March 3rd is Hinamatsuri or Doll Festival in Japan. Most Japanese display hina dolls in their houses if they have girl children because March 3rd is also Girls’ Day (and Peach Day). It is a Japanese tradition continuing from the Heian period (794 to 1185 AD)! (See an article in Wikipedia for more details).
In Matsumoto, many families celebrate the event on April 3rd instead of March 3rd. This is because locals follow the lunar calendar in regard to most traditional holidays, pushing the date a month later than holidays celebrated in other areas.
There is a “Doll Street” (Takasago Street) one block south of Nakamachi Street. Now many beautiful hina dolls can be seen there.