The 17th annual Fuji Rock Festival '13 (FUJI ROCK FESTIVAL '13) was held over three days from July 26th and concluded successfully. In stark contrast to last year's blessed weather, this year's Fuji Rock saw a mix of sunshine and rain, typical of Fuji Rock. The rain and thunder, along with the Naeba mountains, created a mystical atmosphere on several occasions. According to the FUJI ROCK FESTIVAL '13 office, a total of 111,000 people attended. This breakdown included 10,000 for the pre-event party on July 25th, 30,000 on the 26th, 40,000 on the 27th, and 31,000 on the 28th. 17,000 people used the campsite. While the unique atmosphere and fun of Fuji Rock have remained unchanged since it first began being held in Naeba in 1999, the age demographic of the audience has been shifting in recent years. Fuji Rockers, who were in their 20s and 30s in the 2000s, are now in their 30s and 40s, and many are seen with their children. Fuji Rock is recognizing this growing audience and responding appropriately, with a play park called "Kids Land" and a "Priority Tent" behind the main Green Stage.

Another contributing factor to the aging audience is the rising cost of tickets, travel, and accommodation. For example, a three-day pass costs ¥43,000, and with travel and accommodation added, the total cost for three days is nearly ¥100,000. While this seems reasonable given the rising cost of international artists' guarantees due to the rise in overseas festivals, it's still not something that teenagers, let alone those in their 20s, can easily afford. This is an issue that not only Fuji Rock but festivals around the world will need to address in the future. Friday's headliner, Nine Inch Nails, was streamed live, likely as a way to appeal to those who have been avoiding festivals.

And during the stormy weather, colorful rainwear and ponchos were a common sight. Previously, rain gear and raincoats meant the scenery would suddenly become darker and darker when it rained, but thanks to the recent promotions and campaigns by outdoor brands focused on festivals, the scenery has now become much brighter. The fact that people are spending more on their personal belongings is also evidence of an aging population with increasing disposable income. This trend is expected to continue to grow, with more fashion brands other than outdoor brands entering the scene, creating a festival fashion market.