Japan’s Etiquette and Setsubun

February 3rd is the traditional holiday of Setsubun, which marks the end of the seasons. It's essentially the New Year.

February is a month for the New Year celebration in the East. For example, in China, the Lunar New Year began on February 17th this year, and will be celebrated until March 3rd. In Japan, where I live, February 3rd is the traditional holiday of Setsubun, which marks the end of the seasons. It's essentially the New Year.

Traditionally, the year begins with spring. Even when talking about the arrival of the New Year, they use the expression "Haru o mukaeru" (春を迎える). Translated from Japanese, it means "Welcome spring." February 3rd is the start of the New Year according to the solar calendar.

First, you should eat soybeans (mame) equal to your age plus one bean to become healthier. These beans are sold in all supermarkets, and in large stores, in the lead-up to the holiday…

There are a number of traditions that are traditionally observed on February 3rd. First, you should eat soybeans (mame) equal to your age plus one bean to become healthier. These beans are sold in all supermarkets, and in large stores, in the lead-up to the holiday, they broadcast audio narration about the holiday. The beans are called "fukumame," meaning "lucky beans." This is how the tradition is passed on to new generations.

Celebrities, such as sumo wrestlers, renowned athletes, and famous actors, are invited to participate.

Secondly, on February 3rd, it's customary to scatter these beans at Shinto shrines. Celebrities, such as sumo wrestlers, renowned athletes, and famous actors, are invited to participate. Thirdly, it's essential to eat ehomaki rice rolls. These are rolls of the "auspicious direction." According to etiquette, ehomaki should be eaten silently and with your eyes closed, facing the auspicious direction, so that your wish will come true. The roll must be eaten in one go, without cutting it with a knife.

In 2026, the lucky direction is south - southeast (closer to the south). Incidentally, according to Chinese tradition, the god of wealth also arrives from the south on February 17th this year. This is how the traditions of the two countries intertwine. Ehomaki contains seven ingredients, symbolizing the seven gods of fortune. Kapyo (seaweed) symbolizes longevity, shiitake mushrooms symbolize protection from evil, omelet symbolizes good luck, eel symbolizes promotion and longevity, shrimp symbolizes longevity, cucumber symbolizes vitality and growth, and sakura denbu (crushed dried sea bream with added sugar and soy sauce) symbolizes celebration.

Since ancient times, one family member, usually a man, would wear a "demon" mask, and all family members would throw beans at him. 

Fourth, the mamemaki ritual is performed, which is aimed at driving away evil forces. It is customary to scatter beans while reciting the phrase: "Oni-wa soto! Fuku-wa uchi!" — "Demons out! Happiness into the house!" Since ancient times, one family member, usually a man, would wear a "demon" mask, and all family members would throw beans at him. According to tradition, this was supposed to ward off evil spirits and ill intentions, and also to ensure prosperity and good health for the coming year. Happy spring! May happiness and prosperity come to your homes!

By contributor, Elena Gavrilina-Fujiyama especially for Etiquipedia. Elena is a specialist in Japanese protocol and etiquette, and European social etiquette. The founder of the project Etiquette748, Elena is also a member of the National Association of Specialists of Protocol. She authored the best-selling book “Japanese Etiquette: Ancient Traditions and Modern Rules” after living in Japan for over 20 years. Elena recently was awarded the Diploma of the World Prize “Woman of the Russian World” in the category “Entrepreneurship” (Japan). The theme of the 2024 award is “Preservation and strengthening of the traditional family values.”

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