On February 2, 2025, Japan will celebrate Setsubun, marking the transition from winter to spring and inviting good fortune for the year. This annual event, traditionally recognized with the throwing of soybeans to drive away evil spirits, has increasingly embraced another culinary delight: Eho-maki, special sushi rolls consumed for luck based on the direction associated with the year.
The day before the arrival of spring, Setsubun emphasizes the importance of warding off misfortune and bringing happiness. This year is particularly significant for being one day earlier than typical, as it coincides with the astronomical calendar. According to various sources, including the National Astronomical Observatory, the first day of spring, or Risshun, will fall on February 3, 2025, making February 2 Setsubun by definition.
Coincidentally, this is not the first time Setsubun has occurred on the second day of February; similar cases happened in 2021, illustrating how the traditional calendar aligns with solar patterns over time. Notably, from 2021 to 2057, Setsubun will recur on February 2 every four years, incorporating adjustments for the slight discrepancies between the lunar calendar and solar cycles.
Historically, Setsubun has been steeped in traditions, rooted deeply in Japanese culture. While many households maintain customary practices of throwing beans to dispense away devils known as 'oni', another element has captured the public's heart: Eho-maki. The term translates literally to 'lucky direction rolled sushi', which is usually filled with seven ingredients, reflecting the Seven Gods of Fortune, each ingredient symbolizing blessings like longevity and prosperity.
Fast forward to the present, and convenience stores and supermarkets across Japan are promoting their Eho-maki offerings. FamilyMart, famous for their delicious sushi, introduced various types, including some exclusive collaborations with renowned restaurants, enhancing the diversity of flavors offered. The 2025 Eho-maki will be filled with traditional ingredients like tamagoyaki, unagi, shiitake mushrooms, and cucumber, all rolled tightly to form hearty sushi pieces.
Meanwhile, Aeon has taken it up a notch with extravagant options, offering Eho-maki sets reaching over 10,000 yen, showcasing premium fillings like luxurious roast beef. Such unique offerings appear to resonate with consumers, fueling interest and excitement as they prepare for Setsubun.
Market research conducted by Nadia found nearly 70% of people participate in Setsubun festivities, with about 90% of those enjoying Eho-maki. For many, eating Eho-maki has become synonymous with the event, adding fun and flavor to the family traditions.
With sustainability becoming increasingly significant, many brands are also pushing for food wastage reduction during this festive season. Recipes encouraging the use of leftover beans thrown during the celebrations have gained traction, assisting families to make the most of their purchases and minimize waste.
Social media platforms have also been instrumental this year, with supermarkets like Maruetsu sharing creative Eho-maki recipes. Their quirky creations include sushi rolls filled with frankfurters and shrimp tempura, catering to those seeking fun twists on the traditional dish. Advertisements aim to increase engagement, stating how starting your day with these unique rolls will certainly uplift your spirits!
The positive reception to Setsubun’s culinary aspect has led to an entire culture revolving around Eho-maki. Supermarkets like Maruetsu host special promotions and events around this time, often marking the section with vibrant displays and samples, enticing customers to explore the various offerings.
On the 2nd of February 2025, communities across Japan will come together to enjoy Eho-maki. Restaurants, sushi shops, and home kitchens alike will be abuzz preparing their dishes. Stores are already filling with the vibrant showcase of sushi rolls, attracting customers eager to engage with this tradition.
Even the smaller, local establishments join the celebration. For example, sushi restaurants at places like Toyama Station will prepare Eho-maki filled with toppings like tuna, unagi, and ikura, emphasizing the importance of facing the correct direction, southwest, during consumption to welcome good fortune, emphasizing happiness, health, and prosperity.
While some might jovially say, 'Can throwing beans chase away demons?', Setsubun resonates as both opportunity and time for reflection—a chance to prepare for the upcoming season, reinforce family bonds, and acknowledge cultural heritage.
This year promises to revive the rich customs linked to Japanese Setsubun, spurring more families to adapt the tradition. Whether through entertaining new Eho-maki recipes, enjoying traditional soybeans, or simply gathering together, the spirit of Setsubun embodies hope and renewal, ushering good fortune for the year to come.
With exciting offerings and efforts to educate younger generations about the significance of these traditions, such as through festive games and contests, this year's Setsubun should not be missed. So gather your friends and family, prepare your sushi, and make sure to feast facing southwest to welcome good fortune!