At Ebisu shrines, January 10 on Lunar Calendar is considered the day of Ebisu and the business success festivals are held at all the Ebisu shrines in the country. At Imayama Ebisu Shrine in Nobeoka City, Miyazaki Prefecture, Toka Ebisu is held on February 10 according to the New Calendar. Toka Ebisu at Imayama Ebisu Shrine is one of the three largest Ebisu festivals in Kyushu.

February 10 is the main festival day, and the 9th is called the Eve of Ebisu, while the 11th is known as the “Ake-Ebisu (Following Ebisu).”

As Ebisu is the patron deity of business as well as agriculture and fishery, the precinct is filled with people who offer a prayer and shop at stalls selling lucky items such as bamboo branches, bamboo rakes (to collect happiness) and straw rice bags. The famous grind of bamboo venders, “Bring a bamboo branch for your business success!” is heard from everywhere in the precinct.

Bamboo branches bought in the previous year are burned at the Shono (burning and returning) ritual on this day.