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The Gion Matsuri, a historic and culturally significant festival held annually in Kyoto, Japan, has undergone substantial commercialization in recent decades. This paper explores the impact of commercialization on the transmission of traditional religious rituals within the festival. Through a detailed case study approach, this research examines the historical evolution of the Gion Matsuri, the factors driving its commercialization, and the resultant changes in ritual practices. The study draws on data collected through participant observation, interviews with stakeholders, and analysis of secondary sources. The findings reveal a complex interplay between the economic benefits of commercialization and the preservation of cultural integrity. While commercialization has ensured the financial sustainability and global visibility of the festival, it has also introduced alterations that challenge the traditional and spiritual essence of its rituals. The paper discusses the perspectives of different stakeholders, including traditionalists, commercial entities, and tourists, and highlights the importance of balancing commercial interests with cultural preservation. The implications for cultural policy and festival management are considered, offering insights into best practices for maintaining the cultural authenticity of traditional festivals in a modern, globalized context.
Yamamoto et al. (Sat,) studied this question.