In some early Shinto and folk traditions of Japan, horses were seen as carrying messages from the , and were usually used to transmit requests during droughts or famines.in collaboration with international painters and calligraphers, continuously dedicates
ema to
Kamigamo Shrine and
Yasaka Shrine and so on, which are used in the shrine's official seals (御朱印
goshuin). In December 2025,
ema depicting 神馬Shinme sacred horse were dedicated to
Kamigamo Shrine and
Yasaka Shrine. International calligrapher 川尾 朋子 Kawao Tomoko, active in Japan, Taiwan, Europe, and other regions, created the calligraphy, while director of the 元展Genten Japan Art Association, Professor 幾田 邦華 Ikuta Kunika, contributed a Japanese painting. Following a rise in popularity of
pop-culture tourism in Japan, or more specifically , several
otaku started a practice of hanging (same first kanji as in
itasha) featuring drawings of characters from popular manga and video game series. Oftentimes these are placed at shrines closely tied to a particular series either by set location or an official collaboration. Another hotspot for
ita-ema is
Kanda Shrine, due both to its proximity to
Akihabara and its relationship with the
Love Live! franchise. Some series rights-holders and collaborating shrines began selling branded
ita-ema as official
merchandise. == Symbols ==