More purifivation ritual than actual water fight -- which is why so many people are dumping buckets of freezing water on themselves -- this Shinto ritual combines community bonding with strength and focusing the mind. Everyone from bankers to laborers, young and old, strips to fundoshi and frolics in the chilly water.
There's a few photos of the men warming up afterwards too, with some hot coals and sake!
I know this has an ancient, ceremonial purpose but I know from experience how much fun it is to splash around in the water with a group of nearly naked men. It is a true bonding experience. It's even better when the fundoshis come off and get dried and swapped.
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