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<i>Hikifuda</i> are advertising handbills that became popular in late 19th to early 20th century Japan. Showing the increasing sophistication of Japanese commerce, the handbills were produced to advertise a company or promote a product, and sometimes they were even used as wrapping paper.<br/><br/> While <i>hikifuda</i> began to be produced as woodblock prints in the late 17th century, they witnessed a boom in the later 19th century when they were cheaply printed using colour lithography.
In Japan, Fukurokuju (from Japanese fuku, 'happiness'; roku, 'wealth'; and ju, 'longevity') is one of the Seven Lucky Gods in Japanese mythology. It has been suggested that he is a Japanese assimilation of the Chinese Three Star Gods (Fulushou) embodied in one deity. Most related in appearance to the Chinese star god Shou, he is the God of wisdom and longevity.<br/><br/> According to some, before attaining divinity, he was a Chinese hermit of the Song Dynasty and a reincarnation of the Taoist god Xuanwu. It is said that during his human incarnation, he was a sennin; a philosopher who could exist without eating food. Usually portrayed as being bald, with long whiskers, he is said to be an incarnation of the Southern Polestar. In many depictions, Fukurokuju has an abnormally high forehead.<br/><br/> The sacred book tied to his staff either contains the lifespan of every person on earth or a magical scripture. He is accompanied by a crane and a turtle, which are considered to be symbols of longevity. He is also sometimes accompanied by a black deer (ancient legends say a deer turns black if it is over 2000 years old). He is the only member of the Seven Lucky Gods credited with the ability to revive the dead.