So what is Tokushima's Awa Odori doing in Koenji, Tokyo? It was first organized by a youth group of Koenji's retail merchants in 1957. They wanted to hold an event to attract more shoppers to the area. Neighboring town Asagaya had already started the Tanabata Festival in 1954. The Tanabata Matsuri, of course, is from up north in Sendai, Miyagi Pref. So the Koenji folks decided to transplant a southern festival to Koenji. That was the Awa Odori.