Some might describe the idea as barking mad but a shrine in Tokyo is offering blessings to pets to protect the fluffy creatures from a 'ruff' year ahead.
Pet owners have been flocking to the Ichigaya Kamegaoka Hachimangu shrine since it introduced New Year ceremonies for dogs and cats in 2000 -- and numbers have gone through the woof in recent years.
"Well, they're part of the family," 43-year-old Yuki Mitsui told AFP, hugging two miniature dachshunds that were proudly sporting tiny fur-trimmed kimonos.
"It gives me peace of mind that these little fellas can also receive an amulet that will protect them for the year."
Visits are by appointment only. Over 500 visitors yearly bring pets dressed in brightly coloured finery to the shrine, where they make an offering to the gods in return for a blessing.
Local priest Masaki Kaji revealed that he hit upon the idea of offering the Shinto rituals due to high demand from animal lovers.
"Many people told me they wanted to be blessed along with their pets," he said as a steady stream of excited poodles, terriers and chihuahuas trotted past. "So we decided to make this the best place for pets to worship.
"This is the time of year when we have most visitors to the shrine and those numbers keep rising every year," Kaji added. "It goes to show that pets are becoming more important to families."
People pray as they hold their dogs during a pet blessing ceremony at Ichigaya Kamegaoka Hachimangu Shinto shrine in Tokyo.
Pet owners wash their dogs during a pet blessing ceremony at a shrine in Tokyo
Dogs wearing traditional Japanese kinmonos sit next to a sacred straw ring in Tokyo
Women hold their dogs during a ceremony at Ichigaya Kamegaoka Hachimangu Shinto shrine
A pet dog in traditional Japanese kimono walks through a sacred straw ring during a ceremony
A Shinto priest blesses pet dogs during a ceremony at Ichigaya Kamegaoka Hachimangu shrine
Pet owners have been visiting the Tokyo Shinto shrine since it introduced New Year ceremonies
Pet owners attend a blessing ceremony at Ichigaya Kamegaoka Hachimangu Shinto shrine in Tokyo
A woman walks her dogs through a sacred straw ring during a pet blessing ceremony
Amulets issued for pets are seen during a blessing ceremony at a Tokyo shrine
Pet dogs look on during a blessing ceremony at Ichigaya Kamegaoka Hachimangu Shinto shrine