Koko Kameoka × Chisako Takashima

The Yukata de GinBra festival – a summer event born from collective creativity

Takashima

I have been told that it was originally your idea to launch the Yukata de GinBra (=strolling through Ginza in a yukata) festival, which has become an annual summer event in Ginza.

Kameoka

I cannot not take entire credit for it. It was an idea collectively developed by all the members of the Ginmikai’s Planning Division, which I had happened to head at the time.

Takashima

Was there any special occasion that led to the event?

Kameoka

In Ginza, we hold the Holiday Promenade on the first Sunday of August to celebrate being home to the first Pedestrian Paradise (vehicle-free street). We used to decide on a different theme every year. Yet, we tried not to spend too much money on it and some storeowners would even handcraft paper strings for goldfish scooping.

Takashima

That is quite a lot of work.

Kameoka

Yes. Since we were all voluntarily involved, we would gather after business hours and discuss details through the night. I felt that we should not have to come up with a new theme every year, but that we should turn it into an event that could build on past experiences – one that fits Ginza’s image and would thus be continued into the future. It was just then that we received a proposal for uchimizu (=sprinkling water in the streets) and I was inspired to launch something very Japanese for the Holiday Promenade. I thought yukatas would match the refreshingly cool image of uchimizu。

Takashima

So, that is how Yukata de GinBra started.

Kameoka

Yes. The yukata was originally worn as room wear or pajamas, but just around then, young girls began to wear yukatas with bold patterns and enjoying yukatas as a fashion. Many of us have the impression that kimonos are difficult to wear, but yukatas can be worn very easily. Some people may even be inspired to take lessons in traditional Japanese arts or learning how to wear kimonos.

Takashima

How did the event go the first year?

Kameoka

The main event was the Ginza Lottery. We asked each business in Ginza to donate some merchandise for the occasion which added up to several million yen.

Takashima

Really! That sounds exciting!

Kameoka

Since it was our first lottery, we offered some very luxurious prizes. The Grand Prize was accommodation at a hotel in Ginza and dinner at a renowned restaurant, and the two Ginza Prizes were tickets to indulge in getting clothes tailored in Ginza. One ticket entitled the winner to having a suit tailored at Ichibankan Tailor and the other was for a yukata to be made at Ginza Kunoya.

Takashima

Do you still have this lottery?

Kaemoka

No, we haven’t continued it (laughs). Every year, the planning committee devises new ideas.

Takashima

It reminds me of the enthusiasm I used to have for planning school festivals.

Kameoka

That is very true. Please come to Ginza in your yukata this summer for Yukata de GinBra.