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lucky direction sushi roll (eaten on Setsubun)
A thick, uncut sushi roll eaten whole on Setsubun (February 3rd) while facing the year's auspicious direction and making a silent wish, believed to bring good fortune.
A thick sushi roll eaten on 節分 (February 3rd) as part of a tradition believed to bring good luck. The roll is eaten whole, without cutting, while facing the year's lucky direction (恵方) and making a wish in silence.
Common collocations
- 恵方巻を丸かぶりする: to eat the roll in one go without cutting
- 恵方を向いて食べる: to eat facing the lucky direction
- 節分の恵方巻: Setsubun ehoumaki
Cultural note
Originally a Kansai regional custom, the tradition spread nationwide from the late 1990s largely through convenience store marketing campaigns. It is now a major seasonal food event, with stores competing to offer elaborate varieties. The roll traditionally contains seven ingredients, corresponding to the 七福神 (Seven Lucky Gods). Some people find the commercialization excessive, and the practice of discarding unsold rolls has drawn criticism for food waste.