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Japanese Devils Beat You for Good Luck

Setsubun is a Japanese Spring Ritual where Japanese drive bad luck out of their homes and welcome in good luck. The bad luck is represented by Oni or devils. Soybeans are thrown at them to drive them away and these beans are eaten as well.

At Ishite-ji Temple in Matsuyama, Shikoku, Setsubun Devils offer a strange service - they beat you with bamboo sticks in order to give you luck.