A local religious ceremony in Japan meant to cleanse people from bad luck receives backlash from social media users after a video showing carps being force-fed alcohol goes viral.
Every year on January 7th in central Japan, the locals of this community hold a ritual where they force feed carps sake, Japanese rice wine, before releasing it in the river.

This annual ceremony is believed to have started 200 years ago as a religious purification rite in the traditional animist Shinto religion, and is believed to purge bad luck from the person holding the carp, which is believed to be the incarnation of a god.

Despite its long lasting tradition, the ritual this year has provoked backlash by some concerned with animal rights, after it went viral on the internet.
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