
Toka Ebisu Festival
Looking to add a little luck and prosperity to your business? You might just find what you're looking for with Ebessan, the god who can help make it happen! If you're in Japan, there’s no better place to seek his blessings than at the lively and colorful Toka Ebisu Festival (十日えびす大祭). This annual event, celebrated across Western Japan, takes place from January 9th to 11th, with the 10th being the most significant day of all.
Who is Ebessan?
But first, who exactly is Ebessan? Also known as Ebisu (恵比寿様), or affectionately called Ebessan (えべっさん) by locals, he’s a god with a rich history. Originally worshipped as the protector of fishing and markets, Ebessan’s story goes back to the reign of Empress Suiko, when Prince Shotoku built the Shitenno-ji temple. Revered as the guardian of the western region, especially the coastline where goods from the sea and fields were traded, his role gradually expanded to symbolize wealth and good fortune. By the time the Edo period rolled around, Ebessan had become closely tied to business success, as merchant culture flourished across Japan.
Today, Ebessan continues to be a beloved figure throughout the country, representing both prosperity and good fortune. And during the Toka Ebisu Festival, more than a million worshippers come together to honor him. They carry lucky bamboo branches called fukuzasa (複座), adorned with tiny treasures known as “kitcho (きっちょう),” as well as charms shaped like rakes called the kumade (熊手). These charms are all symbols of prosperity and Ebessan’s blessings.

The Three Major Shrines of Toka Ebisu
Now, where can you experience all this vibrant energy and delicious food? The Toka Ebisu Festival is celebrated at three major shrines: Nishinomiya Shrine (西宮神社) in Hyogo, Imamiya Ebisu Shrine (今宮戎神社) in Osaka, and Kyoto Ebisu Shrine (京都ゑびす神社). These shrines become bustling centers of activity as merchants and visitors gather, all hoping to receive Ebessan’s blessings for prosperity. Everywhere you turn, people are exchanging fukuzasa and buying new ones, while the chant of “商売繁盛で笹持ってこーい” (“Shobai hanjo de sasa motte koi!”) rings through the air—“Bring bamboo for business prosperity!

Around the shrines, you'll find over 300 food and goods stalls offering everything from Ebisu manju (steamed buns with sweet red bean paste) to various lucky charms. While you wait to enter the main hall, you can grab a bite, but be mindful of the crowds and avoid blocking the pathways for other visitors.
Nishinomiya Shrine

Let’s start with Nishinomiya Shrine, which holds a special place as the head shrine of over 3,500 Ebisu shrines nationwide. One of the most exciting events here is the "Opening Ceremony and Lucky Man Race," held at 6 a.m. on January 10. Worshippers race from the shrine’s red gates to the main hall, with the first three men to arrive earning Ebessan’s blessings and a range of prizes. This year, a 17-year-old high school track-and-field athlete claimed victory, capturing the youthful spirit of this long-standing tradition.

Another fascinating tradition at Nishinomiya Shrine involves a giant bluefin tuna—yes, a massive 300 kg tuna—offered as a prayer for a good catch and prosperous business. Visitors are invited to attach coins or bills to the tuna for luck. This "Lucky Giant Tuna" has become a major attraction and a must-see at the festival.

Imamiya Ebisu Shrine

Next, we head to Imamiya Ebisu Shrine in Osaka’s Naniwa Ward, which is dedicated not only to Ebessan but to four other deities as well. Established in 600 C.E., the shrine grew in popularity in the 12th century as Ebessan became widely recognized as the god of merchants. Today, over a million visitors come here every year.
One of the highlights of the festival is the fukumusume (福娘, "lucky daughters") tradition. These are 50 women chosen to represent the festival, and becoming a fukumusume is an honor that’s even more competitive than getting into Japan’s top universities! During the festival, these women wear traditional eboshi hats and distribute charms, maintaining grace in the midst of the busy crowds.

Another unique event at Imamiya Ebisu Shrine is the Hoekago Procession (宝恵駕籠), a parade of ornate palanquins that originated when geishas would ride them to pray for business success. Today, the procession is a vibrant part of Osaka’s culture, often winding its way near the Ebisubashi Shopping Street.

Kyoto Ebisu Shrine

In Kyoto, Ebessan is affectionately known as "Kyo no Ebessan," and Kyoto Ebisu Shrine is famous for its blessings of traffic safety, business success, and household well-being. The shrine hosts a five-day festival from January 8 to 12, featuring events like the Yoi Ebisu Festival on January 9 and the Toka Ebisu Grand Festival on January 10.
What makes Kyoto’s celebration unique is its tradition of women, both actresses and maiko (apprentice geishas), who dress in beautiful kimonos and distribute lucky bamboo. Visitors can also enjoy lively rituals like mochi making and the presentation of a lucky fish. A fun custom at the shrine involves visitors tapping on a wooden panel at the back of the shrine after offering a prayer. The belief behind this? Ebessan, being a little hard of hearing, needs a gentle reminder to listen to wishes!
Participating and Getting Good Luck Charms
At the Toka Ebisu Festival, you’ll see people everywhere purchasing fukuzasa (lucky bamboo branches) and other charms for business prosperity. These bamboo branches are symbolic of endurance, as bamboo stays green even in the harshest winters. They’re blessed by shrine maidens during a special ritual and adorned with amulets like treasure boats for wealth and red sea bream for success.
Visitors typically display their fukuzasa at home or at work, often at the entrance to welcome good fortune. And, in a lovely tradition, it’s common to return the previous year’s charm to the shrine during the next festival, making way for a new one.

In Osaka, the fukuzasa is especially important, reflecting Ebessan’s ties to the fishing industry. The chant "笹をもってこい" ("Bring the bamboo branch!") can be heard throughout the festival, encouraging everyone to join in the spirit of the event. These charms are often placed in prominent spots at home, like on a shrine shelf or in the living room, to attract good luck. And remember—keeping them clean is said to help maintain their effectiveness!
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