The Joshi Festival is held every March 3 and is one of the five seasonal festival days founded during the Edo period. However, when the Meiji government revised the calendar system, it abolished the five festival days. The study investigates how “Hina Matsuri” or Doll Festival was celebrated during Joshi Festival and prevailed in civic life even after its abolition, by investigating articles published by The Yomiuri Shimbun in Meiji Era. A total of 196 articles related to “Hina Matsuri” were extracted from the paper. The change in “Hina Matsuri” and activities around it were analyzed. The result indicates that information on the Hina-doll market, which only reported its business condition at the early stages, gradually expanded its content with the opening dates of the Hina-doll markets, dolls, and ornament prices. In addition, various types of stores participated in selling Hina-dolls and ornaments. The study also confirmed that the method of marketing dolls and ornaments changed from single-item sales to set sales on display at draper shops. By visiting exhibitions that displayed Hina-dolls, people became familiar with displaying Hina-dolls and ornaments in tiers. During the late Meiji-period, the term “Hina Matsuri” appeared on newspaper advertisements, which led to the impression that “Hina Matsuri” was held on March 3. The study suggests that “Hina Matsuri” penetrated civic life through these findings.
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