Asakusa Hozuki Ichi

The Asakusa Hozuki Ichi (ほおずき市), or Ground Cherry Market, is a quintessential summer tradition held on July 9 and 10 at Senso-ji Temple. Its origins trace back to the Edo period and are tied to the concept of Kudoku-nichi (Day of Merit). While Senso-ji designates several such days throughout the year, July 10 is the most auspicious, known as Shijuman-rokusen-nichi. It is believed that a single prayer offered on this day grants the worshipper 46,000 days of merit—roughly 126 years of spiritual “goodwill.”

The festival is named after the hozuki (ground cherry), a plant often called the “Japanese Lantern” due to the papery red husk that protects its fruit. Historically, these plants were sought after for their perceived medicinal properties; it was believed that swallowing the fruit could cure various ailments in both children and adults. Today, over 100 specialized stalls line the temple grounds, where visitors purchase the decorative plants to bring good fortune to their homes. Another unique feature of the market is the sale of Kaminari-yoke (thunder protection) charms, which are only available during these two days.

The atmosphere at Senso-ji is particularly vibrant during the evening of the 9th and throughout the 10th as thousands of visitors navigate the narrow paths between the stalls. Beyond the plants, the temple’s main hall remains open for worship, and the surrounding area is filled with traditional food vendors. Because the 10th is the primary day of merit, the temple sees its heaviest congestion before noon. For those wishing to experience the market at its most photogenic, arriving at sunset on the 9th offers a stunning view of the illuminated temple gates framed by the deep red of the hozuki lanterns.