Ehoumaki (恵方巻き, lit. "Lucky-DirectionMakizushi") refers to the custom in the Kansai region of eating a futomaki (a type of sushi) on the evening of Setsubun (February 3rd) while facing "Ehou" (the lucky direction that changes according to the year) or to the makizushi itself. Much like Valentine's Day chocolate, it is almost a man-made custom spread by promotional activities of concerned bodies for reasons purely related to profit and sales.
In the 1970s, it spread through the Kansai region thanks to nori distributors/wholesalers and sushi shops, and in the 2000s, it spread throughout Japan thanks to the convenience store industry. In other words, this custom is very new to places outside of Kansai.
See also
swiss roll (Recently, roll cakes are being sold as opportunistic products on Setsubun.)
