March
2026 / 03 / 03
International Day
Dolls' Festival/Girls' Festival
Event Name: Dolls' Festival/Girls' Festival
Region: Japan
Event Type: Traditional Festival
Introduction (Chinese & English):
Background and Significance:
The Dolls' Festival, also known as Girls' Festival or Hinamatsuri, is a traditional Japanese festival celebrated annuy on March 3rd. Its core significance lies in praying for the healthy growth, future happiness, and the warding off of misfortune for the girls in the family. The festival originated from the ancient Chinese "Shangsi Festival" customs, which later spread to Japan and merged with local culture, graduy evolving into the current celebration centered around displaying exquisite dolls (hina ningyo).
History and Celebration Methods:
The festival customs initiy took shape during the Heian period (794-1185) and were officiy established as an important festival during the Edo period (1603-1868). The typical celebration involves setting up a tiered display stand (hinadan) in the home, covered with a red felt cloth, and arranging court dolls representing the Emperor, Empress, attendants, musicians, and other roles from top to bottom. Families display these dolls, usuy starting from mid-February, and put them away promptly after March 3rd, as tradition holds that delaying their storage may delay a daughter's marriage. On the festival day, families admire the dolls together, drink peach blossom sake or white sake, enjoy special foods like chirashi-zushi (scattered sushi) and clam soup, and collectively pray for the girls' health and happiness.
Corporate PR Communication Activity Suggestions:
Companies can conduct communications around themes such as "Blessing Growth," "Family Traditions," and "Spring Beauty." Specific activities may include:
Region: Japan
Event Type: Traditional Festival
Introduction (Chinese & English):
Background and Significance:
The Dolls' Festival, also known as Girls' Festival or Hinamatsuri, is a traditional Japanese festival celebrated annuy on March 3rd. Its core significance lies in praying for the healthy growth, future happiness, and the warding off of misfortune for the girls in the family. The festival originated from the ancient Chinese "Shangsi Festival" customs, which later spread to Japan and merged with local culture, graduy evolving into the current celebration centered around displaying exquisite dolls (hina ningyo).
History and Celebration Methods:
The festival customs initiy took shape during the Heian period (794-1185) and were officiy established as an important festival during the Edo period (1603-1868). The typical celebration involves setting up a tiered display stand (hinadan) in the home, covered with a red felt cloth, and arranging court dolls representing the Emperor, Empress, attendants, musicians, and other roles from top to bottom. Families display these dolls, usuy starting from mid-February, and put them away promptly after March 3rd, as tradition holds that delaying their storage may delay a daughter's marriage. On the festival day, families admire the dolls together, drink peach blossom sake or white sake, enjoy special foods like chirashi-zushi (scattered sushi) and clam soup, and collectively pray for the girls' health and happiness.
Corporate PR Communication Activity Suggestions:
Companies can conduct communications around themes such as "Blessing Growth," "Family Traditions," and "Spring Beauty." Specific activities may include:
- Launching limited edition or co-branded festival-themed products (e.g., items featuring pink, peach blossom elements, or doll-themed designs).
- Initiating social media campaigns with hashtags like #BlessingsForGirls, encouraging users to share family Girls' Festival photos or stories to convey brand warmth.
- Hosting offline cultural experience events, such as doll decoration workshops or traditional food tastings, to enhance brand cultural affinity.
- Collaborating with children's, women's, or family-focused brands/KOLs for content co-creation to accurately reach target family customer groups.
- Releasing brand short films themed around "Heritage and Blessings," emphasizing care for the healthy growth of the next generation to elevate the brand's social image.
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