In postwar Japanese society, the increase in population brought about major changes in the social environment, such as the “examination race” and the “baby boom.” In response to these changes, people increasingly visited Shinto shrines to pray at life’s milestones, such as “omiyamairi” (a baby’s first shrine visit), “Shichi-Go-San” (ceremonies at the ages of seven, five, and three), passing entrance exams and weddings. In other words, shrines have promoted a homogeneous and unusual approach to life rituals in response to the social conditions of a growing population. In recent years, however, Japanese society has experienced an accelerated population decline, falling birthrates, and an ageing population, and the operation of Shinto shrines…