Wikepedia explains it best:
Spoiler:
Ema (絵馬?) are small wooden plaques on which Shinto worshippers write their prayers or wishes. The ema are then left hanging up at the shrine, where the kami (spirits or gods) receive them. They bear various pictures, often of animals or other Shinto imagery, and many have the word gan'i (願意), meaning "wish", written along the side. In ancient times people would donate horses to the shrines for good favor, over time this was transferred to a wooden plaque with a picture of a horse, and later still to the various wooden plaques sold today for the same purpose.
Ema are sold for various wishes. Common reasons for buying a plaque are for success in work or on exams, marital bliss, to have children, and health. Some shrines specialize in certain types of these plaques, and the larger shrines may offer more than one. Sales of ema help support the shrine financially.
At some shrines, such as Meiji Shrine in Tokyo, one can find ema in many languages, as tourists leave their own wishes and prayers.
So its this:
http://www.noppin.com/portal_ya_deta...on%2Fw70247520
Last time I don't remember YA having them for sale, plus they're not listed on the official mu-mo shop store, which is why I gambled and bought one on YAH. The chou-chous have also sold out, so I'm doubting YA will have those either. I don't think they'll have the key holders either, since they didn't have the pink/red ones with the older AT11 goods. But I could be wrong.
I paid 5000 yen for a 1229 key holder. If I hadn't sold some games on ebay to cover the costs I wouldn't have even got one...
