But the bizarre Shinto ritual has become entangled in controversy after featuring on national television earlier this week, with images of the flapping carp triggering an online backlash from upset viewers, many accusing organisers of animal cruelty.

Many of those who tweeted or posted to online chatrooms called for an end to the “abusive practice” and accused organisers of “intoxicating wildlife.”

During the ceremony, said to date back to the early 19th century, men and women hoping for a karmic boost are blessed by a priest.