Lavender fields in Hokkaido's Furano in full bloom

The famous lavender fields in Hokkaido's Furano area are in full bloom, attracting large numbers of tourists to the fragrant hills blanketed in various shades of purple.

At the famed Farm Tomita in Nakafurano, some 60,000 plants of lavender transformed the gentle slopes into a lush carpet, with fields of white baby's-breath, red poppies and other flowers adding color to the vibrant patchwork.

The peak of this year's lavender bloom is expected to last till the end of July.

"This is so pretty it's beyond our expectations," said Masakazu Masuda, an 81-year-old dentist visiting from Higashiosaka in western Japan with his wife.