Urbanities,
Vol. 3
·
No 1
·
May 2013
© 2013
Urbanities
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endeavor to attract more visitors.
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Shichigosan occupies an important place in these efforts
.
In the 1980s when the drop in child births brought about a decline in the number of visitors
for Shichigosan observance, many shrines decided to set up their own Shichigosan service
packages. Today, major shrines throughout the country offer special Shichigosan plans that
are not dissimilar from those provided by commercial institutions such as photo studios or
rental shops. The shrine visit continues to play an integral role in the Shichigosan celebration,
although the other complementary services included in these packages (rental of dress,
professional photo service) enhance the attractiveness of the shrine in the eyes of the
observer-families, and simultaneously enhance the shrine’s income. Nonetheless, it is
important to underline that the role of the shrines (and temples) are not primarily as service
providers, but as institutions that represent a physical and symbolical structure that is
recognizable for most Japanese. On one hand, these institutions are associated with cultural
traditions and hence, represent continuity with the past. On the other hand, they offer a
symbolic framework to petition for spiritual guidance for the wellbeing of offspring. This
instrument is traditionally regarded and perceived by most Japanese, more or less
consciously, as sufficiently effective and acceptable.
Image 2: Assistant in the dress rental shop at the Meiji Shrine (Tokyo) welcoming families.
Viewing and selecting children’s costumes for the approaching Shichigosan celebration.
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The involvement of religious institutions in commercial activities has never been seen as something
improper in Japan. Both Buddhism and Shinto, historically catered for several this worldly needs of
the population (see on this theme also Reader and Tanabe 1998).
