- If you like, please repeat it out loud in Japanese.
- Introduction
- Ah, I See! (Gaining Understanding)
- That Makes Sense! (Cultural Significance)
- Concrete Examples (Market Highlights)
- In Simple Summary!
- 📅 Asakusa Sensoji Hagoita Market (Toshi no Ichi) Information
- 🏛️ History and Origin of the Hagoita Market
- ✨ Specific Types of Hagoita
- 🗣️ The Vendors’ Calls and Customs at the Hagoita Market
If you like, please repeat it out loud in Japanese.
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2025年12月18日。
December 18, 2025.
今日は、浅草寺で開催される「歳の市・納めの観音羽子板市」の様子をお伝えします。
Today, we’ll be reporting on the “New Year’s Market/Osame Kannon Hagoita Market” held at Sensoji Temple.
想像してみてください。
Imagine it.
浅草の冬、境内には、色とりどりの羽子板が敷き詰められています。
In winter in Asakusa, the temple grounds are covered with colorful hagoita.
イベント開始からわずか数秒後、年末の熱気に包まれます。
Just a few seconds after the event begins, the air is filled with the excitement of the end of the year.
この羽子板市は、無事に一年を終えられたことへの感謝と、これから一年の無病息災、家内安全を祈願する年末の行事です。
The hagoita market is an end-of-year event where people give thanks for the safe passage of the year and pray for good health and safety for their families in the year ahead.
江戸時代から続く、浅草の冬の風物詩です。
It’s a winter tradition in Asakusa that has continued since the Edo period.
露店に並ぶ羽子板は、歌舞伎役者や縁起の良い装飾が施され、まるで動く芸術作品のようです。
The hagoita lined up at the stalls are decorated with kabuki actors and auspicious ornaments, making them seem like moving works of art.
一つ一つに「厄除け」の願いが込められています。
Each one is imbued with a wish to ward off evil.
ぜひ想像してみてください。
Just imagine it.
人々の笑顔、元気な掛け声、そして年末の浅草の雰囲気。
The smiling faces of the people, the energetic shouts, and the atmosphere of Asakusa at the end of the year.
この日に浅草寺を訪れることは、新年への心構えでもあります。
Visiting Sensoji Temple on this day is also a way to prepare yourself for the new year.
旬の野菜は春菊。
The seasonal vegetable is garland chrysanthemum.
朝食ありがとう。
Thank you for breakfast.
応援と評価、宜しくお願い致します。
Thank you for your support and ratings.
Introduction
As the year draws to a close, it’s natural to reflect on whether we’ve had a safe year and to wonder if the next one will be better.
In Japan, this moment of transition is marked by a cherished tradition in Tokyo’s Asakusa district: the “Toshi no Ichi (Year-End Market) and Hagoita-Ichi (Battledore Market)” held at Senso-ji Temple.
In short, this event is a unique opportunity to experience a distinctly Japanese year-end culture: “praying while shopping.” It’s not just a festive fair or a tourist event; it has long functioned as a venue for people to express their gratitude for the past year and their wishes for the new year in a tangible form.
Why do so many people visit Senso-ji Temple despite the busy holiday season?
The reason lies in the spiritual significance of the event, known as “Osame no Kannon” (The Final Kannon), and the deep symbolism of the “Hagoita” (decorative wooden battledore) as a lucky charm.
In this article, we will explain the origins, meaning, and highlights of the Toshi no Ichi and Hagoita-Ichi, making it easy for first-time visitors to understand why this tradition continues to captivate people’s hearts today.
Ah, I See! (Gaining Understanding)
The “Toshi no Ichi and Hagoita-Ichi” at Senso-ji Temple is a deeply Japanese year-end tradition dedicated to giving thanks for the year that has passed and praying for happiness in the new one. It has resonated with people for centuries because it’s more than just a market—it’s a confluence of faith, daily life, and culture.
