On February 2, 2025, Japan observes Setsubun, the annual festival where people traditionally eat Ehomaki, long sushi rolls filled with auspicious ingredients. This year is notable as it marks the first time since 124 years where Setsubun falls on this date, stirring excitement across the nation. Yet, as Ehomaki rises to become a cultural staple, concerns about food waste linked to excess consumption loom large.
The Ehomaki custom, according to food expert Sugi Akatsuki, is relatively new, dating back about 50 years. Initially, it emerged as a marketing strategy to boost sales of seaweed by local vendors. "The practice of eating Ehomaki became popular with the aim of consuming more seaweed. It was promoted for good luck, connecting it back to the tradition of eating specific foods on Setsubun for prosperity and good health," explains Akatsuki. She notes, "The concept was simple: if you eat the sushi facing the year's lucky direction, good fortune would flow your way!"
Originally, it was the 1970s when this cultural phenomenon began, with seafood vendors distributing flyers promising good luck when consuming the rolls whole. Its expansion across Japan took off when convenience store giant Seven-Eleven rebranded the sushi as Ehomaki, making it ubiquitous throughout the country.
While Ehomaki is now widely recognized and enjoyed for its diverse ingredients, Akatsuki points out the underlying rules associated with its consumption. Each roll typically contains seven ingredients, symbolizing good fortune drawn from Japan's Seven Lucky Gods. For example, gourd strips represent longevity, and shiitake mushrooms symbolize protection from bad luck. Yet engaging with these traditions also means adhering to customs, like eating silently without speaking to avoid letting your luck slip away.
Despite the joyful elements of this tradition, the rising production of Ehomaki has raised serious concerns about food waste. Supermarkets and convenience stores prepare vast quantities for the occasion, leading to significant leftovers once Cutsubun passes. "Ehomaki, being perishable and often unsold after the festival, cannot be kept for long. It's unfortunate because food waste is becoming a significant social issue," noted Akatsuki.
According to the Ministry of Agriculture, Forestry and Fisheries, food waste levels reached approximately 4.72 million tons by 2022, encouraging discussions about how to curb this loss. "Every day, it is estimated individuals are throwing away nearly the equivalent of one bowl of rice," the ministry noted. Solutions for these challenges lie both with retailers and consumers. Stores are beginning to adopt reservation systems and manage inventory based on demand to reduce waste. Akatsuki recommends being mindful of how much Ehomaki is purchased and prepared.
Consumers play a pivotal role. Instead of feeling frustration or demanding more products, customers should be aware of the impact of their requests, especially when inventory is low. If Ehomaki runs out at the store before the festival, there's no need to complain. Excessive orders due to customer pressures only lead to more food going unsold.
For those who purchase excessive Ehomaki, finding creative ways to use leftovers becomes necessary. Cooking blogs, including Cookpad, often share innovative recipes to repurpose the rolls, including frying them for crispy snacks. "Making the most out of leftovers not only helps reduce waste but also allows for culinary creativity," Akatsuki adds.
This Setsubun, as families gather to celebrate traditions, it becomes increasingly important to reflect on our food choices and consume responsibly. The combination of culinary enjoyment and environmental consciousness will shape future Ehomaki traditions, ensuring they continue to be part of Japan’s rich culinary history without compromising sustainability.
With awareness and action, individuals can partake joyfully in the Ehomaki celebration, creating fortune and prosperity not just through tradition, but also by safeguarding the planet for future generations.