Japan's 7-5-3 Festival Embraces Pets Amid Changing Demographics

The 7-5-3 festival, a longstanding rite of passage in Japan, is undergoing a transformation as it begins to include pets in its ceremonies. Traditionally celebrated in the fall, this festival marks significant milestones for children aged three, five, and seven. In a notable shift, numerous Shinto shrines across Japan are now offering blessings for pets, reflecting the country's evolving social landscape. The shrine's chief priest, Kenji Kaji, emphasized the importance of this new tradition, stating, “Be joyful with your owners,” during a recent ceremony.

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This adaptation of the 7-5-3 festival is indicative of Japan's burgeoning pet industry, which has seen a growth of approximately 20% since 2019, reaching an estimated market value of $12 billion. As Japan faces one of the lowest fertility rates globally, with the number of children dropping to a record low of 13.6 million, many individuals are turning to pets for companionship. Miki Toguchi, a pet owner, noted, “People have shifted from having children to having pets,” highlighting a significant cultural shift.

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The origins of the 7-5-3 festival date back to the Heian period (794-1185), initially serving as a way for noble families to celebrate their children's milestones during a time of high child mortality. Traditionally, the festival involves specific rituals for each age group, such as hair growth ceremonies for three-year-olds and special attire for five-year-old boys. However, the decline in child participation has prompted shrines to adapt by welcoming pets, thus providing a new revenue stream and maintaining relevance among younger generations.

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At the Ichigaya Kamegaoka shrine, the pet blessing ceremony mirrors that of children, with a fee of 5,000 yen (approximately $42). The rituals include purification rites where priests bless pets with wooden wands and paper scraps. Pet owners often dress their animals in elaborate outfits, with some spending significant amounts on custom garments. For instance, Kumiko Kasai shared her experience of dressing her dog in a kimono, stating, “I had great memories of 7-5-3, and I wanted to do the same for my dog.”

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While the trend has gained popularity, it also raises questions about the changing nature of family and societal values in Japan. Some critics may view the prioritization of pets over children as a concerning reflection of demographic challenges. Nonetheless, for many pet owners, these ceremonies serve as a vital means of expressing love and commitment to their animals, akin to traditional family celebrations.

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• “Be joyful with your owners,” — Kenji Kaji, Chief Priest

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• “I don’t have children, but I have a dog.” — Miki Toguchi, Pet Owner

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• “It’s so important to celebrate, in the same way it is for a human child,” — Maki Narita, Pet Owner

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The 7-5-3 festival's evolution to include pets underscores a significant cultural shift in Japan, where companionship with animals is increasingly valued in the face of declining birth rates.

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