Vesak (Hanamatsuri) is widely known and celebrated in Brazil due to the country's large Japanese community. Hanamatsuri has grown in popularity and also attracts interest from the wider non-Japanese Brazilian population. As a result, Hanamatsuri has become a consumerist culture phenomenon in the country and is sometimes locally known as "Festa das Flores". Hanamatsuri is celebrated in the São Paulo neighbourhood of Liberdade which is home to the largest Japanese community outside of Japan. Hanamatsuri celebrations in Liberdade began in 1966 and includes a parade on Galvão Bueno street. Celebrations are also held at the suburb's major shopping centre, Liberdade Plaza.