown rice roasted tea made with the local specialty "Koshihikari rice from Uonuma" is recommended as a souvenir . We also have a selection of brown rice blend coffees, which go perfectly with sweets.

For more information on Maruyoshi Tea Shop, click here

3. Yamakiya, a confectionery shop in Koide that has been in business for over 80 years

The shop started out as a rice cake shop, but the second generation owner began to focus on Japanese and Western sweets, and continues to do so to this day. The shop 's display window is lined with a wide selection of popular sweets .

For more information on Yamakiya, click here

Tourism Association staff report! Column here

4. Uonuma Jozo: A hands-on facility for fermented foods

Uonuma Uonuma produces koji amazake and rice koji using meltwater from the Echigo Sanzan mountains. It is an experiential facility where you can learn about fermented foods , with a cafe where you can enjoy handmade koji amazake and koji amazake soft serve ice cream, as well as workshops. (Reservations are required for factory tours.)

There are also souvenirs available, such as koji sweet sake and koji sweets supervised by Tsujiguchi Hironobu.

For more information on Uonuma Jozo, click here

Recommended accommodations for sightseeing and gourmet dining!

We will introduce accommodations that are easily accessible to the festivals and gourmet food we have introduced so far. They are all within walking distance of the station, so you can relax and enjoy a drink at night. You can eat, drink, and even go bar hopping.

Koide Hotel Okabe

A business hotel located right in front of JR Koide Station . It has a spacious parking lot, making it convenient for both train and car travel! With good access, it's the perfect base for solo travelers.

TEL: 025-792-6677

Address: 1315 Uonuma City, Uonuma City

Reference price: From 8,360 yen (tax included) *1 night with breakfast

Official website

Sudaya Ryokan

It's conveniently located near the downtown area of Koide. Founded around 1650, this long-established inn has been operating in this area for over 350 years . Many guests love the atmosphere of the inn and become repeat customers.

TEL: 025-792-0027

Address: 1-7 Honmachi , Uonuma City

Reference price: ¥8,000 (tax included)

Official website

If you want to relax in a hot spring after watching the festival, we also recommend this place.

Shiki no Sato Yakushi Onsen Yamabikoso

This inn is located in a quiet area on a hill . It is popular for its seasonal cuisine and its casual attire gives it a nostalgic feel. Shuttle service is available from Koide Station (reservations required).

TEL: 025-792-7015

Address: 1173 Nanakaichi , Uonuma City

Accommodation fee: from ¥8,350 (tax included)

Capacity: 49 people

Hot spring quality: Simple hot spring

Official website

Oritate Hot Springs

A quiet hot spring resort nestled in the mountains, with inns lined up along the river. The hot springs are slightly warm and gentle. (A taxi ride from the festival venue costs about 4,000 yen. From Koide Station, take the Minami Echigo Kanko Bus Oyu Tochiomata Line or the Yunotani Area Shared Taxi for about 22 minutes.)

*For information on shared taxis between Koide Station and Oyu, Oritate, and Tochiomata Onsen , please click here (About shared taxis in the Yunotani area)

Hotel Sakaeya

A relaxing space overlooking Echigo-Komagatake, one of Japan's 100 most famous mountains . The slightly warm hot springs will soothe your mind and body. Free shuttle service to JR Urasa Station and Koide Station is available (reservations required).

TEL: 025-795-2134

Address: 494-2 Shimooritate , Uonuma City

Accommodation fee: From 12,150 yen (tax included) *Reference price

Hot spring quality: Simple spring

Official website

Hotel Yunotanisou

You can relax in the hot spring, which has an abundant supply of water and is at just the right temperature .

TEL: 025-795-2206

Address: 245 Shimooritate , Uonuma City

Accommodation fee: from 10,150 yen (tax included) *Reference price

Hot spring quality: alkaline simple spring

Official website

Yamakiya Ryokan

The lukewarm water is 100% natural hot spring water directly from the source . You can relax in a homely atmosphere.

TEL: 025-795-2704

Address: 528 Shimooritate , Uonuma City

Accommodation fee: From 8,950 yen (tax included) *Reference price

Hot spring quality: Simple spring (neutral hypotonic hot spring)

Official website

Oyu Onsen

The hot springs were discovered in 718 AD by Gyoki (a Japanese Buddhist monk active from the Asuka to Nara periods). It is a representative hot spring resort in Uonuma, beloved by many warlords during the Sengoku period. (A taxi ride from the festival venue costs about 4,000 yen, or from Koide Station it takes about 27 minutes by Minami Echigo Kanko Bus Oyu Tochiomata Line or Yunotani Area Shared Taxi.)

*For information on shared taxis between Koide Station and Oyu, Oritate, and Tochiomata Onsen , please click here (About shared taxis in the Yunotani area)

Yumoto Shoya Izumiya Ryokan

As "Yumoto Shoya," this inn has a long history alongside Oyu Onsen. The quiet interior of the inn evokes a sense of history. There are also rooms available for couples, families, friends, and even pets. Of course, the hot spring water is 100% free-flowing ! The water sparkles like crystal, earning it the nickname "Natural Crystal Hot Spring."

TEL: 025-795-2031

Address: 298 Oyu Onsen , Uonuma City

Accommodation fee: from 10,050 yen (tax included)

Hot spring quality: Weak alkaline simple spring

Official website

Tomoya Hotel

The original guest rooms and atmosphere incorporate a style and taste never before seen in traditional Japanese inns. This is the perfect inn for those who want to spend an extraordinary time in a stylish inn . All four baths are private baths with water directly from the hot spring source.

