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Koinobori (鯉のぼり) means "carp pennant" in Japanese. The fish-shaped flags are used in connection with the traditional Children's Day, where they are a symbol of health and strength.
The long-lived carp have the energy and strength to swim up against strong currents, which is illustrated by the flags, which stand sharper in the wind, the more it blows. The Koinobori pennants thus symbolize the strength of using the headwind/current to overcome one's challenges and achieve one's goals. Read more about the thoughts behind it here .