The "Yukigassen" (Snowball Fight Competition) is held each January in Higashi Iya, and has become a major event at a time when few visit the valley. Not simply a free-for-all, this event is team-based and participants often practice for months to coordinate their skills in the tightly ruled sport. There are several classes of participation including children, women's, men's, and 'just for fun' leagues, and the winners of the main event get to advance to the national competition annually held in Nagano Prefecture.