noun
eve of the main festival; small festival on the night before the main festival
Especially associated with the Gion Festival in Kyoto, where the streets are closed to traffic and lined with stalls on the nights leading up to the main parade.
See also: 宵宮
祇園祭の宵山には、毎年多くの観光客が訪れる。
Many tourists visit the Gion Festival's Yoiyama every year.
宵山の夜、浴衣を着て屋台を回るのが楽しみだ。
On the night of Yoiyama, I look forward to walking around the stalls in a yukata.