Ehomaki Sushi Rolls 2025: How to Eat and Popular Choices to Book

Ehomaki Sushi Rolls: A Highlight of February in Japan

Setsubun is a festival that celebrates the arrival of spring and falls on February 2 in 2025. In Japan, it is customary to eat ehomaki, which are special sushi rolls, during this festival.

There is a specific way to eat ehomaki. It is believed that you should face the year's designated lucky direction while eating the rolls silently to secure good fortune.

In 2025, the lucky direction is south-southwest. This direction changes each year, as it is thought that the deity of good fortune resides there for that particular year.

There are several theories regarding the origin of ehomaki. One theory traces its roots to the Meiji period (1868-1912) in Osaka’s Senba district, where a game was played in which geisha and men would eat large sushi rolls whole. This practice eventually spread beyond Osaka and became a cultural custom throughout Japan.

How to Buy Ehomaki Sushi Rolls

In the lead-up to Setsubun, you'll find ehomaki sushi rolls prominently displayed on the shelves of shops and convenience stores. While they can be enjoyed at any time, only those consumed on February 2 in the proper manner are believed to bring good luck.

To ensure customers receive fresh and delicious ehomaki on Setsubun, many shops have implemented a reservation system. If you have a specific type of ehomaki you want to enjoy on the day, it's advisable to make a reservation in advance.

Some stores even offer early booking incentives. Here are four companies known for their popular ehomaki sushi rolls: 7-Eleven, FamilyMart, Lawson, and AEON.

1. 7-Eleven

Picture courtesy of 7-Eleven

Reservations for 7-Eleven's ehomaki can be made from December 23, 2024 to January 28, 2025.

In addition to classic rolls filled with seven types of ingredients including a thick omelet, there are also luxurious options using brand wagyu beef and exquisite seafood like salmon and roe available for reservation. You can choose from a total of five types of ehomaki.

There’s also a mild-flavored ehomaki that includes tuna mayonnaise, making it kid-friendly.

You can choose between a regular size, which has a diameter of about 4.5 cm and a length of about 13 cm, and a mini size, with a diameter of about 4.5 cm and a length of about 8.5 cm.

Additionally, if you reserve more than 1,000 yen (excluding tax) on the official website, you’ll have a chance to win nanaco gifts worth up to 10,000 yen through a lottery. It's a great deal!

2. FamilyMart

Picture courtesy of FamilyMart

Reservations for FamilyMart's ehomaki started on December 20, 2025. For those picking up their rolls on January 31 or February 1, reservations can be made until January 28, 2025.

If you're picking up the rolls on February 2, reservations are available until January 30, 2025. Note that reservations close at 9 AM.

FamilyMart's ehomaki for 2025 feature rolls supervised by the renowned Japanese restaurant Sanpi-Ryoron and the long-established meat shop Kakiyasu. You'll find flavorful options such as seafood and beef rice ehomaki that emphasize the delicious ingredients.

Additionally, they offer a total of seven types to choose from. Options include kimbap, Korean rolled sushi, and a classic ehomaki with a large dashimaki (Japanese omelet).

Notably, FamilyMart has a limited quantity of ehomaki in collaboration with the video game Touken Ranbu ONLINE, which comes in a special design box, much to the delight of fans. However, please note that this ehomaki has a reservation deadline of January 28, 2025, regardless of the pickup date.

Additionally, if you show your Famipay when picking up your order at FamilyMart, you will receive 100 yen worth of Famima points for each reserved item. It is a great offer for Famipay users.

3. Lawson

Picture courtesy of Lawson

One of the standout ehomaki offerings at Lawson is the roll filled with three types of tuna: marinated, grilled, and seared. This luxurious sushi roll allows you to enjoy a variety of flavors in one bite.

In addition, you can reserve rolls featuring anki (monkfish liver) and grilled eel supervised by Sushi Nanba, grilled Kuroge wagyu (black-haired brand beef) roll supervised by Yakiniku Toraji, and bulgogi cream cheese kimbap featuring Kuroge wagyu supervised by the restaurant chain Han Bi Jea, making for an extravagant lineup. Of course, you can also reserve classic ingredient rolls and salad rolls, with a total of seven varieties to choose from.

Moreover, you can receive free drink coupons if you place an early reservation. If you reserve a set of three types of ehomaki, you will also get a 150 yen off receipt coupon, along with many other great benefits. Utilizing the Lawson app when making reservations lets you earn up to 120 bonus points, which is another nice touch!

The reservation deadline is until 6 PM on January 27, 2025. The deadline for app reservations is January 23. Please note that some products may have different cutoff dates.

4. AEON

Picture courtesy of Aeon

AEON's ehomaki for 2025 features a Shofuku Seafood Ehomaki supervised by Sushi Yoshitake, as well as a thick roll that stands out. The seafood ehomaki is especially impressive, packed with shrimp, kohada (gizzard shad), and roe, offering a satisfying bite.

Additionally, a combination of two types is available, making it ideal for those interested in savoring both seafood ehomaki and thick rolls.

Furthermore, AEON offers ehomaki in styles suitable for sharing among multiple people. For example, they provide a three-tiered bento with 88 pieces of bite-sized ehomaki. This is perfect for those who can't eat a whole roll by themselves or for families wanting to enjoy it together.

The reservation deadline is until 8 PM on January 26, 2025. Some products have a cutoff date of January 21. If you reserve through AEON’s online supermarket, they will deliver the ehomaki to your home, making it easy to enjoy.

Enjoy Ehomaki at a Great Price with Early Reservations

Ehomaki has become a staple cuisine of Setsubun. Nowadays, it is easy to make reservations at supermarkets and convenience stores.

By reserving early, you may also receive great benefits.

If you want to enjoy ehomaki at a good price, why not take advantage of early reservations or online bookings?