[First time ever] We handled all the behind-the-scenes work too! A complete on-site report on the “Kiryu Festival”

Hello! I’m Umezawa from SUNNY SIDE UP.

“KIRYU FESTIVAL 2026 MUSIC & CULTURE,” the first-ever event in Kiryu City, Gunma Prefecture—previously featured on SUNNY DAYS—was held over two days, June 6 (Sat) and 7 (Sun).

Over the two days, a total of around 5,000 people attended, and it generated major buzz, including extensive coverage on TV and in newspapers across Gunma Prefecture.

At Niikawa Park, the venue, we heard locals say, “I can’t believe Niikawa Park is really a festival venue…!” Many visitors also came from outside the prefecture, and nearby shops ran campaigns for festivalgoers—filling all of Kiryu City with energy sparked by the event.

This time, Umezawa from the PR team reports on what the Kiryu Festival was like on the day—and what went on behind the scenes!

Festival energy across two stages and the market area

The venue consisted of three areas: the lush, green lawn “GRASS STAGE” (live stage), the waterside “CASKADE STAGE” (DJ stage), and a market area that anyone could enjoy freely even without a ticket—drawing large crowds throughout.

At GRASS STAGE, the Day 1 headliner featured “Dongurizu,” a Kiryu-born act also gaining attention for music videos set in Kiryu, and “DONGROSSO,” a unit by DJ/producer Shinichi Osawa, a leading figure in Japan’s dance music scene. Their powerful performances by artists with local ties brought the crowd’s excitement to a peak. In fact, there were even moments when audience members climbed onto the stage and joined in with “DONGROSSO,” as the venue was swept up in an extraordinary frenzy.

And while the excitement still hadn’t cooled, the beloved local dance song “Kiryu Yagibushi Ondo” was performed. Members of the Kiryu Yagibushi Liaison Council took the stage, and visitors danced along, creating a strong sense of unity throughout the venue.

It was a symbolic moment where deeply rooted traditional culture and a music festival intersected, and Day 1 came to a close in great success amid loud cheers.

On Day 2, Bird took the stage. According to the artist, it had been about six months since visiting Kiryu. Her warm voice enveloped the venue, and the audience enjoyed the performance by singing and dancing along. A comfortable sense of unity formed between the stage and the crowd, and the venue was buzzing with excitement.

And closing out the event’s finale was the headliner, “MONKEY MAJIK.” As rain began to fall just as forecast toward the end, many people continued gathering in front of the stage, and when their signature song “Around The World” was performed, the crowd’s energy surged to a peak. Then, for the final song, everyone joined in a big singalong of “Sora wa Marude,” creating a moving ending wrapped in a powerful sense of togetherness.

More than just music: A market area to experience Kiryu culture

When it comes to music festivals, you can’t miss the festival food!

At the “LOCAL MARKET,” booths lined up offering food and drinks connected to Kiryu, along with hands-on experiences of local traditional crafts—drawing large crowds of visitors.

SUNNY SIDE UP members also came by to enjoy the festival

In the drinks area, Kiryu craft beer was especially popular as the perfect “first toast,” and many visitors came from both inside and outside the prefecture for udon from the long-established local favorite “Shimizuya.” In addition, all 14 vendors served Kiryu-style festival eats, including sweet-and-savory miso-scented yakimanju by “Jazz & Blues Bar Village” and quesadillas from “VAMOS! TACOS.”

In the experience area, there were activities such as making can badges using jacquard-woven fabric with the festival logo by “Kiryu Silk Weaving Co., Ltd.,” and a jagua tattoo workshop by “Fufufu” that can be enjoyed for about two weeks. These offerings were popular as easy-to-join content for both children and adults, creating a place where visitors could experience the appeal of Kiryu’s traditional culture and craftsmanship.

With locals also dropping by casually, the lively “LOCAL MARKET area” rivaled the main venue in energy, becoming a truly symbolic place where Kiryu’s traditions and cutting-edge culture came together.

So what was happening behind the scenes…?

In fact, this festival was planned and operated as part of an in-house project, led mainly by members in charge of Happy Kuji.

That is why the official merchandise sold at the venue was also planned and designed by the team members themselves. The most popular item was the T-shirt: an oversized silhouette with the Kiryu Festival logo placed on the chest and a bandana-pattern design on the back print. At the venue, people could be seen enjoying the festival wearing not only the T-shirt but also bandanas and towels, creating a unified look and a strong sense of togetherness across the entire site.

In addition, because the person in charge of planning and producing the merchandise also stood at the sales booth as on-site staff, they were able to share directly with visitors the thoughts behind the design and the attention to detail in production. Being able to deliver not only the product but also the maker’s passion may have been one of the unique charms of this festival.

The official merchandise team that helped energize the festival

Because so many staff members contributed their strengths in their respective roles, we were able to realize a festival that involved all of Kiryu City—even though it was the first time it was held.

In Closing

During the preparation period, equipment and stage setups were brought in one after another, and as we watched the once-empty park gradually transform into a festival venue, my heart raced with both anticipation and nerves for the event.

And on the day itself, when I saw the venue packed with visitors and everyone spending time smiling along with the music, I truly felt that this event had taken shape—and the scene moved me deeply.

Also, at the event finale, Rino Oshima, Kiryu City’s Tourism Ambassador who served as MC, announced that the festival is planned to be held again next year.

Supported by so many people and generating tremendous excitement despite being the first event, “KIRYU FESTIVAL 2026 MUSIC & CULTURE.” We look forward to seeing you all next year with an even more powerful festival.

Please look forward to “KIRYU FESTIVAL 2027”!

At SUNNY SIDE UP, we handle a wide range of IP content, including Happy Kuji, as well as PR communications for products and services. What can be made possible through the power of communication? We welcome consultations of any kind. Please feel free to contact us via the “CONTACT” button below.