Konomiya Shrine is a widely believed to house the guardian deity of the Owari district, a guardian of agricultural and commerce, and an protection against evil. The provincial governor was able to perform his own religious services as the shrine used to be next to the governor's office. Therefore, the shrine is generally referred to as the Konomiya Shrine or Konomiya.
Formally, it is known as Naoi Shinji and originated more than 1250 years ago, as a way to drive out disease. Its more modern practice of stripping down to your skivvies is said to have started at the end of the Edo Period.