Discover Japan’s Traditional Setsubun Celebration With These Must-Try Foods

13.January.2020 | FEATURES / FOOD

Every year on February 3, Japan celebrates Setsubun – a festival held at the beginning of spring. The most iconic celebratory activity is ‘Mame Maki’ which involves throwing beans to ward off evil spirits known as ‘jaki’. 


Another traditional activity is the eating of an Ehōmaki Sushi roll. In Japanese traditional culture, it is said that one must eat an entire Ehōmaki Sushi roll facing the year’s ‘lucky direction’ in complete silence to be granted a full year of health. The significance of the sushi roll relates to “rolling in good fortune”. Eating the whole thing without cutting it signifies maintaining bonds. The lucky direction changes every year. This year, it’s west-southwest. 


From traditional Ehōmaki Sushi rolls to delicious sweet treats, today we’re here to introduce you to Setsubun foods you must try. 


Sheraton Miyako Hotel Osaka: Setsubun Desserts and Ehōmaki

Oni (Demon) Cakes (Red/ Purple): ¥500, Ehōmaki Roll: ¥ 1,200 Per Roll, Kanabō Biscuits: ¥600

These oni (demon) cakes contain mascarpone mousse. The red oni cake is made from a berry mousse and strawberry jelly while the purple oni is made with blackcurrant mousse and blackcurrant jelly. Both cakes are glazed with icing. The Ehōmaki Roll is made with seven different fruits to represent the Seven Lucky Gods. The sponge cake Ehōmaki roll is packed with whipped cream and custard cream. Finally, it is coated in a layer of chocolate to look like nori. The kanabō biscuits come in plain and chocolate and depict the large club that oni usually carry with them. Everything is just so adorable. 


▼ Setsubun Desserts and Ehōmaki

Selling: February 1 – 3, 2020

*Please reserve at least a day before
Available At: Sheraton Miyako Hotel Osaka Floor 2 Café and Gourmet Shop CAFÉ BELLE
Selling Times: 10:00 – 20:00
Prices:Demon (Oni) Cakes (Red/ Purple): ¥500, Ehōmaki Roll: ¥ 1,200 Per Roll, Kanabō Biscuits: ¥600



Restaurant Uemachi: Uemachi Ehōmaki

Uemachi Ehōmaki: ¥1,800

This thick Ehōmaki is one of the more traditional Ehōmaki sushi rolls. The chef carefully packs this sushi roll with seven different ingredients including egg and eel, shrimp.


▼ Restaurant Uemachi: Uemachi Ehōmaki

Reservation Deadline: February 2, 2020

To Be Received By Customer:: February 2, 2020 (11:30 – 14:00/15:00 – 19:00)

Available At: Sheraton Miyako Hotel Osaka Floor 3 Japanese Restaurant Uemachi
Price:¥1,800 Per Roll



InterContinental Yokohama Grand Hotel: Ehō Roll

Ehō Roll: ¥864

The Ehō Roll was created by the hotel’s patissiers and is based on the Ehōmaki. Two kinds of high-quality cream are blended together for a light, melt-in-the-mouth texture and spread onto a cocoa-flavoured crêpe. The crêpe is then filled with five fresh tochiotome strawberries. The size is long enough to be an Ehōmaki but short enough to finish easily.


▼ InterContinental Yokohama Grand Hotel: Ehō Roll

Selling:January 25 – February 3, 2020

*Reservation period: From January 10, 2020

Selling Times: 10:00 – 20:00
Price:¥864 Per Roll

Official Website:


Daimaru Tokyo Hoppe Town: Ehōmaki

Nakajima Suisan Luxurious Gold Leaf 2020 Ehōmaki: ¥15,800

To celebrate 2020, this Ehōmaki contains 20 different types of luxurious seafood including haliotis, sea urchin, steamed shrimp, argentine red prawn, conger eel and Pacific bluefin tuna. The sushi is rolled inside gold leaf nori. Both the appearance and taste is exquisite and the perfect way to add luxury to your celebration. Only 10 are made per day so if you are interested, make sure to look into it in advance. 


Daimaru Tokyo Nakajima Suisan: 2020 Ehōmaki 

Selling: February 2 – 3, 2020 (Limited Availability)
Price: ¥15,800 (Only 10 Sold Per Day)

Website Reservations:


Kaniya Sapporo Crab House: Crab Ehōmaki

Kaniya Sapporo Crab House Crab Ehōmaki: ¥5400

Unlike traditional Ehōmaki, this luxurious Ehōmaki sushi is wrapped in crab meat, making it perfect for those who can’t get enough of crab. For those of you who love eating Ehōmaki every year, how about switching it up a bit?


