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.

In 2025, the lucky direction (eho) for eating ehomaki is west-southwest! Setsubun marks the day before Risshun, the start of spring in the traditional lunar calendar. The year’s direction of good fortune is determined by the deity Toshitokujin, and facing this direction while performing rituals, such as eating ehomaki, is believed to bring prosperity and health.

The lucky direction changes annually, and for 2025, it’s west-southwest!

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!

With the growing popularity of ehomaki across Japan, these delicious rolls are now available at a wide range of shops, from supermarkets and convenience stores to luxury hotels and department stores. Many options require advance reservations to ensure availability and reduce food waste, so plan ahead!

This year, we’ve curated a list of diverse ehomaki options, including seafood, meat, and even dessert varieties, available at convenient locations like station shops, sushi chains, and more. While visiting Japan, why not embrace the Setsubun tradition by trying these seasonal specialties? Be sure to check reservation details and purchasing methods for your favorite picks!

Tokyo Station's iconic eki-naka shopping area, GRANSTA, offers a variety of ehomaki from numerous stores. While this is just a small selection of what's available, browsing and choosing your favorite ehomaki on the day is part of the fun!

This luxurious ehomaki features premium red and fatty cuts of "Takashima Bluefin Tuna," sustainably raised in Nagasaki Prefecture from fry cultivated by Kinki University. The tuna, nurtured in the fast currents of the Tsushima Strait, boasts a refined texture and exceptional flavor. Carefully managed and fully farm-raised by Kinki University, this tuna is as safe as it is delicious.

・Purchase Location: Kinki University Fisheries Laboratory Hanare (GRANSTA Tokyo, 1F Central Passage Area inside the gates)
・Sales Methods: Available for in-store purchase or online reservation
・Sales Date: February 2, 2025

This ehomaki features seven carefully rolled ingredients, including snow crab and soy-marinated salmon roe. Available at GRANSTA Tokyo’s "Tetote" and "TOUBEI" locations, it can also be purchased at Tetote branches in Ecute Omiya, Nippori, Shinagawa, and Tachikawa.

・Purchase Location: Tetote (GRANSTA Tokyo, B1 Square Zero Area inside the gates), TOUBEI (GRANSTA Tokyo, 1F Central Passage Area inside the gates)
・Sales Methods: Available for in-store purchase or online reservation
・Sales Date: February 2, 2025

Ecute, the "eki-naka (in-station)" shopping facility located inside terminal stations in the Tokyo metropolitan area, offers a variety of ehomaki at its stores. If you're passing by, be sure to stop in and explore the selection!

A visually stunning ehomaki featuring freshly sliced roast beef wrapped around tenderly seasoned nanohana ohitashi (blanched rapeseed greens). This Kodama original is as delicious as it is impressive. (Price is per roll; the photo shows a sliced roll.)

・Purchase Location: Bar Marché Kodama (Ecute Shinagawa)
・Sales Methods: Available for in-store purchase or online reservation
・Sales Date: February 2, 2025

This hearty ehomaki features an entire Sangen pork cutlet wrapped inside, topped with a fruity, house-made sauce for a simple yet satisfying flavor.

・Purchase Location: Hirata Bokujo (Ecute Omiya)
・Sales Methods: Available for in-store purchase or online reservation
・Sales Date: February 2, 2025, from 11 AM

This adorable roll cake features fluffy sponge filled with 100% Hokkaido Tokachi fresh cream and strawberries, designed to look like a playful oni (demon).

・Purchase Location: Patisserie Harmiell (Ecute Tachikawa)
・Sales Methods: Available for in-store purchase or online reservation
・Sales Date: February 2, 2025

The convenience store chain FamilyMart, found all over Japan, is a go-to spot for travelers looking to pick up essentials. FamilyMart also offers a variety of ehomaki. Reservations can be made at approximately 16,200 stores nationwide or via the FamiPay website.

・Available Items: 11 varieties (7 types of ehomaki and 4 desserts; Okinawa stores offer 8 ehomaki and 3 desserts)
・Reservation Period: Now until January 30, 2025 (Cutoff times vary depending on the desired pickup date; please confirm when reserving)
・Pickup Period: January 31, February 1, and February 2, 2025 (Setsubun Day)

Here’s a look at some of the available items!

This ehomaki is packed with popular seafood ingredients like marinated salmon and minced tuna.

・Available Regions: Nationwide at FamilyMart
・Ingredients: Marinated salmon, minced tuna, tamagoyaki (sweet omelet), cucumber, and shrimp

A lighter ehomaki featuring tuna mixed with mayonnaise, crab sticks, and shrimp with mayonnaise for a refreshing twist.

・Available Regions: Nationwide at FamilyMart
・Ingredients: Tuna with mayonnaise (includes onion), tamagoyaki (sweet omelet), crab sticks, shrimp with mayonnaise, and cucumber

This vibrant roll cake features seven types of fruit for a colorful and refreshing treat.

・Available Regions: Nationwide at FamilyMart
・Ingredients: Strawberry, kiwi, pineapple, yellow peach, mandarin orange, banana, and apple

The popular conveyor belt sushi chain Sushiro offers its signature Sushiya no Ehomaki every year for Setsubun. Rolled fresh in-store, the lineup includes the luxurious half-sized Seafood Premium Roll, Premium Roll, Korean-style Gimbap Roll, and the Setsubun Thin Roll Set. While only some items are introduced here, be sure to explore the full selection!

(Note: Available for takeout only. On January 31 and February 1, 2025, items are limited to pre-orders. Sold nationwide at Sushiro locations; availability may vary by store, so confirm in advance.)

A half-sized ehomaki (approx. 9.5 cm) packed with luxurious seafood and traditional fillings.

・Available Stores: Nationwide at Sushiro
・Sales Dates: January 31 – February 2, 2025
・Size: Half size (approx. 9.5 cm)
・Ingredients: Tuna, shrimp, salmon roe, raw salmon, eel, negi-tuna, tamagoyaki (sweet omelet), sweet simmered shiitake mushrooms and kanpyo (dried gourd), cucumber, and sakura denbu (sweet pink fish flakes)

A single ehomaki (approx. 19 cm) featuring a variety of flavors perfect for Setsubun.

・Available Stores: Nationwide at Sushiro
・Sales Dates: January 31 – February 2, 2025
・Size: One roll (approx. 19 cm)
・Ingredients: Negi-tuna, tuna & corn, shrimp & cucumber

*Note: Reservations may close or items may sell out depending on availability.
*This article was originally published in January 2021 and updated in January 2025. Please check official websites for the latest information.