The shrine's crest features a gourd flower inside a three-tiered hexagon. Gourds were so rare in ancient times that they were reserved as offerings to the gods, while the tortoiseshell pattern symbolizes longevity and multigenerational prosperity.

The shrine's deity Kukuri-Hime literally means 'to tie' or 'to bind,' making her the goddess of matchmaking who once helped creator gods Izanagi and Izanami reconcile their marital argument at the entrance to the underworld.

Shirayama Hime Jinja stands at the foot of Mount Hakusan, linking the shrine directly to one of Japan's major sacred mountains.

After being destroyed by fire in 1480, the shrine lay in ruins for over a century until warlord Maeda Toshiie restored it in the early Edo period. His clan's patronage helped it grow into the head of 2,000 Hakusan shrines nationwide.