Tying food to religious events

There are so many religious days in Japan that have a food associated with them. And today, February 11th, is no different. Today, is the "first day of the horse" by the traditional calendar, known as "Hatsuuma". It is a religious event of Inari shrines. Inari shrines are those with a fox protecting them rather than the typical 'lion dog' komainu. 

Inari shrines across Japan hold festivals on this day to pray for abundant harvests, since Inari is the deity of rice and prosperity. Foxes, believed to be Inari’s messengers, are said to love fried tofu and so inari‑zushi became a symbolic offering. Inarizushi is a small pouch of sweet, simmered tofu skin filled with vinegared rice, creating a soft, slightly sweet sushi that’s easy to eat. 

By tying inari zushi to the "hatsuuma" festival, it encouraged people to eat inari zushi to invite good luck and rising fortune. They further promoted it by saying that eating three pieces of inarizushi is the most fortunate. One for each syllable of "i-na-ri". The "i" represents "life", the "na" "achievement" and the "ri" "profit". I am sure companies that make inarizushi are very grateful for the connection!