Demons Out! Luck In! The Japanese Snack Scene of Setsubun

While Feburary is almost exclusively given to the atmosphere of Valentine's Day and the occasional early sakura goods, there is one more day in Japanese February that plays a pretty big role on the food and snack scene: Setsubun! Taking place on February 3rd annually, this holiday is all about large rolls of ehomaki and beans and much more. So today, we’re going to cover the bean-throwing, sushi-eating food culture that defines this unique holiday!

Because it traditionally marks the day before the start of spring in the old lunar calendar, Setsubun is all about a fresh start. The most famous tradition is mamemaki, or bean throwing. People throw roasted soybeans out their front door or at family members wearing demon masks while shouting "Oni wa soto! Fuku wa uchi!" which translates to "Demons out! Luck in!" It’s a fun family activity that usually ends with everyone eating the number of roasted beans corresponding to their age to ensure good health for the year.

While these roasted soybeans, or fuku-mame, are the star of the show, the snack aisles get a makeover too. During this season, you’ll see countless packages of regular snacks like chips, crackers, and chocolates re-branded with demon faces or special "Setsubun" packaging. Interestingly, some regions in Japan actually throw peanuts in their shells instead of soybeans because they are easier to clean up and eat off the floor, so peanut-flavored snacks also see a massive bump in popularity during this time.

In addition to the beans, the other massive food tradition is ehomaki. This is a special, thick sushi roll containing seven ingredients to represent the Seven Lucky Gods. The rule is that you have to eat the entire roll in one go, in complete silence, while facing the year's "lucky direction" (determined by the zodiac). It started in Osaka but has exploded across the country, with convenience stores now selling everything from premium seafood rolls to roll cakes and sweets that mimic the shape of the sushi for those with a sweet tooth.

And of course, traditional Japanese confectioneries get in on the fun as well. You will often find wagashi (traditional sweets) shaped like cute red and blue demons or oni clubs made of sugar and bean paste. It’s a playful time of year where the usually refined look of Japanese sweets gets a bit more cartoony and colorful to match the energy of the festival.

Japan is a country that loves to celebrate the changing seasons with food, and Setsubun is one of the most interactive and tasty ways to do it. For those wanting to try the unique flavors of this demon-fighting festival, our shop stocks plenty of different bean-focused goods, so you can embrace Setsubun wherever you are in the world!