TEL: 025-795-2111

Address: 282 Oyu Onsen , Uonuma City

Accommodation fee: from 15,900 yen (tax included) *Reference price

Hot spring quality: Weak alkaline simple spring

Official website

Kairi Hot Spring Inn

Enjoy seven different types of baths at this natural hot spring, which flows directly from the source . This popular inn serves dishes made with fresh seafood, vegetables, mountain plants, and local ingredients.

TEL: 025-795-2311

Address: 301 Oyu Onsen , Uonuma City

Accommodation fee: from 15,400 yen (tax included) *Reference price

Hot spring quality: Simple hot spring (hypotonic, weak alkaline hot spring)

Official website

Pension Duke

A homely natural hot spring inn . In addition to Western-style rooms, there are also Japanese-style rooms, so you can relax and unwind.

TEL: 025-795-2742

Address: 352 Oyu Onsen , Uonuma City

Accommodation fee: From 8,950 yen (tax included) *Reference price

Hot spring quality: alkaline simple spring

Official website

Ginsenso

A small, family-run Japanese-style inn with free-flowing hot springs .

TEL: 025-795-2700

Address: 282 Oyu Onsen , Uonuma City

Accommodation fee: From 8,950 yen (tax included) *Reference price

Official website

Kodama Ryokan

A homely inn that makes you feel like you've returned to your hometown in the countryside .

TEL: 025-795-2258

Address: 223-4 Oyu Onsen , Uonuma City

Accommodation fee: From 7,850 yen (tax included) *Reference price

Reference page

Sumiyoshiya Ryokan

A relaxing inn with its own hot spring water that flows directly from the source .

TEL: 025-795-2727

Address: 281 Oyu Onsen , Uonuma City

Accommodation fee: from 8,950 yen (tax included)

Hot spring quality: Simple spring

Reference page

A two-day, one-night itinerary to Uonuma City to fully enjoy the "Shineri Benten Tataki Jizo Festival," sightseeing, and gourmet food!

From here, we will introduce a recommended plan for enjoying the festival over two days and one night from the Kanto region.

Day 1

1. Take the JR Joetsu(departing from Tokyo Station at 10:15) and arrive at Urasa Station (11:42)

↓2. Transfer to the Joetsu and head to Koide Station (Departing Urasa Station at 12:47, arriving at Koide Station at 12:56)

↓

3. Lunch at "Fukitei"

This traditional restaurant can be seen on the left as soon as you exit JR Koide Station. It has a long history, having been in business for 90 years, and has apparently been visited by many famous people in the past.

Tourism Association staff report on Fukitei! Click here

Alternatively, we recommend having lunch at Koide Shopping Street! (About a 10-minute walk from Koide Station)

↓

4. Take a taxi or rent a bicycle from Koide Station to see Ishikawa Uncho's works .

↓

5. Return to Koide Station and check in at your accommodation (by foot, local bus, shared taxi, or accommodation shuttle bus)

*For information on shared taxis between Koide Station and Oyu, Oritate, and Tochiomata Onsen , please click here (About shared taxis in the Yunotani area)

↓

6. Return to the center of Koide and head to the Shineri Benten Tataki Jizo Festival . Have fun interacting with the locals.

↓

7. After enjoying the festival, enjoy Uonuma cuisine at Uonuma Gourmet Street (around Koide Shopping Street)!

Enjoy a gourmet stroll through the town of Koide, which is full of famous restaurants, including the local specialty "grilled raw offal" and a deep izakaya where locals gather.

For gourmet information around Koide Station , click here (Koide Station Walking Map)

For other gourmet information in Uonuma City, click here

Day 2

1. Check out of the inn around 10:00. Travel to Koide Shopping Arcade by foot, rental bicycle, or Minami Echigo Tourist Bus.

*For information on shared taxis between Koide Station and Oyu, Oritate, and Tochiomata Onsen , please click here (About shared taxis in the Yunotani area)

↓

2. Buy souvenirs at Maruyoshi Tea Shop

This shop also has a Japanese tea instructor. You can buy brown rice tea and brown rice blend coffee made with Uonuma Koshihikari rice as souvenirs.

↓

Travel by taxi (approximately 20 minutes)

↓

3. Visit Uonuma Brewery

A factory that produces "koji amazake" and "rice koji" using meltwater from the Echigo Sanzan mountains.

At Uonuma Koji Salon, you can enjoy sweets and purchase souvenirs.

↓

Take a taxi to Urasa Station (approximately 5 minutes)

↓

4. Return home on the JR Joetsu(departing from Urasa Station at 13:01, 13:58, etc.)

others

We recommend taking your time arriving in Uonuma City on the first day, and then touring Ishikawa Uncho's works on the second day!

Summary: One of the three strange festivals in Uonuma City, the Shineri Benten Tataki Jizo Festival, is the strangest festival in the world!

This time we introduced the Shineri Benten Tataki Jizo Festival, held in the rice-producing Uonuma City, where people of all ages and genders dressed in unique makeup get excited.

It's a festival where everyone is hitting and pinching each other, but there's always laughter!

There are many other things to see in Uonuma City! Another great thing about it is that you can get there in just under two hours by Shinkansen and train from Tokyo Station.

Why not enjoy sightseeing and gourmet food along with the three strange festivals of Uonuma?

The Uonuma City Tourism Association also regularly promotes other attractions of Uonuma City. Please also take a look at our association's website.