▼Daimaru Tokyo Kaniya Sapporo Crab House: Crab Ehōmaki

Selling on February 3, 2020, Only

Price: ¥5,400

Available At: Kaniya Sapporo Crab House, Daimaru Tokyo Basement, Hoppe Town 

Official Website:


Tokyo Station Ehōmaki and Setsubun Desserts Fair: Ehōmaki Half

Kai Yang Ehōmaki Half: ¥480

This Thai-style Ehōmaki is full of new and exciting flavours. It contains cucumber, fried egg, imitation crab meat, nori and Thai rice. As this is half the size of a traditional Ehōmaki, it is perfect for those who would struggle to finish a full one. 


▼Tokyo Station Mango Tree Kitchen Gransta Kai yang: Ehōmaki Half

Selling: February 1 – 3, 2020


Website Reservations:


Kanabō Eclair: ¥756

This eclair takes on the appearance of an oni’s kanabō club. It is packed with fresh fruit, creating the perfect Setsubun treat to enjoy after your meal. The beautiful colours are sure to brighten up your day. 


Tokyo Station Kyobashi Sembikiya: Kanabō Eclair

Selling: February 1 – 3, 2020

Website and Shop Reservations:


If you’re in Japan during Setsubun, an Ehōmaki or delicious Setsubun dessert is sure to be an experience you’ll never forget. 


  • Ehomaki Sushi Rolls to Eat in 2019: Heart-Shaped Rolls, Doraemon Rolls & More

    20.January.2019 | FEATURES / FOOD

    Setsubun is an annual event in Japan that takes place on February 3. It is the day before spring and is a time when Japanese people perform a ritual called mamemaki in which beans are scattered to ward off evil.


    Another element of Setsubun is the consuming of ehomaki. These large sushi rolls are to be eaten facing a set direction each year for good health all year round. This year’s direction is East-Northeast.


    We have created a list of ehomaki to be enjoyed in 2019 that includes classic rolls and more unique ones.

    AEON’s ehomaki can be enjoyed by kids and adults alike

    AEON Retail has announced 22 varieties of ehomaki to be sold at nearly 400 branches of AEON and AEON Style on February 2 and 3. This includes Sushi Yoshitake’s Goku Ehomaki―made by a Michelin 3-star restaurant that has ranked in the Michelin guide for 8 consecutive years―which incorporates sushi techniques from before the Edo period; as well as the Doraemon Ehomaki.



    AEON’s Ehomaki 2019

    Order Window: December 26, 2018 – January 29, 2019
    Ordering: In store or online
    Sale Date: February 2, 2019 – February 3 ,2019
    Available: At approx. 400 AEON and AEON Style branches across the Honshu and Shikoku parts of Japan
    Varieties: 22*



    *Variety stock may differ in certain regions.
    *Taken from Michelin Guide Tokyo 2012~2019 /©MICHELIN 19-001


    Thick ehomaki stuffed with sea urchin, caviar and more at Daimaru Tokyo

    Daimaru Tokyo is now serving over 150 varieties of egomaki until February 3. This includes a fully-packed ehomaki made with 19 ingredients including sea urchin, caviar, tuna, fugu and more. There’s also a red king crab ehomaki that lovers of crab won’t be able to resist.



    Running: January 9, 2019 – February 3, 2019

    Available: Daimaru Tokyo Hoppe Town


    Daimaru Tokyo

    Address: 1-9-1 Marunouchi, Chiyoda Ward, Tokyo

    Opening Hours: 10:00-21:00

    TEL: 03-3212-8011



    Strawberry-filled ehomaki roll at InterContinental Yokohama Grand

    InterContinental Yokohama Grand’s “Ehomaki Rolls” sell out every single year, and they’re set to return once more in 2019 for a limited time. Available from January 26 until February 3, this dessert ehomaki is pumped with 2 varieties of high quality fresh cream and 5 whole sweet strawberries.



    Ehomaki Roll

    Running: January 26, 2019 – February 3, 2019

    Location: i Marina, InterContinental Yokohama Grand Floor 2F

    Serving Times: 10:00-20:00 (*Sales will end once all have sold out each day)

    Price: ¥864 (Tax Included)

    Enquiries: 045-223-2366 (i Marina)


    InterContinental Yokohama Grand

    Address: 1-1-1 Minato Mirai, Nishi Ward, Yokohama, Kanagawa Prefecture



    Matsuzakaya Nagoya’s Heart-shaped ehomaki♡

    The Nagoya branch of Matsuzakaya is serving 140 types of ehomaki in 40 of its stores on floor B1F. One of the most eye-catching options is the cute heart-shaped ehomaki that’s filled with shibazuke, flying fish roe and shrimp tempura. There are only 50 of these being sold so be sure to get your hands on on quick!



    Running: Until February 3, 2019 (*Different for select stores. Orders being taken at select stores.)

    Location: Matsuzakaya Nagoya, Floor B1F of main building


    Matsuzakaya Nagoya

    Address: 3-16-1 Sakae, Naka Ward, Nagoya, Aichi Prefecture

    TEL: 052-251-1111



    Feeling hungry yet? When in Japan, do as the Japanese do and get your hands around a delicious ehomaki.