This is a Nambu Chagu chagu Umakko (南部チャグチャグ馬コッコ) folk toy—an enchanting miniature representation of the elaborately adorned horses from the Chaguchagu Umakko festival held annually in Morioka, Iwate Prefecture. Traditionally crafted and richly decorated, this folk horse is adorned with multi-colored cords, golden fringe, bells, and tassels, echoing the full-sized horses used in the parade. The name “Chaguchagu” comes from the rhythmic jingle of the bells that these festival horses wear as they process through town.
This folk craft is not merely decorative—it carries deep cultural and historical meaning. The Chaguchagu Umakko festival celebrates the relationship between horses and humans, especially in rural communities where horses played vital roles in agriculture and transport. The event is also closely tied to a prayer for the safety and well-being of the horses, and by extension, a wish for peace and prosperity. In 1978, the sound of the bells from this festival was selected as one of the “100 Soundscapes of Japan” by the Ministry of the Environment.
The horse’s colorful attire and kind expression symbolize good fortune and gentle protection, especially for children. This folk toy captures the festive and nostalgic spirit of the original event, preserving a beloved aspect of Tōhoku culture in a compact and heartfelt form. A wonderful keepsake or collectible, it serves as both a piece of regional history and a token of warmth and celebration.
