In an unprecedented move that bridges a millennia-old spiritual tradition with the demands of 21st-century life, Shinto priests across Japan are being called upon to perform purification ceremonies on an unlikely subject: food delivery apps.
The initiative comes after a spate of technical issues plagued popular services like Uber Eats and Demaekan, causing order delays, payment failures, and general frustration. Some within the industry began to whisper of digital 'demons' or negative spiritual energy, known as kegare, affecting the platforms.
The Ceremony of Purification
At a recent event in Tokyo, priests clad in traditional robes performed the solemn harae purification ritual. Waving sacred haraegushi wands adorned with white paper strips over smartphones and laptops displaying the app interfaces, they chanted prayers to cleanse the digital space of malevolent influences.
The goal is twofold: to symbolically reset the technology's 'spiritual' state and to publicly demonstrate the companies' commitment to providing a flawless service. For many Japanese, these rituals, deeply embedded in the Shinto belief of animism—where spirits, or kami, can inhabit anything—offer a tangible sense of reassurance.
Why Shintoism Makes Sense in the Digital Age
Shinto, Japan's indigenous faith, is centred on the concept of harmony and purity. Its practices are designed to ward off kegare (impurity or pollution), which can arise from disorder, misfortune, or negative events.
"In our culture, we believe that not only people and places but also objects can become polluted," explained a cultural commentator familiar with the ceremonies. "When a digital service that is supposed to bring convenience suddenly starts causing stress and problems, it can be perceived as a form of kegare. A purification ritual is a way to reset that."
This is not the first time Japanese businesses have turned to Shinto rites. It is common for new buildings, cars, and even software to receive blessings for success and safety. Applying this practice to the volatile world of app development is a natural, if novel, progression.
A Public Relations Masterstroke
Beyond the spiritual benefits, the blessings serve as a powerful public relations tool. By engaging in a culturally significant practice, the companies involved are showing a deep respect for Japanese traditions, which resonates strongly with the local consumer base.
It signals that they are going above and beyond mere technical fixes to address the root of the problem in a way that is meaningful within the local context. For customers, it transforms a frustrating experience into a story of cultural respect and restorative action.
This unique blend of ancient ritual and modern technology highlights Japan's distinctive ability to honour its past while navigating the future, ensuring that even your Friday night takeaway arrives with a little bit of divine intervention.
