Due to the capital being transferred to Heian Kyo (Kyoto), Hiyoshi Taisha Shrine started to have a reputation as a shrine that protected people from evil and disasters as it was located at Kimon (the northeastern (unlucky) direction) of the nation's new capital.
平安京遷都により、当社が京の鬼門に当たることから、鬼門除け・災難除けの社として崇敬されるようになった。