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 2026, the lucky direction (eho) for eating ehomaki is south-southeast! 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 2026, it’s 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!

In 2026, ehomaki trends reflect a shift toward a more family-friendly and flexible way of celebrating Setsubun. Families with young children are choosing easy-to-eat rolls and simple activities that everyone can enjoy together.

At home, eating ehomaki has become the main part of the celebration, while bean-throwing is often experienced at kindergartens or daycare. This allows families to keep things relaxed while still enjoying the seasonal tradition.

Convenience also plays a big role. Many households opt for ready-made ehomaki rather than preparing them from scratch, fitting the celebration into busy daily routines.

To enjoy ehomaki in Japan, depachika food halls and convenience stores are the easiest places to start, especially in the days leading up to Setsubun. Takeout sushi shops and major sushi chains also sell ehomaki, though these are often made to order and may require advance reservations.