Custom of Hida’s Ema Market – Intangible Folk Cultural Asset
Watch a video produced by the Agency for Cultural Affairs to learn about this tradition.
What Is a Matsukura Ema?
In Takayama, the Matsukura Ema Market has long been held during events related to Matsukura Kannon. These ema were originally displayed in stables to pray for the well-being and work fortunes of cattle and horses.
In commercial homes, ema are placed inside to symbolically welcome horses, representing good fortune, household safety, and business prosperity. This style is now common.
Access and Sacred Sites
The venue, usually located halfway up Matsukura Mountain, is accessible by car via either the “Hida no Sato” tourism facility or Echigocho, where Hotel Associa is located. From Matsukura Symbol Plaza, it’s a 10-minute walk to the Kannon hall.
During the festival, the principal image of worship, Bato Kannon, is transferred from Sogenji Temple to Matsukura Kannon Hall, where the ceremony and ema market are held overnight. After the event, it is returned and services continue until evening.
Design & Spiritual Meaning
Matsukura ema are woodblock prints with calm colors. Horses with bowed heads symbolize reverence toward the Kannon. These ema have been made from washi paper for around 180 years, replacing the practice of leading live animals to worship.
Visitors from all over Japan come to purchase ema and pray during this summer tradition—a valuable folk custom reflecting deep-rooted faith.
About Matsukura Kannon
The deity enshrined here is Bato Kannon, known for her fierce expression, three faces, and eight arms. She is believed to ward off evil and purify resentment and impurity. According to legend, this statue was carved by Monk Jikaku Daishi, passed to Sasaki Takatsuna, and eventually enshrined by Takayama Castle Lord Mitsuki Hisayasu.
Today, Matsukura Kannon is worshipped as a guardian of cattle and horses, household harmony, and successful livelihoods. It is recognized as the 4th sacred site in the Hida 33 Kannon Pilgrimage.
The event draws visitors from far and wide every year, and especially during the special “Opening of the Image” ceremony held every seven years.
Inquiries about Matsukura Ema
Soto Zen Temple – Koryuzan Sogenji
39 Tenshoji-cho, Takayama, Gifu 506-0832
Tel: +81-577-32-2519
Fax: +81-577-32-2690
Email: sogenji@matsukura-ema.com
Hida 33 Kannon Pilgrimage
URL: https://hidakannon.jp
Email: hidakannon@abelia.ocn.ne.jp