Tradition at Meiji Shrine
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During the New Year holidays, most Japanese visit a nearby shrine to pay their respects to the gods and pray for good fortune in the coming year. An important part of the very simple ritual is the making of a cash donation to the shrine, and every year trillions of yen are donated (which don't pay tax on the offerings).
The most popular shrine for new year visits is Tokyo's Meiji Shrine, where over a million people a day pay their respects (and dig into their pockets for an average of nearly $4 each) on each of the three days of the holiday.
You don't often see a Shinto priest driving an old car. Just sayin'.