Took me a while to work it out, but the lanterns which adorn the streets of each locale at festival time are actually sponsored by the shops and vendors that live in each area. This particular Maruyamacho matsuri base, which was in a tiny little park in the middle of the love hotel district, had lanterns with the names of many love hotels and small restaurants which populate the area. Most noteable of which was the lantern from "2 Sweet Ass", which despite the fact that it could easily be well suited as the name of a love hotel, is actually a restaurant!!
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