For Ebisu's sake
Every year on January 9th, 10th and 11th, the Matsuri Toka Ebisu dedicated to the Shinto god Ebisu takes place all over Japan and more particularly in the Kansai region. During these 3 days, several millions of people will go to the Imamiya Ebisu shrine of Osaka and try to get the favors of the Ebisu god who will help their business to be flourishing and money to come in abundance.