Japan is gearing up for the traditional festival of Setsubun, which will occur on February 2, 2025, marking a significant deviation from its usual date of February 3. This year's Setsubun, celebrated as the turning point from winter to spring, has stirred some confusion among the populace.
According to research conducted by the Kufu Institute for Consumer Research, only 35% of survey respondents were aware of the February 2 date, with roughly 60% mistakenly believing it would take place on February 3. This misperception reflects the public's fading familiarity with the astronomical basis underlying the traditional calendar.
Setsubun, which literally means "seasonal division," is celebrated on the day preceding Risshun, the first day of spring according to the Japanese lunar calendar. The shift from February 3 to February 2 this year is due to the drift between the solar year and the lunar calendar, leading to this unique occurrence four times every thirty years. The last time Setsubun took place on February 2 was 2021, and it won’t happen again until 2029.
While Setsubun is often characterized by rituals of mame-maki, where roasted soybeans are thrown to ward off evil spirits with the chant of "Oni wa soto! Fuku wa uchi!" (Demons out! Luck in!), new trends are shaping how families observe this age-old tradition. The popularization of ehōmaki—sushi rolls consumed silently facing the year's lucky direction—has become so ingrained in modern culture, with 66.3% of respondents stating they plan on eating ehōmaki this year.
Interestingly, supermarket dynamics reveal the trend: Many consumers prefer purchasing their ehōmaki rather than making them at home. Survey results indicated 66.7% plan to buy theirs, showing the role of convenience and prepared foods over traditional home cooking. With expectations of 20 varieties and 1,400 rolls available just at one shopping center, retailers are ramping up efforts to meet demand now expected to be higher due to the weekend timing of the holiday.
Despite the growing trend of ehōmaki, some experts note the practice of mame-maki is experiencing changes. Many urban dwellers, especially those living in apartments with limited space for throwing beans, are shifting toward packaged or smaller quantities of beans to make the ritual less messy and more manageable. According to Mitsuya, a popular bean snack manufacturer based in Fukuoka, there’s been high demand for smaller, more convenient bean snack packs for this occasion.
Reflecting on historical practices, Setsubun is also seen as the time when food, nature, and metaphysical beliefs intersect. Traditionally, the beans (often roasted to prevent spoilage) are thrown to both celebrate the coming of spring and cleanse the home of impurities. The idea emphasizes purification and renewal, fitting for the transition to Risshun.
Notably, the bean products available today also cater to changing consumer tastes, leading to more flavor-infused options to appeal to the wider audience, especially children who might find boring plain beans uninteresting.
One concerning element this year has been raised by the Consumer Affairs Agency, which urges caution with small children participating due to choking hazards from both beans and ehōmaki. They recommend the use of packaged beans for safety reasons and suggest supervision when young children are involved.
This year's Setsubun celebration, being set for February 2, is poised to bring families together, as the timing on the weekend allows many to gather and observe the festivities as per tradition. While many are excited for the day, some remain apprehensive about how such calendrical shifts might affect long-standing customs.
Given the strong historic roots and rich practices associated with Setsubun, the challenge lies not just in the date change, but also the potential dilution of traditional observances as newer customs grow. Whether it’s protecting against demons, engaging with seasonal rituals, or enchanting families with festive foods, how the people embrace these variations speaks volumes about the culture’s ability to adapt.
Despite any discrepancies about the date, this year's Setsubun still promises to be vibrant as families attempt to ward off misfortune and welcome fortune with open arms, invoking old rituals with the contemporary flavor of contemporary consumerism.