Setsubun falls on the day before "Risshun," the first day of spring, and marks the end of winter. The holiday maintains the ancient tradition of driving away demons and welcoming the New Year (Lunar New Year). The custom of throwing beans is said to scare demons away at Setsubun.

In addition to bean throwing, there are several other customs, such as decorating with Hiiragi Iwashi (a holly branch with a sardine head attached) to protect from evil. Another tradition is eating ehomaki for good luck, which has recently been popular in Japan.

In this rather unique custom, you eat a thick, rolled sushi called ehomaki whole, while facing the direction that is said to be lucky for the year. The custom is said to have begun as a way to pray for prosperous business. However, there are various other theories about its origin, and it is unclear which one is true.

Recently, this custom has spread throughout Japan. Around 1960, a huge campaign in Osaka established ehomaki as an Osakan tradition. After that, it was picked up by a major convenience store, further expanding sales nationwide and making it more well-known.

Seven Gods of Fortune symbolize wealth and happiness in Japan. This sushi roll is prepared using seven different ingredients, representing these Seven Gods of Fortune.

There are no set rules on what ingredients one can use; however, anago and eel kabayaki, egg, and boiled shiitake mushrooms are popular choices. Ehomaki is made by wrapping the ingredients into a thick roll with rice and seaweed.

Setsubun falls on the day before "Risshun," the first day of spring according to the lunar calendar.

Eho ("lucky direction" in English) refers to the direction in which Toshitokujin, the God of Fortune for the year, is facing. Basically, anything you do while facing that direction is considered lucky for the year.

That is also why you eat ehomaki facing that direction as you wish for prosperity and health. The lucky direction changes every year. The lucky direction changes every year. The direction for 2023 is south-southeast.

The most important thing about ehomaki is the unique way in which you eat it.

1. Never cut off the edges of ehomaki, or you may cut off your fortune! It is customary to eat it whole.
2. When eating your ehomaki, face in the direction of the deity Toshitokujin, and don't look away!
3. Eat in silence! It is believed that speaking while eating could let your luck escape. For the best luck, eat in complete silence until you are done.

Keep the three guidelines above in mind, and enjoy your ehomaki!

Thanks to the spread of ehomaki across Japan, you can now find it in a number of stores. Here we will introduce our recommendations, such as beef and kimchi ehomaki or sweet ehomaki with strawberries and whipped cream. Enjoy Japanese traditions through Setsubun and limited-edition ehomaki during a trip to Japan!

Japan’s popular revolving sushi bar, Kurazushi, is selling a limited-edition ehomaki in collaboration with the TV anime, SPY x FAMILY—originally a spy action and comedy manga serialized in Shuseisha’s weekly manga anthology, Shonen Jump. The “SPY x FAMILY ehomaki three-piece meal” is 980 yen.

Three types of ehomaki rolls (half-size, approx. 10 cm) are available: the meat lovers ehomaki (soy-sauce simmered beef, egg, mayonnaise/left photo), the tuna salad ehomaki (tuna salad, cucumber, egg / middle photo), and the shrimp egg ehomaki (shrimp, shrimp with mayo, egg, cucumber / right photo). The rolls are also adorably wrapped in a unique film decorated with the anime’s main characters!

The meal even comes with peanuts, a favorite food of the character Anya—a mind-reading psychic, as well as an Anya sticker.

・Reservation Period: January 6 - February 3, 2023
・Reservation Method: Reservations can be made at stores nationwide.
・Delivery Date: February 3
*Because of the limited number of meals available, pre-order reservations will not be accepted once slots are full.

This year, the convenience store FamilyMart offers a delicious ehomaki in collaboration with the famous Japanese BBQ restaurant, Nikuyama. The “Nikuyama-produced 2929 ehomaki” (888 yen, including tax) features char-grilled Angus beef tossed in a Japanese BBQ sauce made with gochujang (red pepper paste), hot pepper paste, and black bean sauce. The meat is wrapped with kimchi and a chili-based sauce made with aromatic vegetables, fish sauce, and squid extract.

In total, FamilyMart has ten different kinds of ehomaki! This includes a revamped “luxury seafood ehomaki (1,280 yen including tax)” (inspired by the top-selling “seafood ehomaki” from 2022), the “mini two-piece ehomaki (700 yen including tax)” (a fun-sized treat for kids), and the “Setsubun chocolate and banana crepe ehomaki (330 yen including tax)” (a soft and chewy crepe filled with banana, whipped cream, chocolate whipped cream, and custard).

・Reservation Period: from 10:00 a.m. on December 22, 2022 until 9:00 a.m. on January 27, 2023　
・Reservation Method: Reservations can be made at 16,500 FamilyMart stores nationwide or via the Famipay app.
・Delivery Date: February 1, 2023 - February 3, 2023

The InterContinental Yokohama Grand offers the "eho roll (1,296 yen including tax)". It’s made with five, fresh domestic strawberries, wrapped in light, whipped cream, fluffy sponge cake, and a cocoa-flavored crepe dough that resembles sushi seaweed. This is an original dessert ehomaki created by the hotel's pastry chef. The subtly sweet whipped cream and tangy strawberries harmonize beautifully—dancing on your taste buds! Its size (12 cm in length and 4 cm in diameter) also makes it easy to bite into! The eho roll is a popular item that sells out quickly every year, so be sure to make a reservation as soon as you can!

・Sales Period: January 28 to February 3, 2023
・Reservation Start Date: from 11:00 a.m. on January 16, 2023.
・Sold at: Gourmet & Souvenir "I Marina" (second floor)
・Hours: 11:00 a.m. - 6:00 p.m., from 10:00 a.m. on weekends and holidays (the number of eho rolls is limited, so there will be none available once they've sold out for the day.)
・Reservations and Inquiries: 045-223-2366 (direct line to “I Marina” / 11:00 a.m. - 6:00 p.m.)

*Please note that depending on the situation, reservations may end or be sold out.
*The information in this article was originally published in January 2021 and was re-edited in January 2023. Please check official websites for the latest information.

Text by: Efeel