Hikifuda was a kind of advertising handbills used in Japan between XVII and XX. Artists created lots of illustrations leaving blank spaces to client’s customizations (texts most of times). Somehow similar to western cliches. That way a unique print could be used for several times to different clients.
In this hikifuda there are two of the seven gods of fortune. Fukurokuju, god of happiness, wealth and longevity. Daikokuten (Daikoku), god of wealth, commerce and trade. Ebisu and Daikoku are often paired and represented as carvings or masks on the walls of small retail shops.