Sennenji, a 400-year-old Buddhist temple in Osaka, Japan, has found an innovative way to connect with a younger audience: posting daily life mottos on Instagram. The temple’s abbot, Masahiro Yabumoto, has been sharing his handwritten philosophical messages on the temple’s Instagram account, which has amassed over 225,000 followers. Each post is accompanied by charming photos of stray cats living in the temple grounds, adding a touch of warmth and relatability.
On October 31, Yabumoto shared a particularly popular post using a cola analogy to comfort those who feel undervalued. “One cola is priced at 400 yen (US$2.6) on the mountain, 300 yen at festivals, 150 yen in vending machines, and 85 yen in supermarkets,” he wrote. “If you feel unappreciated, do not force yourself to cater to the environment, but find the environment right for you.” The post resonated deeply, receiving more than 10,000 likes and drawing praise from followers who appreciated its relatable message about self-worth and finding the right place to belong.
Comments flooded in, with one user noting, “This is the most appropriate analogy for people in different social situations.” Another added, “Rather than feeling pain about not fitting in, it’s easier to find a place that welcomes you.” A third follower simply stated, “I was healed by this motto.”
Other popular messages shared by the abbot include: “Many people showed smiling faces at your birth, so do not say things like ‘I am not good enough’,” and, “If you are tired, look up and there are stars in the sky, look down and there are cats in your way.” The temple also displays these handwritten mottos on its door daily, attracting visitors who come specifically to read them in person.
Masahiro Yabumoto, 42, has served as the abbot of Sennenji for 19 years. He explained that his goal is to provide comfort and healing through his words. Known as “the cat monk,” Yabumoto is a passionate advocate for stray cats and supports local rescue groups. He believes his love for cats is rooted in Buddhist legend, which holds that when Buddhism was introduced to Japan from China in the sixth century, cats were the guardians of sacred texts, protecting them from rats.
In an effort to appeal to modern trends and attract younger visitors, many traditional temples in Japan have adopted creative promotional strategies. In June, Ryuganji Temple, a 4,300-year-old Buddhist temple in Kyoto, made headlines for setting up a maid cafe on its ancient grounds, featuring young women dressed as maids who engage with visitors about Buddhism.
Through his thoughtful posts and love for cats, Yabumoto has successfully blended ancient wisdom with contemporary appeal, making Sennenji a welcoming place for both locals and online followers.
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