Setsubun 2025: Japanese Bean Throwing Festival
Drive out evil spirits on Setsubun with mamemaki bean throwing, eating ehomaki sushi rolls, and welcoming spring.
Setsubun: Japan's Spirited Welcome to Spring
Setsubun (節分) marks the eve of spring according to the old Japanese calendar—a night when families across Japan throw roasted soybeans while shouting "Oni wa soto! Fuku wa uchi!" (Demons out! Fortune in!). This 1,200-year-old tradition transforms homes and temples into battlegrounds against evil spirits, with over 3 million ehomaki sushi rolls sold in a single day.
"Setsubun represents one of Japan's most participatory festivals," explains Dr. Yoko Hirano, cultural anthropologist at Kyoto University. "Unlike passive viewing festivals, every family member actively engages in driving out winter's darkness and welcoming spring's vitality."
Setsubun 2025 Details
| Information | Details |
|---|---|
| Date | Monday, February 3, 2025 |
| Occasion | Day before Risshun (spring begins Feb 4) |
| Status | Not a public holiday, widely celebrated |
| Peak activity | Evening (家庭 families) and Afternoon (temples) |
| Ehomaki direction 2025 | West-southwest (西南西) |
Mamemaki: The Art of Bean Throwing
The heart of Setsubun lies in mamemaki (豆まき), throwing roasted soybeans to purify the home:
Traditional Practice
Regional Variations
| Region | Bean Type | Unique Custom |
|---|---|---|
| Hokkaido | Peanuts (in shell) | Easier cleanup, popular nationwide now |
| Kansai | Roasted soybeans | Traditional style |
| Chiba | Peanuts | Narita Temple influence |
| Akita | Roasted beans | Namahage-style oni |
"The custom of eating age plus one beans ensures health for the coming year," notes folklorist Takeshi Yamamoto. "However, choking concerns have led many families to switch to crushed beans or peanuts for young children."
Ehomaki: The Silent Lucky Roll
The ehomaki (恵方巻) tradition, originating in Osaka, has become Setsubun's most commercially visible custom:
Ehomaki Rules
2025 Ehomaki Market
| Retailer Type | Price Range | Notes |
|---|---|---|
| Convenience stores | ¥400-800 | 7-Eleven, Lawson, FamilyMart; pre-order recommended |
| Supermarkets | ¥500-1,500 | Multiple sizes, halal options available |
| Department stores | ¥1,500-5,000 | Premium ingredients, celebrity chef collaborations |
| Sushi restaurants | ¥2,000-8,000 | Made-to-order, highest quality |
Sales figures exceed ¥30 billion annually, with major convenience store chains preparing 30+ million rolls.
"Seven-Eleven alone sells over 4 million ehomaki on Setsubun," reveals retail analyst Kenichi Morita. "The tradition, though only mainstream since the 1990s, now rivals Christmas cake in seasonal food commerce."
Temple Mamemaki Ceremonies
Major temples host spectacular bean-throwing events with celebrity guests:
Top Setsubun Ceremonies
| Temple/Shrine | Location | Famous For |
|---|---|---|
| Naritasan Shinshoji | Chiba | Sumo wrestlers, 60,000+ visitors |
| Sensoji | Tokyo | Celebrities, no "Oni wa soto!" (demons welcome) |
| Yoshida Shrine | Kyoto | Ancient ritual with multiple demons |
| Ikuta Shrine | Kobe | Local celebrities, traditional oni dances |
| Kitano Tenmangu | Kyoto | Geisha participation |
| Zojoji | Tokyo | Tokyo Tower backdrop, local celebrities |
Naritasan Shinshoji Experience
Japan's largest Setsubun ceremony draws over 60,000 participants:
| Detail | Information |
|---|---|
| Ceremonies | 11:00, 13:30, 16:00 |
| Participants | Sumo wrestlers, NHK actors, kabuki stars |
| Beans thrown | 460 kg of fukumame |
| Peanuts thrown | 185 kg |
| Access | JR/Keisei Narita Station (15 min walk) |
| From Tokyo | 70 min via Keisei Skyliner or JR Narita Express |
Tips for Temple Visits
Hiiragi Iwashi: The Demon Deterrent
The hiiragi iwashi (柊鰯) decoration offers supernatural protection:
Components
Where to See
Traditional neighborhoods in Kyoto (Gion, Higashiyama) and old merchant districts still display authentic hiiragi iwashi. The Nishiki Market often sells complete sets (¥500-800) in late January.
Modern Setsubun: Beyond Tradition
Contemporary Japan has embraced creative Setsubun interpretations:
Convenience Store Culture
Family Adaptations
| Modern Practice | Traditional Equivalent |
|---|---|
| Cardboard oni mask (included with fukumame) | Handmade demon costume |
| Packaged roasted soybeans (¥300-500) | Home-roasted beans |
| Pre-made ehomaki | Homemade sushi rolls |
| Apartment-friendly bean throwing | Full house purification |
For Children
Setsubun Foods Beyond Ehomaki
| Food | Significance | Where to Find |
|---|---|---|
| Fukumame | Roasted soybeans for throwing/eating | Supermarkets, convenience stores (¥200-500) |
| Age (福豆) | Sweetened roasted beans | Temple grounds, specialty shops |
| Iwashi (sardine) | Grilled, eaten after display | Fish markets, izakaya |
| Kenchin-jiru | Vegetable soup, Kanto tradition | Home cooking, set meals |
| Setsubun soba | Some regions eat soba on lunar new year eve | Soba restaurants |
Planning Your Setsubun Experience
For Tourists
| Activity | Location | Cost |
|---|---|---|
| Temple ceremony | Naritasan, Sensoji | Free |
| Ehomaki dinner | Sushi restaurants | ¥2,000-8,000 |
| Fukumame purchase | Convenience stores | ¥200-500 |
| Oni mask | Included with beans or ¥100 shops | ¥100-300 |
| Hot spring + Setsubun | Ryokan packages | ¥15,000-30,000 |
Timing
| Temple | Best Arrival | Ceremony Times |
|---|---|---|
| Naritasan | 9:30 AM | 11:00, 13:30, 16:00 |
| Sensoji | 10:30 AM | 11:30, 14:00 |
| Yoshida Shrine | 4:00 PM | Evening fire ritual at 11 PM |
Essential Phrases
The Deeper Meaning
Setsubun reminds us that transitions require active participation. As winter yields to spring, we must consciously release what no longer serves us while inviting positive energy into our lives.
"The genius of Setsubun is its accessibility," reflects Dr. Hirano. "Rich or poor, young or old, everyone can throw beans and eat sushi. It democratizes the ritual purification that once belonged only to shrine priests."
Whether you're catching beans at Naritasan, silently devouring ehomaki facing west-southwest, or simply enjoying roasted soybeans equal to your age, Setsubun offers a moment to reset—casting out the old year's demons and welcoming spring's fresh possibilities.
