The concept of multi-variant practices and beliefs as being characteristic of the shrines associated with Japanese popular religion is explored through an examination of four shrines in Kyushu and Okinawa. None of these shrines, even those which are formally associated with the Association of Shinto Shrines, evinces the characteristics of 'Shinto' practice which the Association claims is typical of Shinto. How are we to account for these differences? Insight is provided through an examination of the original function and subsequent history of these four 'non-mainstream' shrines. Comparison of the history and practice of these shrines with similar shrines in Korea illustrates the importance of researching both locally and comparatively to draw out the unique features of each shrine. Before scholars can accept broad generalizations about popular Japanese religious practice, or about 'Shinto', anthropological research - in addition to historical and textual research - should be carried out on the practices and traditions of individual, local shrines. Examination of empirical data drawn from numerous case studies will enable scholars to have a clearer idea of actual religious practice in Japan, regional variations, and similarities and differences with practices in neighbouring nations.