The Seven Deities of Good Fortune at Iiyama http://horakuan.net/en/events.html
明昌寺 寿老人 JURŌJIN God of Wisdom & Longevity. Virtue = Longevity
God of Earth, Agriculture, Farmers, Wealth, Prosperity, 常福寺 大黒天 DAIKOKUTEN Flood Control, The Kitchen. Virtue = Fortune
本光寺 弁財天 BENZAITEN Goddess of Music, Fine Arts, Beauty, Virtue = Amiability
God of Treasure, Bringer of Wealth, Scourge of Evil 大聖寺 毘沙門天 BISHAMONTEN Doers, Healer of Illness. Virtue = Dignity God of Wealth, Happiness, Longevity, Virility, and 英岩寺 福禄寿 FUKUROKUJŪ Fertility. Virtue = Popularity God of Fishermen, Good Fortune, Commerce, and 飯笠山神社 恵比寿 EBISU Honest Labor. Virtue = Candor, Fair Dealing
斑尾高原 布袋尊 HOTEI God of Contentment, Happiness. Virtue = Magnanimity
BENZAITEN, Female. A river goddess in Indian mythology. Sanskrit name means "flowing water" thus she represents everything that flows (e.g., music, words, speech, eloquence). Two main forms: (1) with two arms holding a lute; (2) with eight arms holding martial implements (protector against disaster). Her messenger is the snake, so sometimes mounted on a serpent or dragon. Goddess of Learning, Eloquence, Music, Poetry, Speech, Rhetoric, Wealth, Longevity; Protects against natural disaster. Benzaiten is the sole female among the Seven Lucky Gods of Japan who represented learning, music and poetry. Such artistic learning and wisdom often bring prosperity. She also has a jewel that grants wishes. BISHAMONTEN, Male. God of war and warriors, bestower of treasure and wealth; heals illness; expels demons and evil. Usually clad in armor, with a spear or sword in one hand and a pagoda (stupa) in the other. Most powerful among Shitennō, who he commands. DAIKOKUTEN, God of wealth, farmers, food, and good fortune, although in earlier centuries he was considered a fierce warrior deity. Since the 15th century, showing him as a cheerful and pudgy deity wearing a peasant’s hat, standing on bales of rice (tawara 俵), carrying a large sack of treasure slung over his shoulder and holding a small magic mallet. Deity of the kitchen and a provider of food, found in the kitchens of monasteries and private homes. EBISU, fishing rod in his right hand and a large red tai symbolize fortune. The only deity among the seven to originate in Japan. Symbolizes not only safe sailing and plentiful fishing, but business prosperity and success to people in any occupation. Often paired with Daikoku, in some traditions, Ebisu is considered the son of Daikoku. FUKUROKUJU, probably originated from an old Chinese tale about a mythical Chinese Taoist hermit sage renowned for performing miracles. HOTEI, God of contentment and happiness, guardian of children, and patron of bartenders. Carries a large cloth bag over his back, one that never empties, for he uses it to feed the poor and needy. It includes an inexhaustible cache of treasures, including food and drink. JUROJIN, God of wisdom, deity from China’s Taoist pantheon. Carrying a knobbly staff with a scroll tied to it, on which is written the life span of all living things or, a record of all the good and bad deeds committed by all beings.
Detailed explanation: courtesy of Mark Schumacher