The Hokkai Heso Matsuri Belly Button Festival in Furano, Hokkaido, has been taking place since 1969 and is an annual event held at the end of July. The focal point of the festival is everything around the theme ‘belly button’. Participants dress up in colourful costumes and paint funny, original faces on their bellies. One of the highlights of the festival is the Heso Odori, a dance where the dancers wear straw hats to conceal their real faces and perform with the ‘zubara’ face paintings around their navel as fabulous funny faces for the dance.