The most significant aspect of this event is its timing: the turning point of the year. People reflect on the past twelve months, express gratitude to Kannon (Goddess of Mercy) for their well-being, and pray for health and safety in the coming year.
This entire process is connected to the hagoita as a good luck charm, making these wishes visible. The colorful battledores lined up on the Senso-ji grounds, the spirited vendors’ calls, and the smiles of the crowds create a symbolic scene that truly marks the end of the year.
The Toshi no Ichi offers a moment to pause amid the holiday rush, center one’s mind, and appreciate Japanese culture anew.
That Makes Sense! (Cultural Significance)
The reason this event remains so important to many people today is the natural connection it forges between “shopping” and “prayer.” The Year-End Market is not just a place to buy and sell; it acts as a time to recognize the yearly cycle and mentally prepare for the transition.
“Osame no Kannon” refers to the final temple fair (ennichi) dedicated to Kannon for the year. In Japan, ennichi have traditionally been considered special days when people can connect more closely with deities and Buddhas. By visiting on this final day, people report on the year’s events, give thanks, and entrust their hopes for the coming year.
The addition of the Hagoita-Ichi brings prayer closer to home. The hagoita is believed to “bat away evil spirits” (based on a Japanese pun) and serves as a lucky charm that remains physically in the home. In essence, the Toshi no Ichi is an event that transforms invisible wishes into tangible forms.
It is this historical context that allows the Toshi no Ichi to continue through the ages, serving even for modern people as the definitive event to “feel the end of the year.”
Concrete Examples (Market Highlights)
During the event, countless stalls fill the grounds of Senso-ji Temple, displaying a dazzling array of hagoita. They come in diverse styles: some depict the intense, expressive faces of Kabuki actors; others feature the Seven Gods of Fortune (Shichifukujin) or the Chinese zodiac animals; and many are adorned with lavish decorations.
These battledores are valued not just for their beauty but for their specific meanings. Kabuki actor hagoita are thought to ward off evil spirits with the actor’s powerful “stare” (nirami), the Seven Gods invite fortune, and the zodiac hagoita symbolize the start of the new year. Thus, the hagoita is treated as more than just a decoration—it’s an amulet for welcoming the new year.
Visitors frequently purchase hagoita with specific intentions, such as:
- To wish for the healthy growth of a child celebrating their first New Year (Hatsu-Shogatsu).
- To pray for the family’s safe passage through the coming year.
- To mark the formal start of a new year.
The spirited shouts of the vendors echoing through the grounds, and the vibrant atmosphere rising into the cold winter air, are a classic year-end scene unique to Asakusa. The sight of people stopping to admire the hagoita and conversing with one another is the very embodiment of a community sharing the end of the year.
In Simple Summary!
The “Toshi no Ichi (Osame no Kannon) Hagoita-Ichi” at Senso-ji Temple is a highly symbolic year-end event with three main meanings:
- Gratitude for having safely completed the year.
- Prayer for good health and family safety in the new year.
- An encounter with Japanese culture dating back to the Edo period.
The end of the year is often busy and rushed, but a visit to the Toshi no Ichi offers time to reflect and calm the mind. It’s not mere sightseeing; it’s experiencing the “culture of transition” that Japanese people have long valued.
By bringing home a hagoita, a tangible good luck charm, people turn their prayers and gratitude into a visible form. This act itself is a preparation for the new year.
Visiting Senso-ji at the year’s end is a moment to quietly affirm your wishes for the coming year. In the midst of your busy life, why not take a moment to connect with this Japanese tradition and center your heart?
📅 Asakusa Sensoji Hagoita Market (Toshi no Ichi) Information
Here is detailed information about the Hagoita Market, an annual New Year’s fair held at Sensoji Temple.
