Hugging a giant block of ice may seem a bizarre way to bring good fortune to your new year, but at least these men from Japan can console themselves with the thought that it can’t get much worse.

In in Tokyo yesterday around 100 people took part in the ancient Shinto festival of Kanchu Misogi, a winter purification ritual that is supposed to cleanse the body and soul and bring them closer to mystical spirits which they believe can bring them success.

In temperatures of just 40F (6C) these men stripped down to loincloths and headbands before taking a dip in the freezing water of the pool at Teppozu Inari Shinto shrine while crouching down in order to pray.

The ritual is celebrated across Japan and usually involved participants washing themselves with cold water, but can also involve being covered in snow.

Shinto is less of a religion and more of a way of life, and followers perform many rituals designed to please kame – meaning spirits or powers. This particular shrine is dedicated to Inari, one of the most important kame who brings success, prosperity and fertility.

Shinto has no God or Gods, no founder, no central commandments and allows people to follow other religions.