Cherry blossoms are beloved by the Japanese people. The 2026 cherry blossom viewing season saw blooms appear earlier than predicted. Along the Shiroishi River, which flows through the towns of Ogawara and Shibata in Miyagi Prefecture, stands the “Hitome Senbonzakura” (a view of a thousand cherry trees). Local residents planted the saplings during the Meiji era, and the site has since become a famous attraction that delights many visitors. The breathtaking scenery created by the rows of cherry blossoms set against the backdrop of the snow-capped Zao Mountain Range has earned the site a place among the “Top 100 Cherry Blossom Spots in Japan.” The “Ogawara Cherry Blossom Festival” was originally scheduled to begin on April 3, based on the initial bloom forecast. However, a spell of warm weather caused the blossoms to open earlier than anticipated. With the forecast shifting, the organizing committee made a last-minute decision in mid-March to move the start date up to April 1. Advancing the schedule by just two days reportedly resulted in a significant increase in administrative work. Fortunately, visitor numbers remained strong throughout the festival, with approximately 100,000 people visiting over the weekend of April 11–12.
Cherry blossom viewing is also a time when the saying “Bread is better than the songs of birds” (prioritizing practical needs over poetic appreciation) holds true. In Tokyo, the average daily high temperature during the typical blooming season—from late March to early April—ranges between 14°C and 17°C. If temperatures are high during this period, the time it takes for the blossoms to reach full bloom is shortened; conversely, if temperatures are lower, the period leading up to full bloom is extended. In other words, colder weather ensures a steady stream of cherry blossom viewers, allowing for business opportunities over a longer duration. High temperatures, however, shorten the viewing season and result in lower sales. Popular items during cold-weather viewing include *oden* (simmered dishes), fried foods, *shochu* and sake, as well as steamed meat and red bean buns. In contrast, warmer weather drives sales of items such as *yakiniku* (grilled meat), sushi, beer and *happoshu* (low-malt beer), pickles, and soft drinks. Success relies on meticulous preparation based on historical data and weather forecasts. Tasks such as sourcing ingredients, setting up the sales location, and hiring part-time staff must be executed intensively over a short period. If everything goes well, it is possible to generate significant income in a short time.
The challenging factor here is the weather forecast. Spring weather forecasts are notoriously unreliable; this season brings sudden fluctuations—such as alternating cold and warm spells or the arrival of the first strong spring wind—making the weather between March and April difficult to predict. Of course, if the forecast proves accurate, one can reap higher-than-usual profits in a short timeframe. Organizing cherry blossom viewing events is a scenario that an operator’s skill truly comes into play. As a side note, a survey on the preferences of foreign tourists visiting Japan (FY2025 edition) revealed that “sightseeing in nature and landscapes” was the most popular activity, cited by 55.1% of respondents. This was closely followed by “cherry blossom viewing” at 52.6%. With such high expectations from inbound tourists, cherry blossoms serve as a vital tourism asset. The Tohoku District Transport Bureau reported that inbound tourism in the region generated 106.2 billion yen in revenue and accounted for 2.77 million overnight stays in 2025. The Tohoku region, home to numerous famous cherry blossom spots, possesses abundant tourism resources; the goal is to continue finding innovative ways to leverage these assets effectively.
