Just a two-hour drive from Sapporo, the “Suzuran Viewing Party 2026” will be held in Biratori, Hokkaido, starting Saturday, May 23rd. Here, you can enjoy one of Japan’s largest colonies of wild lilies of the valley. To commemorate its 40th anniversary, this year features a special collaboration, “Suzuran Viewing Party 2026 x Snow Miku,” with the official character that supports Hokkaido. The event is packed with unique activities, including various projects at the venue, collaborations with local restaurants, and an SNS campaign where you can win prizes like Biratori Wagyu beef.
Japan’s Largest! The Breathtaking Memu Lily of the Valley Colony
Located in Biratori, Hokkaido, the “Memu Lily of the Valley Colony” is Japan’s largest wild lily of the valley habitat, sprawling across approximately 15 hectares. From late May to early June, the delicate flowers bloom all at once, filling the air with their fresh, sweet fragrance. It’s a popular early summer spot where you can refresh your mind and body amidst Hokkaido’s magnificent nature.
Celebrating its 40th anniversary this year, Biratori’s “Suzuran Viewing Party” attracts many visitors annually.
Enjoy the Special “Suzuran Viewing Party 2026 x Snow Miku” Collaboration
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 event will feature a revival of the lily of the valley-themed Snow Miku design that first appeared in 2015.
Scavenger Hunt: “Find Snow Miku!”
Little Snow Miku figures are hiding throughout the lily of the valley colony. Find one, take a picture with your smartphone, and show it to the staff at the reception desk to receive a “commemorative card.” There will also be photo spot panels set up, so be sure to take a picture with the lilies of the valley.
*One card per person. Commemorative cards are available in limited quantities and will be distributed while supplies last.
Enjoy Local Gourmet! Get a “Commemorative Sticker” at Participating Restaurants
After enjoying the lilies of the valley, treat yourself to Biratori’s delicious local cuisine. Dine at any of the nine participating restaurants in town to receive a “commemorative sticker.” This is the perfect chance to savor local flavors, including the famous “Biratori Wagyu Beef.”
[Participating Collaboration Restaurants]
Biratori Wagyu Specialty Restaurant Kurobeko (200-2 Shiunkotsu, Biratori-cho)
Osyokujidokoro Sakae (15-10 Nina, Biratori-cho)
Ajidokoro Ikoi (41-10 Honcho, Biratori-cho)
Teuchi Namasoba Fuji (41-13 Honcho, Biratori-cho)
Keishoku Kissa Mont Blanc (48-1 Honcho, Biratori-cho)
A’laise cafe Ann (Inside Hotel Shun, 46-3 Honcho, Biratori-cho)
Biratori Onsen Yukara (92-6 Nibutani, Biratori-cho)
Biratori Wagyu Steak & Hamburg Jankenpon (30-11 Furenai-cho, Biratori-cho)
Niseuen (68-4 Iwachishi, Biratori-cho)
*Take-out orders are also eligible. Commemorative stickers are available in limited quantities and will be distributed while supplies last.
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 Biratori Town’s official X (formerly Twitter) or Instagram account, post about the charm of Biratori with the hashtag “#雪ミクと平取すずらん”, and 25 lucky winners will be chosen by lottery to receive “Biratori Wagyu Beef.”
[How to Enter]
Follow and mention Biratori Town’s official X (formerly Twitter) or Instagram. Take a photo that captures ① the card, ② the sticker, and ③ the charm of Biratori (scenery, food, experiences, etc.). Post it with the hashtag “#雪ミクと平取すずらん” for a chance to be one of 25 winners of “Biratori Wagyu Beef.”
*Application Deadline: June 12, 2026
*For application details and information on how winners will be notified, please check the official Biratori Town website.
Special Collaboration Packaging for Local Products! Perfect Souvenirs
At the shop inside the event venue, you’ll find local specialty products in limited-edition “Snow Miku” collaboration packaging, as well as commemorative goods like T-shirts, acrylic stands, and tote bags. They’re perfect for remembering your trip or as Hokkaido souvenirs. Be sure to pick something up to commemorate your visit to the Suzuran Viewing Party.
Convenient and Comfortable by Car! Access Information
Renting a car is the recommended way to get to the event. Enjoy a leisurely drive while taking in the beautiful fresh greenery of Hokkaido in May.
・From Sapporo City: Approx. 2 hours (via Hidaka Expressway, exit at Hidaka-Tomikawa IC)
・From New Chitose Airport: Approx. 1 hour 20 minutes (via Hidaka Expressway, exit at Hidaka-Tomikawa IC)
・Parking: Free parking available at the venue (Memu Lily of the Valley Colony)
The “Suzuran Viewing Party 2026 x Snow Miku” is one of this year’s must-see events for anyone planning a drive through Hokkaido.
Biratori, Hokkaido: Suzuran Viewing Party 2026 x Snow Miku
■Event Period: Saturday, May 23 – Sunday, May 31, 2026
*Shop & Collaboration Novelty Distribution Hours: 9:00 AM – 4:00 PM
*Colony Opening Hours: 6:00 AM – 6:00 PM
■Venue: Memu Lily of the Valley Colony, Biratori, Hokkaido (Memu, Biratori-cho, Saru-gun, Hokkaido)
Click here for details and a map of the “Memu Lily of the Valley Colony”
■Organizer: Suzuran Viewing Party Executive Committee
■Sponsors: Biratori Town, Biratori Tourism Association, Biratori Chamber of Commerce and Industry
■In cooperation with: Crypton Future Media, INC.
■Contact: Suzuran Viewing Party Executive Committee (kanko.shoko@town.biratori.lg.jp)
Click here for details and a map of the “Biratori, Hokkaido: Suzuran Viewing Party 2026 x Snow Miku”
What is “Snow Miku”? https://snowmiku.com/
Art by KEI
“Snow Miku” is a character who cheers for Hokkaido, developed by Crypton Future Media, INC. She was created in 2010 for the “Sapporo Snow Festival” when a pure white snow sculpture of “Hatsune Miku” was made. Since then, the “SNOW MIKU” festival, starring Snow Miku, has been held in Hokkaido every year. The costume design for Snow Miku at the festival is chosen through a public competition based on a different theme each year. The theme for 2027 has been decided as “Himitsu no☆Metamoru” (The Secret☆Metamorphosis). Today, she serves as an ambassador for various initiatives to promote Hokkaido and has expanded her support through collaborations with companies and other characters. She has also been a Sapporo Tourism Ambassador since September 2024.
AloJapan.com