1.
lucky direction, auspicious direction
The direction considered auspicious for a given year, determined by the Chinese zodiac. Traditionally, facing this direction while performing certain activities was believed to bring good fortune. In modern Japan, most commonly associated with the Setsubun custom of eating ehōmaki (lucky direction sushi roll).
今年の恵方は南南東だ。
This year's lucky direction is south-southeast.
恵方巻きを恵方を向いて食べる。
Eat the ehōmaki while facing the lucky direction.
節分の日に、家族みんなで恵方を向いて無言で恵方巻きを食べるのが我が家の習慣だ。
On Setsubun, it's our family's custom to face the lucky direction and eat ehōmaki in silence.
USAGE:
Most commonly encountered in the compound 恵方巻き (ehōmaki), a sushi roll eaten on 節分 (February 3). The custom involves eating the entire roll in silence while facing the year's lucky direction. The lucky direction changes each year according to the Chinese zodiac cycle.
COMMON COLLOCATIONS:
- 恵方巻き: ehōmaki (lucky direction sushi roll)
- 恵方を向く: to face the lucky direction
- 恵方参り: visiting a shrine in the lucky direction
- 今年の恵方: this year's lucky direction
CULTURAL NOTE:
The 恵方巻き tradition originated in the Kansai region and spread nationwide through convenience store marketing in the late 1990s and 2000s. It has become one of the most commercially successful seasonal food customs in Japan.