Every year, the traditional Japanese event “Setsubun” heralds the arrival of spring. To mark this special day, 7-Eleven in Japan has begun accepting pre-orders for its 2026 “Ehomaki” lineup. Ehomaki are special sushi rolls said to bring good fortune. On the day of Setsubun, there is a unique custom of facing the “Eho,” the lucky direction for the year, and eating an entire roll in silence while making a wish. The Eho for 2026 is South-Southeast.
Japanese convenience stores, commonly known as “konbini,” put a great deal of effort into seasonal events like this. Among them, the Ehomaki offered by 7-Eleven always delights us with a diverse lineup, ranging from the traditional to modern creations with surprising ingredients. This is a delicious and auspicious culture that we hope people from overseas will get to know. Let’s take a look at the featured lineup right away.
Pre-orders are accepted online from December 22, 2025, to January 30, 2026. Please note that in-store pre-orders close on January 29.
A Rich Variety of Ehomaki
For 2026, 7-Eleven has prepared six unique types of Ehomaki, each with its own distinctive taste and appearance.
Eel and Egg Ehomaki
This is a roll featuring grilled eel as the main ingredient, offering a luxurious flavor. The combination of eel soaked in a fragrant, sansho pepper-flavored sauce and fluffy thick-rolled omelet (Tamagoyaki) is a truly blissful taste. The vinegared rice, seasoned with eel sauce, further enhances the overall flavor. It’s a slightly rich Ehomaki, perfect for a special day.
The price is 1,320 yen (1,425.60 yen with tax), and it comes in a regular size of about 13cm.
Seven-Ingredient Good Fortune Ehomaki
This “Seven-Ingredient Good Fortune Ehomaki” can be called the quintessential Ehomaki. The number 7 is said to signify good luck in Japan, and the traditional style is to use seven ingredients in reference to the Seven Lucky Gods. The harmonious flavor woven by simmered shiitake mushrooms, kanpyo (dried gourd shavings), conger eel, and cucumber is a deliciousness that explains why it has been loved for so many years.
The regular size (approx. 13cm) is priced at 540 yen (583.20 yen with tax), and the mini size (approx. 8.5cm) is 350 yen (378 yen with tax), making it an accessible and attractive option.
Kuroge Wagyu Yakiniku Ehomaki
This yakiniku (grilled meat) Ehomaki made with Kuroge Wagyu beef symbolizes the innovativeness of Japanese convenience stores. High-quality beef seasoned with a sweet and savory sauce is complemented by kimchi and komatsuna namul, adding an accent of texture and flavor. Although it’s a mini size (approx. 8.5cm), the satisfaction it provides is exceptional. It can be called a must-try for meat lovers.
The price is 830 yen (896.40 yen with tax).
Seafood Ehomaki
This Ehomaki is packed with fresh seafood, unique to the sushi nation of Japan. It is colorfully filled with salmon trout, minced tuna, boiled shrimp, andいくら (salmon roe) with its popping texture. With the umami of seafood spreading in your mouth, this is a recommended product for sushi fans.
The price for the mini size (approx. 8.5cm) is 760 yen (820.80 yen with tax).
Salad Ehomaki
This salad Ehomaki is a modern take that goes beyond the frame of traditional sushi. The main ingredients are plump shrimp with mayonnaise and the classic tuna with mayonnaise. Crab stick (kanikama) and cucumber are also included, making it enjoyable as if you were eating a salad. It’s a taste popular with a wide range of people, from children to adults.
The price is very reasonable at 390 yen (421.20 yen with tax) for the mini size (approx. 8.5cm).
Kimbap Ehomaki
A “Kimbap”-style Ehomaki, incorporating the food culture of the neighboring country, Korea, is also available. It features a multinational flavor with sweet and savory Bulgogi as the main ingredient, complemented by namul, pickled daikon radish, and a cheddar cheese sauce. The sesame oil-flavored vinegared rice and Korean seaweed create an authentic atmosphere.
The price for the mini size (approx. 8.5cm) is 450 yen (486 yen with tax).
Side Dishes to Brighten Your Setsubun
A full lineup of warm soups and side dishes to enjoy with your Ehomaki is also available.
Seven-Ingredient Sardine Ball Soup
On Setsubun, there is also a custom of eating sardines to drive away demons. In honor of this, here is a soup containing minced sardine balls (tsumire). It’s also packed with vegetables like daikon radish and carrots, making it full of nutrition and warming to the body.
Seafood Chawanmushi & 7-Premium Chawanmushi
Chawanmushi is a traditional Japanese savory egg custard based on egg and dashi stock. Two types are available: a luxurious “Seafood Chawanmushi” with scallops and shrimp, and the “7-Premium Chawanmushi” with classic ingredients like chicken and shiitake mushrooms.
Setsubun-Exclusive Sweets
Setsubun Mini Mame Daifuku with Sesame Paste
Mame Daifuku is a Japanese sweet made of mochi rice cake filled with sweet bean paste (an) and beans. The Setsubun version uses a fragrant black sesame paste.
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