“Setsubun（節分）” is a traditional Japanese event to drive away evil spirits and invite good fortune at the turn of the seasons. Customs like bean-throwing ("Mamemaki") and eating "Ehoumaki" sushi rolls are widely recognized. In this article, we’ll explore the origins and history of Setsubun, the meaning behind bean-throwing, proper ways to perform it, and the foods associated with this special day. We’ll also introduce modern ways to enjoy the event, so feel free to use this as a guide.
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What is “Setsubun（節分）”? When is it, and what do you do? An Easy Explanation of the Event and Its Origins
What kind of event is Setsubun, and where did it come from?
"Setsubun" is a traditional Japanese event that takes place around February 3 every year. Originally, the term meant "the division of the seasons" and referred to the day before the beginning of spring, summer, autumn, and winter—four times a year. Over time, however, it came to exclusively mean the day before the start of spring ("Risshun").
In the old Japanese calendar, Risshun (立春) marked the New Year, so it was considered especially significant. Setsubun evolved as an occasion to drive out bad spirits, eat foods associated with good fortune, and welcome the New Year with positivity.
When is Setsubun? Is it always on February 3?
Interestingly, Setsubun does not always fall on February 3. It is defined as "the day before Risshun," so it can also be February 2 or February 4, depending on the year. Check below for upcoming dates:
2025: February 2 (Sunday)
- 2026: February 3 (Tuesday)
- 2027: February 3 (Wednesday)
- 2028: February 3 (Thursday)
- 2029: February 2 (Friday)
What Do People Do During Setsubun?
1. Bean-Throwing ("Mamemaki")
The most iconic Setsubun tradition is bean-throwing. In Japanese culture, demons ("oni") symbolize invisible disasters, such as illnesses and natural calamities. People used to believe these misfortunes were caused by oni. To drive them away and ward off bad luck, bean-throwing rituals are still performed across Japan.
2. Hiiragi Iwashi (Holly and Sardine Heads)
Another Setsubun custom is placing roasted sardine heads on holly branches and attaching them to the front door. This tradition, known as "Hiiragi Iwashi（柊鰯）" or "Yaikagashi（焼い嗅がし）," stems from the belief that oni dislike the strong smell of sardines and the spiky holly leaves.
In some regions, people substitute other items or eat sardine meat as a festive dish instead.
3. "Eho-maki" (Lucky Direction Rolls)
"Eho（恵方）" refers to the auspicious direction where the deity of the year resides. The direction changes annually.
Eating a thick sushi roll while facing that year's ehou is called "Eho-maki（恵方巻き）." These rolls traditionally contain seven fillings, representing the Seven Lucky Gods in Japanese belief. However, there are no strict rules regarding the ingredients.
To ensure good fortune, it’s recommended not to cut the roll. Instead, you eat it whole while silently making a wish in your mind. If you finish it without speaking, your wish is said to come true.
The Origins and History of “Setsubun”
What is “Setsubun” Oni（Demon）, and How Do They Relate to Otafuku?
As mentioned earlier,, Oni(鬼／demons) symbolize disasters. The term originates from Japan's ancient directional system, where "Ushitora" (northeast) was associated with oni. This is why oni are often depicted with "ox horns" and "tiger fangs," wearing "tiger-skin clothing."
Otafuku, also known as "O-fuku" or "Okame," frequently appears alongside oni in Setsubun imagery. This connection stems from a traditional Kyogen performance in which Otafuku’s kindness persuades an oni to change its ways. This story links Otafuku to the phrase "Fuku wa uchi!" ("Good fortune, come in!"), establishing her as a symbol of good luck depicted together with oni.
The Origins of “Setsubun” and Bean-Throwing
Originally, Setsubun and the act of driving away oni were unrelated.
The bean-throwing tradition is thought to have been influenced by an ancient Chinese ritual called "Tsuina（追儺）." Introduced to Japan during the Heian period, Tsuina was performed at the imperial court on New Year’s Eve.
The illustrations of Tsuina often feature a figure who appears to be an oni but is actually a "Hoso-shi（方相氏）," a shaman tasked with exorcising demons. Over time, the fearsome appearance of Hoso-shi led to the misconception that they were oni. As a result, in some contemporary Tsuina ceremonies held at temples and shrines, the Hoso-shi character is ironically treated as an oni and driven away. Originally a protector of humanity, the Hoso-shi has undergone a rather unfortunate transformation!
Regardless, the practice of driving away oni was passed down to temples and shrines, spreading across the country and eventually evolving into the bean-throwing tradition we know today.
What Is the Significance of Bean-Throwing?
