Rising prices and food waste concerns shadow Japan’s Setsubun ehomaki tradition. Kanto Smart Living Cooperative urges consumers to pre-order, share, and buy responsibly.
TOKYO, JAPAN (MERXWIRE) – As Japan’s New Year holidays end, the country prepares for the traditional Setsubun festival, a day meant to pray for good fortune throughout the year. In addition to the customary bean-throwing to ward off evil spirits, many people quietly eat a whole ehomaki sushi roll while facing the year’s lucky direction, believing it will bring good luck. However, rising food prices and concerns over excessive food waste have again come into the spotlight.
For 2026, the lucky direction is “southeast by south,” and many convenience stores across Japan have already launched pre-order campaigns for ehomaki. Both locals and international visitors are encouraged to enjoy this seasonal treat, experiencing Japanese cultural traditions while praying for good fortune in the new year.
The sharp rise in rice and seaweed prices has pushed ehomaki costs higher, while past years’ overproduction and unsold stock have reignited concerns over waste. Retailers are responding by carefully reviewing both product strategies and ingredients to manage costs and reduce waste.
FamilyMart has focused on premium ehomaki, offering limited quantities in pre-order-only formats, often in collaboration with renowned chefs or high-end sushi restaurants. Storefront offerings have also been streamlined to avoid overstocking. Lawson, meanwhile, has introduced character-themed ehomaki to boost pre-orders and attract fans, reducing the risk of unsold rolls. They have also developed smaller, easy-to-eat products suitable for families, minimizing waste from large portions.
Due to the tradition of consuming ehomaki only on Setsubun day, unsold rolls often end up discarded, making the sushi roll a symbol of seasonal food waste. In recent years, the government and consumer groups have encouraged retailers to adopt pre-order systems, reduce portion sizes, and better match production to demand.
The Kanto Smart Living Cooperative also urges consumers to enjoy the tradition responsibly, advising pre-ordering, sharing rolls among family members, and purchasing appropriate quantities to minimize unnecessary waste. The group further encourages retailers to protect Japanese cultural traditions while respecting the environment and preserving resources.
Media Contacts:
Kanto Smart Living Cooperative
PR Agency:
MERXWIRE INC.
Ada Huang
pr@merxwire.com
SOURCE: Kanto Smart Living Cooperative
