The rituals and customs of this festival have been faithfully followed since the 6th century, allowing today's spectator a fascinating glimpse into court life during the Heian period (764-1185). Everyone and everything involved in the procession is adorned with the delightful hollyhock flowers that have given the festival its name.

According to history, the festival owes its existence to bad weather and an impious populace. Terrible storms had been battering the country and the ruler of the day, Emperor Kimmei, had discovered from a soothsayer that the gods of the Kamo shrines were furious at the people's impiety and had called up the storms as punishment. In order to make amends, the Emperor sent some of his courtiers to pay homage to the Kamigamo and Shimogamo shrines and present offerings to the irate gods. This seemed to do the trick, as the storms soon abated and the people were again able to enjoy abundant harvests. The festival continues to this day in commemoration of these events.

The procession through the city is solemn and slow, with courtiers of every rank observing the same centuries-old order. Ritual ceremonies are performed in the shade and tranquility of both shrines, to the accompanying sounds of ancient court music. The Shimogamo Shrine is the first to be reached and here prayers are offered, warriors dance and a horse dedicated to consoling the gods demonstrates its speed at running, before the participants depart for the Kamigamo Shrine and the final rituals of the day.