“Chindonya” : a form of Japanese old-times street advertising
“Chindonya” originally emerged in Osaka during late Edo to early Meiji Era (19th century), and later spread to Tokyo and other parts of Japan. A typical group consists of 3 to 5 members, each performing instruments such as drums, bells, clarinets,and others. It attracts attention with a bit exotic costume and nostalgic music, and goes around the streets,distributing fliers and advertising for clients.
The name “Chindonya” comes from the instruments carried around, which is called “Chindon-Taiko” (“Chindon Drums”). It is drums and a bell combined into one wooden frame, which could be strapped to the players’ chest. “Chin” is the sound of the bell and “don” is the bang of the drum.
“Chindonya” was still popular until mid 20th century, but almost disappeared when television became widespread. But in recent years, we see some young generations start to enter into the business learning from the old-times, and also amateur players enjoying the performance in festivals.
If you are in Tokyo in late September, why don’t you consider watching the “Chindonya” parade and the stage show performed by all-girl-members. A special festival, “Chindon Otome Matsuri 2014” (チンドン乙女まつり2014), is held in Asakusa on September 25th. Don’t miss this great opportunity to enjoy the atmosphere and sound of “Chindonya” performances played by a number of all-girls groups!
For details of the “Chindon Otome Matsuri 2014” (チンドン乙女まつり2014), please click the link or the picture below.
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