The day in Asakusa begins with the tolling of the Senso-ji bell at 6 a.m. The temple bell, located behind two bronze bodhisattva statues dating back to 1678, is one of the nine official Time Bells of Edo, established in 1692.

In old Japan, time was measured by sunrise and sunset and was announced to the public by ringing these temple bells. Today, only two such bells survive, the other belonging to Kan'ei-ji in Ueno. Also rung on New Year's Eve, the Senso-ji bell continues to set the pace of life for the local community. The morning service held in the main hall starts simultaneously with the bell in summer and a half hour later in winter. It is the most invigorating moment of the day when the chanting of sutras breaks the overnight silence in the huge hall as the smoke of incense slowly rises from the main altar dedicated to Kannon, the Buddhist Deity of Mercy.

According to popular legend, the Kannon of Asakusa manifested itself in the form of a small statue netted by two fishermen. Emphasizing the deity's compassion for the poor despite their breach of the Buddhist precept of the sanctity of all life, the tale propagates an enduring, wide-spread belief that anyone can be cleansed of their sins and freed from sufferings through faithful devotion to the Kannon.