About a two-hour drive from Sapporo, the "Lily of the Valley Viewing Festival 2026" will be held in Biratori, Hokkaido, starting Saturday, May 23rd, where you can enjoy Japan's largest colony of wild lilies of the valley. To commemorate its 40th anniversary, this year features a special collaboration, the "Lily of the Valley Viewing Festival 2026 x Snow Miku," with Snow Miku, the character who cheers for Hokkaido. Various unique activities are planned, including fun events 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, delicate lilies of the valley bloom across the landscape, enveloping you in their sweet, refreshing 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 Festival" celebrates its 40th anniversary this year, attracting 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 special return.

Scavenger Hunt: "Find Snow Miku!"

Little Snow Miku figures are hiding in the lily of the valley colony at the venue. Find a Snow Miku, take a picture with your smartphone, and show it to the staff at the reception to receive a "Commemorative Card." There will also be photo spot panels set up, 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 Gourmet! Get a "Commemorative Sticker" at Participating Stores

After enjoying the lilies of the valley, savor the gourmet food Biratori Town is proud of. Dine at one of the nine participating restaurants in Biratori to receive a "Commemorative Sticker." This is a great opportunity to enjoy local flavors, including the famous "Biratori Wagyu beef."

*Take-out 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 to win fabulous prizes. Follow the official Biratori Town X (formerly Twitter) or Instagram account, and post about the charms of Biratori with the hashtag #雪ミクと平取すずらん (#SnowMikuAndBiratoriLilyOfTheValley) to be entered into a drawing to win "Biratori Wagyu beef" for 25 lucky winners.

Commemorative Goods Perfect for Souvenirs, Including Special Collaboration Packages of Local Products!

At the shop inside the event venue, you'll find commemorative goods such as T-shirts, acrylic stands, and tote bags, as well as local specialty products in limited-edition packaging featuring a "Snow Miku" collaboration. 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 Festival.

If you're planning to attend the event, driving a rental car or your own car is recommended. You can enjoy a leisurely drive while taking in the beautiful fresh greenery of Hokkaido in May.

The "Lily of the Valley Viewing Festival 2026 x Snow Miku" is a special collaboration event with Snow Miku that is one of this year's must-see events for a Hokkaido drive.