Iwate Pref. is a broad area blessed with natural resources and environment. Various handcrafts cultivated in severe climate are inherited down to the present by artisan craftsmanship.

In addition, Iwate Pref. holds attractive events rooted in its local characteristics like the Iwate Snow Festival in winter, and the CHAGU-CHAGU UMAKKO Festival in early summer deeply rooted in Iwate's traditional horse-breeding center. CHAGU-CHAGU is derived from the clear sounds of horses'rings ringing CHANG CHANG, CHANG CHANG.