Today is the Sumida River Fireworks Festival, probably the biggest of the many fireworks festivals held in the Tokyo area during the summer. Certainly it’s also one of the oldest, dating back to 1733. In advance of the festival, Japan real estate giant Mitsui Fudosan published a full-page ad in yesterday’s Yomiuri Shinbun, featuring 16 different postcards in an ukiyo-e iroha-karuta style, all in one way of another exemplifying the sort of “manners” revelers should mind when they go to the festival. (Trivia about Mitsui Fudosan: their investment helped open Tokyo Disneyland in the early 80’s, and they were behind the now-closed Ski Dome in Chiba, the largest indoor ski facility in the world).
Examples of good manners include taking public transportation, taking one’s trash with them, and using the bathroom before you go to the festival, etc. The one I’ve scanned above I thought was particularly cute. It says (roughly) “Be sure to praise equally both the fireworks and your lover as ‘beautiful’.”
Below is Hiroshige’s oft-reproduced but still dazzling woodblock print of the fireworks festival, circa 1856:



