Complete Guide to Iyozuhiko-no-Mikoto Shrine (Tsubaki Shrine) | Thorough Explanation of Deities, Blessings, Tsubaki Festival, and How to Visit
Iyozuhiko-no-Mikoto Shrine, located in Iai-cho, Matsuyama City, Ehime Prefecture, is an ancient shrine affectionately known as “Tsubaki Shrine” or “O-Tsubaki-san” by locals. With a history of over 2000 years, it is revered nationwide as a deity of good fortune, prosperity, and business success. This article provides a detailed explanation of Iyozuhiko-no-Mikoto Shrine, including its history, deities, blessings, Tsubaki Festival, how to visit, highlights of the grounds, and access information.
History and Origins of Iyozuhiko-no-Mikoto Shrine
An Ancient Shrine with Over 2000 Years of History
Iyozuhiko-no-Mikoto Shrine is an ancient shrine said to have been founded over 2300 years ago, making it one of the oldest shrines in Ehime Prefecture. Its history dates back to the age of the gods, and it has been revered since ancient times as the guardian deity of Iyo Province.
According to shrine tradition, it was founded to enshrine the gods who pioneered Iyo Province, and for a long time, it has attracted worshippers as a deity that protects the development of local industries and the lives of the people.
Status as a Shikinaisha Shrine
Iyozuhiko-no-Mikoto Shrine is a Shikinaisha shrine listed in the Engishiki Jinmyocho (a list of shrines compiled in the Heian period), and is a historically significant shrine recognized by the imperial court since ancient times. Its former rank was Prefectural Shrine, and it holds an important position as a representative shrine of Ehime Prefecture.
The shrine’s crest is a sixteen-petaled double chrysanthemum, indicating its deep connection with the Imperial family.
Origin of the Common Name “Tsubaki Shrine”
There are several theories as to why it is affectionately called “Tsubaki Shrine” or “O-Tsubaki-san,” but it is believed to have originated from the fact that many camellia trees were planted on the shrine grounds, and that a camellia festival was held around the time when the camellia flowers bloomed in early spring.
This common name is widely known not only among locals but also among worshippers throughout the four prefectures of Shikoku and across Japan.
Deities Enshrined and the Origin of the Name of Ehime Prefecture
Four Deities Enshrined
The following four deities are enshrined at Iyozuhiko-no-Mikoto Shrine:
Iyozuhiko-no-Mikoto
A male deity who pioneered Iyo Province, he is enshrined as the principal deity. He is revered as the god of national development and industrial promotion.
Iyozuhime-no-Mikoto
The consort of Iyozuhiko-no-Mikoto, they are enshrined together as a married couple. They bestow blessings of family safety and marital harmony.
Iyo-nushi-no-Mikoto
As the guardian deity of Iyo Province, he is a god who watches over the development of the region.
Ehime-no-Mikoto
This deity is the origin of the name of the current “Ehime Prefecture.” She is an important deity appearing in the Kojiki and Nihon Shoki, and holds special significance for the people of Ehime Prefecture.
Origin of the Name of Ehime Prefecture and Ehime-no-Mikoto
Ehime-no-Mikoto has been worshipped since ancient times as the Kunitama (spirit of the land) of Iyo Province. The “Ai” in “Ehime” is read as “Ehime,” and this is the direct origin of the current name of Ehime Prefecture.
When Ehime Prefecture was established after the Meiji Restoration and the abolition of the feudal domains, the adoption of this deity’s name as the prefecture’s name demonstrates that the Iyozuhiko-no-Mikoto Shrine is a spiritual pillar of Ehime Prefecture.
Shrines dedicated to Ehime-no-Mikoto are limited throughout Japan, and she continues to be revered as a deity deeply connected to the identity of the people of Ehime Prefecture.
Divine Blessings and Virtues
Good Fortune and Business Prosperity
The most famous blessings of Iyozuhiko-no-Mikoto Shrine are good fortune and business prosperity. Since its founding, people from all over Japan have visited the shrine to pray for the development of their businesses and the prosperity of their trade.
It is especially recommended to visit when starting a new business or when facing a turning point in business, and it is known to be deeply revered by business owners and self-employed individuals.
Family Safety and Marital Harmony
Since the enshrined deities, Iyozuhiko-no-Mikoto and Iyozuhime-no-Mikoto, are a married couple, the shrine also offers blessings for family safety and marital harmony. It is popular among those who wish to deepen family bonds and enjoy a harmonious family life.
Other Benefits
- Exorcism and Good Fortune: To ward off evil and bring good fortune during difficult times in life.
- Traffic Safety: To ensure safe travel and daily commutes to work and school.
- Academic Success: To pray for academic improvement and success in examinations.
- Prayer for Safe Childbirth: To pray for the health of mother and child and a safe delivery.
- Recovery from Illness: To pray for recovery from illness and the restoration of health.
Tsubaki Festival – A Festival that ushers in spring to the Iyo region
History and Overview of the Tsubaki Festival
The Tsubaki Festival is the most important festival held annually at Iyozuhiko-no-Mikoto Shrine and is affectionately known as the “Festival that ushers in spring to the Iyo region.” It is a traditional festival that has been passed down for over 2000 years since its founding, and is held from the 7th to the 9th of the first month of the lunar calendar (currently mid-to-late February), close to the beginning of spring.
Over the three days of the festival, approximately 500,000 visitors come each year, making it one of the largest festivals in Ehime Prefecture.
Schedule for the Tsubaki Festival in 2026
The Tsubaki Festival in 2026 will be held for three days, from February 23rd (Monday, National Holiday) to 25th (Wednesday). This period coincides with the arrival of spring, after the beginning of spring according to legend, and many visitors pray for good fortune and business prosperity in the new year.
Highlights of the Tsubaki Festival
Stalls and Lucky Charms
During the festival, approximately 500 stalls line the temple grounds and approach, selling lucky charms such as kumade (rakes), maneki-neko (beckoning cats), and daruma dolls. Many people seeking business prosperity visit to purchase these items.
The Secret Procession
This is one of the rituals of the Tsubaki Festival, a traditional event in which the gods secretly tour the parish area. The ceremony is conducted in a solemn atmosphere.
The Bustling Approach
The approach leading from Matsuyama Station to the shrine is filled with worshippers, brimming with the energy of celebrating the arrival of spring. Many visitors come not only from the local area but also from outside the prefecture.
Points to Note When Visiting the Camellia Festival
Due to the extreme crowds during the Camellia Festival, please note the following:
- Use of public transportation is recommended (temporary buses are also running)
- Early mornings and evenings are relatively less crowded
- Don’t forget to dress warmly (February in Ehime can be quite cold)
- If purchasing lucky charms, set a budget beforehand
How to Worship and Prayers
Proper Worship Etiquette
Here’s how to properly worship at Iyozuhiko-no-Mikoto Shrine.
1. Passing Through the Torii Gate
Bow before passing through the torii gate. Avoid walking in the center of the approach.
2. Purifying at the Water Basin
- Take the ladle with your right hand and purify your left hand.
- Switch the ladle to your left hand and purify your right hand.
- Switch the ladle back to your right hand, receive water in your left hand, and rinse your mouth.
- Finally, stand the ladle upright and purify the handle.
3. Worship at the Main Hall
- Stand before the offering box and bow slightly.
- Place your offering inside.
- Ring the bell.
- Bow using the two bows, two claps, and one bow ritual.
- Finally, bow once and leave.
About Prayers
Iyozuhiko-no-Mikoto Shrine accepts various prayers.
Main Types of Prayers
- Prayers for Business Prosperity
- Prayers for Family Safety
- Prayers for Protection from Evil and Good Fortune
- Prayers for Traffic Safety
- Prayers for Safe Childbirth
- First Shrine Visit for a Newborn
- Shichi-Go-San Ceremony
- Prayers for Success in Exams
- Prayers for Recovery from Illness
- Prayers for Finding a Good Partner
Prayer Reception
Prayers are accepted at the shrine office. Reservations may be required, so it is recommended to check the official website or inquire by phone beforehand.
The shrine is especially crowded during the Camellia Festival, so please allow ample time for your visit.
Amulets, Talismans, and Goshuin (Shrine Seals)
Amulets and Talismans
The shrine office offers a variety of amulets and talismans. You can choose one according to your wishes, such as amulets for business prosperity, traffic safety talismans, and academic success talismans.
Goshuin (Shrine Seal)
The goshuin of Iyozuhiko-no-Mikoto Shrine is characterized by its powerful ink calligraphy and red seal. Bring your goshuincho (seal book) and have it issued at the shrine office. Special goshuin may be available during the Camellia Festival.
Highlights and Cultural Assets within the Shrine Grounds
Tower Gate
The tower gate of Iyozuhiko-no-Mikoto Shrine is a valuable structure that preserves the architectural style of the late Muromachi period. The beautiful red-painted gate demonstrates the high status of the shrine and is the first point of interest for visitors.
Passing through the tower gate, you enter a sacred space within the shrine grounds, experiencing a refreshing and cleansing feeling.
Komainu (Guardian Dogs)
Within the shrine grounds sit historical komainu, believed to have been dedicated at the end of the Muromachi period. Their weathered appearance, honed over many years, conveys the weight of the shrine’s history.
The guardian lion-dogs (Komainu) continue to watch over worshippers as guardian beasts protecting the sacred grounds.
Komori Shrine (Subsidiary Shrine)
Within the shrine grounds stands the Komori Shrine, a subsidiary shrine. Many people visit this shrine, which is dedicated to the protection of children’s healthy growth, for prayers for safe childbirth, first shrine visits for newborns, and Shichi-Go-San (a traditional Japanese rite of passage for children).
Haiku Monument and Stone Wall
Within the shrine grounds are haiku monuments and stone walls, adding a literary touch. Ehime Prefecture is a region where haiku flourished, having produced Masaoka Shiki, and this serves as an example of the connection between the shrine and culture.
Cultural Assets of the Shrine
The following cultural assets are preserved at Iyozuhiko-no-Mikoto Shrine:
- Ancient Documents: Valuable materials recording the history of the shrine
- Votive Offerings: Items donated by successive generations of worshippers
- Ritual Tools: Tools used in traditional rituals
These cultural assets are important resources that convey the history of the shrine and the local culture to the present day.
Access and Shrine Grounds Map
Location
Address: 2-2-1 Iai-cho, Matsuyama City, Ehime Prefecture
Access by Public Transportation
Using Iyo Railway
- Take the Iyo Railway bus bound for “Tsubakimae” from Matsuyama Station, and get off at “Tsubaki Jinja-mae” bus stop.
- Approximately 30 minutes on foot from Matsuyama Station
Using JR
- Approximately 15 minutes by taxi from JR Matsuyama Station
- Transfer to Iyo Railway Matsuyama Station from JR Matsuyama Station and take a bus
Temporary Buses During the Tsubaki Festival
During the Tsubaki Festival, extra buses will be added from Matsuyama Station. Please check the official website or the Iyo Railway website for details.
Access by Car
From the Matsuyama Expressway
- Approximately 20 minutes from Matsuyama IC
- Proceed along National Route 33 towards Matsuyama city center and follow the signs.
Parking
There is a parking lot for visitors on the temple grounds, but it becomes extremely crowded during the Camellia Festival. Temporary parking lots in the surrounding area are also available, but the use of public transportation is strongly recommended.
Temple Grounds Map and Visiting Route
The temple grounds are extensive and are laid out as follows:
- First Torii Gate (Entrance)
- Approach to the Shrine
- Water Basin
- Tower Gate
- Worship Hall/Main Shrine
- Shrine Office (Amulets, Charms, Goshuin Stamps)
- Komori Shrine (Subsidiary Shrine)
- Haiku Monument and Stone Fence
- Parking Lot
The basic route for visiting the shrine is to enter through the First Torii Gate, purify yourself at the water basin, pass through the Tower Gate, and pray at the Worship Hall. If you have time, take a leisurely stroll around the grounds and visit the cultural properties and subsidiary shrines.
Main Annual Festivals
At Iyozuhiko-no-Mikoto Shrine, various festivals are held throughout the year in addition to the Camellia Festival.
New Year’s Events
Hatsumode (January 1st-3rd)
The shrine is bustling with worshippers praying for safety and prosperity throughout the year.
New Year’s Day Festival (January 1st)
The first festival of the new year, praying for national peace and prosperity for parishioners and worshippers.
Spring Festivals
Seasonal Festivals (March 3rd & May 5th)
Festivals held in conjunction with the Peach Festival and Boys’ Festival.
Spring Grand Festival (April)
Celebrating the arrival of spring and praying for a bountiful harvest and prosperity.
Summer Festivals
Fumizuki Grand Purification Ceremony (July 31st)
A Shinto ritual to purify and cleanse away the sins and impurities accumulated over the past six months. A traditional ritual is performed in which impurities are transferred to paper effigies (hitogata) for purification.
Summer Purification Ceremony (June 30th)
Rituals such as passing through a ring of reeds are performed, praying for good health and protection from illness during the summer.
Autumn Rituals
Autumn Grand Festival (October)
A ritual to give thanks for the harvest and celebrate a bountiful harvest.
Year-End Rituals
December Grand Purification Ceremony (December 31st)
A Shinto ritual to purify oneself of the sins and impurities of the past year and welcome the new year with a refreshed spirit.
