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).
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.