What is Ehomaki? Introducing the Lucky Direction for Setsubun 2024, and Where to Buy It

What is Setsubun?

Setsubun marks the point in which the seasons change from winter into spring.

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.

What are Ehomaki?

Ehomaki are said to have originated in Kansai.

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.

What kind of sushi is Ehomaki?

One of the great things about ehomaki is that you can make it using your favorite ingredients!

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 2024 falls on February 3, and the Lucky Direction is East-Northeast!

The direction to eat Ehomaki in 2024 is ‘East-northeast’! (Image: PIXTA)

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 2024 is east-northeast.

How to eat ehomaki

Learn how to eat ehomaki for good luck!

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!

Top 3 Recommended Ehomaki for 2024

With the nationwide spread of Ehomaki, these rolls can now be purchased at various stores. Many require advance reservations, and the start dates for pre-sale are getting earlier each year, signaling the intensification of the Ehomaki sales battle. These are not only sold in supermarkets and convenience stores but also in luxury hotels and department stores.

In this article, we introduce some recommended Ehomaki that you should check out, including luxurious rolls supervised by high-end sushi restaurants, and sweet ones with strawberries and cream. If you’re traveling to Japan, don’t miss the chance to enjoy these unique Ehomaki, available only during this period, and experience the Japanese custom of Setsubun. As many Ehomaki are sold on a reservation-only basis and tend to sell out quickly, it’s advisable to check in advance if you need to reserve and confirm the method of purchase for any product that catches your eye.

Kura Sushi’s ‘Dragon Roll’: A Visually Striking Roll with Ingredients Overflowing from the Rice

The ‘Dragon Roll’ (680 yen, tax included) offered by the conveyor belt sushi chain Kura Sushi features eel and thick omelette slices extending beyond the roll, inspired by this year’s zodiac sign ‘Tatsu’ (Dragon). The omelette uses ‘Ryu no Tamago,’ a premium egg brand from Oita Prefecture in Kyushu, known for its rich yolk color and flavor. The eel is homemade at Kura Sushi, grilled with a sweet and spicy soy-based sauce.

In addition, Kura Sushi introduces Ehomaki using their original crepe sheets, which provide a chewy texture. There’s a set of three (1,000 yen, tax included) featuring ‘Choco & Cookie’ with crunchy crumble cookies, ‘Banana Choco’ packed with a whole banana, and ‘Strawberry Choco’ with sweet and sour strawberries. All three are filled with a rich cocoa-flavored chocolate pudding.

These are available for purchase in-store without reservation, as long as stocks last, so be sure to grab one.

・Reservation Period: December 25, 2023 – January 29, 2024
・How to Reserve: Reservations accepted at nationwide stores
・Pick-up Dates: February 1-3, 2024
*Note: Limited quantities available, sales will end once the reservation limit is reached.

7-Eleven Offers Authentic Ehomaki Supervised by the Famous Sushi Restaurant ‘Ginza Kyubey’

At 7-Eleven, you can find the ‘Ginza Kyubey Supervised Ehomaki’ (1,296 yen, tax included), crafted under the guidance of ‘Ginza Kyubey,’ a renowned sushi restaurant based in Ginza. This Ehomaki is based on the popular ‘Futomaki’ roll from the restaurant, and features five types of ingredients: grilled conger eel with a secret sauce, tamagoyaki (Japanese omelette), subtly sweet boiled shrimp, sweet and spicy simmered shiitake mushrooms, and crunchy cucumber. It’s further enhanced with ikura (salmon roe) as a flavor accent, adding to its luxury. The nori (seaweed) is from Ariake, the rice is top-grade ‘Special A’ quality, and the vinegar used is the same as that in the restaurant. Pre-order is available in stores or online through the Seven Meal website.

・Reservation Period: December 25, 2023 to January 29, 2024
・How to Reserve: Reservations accepted at nationwide stores
・Pick-up Dates: February 1-3, 2024
*Note: Limited quantities available, sales will end once the reservation limit is reached.

Lawson Offers Adorable Sweet Rolls with a Double Dose of Chewy Mochi Texture

Lawson is releasing Ehomaki in collaboration with popular Japanese cuisine restaurants and renowned sushi establishments. In addition, they offer a variety of Setsubun-related products, including Setsubun soba, desserts, and Japanese sweets. A highlight among these is the ‘Setsubun Mini Mochi-Textured Roll (Strawberry & Chocolate)’ (484 yen for two rolls, tax included). This set includes one strawberry-flavored and one chocolate-flavored roll, both evoking the spirit of spring with their pink hues. The ‘Mochi-Textured Roll’ is a popular Lawson series featuring a chewy texture derived from mochi rice. These rolls are wrapped in a sweet mochi dough, offering a delightful double mochi experience. Reservations for these are necessary and can be made at the store or via the Lawson app.

・Reservation Period: Until January 26, 2024
・How to Reserve: Reservations accepted at nationwide stores
・Pick-up Dates: January 31, 2024 to February 3, 2024

*Note: Limited quantities available, sales will end once the reservation limit is reached.

*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 2024. Please check official websites for the latest information.

Text by: Efeel