Yasaka Shrine, once called Gion Shrine, is a Shinto shrine in the Gion District of Kyoto, Japan. Situated at the east end of Shijo-dori (Fourth Avenue), it was built originally in 656.

In 869 the omikoshi (portable shrines) of Gion Shrine were paraded through the streets of Kyoto to ward off an epidemic that had hit the city. This was the beginning of the Gion Matsuri, an annual festival which has become world famous.

Today, in addition to hosting the Gion Matsuri, Yasaka Shrine welcomes thousands of people every New Year, for traditional Japanese New Year rituals and celebrations. From Wikipedia

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From dawn on the first morning of the New Year, millions of people visit Yasaka Shrine (in the Gion) district) to pray for good health for the coming year and to stand in line to take a light home to kindle the stove for the first meal of the day. A herb called okera is burned in the shrine's lanterns from 8pm on the 31st through to dawn the next day.
The crowds are quite awe-inspiring. Millions of yen are collected in donations from the faithful or the superstitious, however you wish to see it. At the stroke of midnight coins are thrown towards the Honden (getting close enough to put them in the offering boxes is out of the question).
Good luck arrows and other charms can be purchased at the temple shops. It is said that nearly 70 million people in Japan visit shrines and temples over the three day New Years Holiday every year.