New Year’s Eve Festival (December 31st)
A ritual held to conclude the year.
These rituals are performed based on the traditional Japanese calendar and have been closely intertwined with people’s lives as the seasons change.
Nearby Tourist Attractions
When visiting Iyozuhiko-no-Mikoto Shrine, we recommend also visiting nearby tourist attractions.
Matsuyama Castle
A magnificent castle towering over the heart of Matsuyama City, designated as a National Important Cultural Property. From the castle tower, you can enjoy a panoramic view of Matsuyama city and the Seto Inland Sea. It is also known as a famous spot for cherry blossoms and autumn leaves.
Dogo Onsen
Known as one of Japan’s oldest hot springs, Dogo Onsen is a classic Matsuyama tourist spot. The Dogo Onsen Main Building is a nationally important cultural property and appears in Natsume Soseki’s novel “Botchan.”
Ishite-ji Temple
The 51st temple of the Shikoku 88 Temple Pilgrimage, this ancient temple boasts numerous cultural assets, including the national treasure Niomon Gate. It’s approximately a 15-minute drive from Iyozuhiko-no-Mikoto Shrine.
Matsuyama City General Park
A vast park recommended for families, offering panoramic views of Matsuyama city from its observation deck. A relaxing place where you can enjoy seasonal flowers.
Notes and Manners for Visiting
Dress Code
While there are no strict dress code requirements for visiting, clean attire that reflects the sacred nature of the place is desirable. Especially if you are receiving prayers, avoid overly casual clothing.
Photography
Photography is generally permitted on the shrine grounds, but please note the following:
- Photography inside the main hall or during rituals may be prohibited.
- Please be considerate of other visitors.
- Please refrain from using tripods during crowded times.
- Please be careful not to tarnish the shrine’s image when posting on social media.
Pets
As the shrine is a sacred place, it is recommended to check in advance regarding bringing pets. Generally, pets are permitted if carried or in a carrier, but letting them roam freely on the grounds is strictly prohibited.
Smoking and Eating/Drinking
Smoking is prohibited on the shrine grounds. Eating and drinking should also be avoided outside of designated areas.
The Charm of Iyozuhiko-no-Mikoto Shrine
The greatest charm of Iyozuhiko-no-Mikoto Shrine lies in its weight of history, having walked alongside the local people for over 2000 years, and its status as a living shrine that continues to attract unwavering faith.
While affectionately known as “Tsubaki Shrine” or “O-Tsubaki-san,” it maintains the formal status of a Shikinaisha (a shrine listed in the Engishiki, an ancient Japanese legal code) and plays a crucial role in enshrining Aihime-no-Mikoto, the deity after whom Ehime Prefecture is named.
Traditional festivals, exemplified by the Tsubaki Festival, are not merely tourist events, but important opportunities to reaffirm the region’s identity and pray for prosperity in the new year. The fact that 500,000 people visit annually demonstrates the strong spiritual pull of this shrine.
The shrine’s welcoming nature, accommodating visitors with diverse wishes—those seeking business prosperity and good fortune, those praying for family happiness, and those visiting at significant life events—is another major attraction.
Stepping onto the shrine grounds, one is transported to a tranquil space far removed from the hustle and bustle of the city, experiencing a refreshing sense of peace. It is a precious place where one can experience traditional Japanese spiritual culture while surrounded by historical buildings and cultural artifacts.
Summary
Iyozuhiko-no-Mikoto Shrine (Tsubaki Shrine) is a representative shrine of Ehime Prefecture with a history of over 2000 years. Known for its blessings of good fortune, prosperity in business, and deity Aihime-no-Mikoto (the origin of the name of Ehime Prefecture), it is an important shrine that attracts reverence not only from the local community but also from all over Japan.
The Tsubaki Festival, held every February, is one of the largest festivals in Shikoku, attracting as many as 500,000 visitors, and is affectionately known as the “festival that brings spring to the Iyo region.” Cultural assets such as the gate tower and guardian lion-dogs from the late Muromachi period remain on the shrine grounds, allowing visitors to feel the history and tradition.
It is easily accessible from the center of Matsuyama City and can be visited in conjunction with other tourist spots such as Dogo Onsen and Matsuyama Castle. By observing the correct worship etiquette and offering heartfelt prayers in the sacred atmosphere, you are sure to receive divine blessings.
When you visit Ehime Prefecture, be sure to stop by Iyozuhiko-no-Mikoto Shrine and experience the power of faith nurtured by its long history and the warm hearts of the local people.
