The Niihama Taiko Festival is one of the biggest festivals in Ehime. A series of 5.5m high Taiko drum-shaped floats, weighing about 3 tons, are paraded through the town. The highlight is the “Kakikurabe” where the giant floats are taken around the town to entertain the local crowds. When the “Sashiage” - teams of men lifting each float over their heads with shouts of “Sorya! Sorya!” - starts, the crowds erupt in united cheers!