“Setsubun” Festival

February 2nd or 3rd is Setsubun (節分), also called Bean-Throwing Festival. Setsubun is a day to drive away bad things, meaning "May everyone be healthy and happy."

Say "Oni is outside, Fuku is inside" and then scatter beans.

In the past, it was said that the source of all evil, such as disasters, illnesses, and starvation that hurt people, were demons.

Therefore, on Setsubun, we pray for good health and safety this year, so we scatter beans to drive demons out of the house. And since demons come at night, we scatter beans at night.

In places where demons can easily enter, such as doorways, windows, and balconies, scatter beans both inside and outside the house while saying, "Oni is outside, Fuku is inside!"

Bean throwing and eating.

One of the main activities of this festival is "Mamemaki," or bean throwing. Roasted soybeans are thrown at someone dressed as a demon (Oni), or in some homes, adults play the role of the demon for children to throw beans at while saying, "Oni wa soto! Fuku wa uchi!" which translates to "Demons out! Fortune in!"

After scattering the beans, immediately close the doors and windows to prevent demons from entering. Then, eat fuku beans according to ages (or ages +1) in order to have good health and avoid illness that year.

Fuku beans, or "Fuku Mame," are the same soybeans. On this day, Japanese people will eat 恵方巻き [Ehohmaki] for good luck.

※The Setsubun event at Kushida Shrine in Fukuoka will feature the largest "Otafuku" mask in Japan.

This year, UFM Fuji Super is selling beans for the Setsubun festival.

For extra fun, they are including an Oni mask as a special gift.

Let s create a festive atmosphere by inviting dad to wear the Oni mask and enjoy the Setsubun tradition together.

Ehoumaki・A fortune seaweed-wrapped rice roll

Ehohmaki is a large seaweed-wrapped rice roll that is another highlight of the Setsubun festival. Japanese people eat the whole roll without cutting it while facing the lucky direction of that year (which changes every year) and silently make a wish in their mind without talking until they finish eating. It is believed that following this tradition will bring good luck and happiness throughout the year.

This year, UFM Fuji Super is selling Ehohmaki as usual, offering a variety of fillings for customers to choose from, while maintaining the deliciousness and traditional Japanese culture. For example:

Salad Maki (Salada Maki): Freshness from a variety of vegetables with a focus on health.
Fried Breaded Shrimp Maki (Ebikatsu Maki): Crispy on the outside, soft on the inside, with a mouthful of shrimp.
Seafood Special Maki (Kaisen Special Maki): Abundant with fresh sashimi, crab sticks, and sweet egg.

UFM Fuji Super has all the ingredients for making Ehohmaki. Lets have fun making Ehohmaki!

"Tiger Roll Cake" from Yamazaki (Picture from 2022)

Every year during the Setsubun festival, Yamazaki has a special menu item, the "Tiger Roll Cake," which is sold exclusively at all UFM Fuji Super branches. This year, it will be sold only from February 1st to 3rd, 2025. This roll cake is inspired by the tiger pattern (a symbol of good luck for the festival).