In Japanese culture there's a festival originated from Chinese Qixi Festival named Tanabata. The celebration starts on the 7th of July and is held at various dates in the different regions. It is also called Star Festival. According to a legend, separated lovers Orihime and Hikoboshi (stars Vega and Altair), who are separated by the Milky Way, can reunite on this day once a year. One of the celebrational activities is that on this day people write their wishes on the short colourful pieces of paper and hang it on the bamboo branches.

P.S. I was lucky to see a Milky Way when I was outside the city this year. It's one of my brightest summer memories this year.