Market Schedule and Name
| Category | Details | Explanation |
| Official Name | Toshi no Ichi / Osame no Kannon Hagoita Ichi (Year-End Market / Final Kannon Day Hagoita Market) | Toshi no Ichi refers to year-end fairs in general. At Sensoji, it has become known as the Hagoita Ichi (Hagoita Market) because the decorated wooden paddles (hagoita) are the main item sold. |
| Dates | Annually for three days: December 17th to 19th | The date in the article (December 18th) is the middle day of the event and one of the most bustling. |
| Location | Sensoji Temple Grounds | Stalls selling hagoita line the area in front of the main hall and the approach to the temple. |
The “Osame no Kannon” (Final Kannon Day)
- Meaning: This is the last temple day (ennichi) of the year dedicated to the Goddess Kannon (Sho Kannon Bosatsu) enshrined at Sensoji.
- Ennichi: A day believed to bring particularly great merit and fortune from Kannon. It is held on the 18th of every month. December 18th is the Osame (final) one.
- Historical Background: During the Edo period, various goods were sold at the temple gate on this day, which marked the origin of the Toshi no Ichi (Year-End Market).
The Origin and Meaning of Hagoita
| Item | Details |
| Amulet Against Evil | The seeds of the mukuroji (soapberry) tree used in the shuttlecock (hane) struck by the hagoita are considered lucky. The Japanese name, mukuroji, sounds like “child does not suffer” (ko ga wazurawanai), symbolizing a wish for a child’s health. |
| Ward Against Evil Spirits | The luxurious hagoita decorated with raised-relief paper pictures (oshie) of Kabuki actors are believed to ward off evil and are displayed during the New Year to pray for the good health of girls. |
| Decoration | As mentioned in the article, raised-relief pictures (oshie) of Kabuki actors are the most popular design. In recent years, Kawari Hagoita (Novelty Hagoita) featuring the year’s hot topics, people, and events also attract attention. |
Year-End Atmosphere in Asakusa
- Vibrancy: Due to the time of year, the temple grounds are extremely crowded with people buying hagoita and tourists enjoying the year-end atmosphere. The “energetic shouts” refer to the loud, lively calls of the hagoita merchants (stall owners) trying to attract customers, as well as the Tejime (hand-clapping ceremony) performed after a sale is made.
- Other Stalls: Besides hagoita, other stalls may appear, selling New Year’s goods like shime-nawa (straw rope decorations), kagami mochi (tiered rice cakes), and other good-luck charms like kumade (decorative rakes).
🏛️ History and Origin of the Hagoita Market
The Toshi no Ichi at Sensoji is not merely a marketplace but a traditional event deeply intertwined with the faith in Kannon.
Origins of the Toshi no Ichi
- Kannon’s Ennichi (Temple Day): The 18th of every month is Kannon’s ennichi at Sensoji, considered a day of especially great merit. Since December 18th is the last ennichi of the year, it is called the Osame no Kannon (Final Kannon Day) and was celebrated most grandly.
- Edo Period: During the mid-Edo period, various New Year’s goods and good-luck charms began to be sold at the temple gate to coincide with this Osame no Kannon, which became known as the Toshi no Ichi (Year-End Market).
How Hagoita Became the Main Attraction
- Early Toshi no Ichi: Initially, the Toshi no Ichi sold a wide variety of items besides hagoita, including New Year’s decorations, household Shinto altars (kamidana), and toys.
- Popularity of Hagoita: As time passed, hagoita—wishing for girls’ growth and protection from bad luck—became extremely popular as a charm. Especially after the introduction of the gorgeous Oshie Hagoita, stalls selling these paddles filled the temple grounds, and the Toshi no Ichi became firmly established as the Hagoita Ichi (Hagoita Market) as a symbol of the year’s end.
- Ritual of Exorcism: Because the shuttlecock struck by the hagoita resembles a dragonfly, which eats mosquitoes, it came to be associated with warding off evil spirits and was highly valued as a protective charm.
✨ Specific Types of Hagoita
The hagoita seen at the market are mainly divided into “decorative” and “play” paddles, with the Oshie Hagoita being particularly famous.