The exact origins of bean-throwing ("mamemaki") are unknown, but records from the Muromachi period (approximately 600 years ago) indicate that people chanted "Oni wa soto! Fuku wa uchi!" ("Demons out! Good fortune in!") while throwing beans. By the Edo period, public events featuring popular kabuki actors performing mamemaki became common, spreading the tradition widely among the general population.
Today, soybeans are the standard choice for mamemaki, but in earlier times, other grains like rice were used in China’s Tsuina ritual and Japan’s early ceremonies.
The use of soybeans likely gained popularity because soybeans, second only to rice, were considered sacred. Additionally, the loud sound they make when thrown was believed to be more effective in driving away demons.
Roasted soybeans are used instead of raw ones to prevent any missed beans from sprouting, as sprouting was considered a bad omen, symbolizing the growth of malevolent energy.
The Meaning and History of “Eho-maki（恵方巻き）”
Eating a thick sushi roll while facing the year’s lucky direction ("Eho") is a Setsubun custom known as "Eho-maki." While it has become a nationwide trend thanks to convenience stores and restaurants, it only gained widespread popularity in the 2000s. Originally, it was a regional tradition in the Kansai area.
Major convenience store chains started marketing Eho-maki heavily, which quickly expanded its reach across Japan. However, the overproduction of Eho-maki led to reports of massive food waste, sparking social issues. Nowadays, many stores have shifted to pre-order sales to help reduce food loss.
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👉 Events in Japan: Let's eat "Ehomaki" on Setsubun Day!
How to Enjoy “Setsubun”
How to Properly Perform Mamemaki
Here’s an example of the proper way to perform mamemaki:
1. What You’ll Need
Roasted soybeans (available as "iri-mame"), a wooden measuring cup ("masu"), and masks of oni or Otafuku.
2. Offer Beans to the Household Shinto Altar
During the day, place roasted soybeans (called "fuku-mame") in a masu and offer them at a household shrine. If you don’t have a shrine, place them on a clean, elevated surface on top of a white sheet of paper.
3. Start with "Oni wa soto!"
At night, open the windows and throw beans outside while shouting "Oni wa soto!" to drive away demons. Immediately close the windows to prevent the demons from returning.
If you live in an apartment or urban area, clean up the beans after throwing them, or use individually wrapped bean packets to make cleanup easier.
4. Then Shout "Fuku wa uchi!"
With the windows closed, throw beans inside while shouting "Fuku wa uchi!" Move through the rooms, starting from the innermost one. Some people also throw beans toward the lucky direction ("ehou") or while facing it, though this isn’t a strict rule.
5. Eat the Beans
After throwing the beans, eat the same number as your age, or your age plus one. This is believed to ensure good health throughout the year.
If you can’t eat that many beans, you can instead enjoy "fuku-cha," a tea made by steeping roasted soybeans with umeboshi (pickled plums) or kombu (kelp) in hot green tea.
How to Eat Eho-maki? : The Direction for 2025 Is "West-Southwest"
For 2025, the lucky direction ("eho") is west-southwest.
Ehoumaki is simple to enjoy: it’s a thick sushi roll traditionally filled with seven ingredients, representing the Seven Lucky Gods. Face the lucky direction, think of a wish in your mind, and eat the roll in silence without cutting it. Store-bought rolls are perfectly fine to use.
Traditional Foods for Setsubun
While ehoumaki originated in the Kansai region, other areas enjoy different dishes for Setsubun, such as sardine dishes, Setsubun soba, and kenchin-jiru (vegetable soup).
How to enjoy “Setsubun” in Modern Ways?
Many stores, including 100-yen shops and home goods retailers, sell festive items to make celebrating Setsubun fun and affordable. Here are some recommended shops and items:
・3COINS
At "3COINS," a store known for offering a variety of household goods, interior decorations, mobile accessories, and kids' items for ¥300 (excluding tax), you can find seasonal Setsubun items each year. Their collection includes decorative ornaments and tapestries to enhance your home, as well as demon wigs and costumes for adults, kids, and even pets. These items are especially popular for their muted colors, which blend well with interiors, and their stylish designs.
The 2025 Setsubun collection will launch on Saturday, January 11. Please note that on the release day, priority entry and purchases will be given to those who win a prior lottery. Items will also be available for purchase on their official online store.
Check out 3COINS' 2025 Setsubun👉 here
・ 100 yen shop
At popular 100-yen shops like DAISO and Seria, Setsubun-themed items start appearing on shelves in early January, right after the New Year. These include Setsubun beans, festive decorations, and demon-themed cosplay goods.
One standout item is the small, handheld-sized demon and Okame masks, which are perfect for decoration or for babies to wear, making them great for capturing fun, photo-worthy moments.
Recommended Setsubun Events Across Japan
Next, let’s introduce some unique Setsubun events held across Japan!
