User blog comment:Lancebruh/Question about Tenjin and Bishamonten/@comment-5291630-20150423233728/@comment-216.58.116.91-20151225064545

Kofuku actually started calling herself that because since people would recognize her Binbougami name as a god of poverty, nobody would pray to her or build her a shrine. She was essentially living like Yato before taking the moniker "Kofuku" which means "little luck".