Mount Fuji is the embodiment of Japan's immortal soul. The Japanese venerate it as they would a wise ancestor. An integral part of their culture, it appears on banknotes and in major brand logos; people reserve train and plane tickets just to get a glimpse of it. The theme park Fuji Q-Highland affords contemplative, panoramic views of its perfect form from a distance. Every summer, ritual holidays or matsuri are devoted to its goddess, Konohanasakuya-hime.