Japan’s ‘Naked Man Festival’
The lengths we'll go through for a bit of good luck.
Last weekend, 40,000 daring souls in Okayama, Japan, barred it all 🍑 in pursuit of good fortune. It was the annual Hadaka Matsuri festival, dubbed “one of the oddest festivals on earth” by japan.travel.
For centuries, on the third Saturday of February, men have gathered at the Saidaiji Kannon-in Temple in Okayama for the chance to become fuku-otoko, meaning the “lucky man” for that year. It’s an event steeped in history, religious tradition, and wrestling naked men.
Let’s open up today’s invitation to strip away the details.
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✉️ You’re Invited to the Hadaka Matsuri Festival in Okayama, Japan
Hosted annually on the seventh day of the Lunar New Year, the day when the Chinese mother goddess is believed to have created humanity, participants must brave the frigid winter night and strip down to nothing but a “fundoshi” - a Japanese loincloth similar to those worn by sumo wrestlers, and a pair of white socks called “tabi”.
With prayers for health, wealth, and I imagine somewhat frostbitten bits, the near-naked participants kick off the event by purifying themselves in an ice-cold spring water pool, before gathering (cramming together) in the Saidaiji Kannon-in Temple’s main hall. The hall becomes so full of half-naked bodies that the air rivals a sauna 🔥.
As thousands of spectators gather, the Eyo Tiko drummers set the mood with intense beats, while fireworks outside the temple heighten the euphoria 🥳.
The excitement peaks when the lights dim, and the Chief Priest of the Saidai-ji Temple throws the coveted Shingi sticks into the crowd.
Cut from a sacred tree believed to enshrine the deity of the year, these sticks are infused with prayers for two weeks before the main event, making them the jackpot of good luck 🙌. Today, the priest also tosses out 100 smaller sticks, called kushigo, representing the concept of distributing some of the luck of the sacred wooden Shingi sticks.
But capturing any of these sticks is a feat! In the chaotic scramble, men jump, wrestle, and climb over each other to earn any one of the lucky sticks.
It’s always been incredible to me how traditions, no matter how peculiar, are handed down through generations, standing resilient against the test of time.
This tradition, the Hadaka Matsurij, can be traced back to the 1500s when it was tradition for the temple chiefs to bestow lucky charms upon worshippers visiting the shrine. As word spread amongst the community of the subsequent luck, more and more people began visiting the template to request lucky charms, until it reached a point when the priest had no choice but to throw the lucky charms out over the heads of the worshippers. The desperate scramble for lucky charms began.
Over time, worshippers began stripping off their clothes to give themselves more freedom to move during the scramble (naturally), until eventually, the event became the cherished tradition it is today.
✍️ What to Learn from this Event
Forge a Genuine Connection with your Audience: Events like these defy conventional marketing wisdom. There’s no measurable ROI to quantify the luck of the Shingi sticks, yet the event attracts thousands of people. This shows the power of deeply understanding the spiritual needs and hopes of your audience. By crafting your event around these intrinsic motivators, you can lay the foundation for an authentic and organic connection.
Introduce some friendly competition: Let's face it, a touch of competition adds a delightful spark to any gathering. It effortlessly ignites camaraderie, shatters the initial awkwardness, injects joy and banter into your event, and fosters a shared sense of belonging among groups or teams. A game of trivia, a creative contest, or a problem-solving competition can spark inspiration for your audience while establishing deeper connections, and, of course, simply having fun. At a corporate retreat, I once participated in a cooking class that turned into a “Top Chef” competition. It truly made the cooking class more fun.
Embrace Uniqueness: Don't be afraid to embrace the unconventional. Give yourself the green light to avoid the “traditional” way of doing things and try new ideas instead. The uniqueness of an event is what will set it apart and make it more memorable! Embracing uniqueness is synonymous with innovation. A fun and distinctive event reflects your innovative spirit so that attendees associate your brand with creativity and pushing boundaries.
Happy Planning ✨
Nicole
Founder, Really Good Planning
P.S. As I researched this event, I found myself down a rabbit hole of good luck charms - how they’ve become a universal facet of human nature and the lengths humans will go through for just an extra bit of good luck. If you’re as bewildered as I am, I recommend this article from National Geographic on the ritualistic behaviors and peculiar objects people worldwide employ for good luck.
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