"The dancers are fools. The spectators are fools. Both are fools alike, so why not dance?"

These are the lyrics that animate the rhythms of Awa Odori, one of Japan's largest dance festivals, every summer in Tokushima. And a local firm is now trying to reach out to more visitors from overseas by publishing a magazine in multiple languages.

Awa Odori Press — explaining the festival's 400 years of history, its unique dance steps and other key terms in English, French and Chinese, along with lots of photos — should be available at tourism facilities across Japan starting in June.