Kasuga's Ushi Tenjin shrine is dedicated to 9th-century scholar and poet Sugawara no Michizane, who is said to have loved the sight of plum flowers. It's thus only fitting that the shrine grounds feature dozens of plum trees, the blooming of which is celebrated at this festival. On Sundays, take the opportunity to taste some plum-flavoured sweets, umeshu liquor and amazake under the purple and white flowers. Meanwhile, Saturdays are when you can sip on traditional ginger tea (shogayu). February 14 sees the highlight of the festival, as the sweets stalls are complemented by outdoor tea service (nodate) and taiko drumming.