Every July a festival is held in Uwajima known as "Ushioni Festival," "Gaiya Festival," or the "Warei Shrine Festival." Among the festivities are ushioni teams parading down the street, a dance contest to the town song known as the "Gaiya" dance, traditional dancing, and a bullfight. The word "Gaiya" is in a local dialect, approximately translating to "awesome" in English.