A handful of roasted soybeans.

Someone wearing a scary oni mask.

And families shouting:

“Oni wa soto! Fuku wa uchi!”

This is Setsubun (節分)—a traditional Japanese event welcoming good fortune and driving away bad luck.

Celebrated in early February, Setsubun is best known for throwing beans at imaginary demons.

It might look like a bit of fun, but behind those flying soybeans is an old tradition connected to the changing seasons, purification, and starting fresh.

What Is Setsubun?

Setsubun (節分) literally means “seasonal division.”

Traditionally, the word referred to the day before the beginning of each of Japan's four seasons.

Today, however, Setsubun usually refers to the day before Risshun (立春)—the traditional beginning of spring.

It normally falls around February 3, although the exact date can occasionally change depending on the calendar.

Setsubun is seen as a time to clear away the bad luck of the previous season and welcome good fortune for the one ahead.

Why Do Japanese People Throw Beans?

The most famous Setsubun tradition is called mamemaki (豆まき), meaning “bean throwing.”

People throw roasted soybeans while shouting:

“Oni wa soto! Fuku wa uchi!”

鬼は外！福は内！

It means:

“Demons out! Good fortune in!”

In Japanese folklore, oni (鬼) are supernatural creatures often depicted with horns, sharp teeth, and fierce expressions.

During Setsubun, they represent misfortune and other unwanted things people hope to drive away.

The beans are thrown to chase them out and invite good luck into the home.

Why Soybeans?

Soybeans have long been associated with purification and protection in Japan.

For Setsubun, people traditionally use roasted soybeans called fukumame (福豆), or “fortune beans.”

The beans may be thrown around the entrance of the house or toward someone wearing an oni mask.

At temples and shrines, Setsubun celebrations can be much bigger, with priests, celebrities, sumo wrestlers, or other special guests throwing beans and treats into crowds.

Why Does Someone Dress Like an Oni?

For many families, especially those with children, one person puts on an oni mask and plays the role of the demon.

Everyone else throws beans at them while shouting:

“Oni wa soto!”

The oni runs away, taking the household's bad luck with them.

It turns an old purification ritual into something children can easily understand—and something much more fun.

Do You Eat the Beans Too?

Yes.

After mamemaki, there is a tradition of eating roasted soybeans for good luck.

People commonly eat the same number of beans as their age.

In some traditions, they eat one extra bean to wish for health and happiness during the coming year.

So if you're 30, you might eat 30—or 31—fortune beans.

What Is Ehomaki?

Another popular Setsubun tradition is eating ehomaki (恵方巻).

Ehomaki is a thick, uncut sushi roll filled with several ingredients.

But there's a special way to eat it.

Each year, a particular compass direction is considered lucky.

You face that year's lucky direction and eat the entire roll without cutting it.

Traditionally, you're also supposed to eat it in silence while making a wish.

Talking before you finish is sometimes said to let your good fortune escape.

Where Did the Ehomaki Tradition Come From?

The exact origins of ehomaki are debated, but the custom is particularly associated with the Kansai region, especially Osaka.

It became much more widely known throughout Japan during the late 20th century as supermarkets and convenience stores began promoting Setsubun sushi rolls nationwide.

Today, rows of colorful ehomaki appear in stores across Japan as Setsubun approaches.

Why Isn't Ehomaki Cut?

Normally, large sushi rolls are sliced into smaller pieces.

Ehomaki is different.

The roll is traditionally eaten whole because cutting it could symbolically mean cutting off your good fortune or relationships.

The long roll is therefore kept intact while you eat it.

It's one of those Japanese traditions where symbolism becomes part of the meal.

When Is Setsubun Celebrated?

Setsubun takes place on the day before Risshun, the traditional first day of spring.

Most years, that means February 3.

However, because the traditional calendar and astronomical seasons don't align perfectly with the modern calendar, Setsubun can occasionally fall on February 2 or another nearby date.

Although February may still feel very much like winter, Setsubun symbolically marks the transition toward spring.

Setsubun at Japanese Temples and Shrines

Setsubun isn't only celebrated at home.

Many Buddhist temples and Shinto shrines hold large Setsubun festivals.

Crowds gather while participants throw packets of beans, sweets, and sometimes small gifts from raised platforms.

People try to catch them for good luck.

Some famous celebrations even invite celebrities, athletes, and sumo wrestlers to participate.

What begins as a ritual for driving away misfortune becomes a lively community celebration.

Fun Facts About Setsubun

• Setsubun means “seasonal division.”
• It is celebrated just before the traditional beginning of spring.
• People throw roasted soybeans during mamemaki.
• The famous chant is “Oni wa soto! Fuku wa uchi!”
• Oni represent bad luck and misfortune during the celebration.
• Roasted Setsubun beans are called fukumame, meaning “fortune beans.”
• Many people eat one bean for each year of their age.
• Ehomaki is traditionally eaten whole while facing the year's lucky direction.
• Setsubun festivals are held at temples and shrines throughout Japan.

Frequently Asked Questions

What is Setsubun?

Setsubun is a traditional Japanese event held just before the beginning of spring. People perform rituals intended to drive away bad luck and welcome good fortune.

What does Setsubun mean?

Setsubun (節分) literally means “seasonal division” or the separation between seasons.

Why do Japanese people throw beans on Setsubun?

Throwing roasted soybeans, known as mamemaki, is believed to drive away oni and the bad luck they represent.

What do Japanese people shout during Setsubun?

The traditional phrase is:

“Oni wa soto! Fuku wa uchi!” (鬼は外！福は内！)

It means “Demons out! Good fortune in!”

What food is eaten on Setsubun?

Roasted soybeans are traditionally eaten for good luck. Many people also eat ehomaki, a large sushi roll eaten whole while facing the year's lucky direction.

Is Setsubun Japanese New Year?

No. Setsubun isn't New Year, but its themes are similar: clearing away the old, removing bad fortune, and welcoming a fresh beginning.

🇯🇵 Keep Discovering Japan

If you enjoyed learning about Setsubun, explore more of Japan's seasonal traditions, festivals, foods, and everyday customs.

What Is Okame (おかめ)? Japan's Cheerful Symbol of Good Fortune

👋 Meet a JapPop Resident

Star Villain

鬼ヒトデ

Some oni are terrifying.

Star Villain is still working on it. 👹⭐

Every morning, he practices his scariest evil laugh and dreams of becoming the most feared oni around.

Unfortunately, nobody seems particularly frightened.

And when Setsubun comes around?

He has one very important rule:

always watch out for flying beans. 🫘

👉 Meet Star Villain and discover more residents from the JapPop Universe.

🇯🇵 About JapPop

At JapPop, we celebrate Japanese culture through playful illustrations, original characters, and stories inspired by everyday life in Japan.

From beloved foods and traditional festivals to folklore, lucky gods, and language, every article introduces another piece of Japan—and another resident from the growing JapPop Universe.

Whether you're discovering an ancient tradition or meeting a quirky new character, there's always something new to explore.

Discover Japan, one story at a time. 🇯🇵✨