What are "Chuma Hina Dolls"?

Chuma Hina Dolls are traditional hina dolls on display in the households and shops along the historic townscape of Asuke in Toyota City. What sets the dolls apart is the way they are displayed in the entries and foyers of those houses and establishments for all to see. As a stop along the historic Chuma Kaido Road, connecting the Mikawa Bay to the more mountainous regions in the north, Asuke has always been a destination for travelers, and this custom began as a means to entertain travelers as they walked through the town and continues to be a big event in the area.

Just what is "Chuma", anyway?

You may see of hear the phrase "Chuma" around Asuke. During the Edo period, people made livings transporting freight on horseback. "Chuma" began as the name for the union couriers' horses, and then became the general term to refer to the actual people hauling goods to and fro along the Ina Kaido Road (also known as the Ida Kaido Road), which was integral in supplying the northern mountains with salt.
As so many Chuma transporters used the road, it came to be referred to as the Chuma Kaido, or Chuma Road. Asuke was located midway through the Chuma Kaido Road, and thanks to the Chuma couriers, the important commodity of salt created in the Mikawa Bay was able to be carried into the mountains of Nagano while mountain crops like rice and tobacco grown there could be brought down to the bay area.

Event info

Gando
The custom of "Gando" has lived on in Asuke since antiquity. On the day of the Hina Doll Festival, children go to different houses in their neighborhood asking to see that household's hina dolls. Not only do the children get to see the beautiful dolls but they also receive Japanese confections in the Gando custom. The Japanese confectioneries below stay true to the custom and offer sweets.
• Date: Sat, Feb 14, 2026
• Applicable ages: Elementary school ages and younger (on a first-come, first-served basis for the first 100 children to come to the shops below)
• Participating shops: Ryoguchiya, Katoya, and Kawamuraya

Shinta Town Gando
Receive a coupon at the Shinta Town Community Center and submit it at the Suzuman Hompo shop for a treat (coupon valid the day it is received only).
• Dates and time: From 10:00 am on Sun, Feb 15; Sun, Feb 22; Sun, Mar 1, 2026
• Applicable ages: Elementary school ages and younger (up to 50 children on a first-come, first-served basis each day)

Earthenware doll painting demonstration and experience
Paint your own animal doll with acrylic paints as you watch Mikawa Ohama earthenware doll artist Toru Negita work his magic before your eyes.
Preschool children must be accompanied by a guardian. Approximately half an hour to one hour is required.
• Dates: Sat, Feb 14; Sun, Feb 15; Sat, Feb 21; Sun, Feb 22; Sat, Feb 28; Sun, Mar 1; and Sat, Mar 7; Sun, Mar 8, 2026
• Demonstration time: 10:00 am–4:00 pm (various sessions throughout)
• Experience time: 10:00 am–3:00 pm (Reception until 2:30 pm. No reservation required.)
• Price: JPY 1,000/doll
• Location: Former Taguchi Residence

Notes:
• Preschool children must be accompanied by a guardian.
• Approximately half an hour to one hour is required.
• Select the doll you will paint from an assortment of animals (hina dolls not available).

Japanese Paper Branch and Flower Craft Workshop
Sculptor Yuri Urano guides you in creating the Japanese craft of plum blossoms normally made from mochi and added to tree branches, but this time, with Japanese paper attached to bamboo branches.
• Dates and time: 10:00 am–4:00 pm (Reception until 3:00 pm. No reservation required.); Sat, Feb 14; Sun, Feb 15; Thu, Feb 19; Sat, Feb 21; Sun, Feb 22; Sun, Mar 1; Sat, Mar 7; and Sun, Mar 8, 2026
• Location: Yamadaya (Shin Town)
• Price: JPY 500 for children / JPY 1,000 for adults

Important Preservation District for Groups of Historic Buildings Stamp Hunt × Hina Dolls
The Former Suzuki Residence, Former Taguchi Residence, and Asuke Chumakan History Museum located in the Asuke townscape have stamps set out. Get all three stamps at the respective locations for an original sparkling sticker!
• Dates: Every day during the event period
• Stamp sheet reception spots: Three stamp locations and TOYOTA Asuke Tourist Association

Chuma Hina Doll Stamp Hunt
Shop at shops along the Asuke shopping street participating in a stamp hunt and collect stamps at Okama Inari Shrine for an original hina doll lapel pin present (available to 30 participants on weekdays and 50 participants on weekends).
• Date: Every day during the event period (on a first-come, first-served basis)
• Stamp sheet reception spots: Shops participating in the event, various city-operated parking lots, and Chuo Parking Lot
• Present exchange location: Chuo Parking Lot

Yosakoi Dance Performance
This is a dance performance by the 20th Chukyo University Hachimae Troupe.
• Date and times: From 1:00 pm and 1:30 pm on Sat, Feb 15, 2026 (canceled should rainy weather occur)
• Location: Former Province Headquarters Site

Marching Band Performance
TOYOTA Illusion Magic—Toyota City's junior marching band—offers a musical performance at the Former Province Headquarters Site.
• Date and time: From 1:00 pm; Sun, Feb 1, 2026 (canceled should rainy weather occur)
• Location: Around the Asuke townscape

Sanshu Asuke Taiko Drum Performance
Let your spirit move to the thundering pounds of taiko drums.
• Date and times: From 11:00 am; Sat, Mar 7, 2026 (canceled should rainy weather occur)
• Location: Former Province Headquarters Site

Asuke Junior High School Brass Band Performance
Enjoy a musical performance by Asuke Junior High School's brass band.
• Date and times: From 1:00 pm; Sat, Mar 7, 2026 (postponed to the following day should rainy weather occur)
• Location: Former Province Headquarters Site

Toyota Otani High School Dance Performance
Talented high school students winning the LOVE Dan High School Dance Video Fest 2024 perform incredible dances before your eyes.
• Date and times: From 1:00 pm; Mon, Feb 23 (national holiday), 2026
• Location: Former Province Headquarters Site

Olden-time marching band parade
Let three odd, olden-time musical groups using eccentric instruments bring a smile to your face.
• Dates: Sun, Feb 15; Mon, Feb 23 (national holiday); Sat, Feb 28; and Sun, Mar 1, 2026 (canceled should rainy weather occur)
• Location: Around the Asuke townscape