Yosakoi is a modern form of traditional Japanese dance, which began in 1954. Festivals are held all over Japan, with Sendai's Michinoku Yosakoi being the third largest. At the festival, the number of dancers, their age and gender vary widely, as do the costumes and music they dance to. It's an exciting and beautiful spectacle, which takes place every October. They choose a weekend closest to the 10th (statistically the date most likely to have good weather). The first festival took place in 1998 and it has been going strong ever since.

You can see performances around the city, with a concentration of groups around Kotodai-koen (Kotodai Park), and the parade on Jozenji-dori (Jozenji Avenue).