Iriya Asagao Matsuri (Morning Glory Festival) is held for three days around July 7th, from 5 AM to 11 PM every year. In the Edo period, Morning Glory was planted by lower samurai. After the fall of Shogun and Samurai period, those Samurai became nurserymen. Because of their high quality, it became very famous.
Today, the 120 producers and 100 fair stalls line up along Kototoi Street. Not only Morning Glory stalls but also people enjoy night stalls who sell traditional Japanese snacks and toys. About 400,000 people visit during the three-day period each year.