Sanja Matsuri or Sanja Festival is one of three great Shinto festivals in Tokyo, along with the Kanda Matsuri and Sanno Matsuri. The festival is held in honour of Hinokuma Hamanari, Hinokuma Takenari and Haijino Nakatomo, the three men who established and founded Senso-ji.

Religious in origin, Sanja Matsuri is primarily a festival of celebration. People are charged and energetic during the weekend of festival. They continuously flood the streets around the Senso-ji and flutes, whistles, chanting and traditional Japanese drums can be heard throughout the district.

The main attractions of the festival are three Asakusa Shrine-owned mikoshi that appear on the third and final day of the festival. These three elaborate, black lacquered-wood shrines are built to act as miniature, portable versions of Asakusa Shrine. Because of the importance of these three mikoshi, they are spectacles as they are carried through the streets. In addition to the traditional events, Sanja Matsuri has several other popular draws.