Just a two-hour drive from Sapporo, Biratori Town in Hokkaido is hosting the "Lily of the Valley Viewing 2026" starting Saturday, May 23rd, where you can enjoy Japan's largest wild lily of the valley colony. To commemorate its 40th anniversary this year, a special collaboration, "Lily of the Valley Viewing 2026 x Snow Miku," will be held with "Snow Miku," the character who cheers for Hokkaido. The event features a variety of unique activities, including special projects at the venue, collaborations with local restaurants, and an SNS campaign where you can win prizes like Biratori Wagyu beef.

The "Memu Lily of the Valley Colony" in Biratori, Hokkaido, is Japan's largest wild lily of the valley habitat, spanning approximately 15 hectares. From late May to early June, the delicate lilies of the valley bloom across the landscape, enveloping you in their fresh, sweet fragrance. It's a popular early summer spot where you can refresh your mind and body amidst Hokkaido's magnificent nature.

The Biratori "Lily of the Valley Viewing," celebrating its 40th anniversary this year, attracts many visitors annually.

To make the 40th anniversary even more exciting, there's a special collaboration with "Snow Miku," the character who cheers for Hokkaido, and her pet character, "Rabbit Yukine." This time, the lily of the valley-themed Snow Miku designs from 2015 will be making a comeback.

Scavenger Hunt: "Find Snow Miku!"

Little Snow Miku figures are playing hide-and-seek in the lily of the valley colony. Find a Snow Miku, take a picture with your smartphone, and show it to the reception staff to receive a "Commemorative Card." There will also be photo spot panels set up at the venue, so be sure to take a commemorative photo with the lilies of the valley.

*One per person. Commemorative cards are available in limited quantities and will be distributed until they run out.

Enjoy Local Cuisine! Get a "Commemorative Sticker" at Participating Stores

After viewing the lilies of the valley, indulge in Biratori's famous cuisine. Nine restaurants in Biratori Town are participating in a campaign where you'll receive a "Commemorative Sticker" when you dine. This is a great opportunity to enjoy local flavors, including the famous "Biratori Wagyu beef."

*Takeout is also eligible. Commemorative stickers are available in limited quantities and will be distributed until they run out.

Win Biratori Wagyu Beef! SNS Post Campaign

Once you've collected both the "Commemorative Card" from the venue and the "Commemorative Sticker" from a restaurant, you can enter an SNS campaign for a chance to win fabulous prizes. Follow Biratori Town's official X (formerly Twitter) or Instagram account, post about the charms of Biratori with the hashtag "#雪ミクと平取すずらん" (#SnowMikuAndBiratoriLilyOfTheValley), and 25 lucky winners will be chosen by lottery to receive "Biratori Wagyu beef."

Collaboration Packages of Local Specialties! Perfect Souvenir Goods

At the shop inside the event venue, you'll find commemorative goods like T-shirts, acrylic stands, and tote bags, as well as local specialty products in limited-edition "Snow Miku" collaboration packaging. They're perfect as a memento of your trip or as a Hokkaido souvenir. Be sure to pick something up to remember your visit to the Lily of the Valley Viewing.

A rental car or your own car is the recommended way to get to the event. Enjoy a leisurely drive while taking in the beautiful fresh greenery of Hokkaido in May.

The "Lily of the Valley Viewing 2026 x Snow Miku" is a special collaboration event with Snow Miku that you won't want to miss. It's one of this year's must-see events for a Hokkaido road trip.