In the beginning, uchiwa was used as a souvenir for the pilgrims visiting the Konpira Jinja, but towards the end of the Edo Period the production increased and uchiwa became a popular accessory. Uchiwa production is now a designated traditional craft, and if you visit Marugame, you will have the opportunity to see the artisans making them, at the Uchiwa Museum and in the shop nearby the Marugame Castle.
And of course, you can also buy handcrafted uchiwa as an exquisite souvenir from Japan...
EXIF info:
Nikon Df
Lens: 24-70mm F/2.8G
Focal Length: 31mm
Aperture: F/5.6
Shutter Speed: 1/60s
ISO Sensitivity: ISO 2000