Oshie Hagoita (Decorative Paddles)
These are the main feature of the market, highly ornamental paddles for appreciation and display.
| Type | Characteristics | Purpose and Meaning |
| Kabuki Hagoita | Most commonly feature scenes or actors from Kabuki plays, often depicting popular protagonists. | Exorcism and bringing good fortune. Their splendid appearance is thought to repel evil spirits. |
| Bijinga (Beautiful Woman) Hagoita | A traditional design dating back to the Edo period, featuring beautiful women depicted in Ukiyo-e woodblock prints. | Symbolizes grace and beauty, wishing for the healthy growth of girls. |
| Kawari (Novelty) Hagoita | Created to feature the year’s social trends, fads, or famous people (athletes, celebrities, etc.). | They offer topicality and serve to symbolize the events of that year. |
Oshie Technique: Oshie is an advanced technique where cotton and thick paper are layered on a base to create three-dimensional faces and costumes, which are then affixed to the hagoita.
Honita / Suita (Paddles for Play)
These are simple paddles with little to no decoration, actually used for playing the game of Hanetsuki (Japanese badminton).
- Honita: Practical paddles with only simple patterns or characters painted on them.
- Suita: Plain, unpainted wooden boards with no decoration.
Classification by Size
Hagoita are available in various sizes to suit the display location.
- Small (Decorative): Sizes suitable for display on shelves or in entryways.
- Large (Gift): Treated as formal gifts, such as for a girl’s first New Year. Some can exceed one meter in height.
From this, you can see that the Hagoita Ichi is not just a market but a place to seek Kannon’s grace at the close of the year, expressing hopes for the new year and wishes for protection from misfortune.
🗣️ The Vendors’ Calls and Customs at the Hagoita Market
The greatest charm of the Hagoita Ichi is not just the paddles themselves but the unique “sales calls” of the vendors and the customary ritual performed when a purchase is made.
Energetic “Urigoe” (Sales Calls)
The vendors call out in a distinct rhythm and style to attract customers and advertise the charm of their products.
| Item | Specific Phrases | Implication/Meaning |
| Call to Attention | “Come and see! It’s the Osame no Kannon, the Toshi no Ichi!” | Welcoming and calling attention to the people who have come to the market on the special day of the Final Kannon Day. |
| Good Fortune Charm | “Buy one and let the hago (paddle) sweep away the sickness and misfortune of the whole year, now!” | This is a pun on the word hagoita, using “hago” (a Japanese reading of the character for “wing/feather”) and hanenokeru (to sweep or push away), linking it to wishes for good luck and health. |
| Boosting the Spirit | “Here’s your year-end gift! Here’s your New Year’s gift! Happy New Year!” | Connecting seasonal greetings with the purchase of a hagoita to raise the festive year-end spirit. |
Key Point: The sales calls are not just for selling the product; they play a vital role in imbuing the hagoita with good luck by making customers feel that the paddle will truly ward off evil.
The Tejime (Hand-Clapping Ceremony) Custom
The most distinctive custom that raises the year-end excitement at the Hagoita Ichi is the Tejime ritual performed between the vendor and the customer after a hagoita is purchased.
- After Purchase: Once the payment for the hagoita is complete, the vendor chief calls out, “Let’s boost the spirit!” (Keiki o tsukesasete itadakimasu!).
- Executing the Tejime: As a token of a completed transaction, the customer and vendor perform the hand-clapping to pray for business prosperity and the customer’s happiness for the year.
- Sanbon-jime (Three-set-clapping): “Yo-oh! (Clap-Clap-Clap, Clap-Clap-Clap, Clap-Clap-Clap, Clap)”
- Itchō-jime (One-set-clapping/Edo-jime): “Yo-oh! (Clap)”
- Reaction of Others: When the Tejime is performed, other shoppers and vendors join in with applause and shouts, instantly boosting the energy and excitement of the entire market.
This Tejime is more than just applause; it symbolizes the Japanese year-end spirit of “finishing the year’s purchases with a hagoita and welcoming the New Year with a clean slate.”
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