THE BELLY BUTTON FESTIVAL
Every summer in the heart of Hokkaido, Japan, something delightfully quirky takes over Furano City—the Hokkai Heso Matsuri, better known as the Belly Button Festival. This hilarious and heartwarming event celebrates not only the town’s central location in Hokkaido (its “belly button”) but also the human connection symbolised by our navels.
A festival of laughter and community: The Belly Button Festival began in 1969 with a simple but meaningful goal: to strengthen community bonds through laughter and shared joy. Over the years, it has grown into a beloved tradition that attracts locals and visitors alike. What better way to unite a community than by dancing with a giant face painted on your stomach?
The Belly Button dance competition: At the heart of the festival is the famous Belly Button Dance Competition. Nearly 4,000 participants parade through the streets with comical faces—called Zubara—painted on their tummies. Bright costumes, lively music, and infectious smiles create an atmosphere that is both silly and uplifting. Even tourists can join in the fun by registering for the Jump-In Team, ensuring that everyone can be part of the laughter.
Delicious Belly Button-Inspired Dishes: The festival isn’t just about dancing—it’s a feast for food lovers too! The Belly Button Gourmet is another highlight, with local chefs creating special dishes inspired by the theme. Imagine belly-button-shaped curry rice or creative versions of yakisoba (fried noodles), all made using fresh local ingredients. These playful meals reflect the joyful spirit of the celebration.
A visit to the Belly Button Shrine: No trip to the festival is complete without a visit to the Heso Shrine, officially known as Hokushin Shrine. Its central position in Hokkaido earned it the nickname “belly button shrine.” Nearby is Hakako-do, a hall that stores umbilical cords sent by families from all over Japan. This tradition symbolises love, birth, and family ties—the deeper meaning behind the festival’s lighthearted exterior.
More than just a quirky event: While the idea of celebrating belly buttons might sound odd at first, the Hokkai Heso Matsuri is far more than a novelty. It’s a vibrant celebration of joy, unity, and life itself. Through laughter, dance, and shared traditions, the people of Furano City remind everyone that even the silliest things—like a painted tummy—can bring people together in meaningful ways.
The Belly Button Festival proves that joy can be found in the most unexpected places—sometimes, right in the centre of Hokkaido!
