Ebisu is right in the heart of town

Ebisu-sama is one of the Seven Lucky Gods. As the god of prosperous business, he is deeply rooted in towns across the country. Here in Fuse, too, his presence can be found right in the heart of town.

“Fuse Ebisu Shrine” was established in Showa 29. After the war, facing a vacant lot near the shopping district, the townspeople called out, “Let’s make this the symbol of our town.” It all began when the sacred object was brought from Nishinomiya Shrine and a small wooden shrine was built.

At the time, it was a little-known, quiet shrine. However, for Fuse—a town known for commerce—the sense of reassurance that “Ebessan is here” gradually took root.

It was the townspeople who nurtured the shrine

Eventually, the people of the shopping district became deeply involved with the shrine. “Let’s make it the face of Fuse,” “Let’s make it the pride of our town”—driven by such sentiments, the Fukumusume Contest was launched.

At first, people were skeptical, asking, “Are we really going to do this?” But, taking inspiration from Imamiya Ebisu, a uniquely local initiative took shape.

Before they knew it, the contest reached its 43rd edition in 2026. When Ebessan season rolls around, it has become a familiar sight to see the “Fukumusume” standing at the shrine, exchanging smiles with worshippers.

As the townspeople’s aspirations merged with the shrine’s activities, Fuse Ebisu Shrine gradually became an irreplaceable part of the community.

The Three Hottest Days of the Year

January 9th is “Yoiebisu,” the 10th is “Hon-Ebisu,” and the 11th is “Nokori-Fuku.” Approximately 100,000 people visit Fuse Ebisu Shrine over these three days.

In the shopping district, the chant “Bring on the bamboo for prosperous business~♪” blares from speakers, and mingling with the rhythm, the voices of the “Fukumusume” (lucky maidens) brighten the shrine grounds. “Congratulations!” “Count on us again this year!”—these exchanges, heard everywhere, bring the town together as one.

Lines of worshippers stretch across the shrine grounds. As you step forward to the altar and clasp your hands in prayer, the tension in your back slips away. “Please watch over me this year as well,” you whisper quietly to yourself.

And then, a single “phantom omikuji”—a fortune slip available only during the Toka Ebisu festival and the New Year season.Even if it’s a “Minor Fortune,” if the message is positive, I laugh and say, “This is practically a ‘Great Fortune’!” as I tie it to the tree, my wish seeping into my hands.

After finishing my prayers, I receive a “Fuku-sasa” (lucky bamboo branch) that’s already been decorated. It’s not a matter of choosing or decorating—I simply accept it and take it home.This custom has become a well-established tradition in Fuse.

Stepping out into the arcade street, the aromas from the food stalls—fried chicken, takoyaki, and baby castella—fill the air. Enveloped in warm steam, the festive bustle slowly permeates the town.

This marks the “start of the year” for Fuse.

“It doesn’t feel like the year has started until Ebessan arrives.” Such words are exchanged quite naturally in this town.

Rather than simply receiving good fortune, it’s a time to gather one’s thoughts and resolve, “Let’s keep going here this year, too.” These three days are about regaining the rhythm of daily life before setting new goals.

Regardless of age, standing before Ebessan naturally lifts one’s spirits. These three days are also a time for the town of Fuse to rally its own spirits.

Please stop by casually and soak up this atmosphere.

In the morning, pay your respects at the shrine; at noon, take a leisurely stroll through the shopping district while watching the flow of people. In the evening, shiver a little in the chill as you take a break with some warm oden and hot sake.

It feels less like sightseeing and more like “blending into the life of the town.” That’s the kind of atmosphere that flows through this town.

Fuse Ebisu Shrine is a place that locals have nurtured with pride. If you happen to visit during these three days, it might just be a little bit of good fortune.

Before you know it, you might find yourself heading home with a bundle of bamboo leaves in hand.