Does Drinking Ebisu Beer Bring Good Fortune?... The Role of Japan’s Native God Holding a Sea Bream [Japan-inside]

The Guardian Deity of Fishermen, Ebisu, Symbolizing Abundance and Prosperity
Characterized by His Warm Appearance, Holding a Sea Bream and a Fishing Rod

When it comes to beers worth spending a little extra on in Japan, where beer is renowned for its taste, Ebisu Beer likely tops the list. Ebisu Beer, with its gold can featuring the warm image of a man, is well-known. The man depicted is none other than Ebisu himself. While many Japanese deities have origins in Buddhism or Taoism, Ebisu is a rare example of an indigenous god born in Japan. Today, let me share the story of Ebisu, the mascot of Ebisu Beer and a deity especially beloved by the Japanese.

Ebisu beer can. The mascot, native god Ebisu, is depicted. Sapporo Beer.

The Guardian Deity of Fishermen, Holding a Sea Bream and a Fishing Rod

Ebisu is an ancient Japanese deity, with records dating back to the Heian period (late 8th to late 12th century). He is typically depicted holding a fishing rod and a sea bream. As the god who governs the sea, he is also revered as the guardian of fishermen.

Ebisu Wooden Statue. Rakuten.

This is closely tied to his origin myth. Ebisu was the first child born to Japan's creator gods, but he was set adrift on the sea in a boat made of reeds. He eventually arrived safely on land. The Japanese have long believed that things arriving from across the sea bring good fortune. For this reason, Ebisu is regarded by fishermen as a deity who protects their boats and ensures a bountiful catch.

Later, Ebisu also came to be venerated as the guardian of ports and markets where fish are bought and sold. As the market economy developed, he naturally gained the image of a god of commerce and prosperity. His plump face, large earlobes, and ever-smiling expression were also considered to bring good luck. In Japan, such a face is even called an "Ebisu face," which is similar to what we might call a "prosperous-looking face."

Among the "Seven Lucky Gods" believed to bring fortune and happiness in Japan, Ebisu is the only indigenous deity. The other six originated from Indian Esoteric Buddhism and Chinese Taoism. As a native god, the custom of worshipping Ebisu still remains in various parts of Japan. In the Kansai region, for example, the "Toka Ebisu" festival is held every year on January 10 to pray for business success in the coming year. During this period, it is common to see people toasting with Ebisu Beer.

Ebisu painting stored at Nishinomiya Shrine. Sapporo Beer.

A Leading Premium Beer... and the Existence of Lucky Ebisu

Ebisu Beer is a long-standing brand that was first launched in 1890. Although it is now owned by Sapporo Beer, Ebisu had a clear direction from the very beginning: to follow the German tradition of brewing. They imported German brewing equipment and invited German brewmasters, insisting on German-style brewing standards.

Perhaps because the beer features a deity on its label, Ebisu has established itself as a high-quality premium beer, even if it comes at a slightly higher price. At one time, its advertising slogan was "A Small Luxury for Me." Even today, Ebisu Beer is a popular gift in Japan for holidays and celebrations.

There are several theories as to why Ebisu was chosen as the mascot. Some say it was to wish for prosperous business through good beer sales; others explain that the god of fortune was featured to pray for the well-being of Japan. Whatever the reason, Ebisu’s gentle face has served as the symbol of the brand from its early days to the present.

Two domi fish in "Lucky Ebisu (left)" and regular Ebisu. Sapporo Beer.

There is also a hidden detail that only a few people know about: "Lucky Ebisu." Among Ebisu bottled beers distributed in Japan, there is a rare version-appearing in only a few out of hundreds-where Ebisu is depicted holding two sea breams. On the regular label, Ebisu holds one sea bream under his left arm, but in the Lucky Ebisu version, there is an additional sea bream in the basket behind him. This means that the auspicious sea bream appears twice.

Lucky Ebisu has been distributed since 1998 and has become a topic of conversation among beer enthusiasts. Even now, photos of people who have found Lucky Ebisu often appear on social networking services (SNS). In the past, Lucky Ebisu could be found on beer cans as well, but now it is only available on bottled beer. Interestingly, among the hundreds of Ebisu beer cans displayed at the entrance of the Ebisu Beer Memorial Hall, only one can features Lucky Ebisu. If you have a keen eye, it might be fun to try and find it yourself.

There is another interesting story. Despite being the god of fishing, Ebisu is usually depicted holding only one sea bream. This symbolizes "chizoku"-the idea of being content with what one has and not being greedy. Sengei, a Zen monk and painter from the Edo period, would always say after drawing Ebisu, "Because he knows contentment, he is a god of fortune; there is no Ebisu who catches two sea breams."

So, is the Lucky Ebisu, holding two sea breams, truly a sign of greater fortune? Or is it a creation born of human greed that goes beyond contentment? Why not ponder this question over a relaxing weekend beer?