With the ward office and a university on its northern side, the area around Setagaya Station has a calm ambience that comes from the presence of public and educational facilities. Although normally quiet, the station bustles with activity during the Setagaya Boroichi fair held in the winter. The Boroichi is a traditional event of Setagaya that has continued for more than 400 years. It is held between Setagaya and Kamimachi Stations, primarily on Boroichi-dori, the street on which the historical Setagaya Daikanyashiki residence stands. All kinds of items—old clothes, antiques, miscellaneous goods, potted plants, and much more—are sold at street stalls standing shoulder to shoulder. They attract crowds of people looking for a lucky find.
This is an annual festival, held every autumn. Setagaya Ekimae-dori Street turns into a pedestrian zone to hold a variety of fun activities and events, including a mini “boroichi” flea market, rakugo comic storytelling, variety shows, and street concerts. The festival also features limited-time sales of vegetables and fish and stands selling fresh products. It attracts many people who enjoy strolling through their own culinary tour.