That's what happens at Dondo Yaki 「どんどやき」, a festival which takes place all over Japan during the first half of January. The event is the ceremonial burning of the last year's good luck charms (like omamori, Daruma Dolls) and decorations (Shimenawa, Shimekazari or Kadomatsu), burning that signifies the desire to go on and cutting with the past.
And after the charms are burned, mochi rice cakes are cooked on the embers of the fire - it is said that eating them will bring you good luck and protection against illness - and they are delicious too...
EXIF info:
Nikon D300
Lens: 18-70mm F/3.5-4.5G
Focal Length: 70mm
Aperture: F/7.1
Shutter Speed: 1/50s
ISO Sensitivity: ISO 400