The word "Ubusuna-mode" (visiting one's own birth god) became widely used and the custom of Ubusuna-mode became popular on such occasions as the coming-of-age ceremony and Shichi-go-san (a day of prayer for the healthy growth of young children).
そして産土詣での語が一般に使われるようになり、生まれた子の初詣をはじめ、成年式、七五三等に産土詣でをする風習が盛んになった。