Tooka Ebisu (10 January) is a New Year's festival for good luck in commerce and many worshippers throng to this annual Ebisu festival to pray for prosperity in business. This goes back to Fukuoka’s history as a merchant town. The deity of commerce at Ebisu Shrines, intimately called "Ebessan", is believed to bring good luck to those engaged in commerce and business. During this festival the shrines are packed with visitors purchasing Fukusasa, good-fortune bamboo branches. Stalls line the shrine road selling traditional charms and decorations believed to bring good luck for business.