Cults

Wicker man. It's underwater.

He notices all the jewlery the women-folk of the town are wearing are made of shells, fish bones, coral and pearls.

The people in town net up a huge amount of fish from the open, toss them around like a hot potato, and then throw them back into the say. Each says a prayer over the fish.

Strange glowing lights out in the open ocean you can see from shore. None of the people in the town will acknowledge that its there.

Torn up old city map. When pieced together it has a road that is now sunken. Following it underwater leads to the fish-men's lair.

Sea foam collected in giant metal drums. Every single house has an identical metal drum.

Hope these give you some ideas OP

>>51032126
That definitely gives me something to work with. Right now the major focus is this giant elder god slowly approaching the island that they're on. The fish people are trying to make sure nothing hinders his progress. I just really needed something to make them more interesting than the creature that's approaching.

>>51032961
Tie it in to Russia's current ruling party. IIRC, they actually fund sex retreats for young couples in the hopes of reversing their declining birthrates. Maybe he's looking for someone?

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>>51033148
I could make him think he needs to find someone maybe. His involvement with the cult is kind of his own branch of the parties story of maintaining a light house that protects from the lurker beyond the threshold. The party is stranded in the lighthouse on this island, and he's tasked with going to the village every day to get food. While he's in town I need cult-y shenanigans to make him feel uncomfortable and scared.

>>51029690
>weird rituals
ominous nursery rhymes.

Like kids being taught this shit by a school teacher all laughing and dancing some simple funny dance but the actual words heavily imply some kind of fish sex