【Tokyo】Sensoji Setsubun-e（浅草寺 節分会）
The Setsubun Festival at Sensoji Temple has been celebrated since the Edo period. Today, the main event is the bean-throwing ceremony performed by individuals representing the zodiac animal of the year. This ceremony takes place on a specially set-up stage on the east side of the main hall. A unique feature of the festival is the chant, "Senshuu Banrai Fuku wa Uchi" ("Eternal prosperity and fortune in"), instead of the usual "Oni wa soto" ("Demons out"). This stems from the belief that "there are no demons in front of Kannon-sama," the deity enshrined at Sensoji.
Other highlights include the "Fukujyu no Mai" (Dance of the Seven Lucky Gods) and bean-throwing by celebrities connected to Asakusa, attracting many visitors each year.
- Date: February 2, 2025 (Sunday), Procession Start Times: Morning session at 11:45 (ritual begins at 12:00), Afternoon session at 13:45 (ritual begins at 14:00)
- Fee: Free
*The procession may be canceled due to weather, and the bean-throwing ceremony may also be canceled in case of severe weather.
- Official Website: https://www.senso-ji.jp/annual_event/05.html
【Chiba】Naritasan Shinshoji Setsubun-e（成田山新勝寺 節分会）
The "Special Tsuina Bean-Throwing Ceremony（特別追儺豆まき式）," held in front of the main hall of Naritasan Shinshoji Temple, is a renowned event often featured on TV news. It draws many sumo wrestlers and prominent figures. There's also the "Kaiun Bean-Throwing" event, open to anyone who pays the participation fee. This event takes place six times a day, divided into three sessions, offering a chance to pray for a year of good fortune and prosperity.
A unique aspect of the bean-throwing here is the chant. Instead of the usual "Oni wa soto" ("Demons out"), participants exclusively say "Fuku wa uchi! Fuku wa uchi!" ("Fortune in! Fortune in!"). This custom stems from the belief that in the compassionate presence of “Fudo-Myuo（不動明王）”, the deity enshrined at Shinshoji, even malicious spirits repent and turn to good.
- Date: Sunday, February 22, 2025 (Sunday)* Bean-throwing will be held six times throughout the day.
- Participation Fee: ¥10,000 for Kaiun Bean-Throwing
- Official Website: https://www.naritasan.or.jp/
【Mie】Okage yokocho Setsubun Market（おかげ横丁 節分の市）
Located in the heart of Monzenmachi, just steps away from the torii gate of Ise Grand Shrine's Inner Shrine (Naikū), Okage Yokocho recreates the townscape of the late Edo to early Meiji periods. Every year, it hosts the traditional "Setsubun Market." Visitors can find various lucky items for sale, such as Setsubun beans with an original masu (measuring cup), as well as enjoy activities like the Seven Lucky Gods Stamp Rally. On Setsubun day, a lively bean-throwing event takes place, and local eateries serve special Setsubun-themed dishes.
Location: Okage Yokocho, Ise City, Mie Prefecture
- Dates: Saturday, January 25 – Sunday, February 2, 2025 (10:00 AM – 5:00 PM)
- Fee: Free (some events may require payment)
- Official Website: https://okageyokocho.com/https://okageyokocho.com/main/2024/01/12/setsubun/
【Osaka】Tsūtenkaku Setsubun Fuku Mamemaki（通天閣節分福豆まき）
Tsūtenkaku, a registered tangible cultural property and iconic landmark in Osaka, has held a bean-throwing event every year since 1957. A total of 1,000 special bags of peanuts, weighing about 15 kg, are prepared for the event. Notable figures from various fields are invited each year to participate. The bean-throwing takes place at multiple locations, including the outdoor observation deck at 94.5 meters above ground and the stage on the first floor, with participants chanting "Oni wa soto, fuku wa uchi" ("Demons out, fortune in").
Date: Saturday, February 1, 2025 (9:30 AM)
- Fee: Free
- Official Website: https://www.tsutenkaku.co.jp/
Enjoy Setsubun by learning about its origins, participating in bean-throwing, eating ehoumaki, or attending one of these unique events!
References:
Tanaka, Norikazu & Miyata, Noboru (Eds.). Sanseido Dictionary of Annual Events, Revised Edition, Sanseido, 2012.
Shintani, Naoki (Ed.). Traditional Japanese Customs and Calendar Events, Nihon Bungeisha, 2007.
Miura, Yasuko (Ed.). Seasonal Living Almanac, Seibido Publishing, 2024.
Yoshiumi, Naoto. Kadokawa Selected Books: Classical Annual Events, KADOKAWA, 2020.
National Diet Library, Kaleidoscope of Books. (Accessed September 1, 2020).
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