Sendai Shiro was born in Sendai about 160 years ago. He was known to bring good fortune to shops and businesses that he visited. This is why he is known as the God of Good Fortune. Nowadays, it is very popular to buy Sendai Shiro items and place them facing the entrance of shops and restaurants in the hopes of bringing in more business and good fortune.

Mitakisan Fudoin Temple, located in a shopping street, is famous for worshipping Sendai Shiro.