FamilyMart in Japan has announced its special “Ehomaki” (lucky direction sushi roll) lineup for the upcoming “Setsubun” festival in 2026, a fusion of tradition and innovation. Pre-orders begin on Friday, December 19, 2025, at about 16,400 FamilyMart stores nationwide in Japan and on Famima Online. The main attractions this year are undoubtedly the first-ever collaborations with highly renowned restaurants and a renewed team-up with a massively popular game.
During “Setsubun,” a traditional Japanese event in early February, it’s customary to eat special sushi rolls called Ehomaki to wish for good fortune for the year. This is a major event for Japanese Konbini (convenience stores) as well, with each company rolling out its own unique products. As part of its initiative to reduce food waste, FamilyMart is strengthening its pre-order system this year, offering perks that make enjoying these treats more economical through early reservations and multiple online purchases.
About the Pre-order Period and Benefits
Pre-orders will be accepted from 10:01 AM on Friday, December 19, 2025, until 9:00 AM on Friday, January 30, 2026. The pickup period runs from Saturday, January 31, to Tuesday, February 3, 2026. For detailed schedules and a list of eligible products, you can check the dedicated webpage or visit a store.
Particularly noteworthy are the pre-order discounts. During the early reservation period (until 9:00 AM on January 14, 2026), you’ll receive a 100 yen discount for each eligible Ehomaki you pre-order. Additionally, for every two eligible items purchased through “Famima Online,” you’ll be awarded limited-time Famima points equivalent to 100 yen. By combining these offers, you can save up to the equivalent of 300 yen. Let’s pre-order wisely and enjoy these special Ehomaki.
You can pre-order not only at the store but also from this link: https://famima-online.family.co.jp/ (Japanese Link).
Ultra-Premium Restaurants Team Up with a Konbini! Ehomaki Supervised by ‘Ginza Onodera’ & ‘Yakiniku Toraji’
The biggest buzz around FamilyMart’s 2026 Ehomaki is the first-ever supervision by two brands famous for being high-end restaurants. This is a unique opportunity to easily experience the flavors of establishments one might typically only visit on special occasions, conveniently at a Konbini.
Special Ehomaki Supervised by Ginza Onodera
Known for its motto “From Ginza to the World” and for winning the first tuna auction at Toyosu Market for five years in a row, ‘Ginza Onodera’ is a master of Edomae-style sushi. They are introducing a truly authentic Ehomaki that highlights the flavor of their signature “aka-shari” (red vinegar rice).
Ingredients such as conger eel and shrimp dressed in a sweet and savory sauce, along with a carefully prepared tamagoyaki (Japanese omelet), perfectly harmonize with the umami of the aka-shari. A masterful touch is evident as “sweet-vinegared ginger with sesame” is sprinkled over only one half of the roll. This ensures that the texture and flavor evolve as you eat, delivering a refined taste that never gets boring.
• Product Name: Special Ehomaki Supervised by Ginza Onodera
• Price: 1,100 yen (tax included)
• Size: (Approx.) Length 13cm × Diameter 4.7cm
• Ingredients: Tamagoyaki (Japanese omelet), conger eel, kampyo (dried gourd) & shiitake mushroom & burdock root mix, sweet-vinegared ginger with sesame, shrimp, cucumber, oboro (crumbled fish paste)
Beef Yakiniku Ehomaki Supervised by Yakiniku Toraji
Founded in Ebisu, Tokyo, in 1995, ‘Yakiniku Toraji’ is a renowned and authentic yakiniku restaurant known as a pioneer of thick-cut grilled meat. Their supervised creation is a hearty beef yakiniku ehomaki packed with meaty flavor.
The fragrantly grilled Angus beef kalbi uses two types of cuts known for their strong umami flavor. It’s paired, of course, with a special sauce supervised by Toraji. Kimchi with a deep flavor, with a secret ingredient of seafood and kombu dashi, further enhances the juicy taste of the meat. It’s a luxurious masterpiece that condenses the taste of an authentic yakiniku restaurant into a single Ehomaki.
• Product Name: Beef Yakiniku Ehomaki Supervised by Yakiniku Toraji
• Price: 1,050 yen (tax included)
• Size: (Approx.) Length 13cm × Diameter 4.7cm
• Ingredients: Beef kalbi yakiniku, kimchi
Sold Out Last Year! Ehomaki Collaboration with the Massively Popular Game ‘Touken Ranbu ONLINE’
For fans of Japanese pop culture, the collaboration with the super popular sword-training simulation game ‘Touken Ranbu ONLINE’ is a can’t-miss. Following its huge success last year, a special Ehomaki will be available again in 2026.
‘Touken Ranbu ONLINE’ is a game where players train characters called ‘Touken Danshi,’ who are anthropomorphized historical swords, and fight to protect history.
You can check the official site here: https://www.toukenranbu.jp/ (Japanese Link)
“Touken Ranbu ONLINE” Tsurumaru Kuninaga’s Ehomaki
This year’s theme is inspired by “Tsurumaru Kuninaga,” one of the most popular Touken Danshi from the game. His elegant world is expressed through ingredients based on his symbolic color, “white.”
The fillings have a creamy and gentle flavor, including salad chicken with mayonnaise and potato salad with fresh ginger. This Ehomaki comes in a special designer box featuring Tsurumaru Kuninaga, along with an original Ehomaki wrapping cloth (small furoshiki) and a drawstring bag. For fans, it’s a true collector’s item that’s enjoyable not just for its taste but for the merchandise as well.
• Product Name: “Touken Ranbu ONLINE” Tsurumaru Kuninaga’s Ehomaki
• Price: 2,000 yen (tax included)
• Size: (Approx.) Length 9cm × Diameter 4.5cm
• Ingredients: Salad chicken with mayonnaise, potato salad with fresh ginger, Tamagoyaki (Japanese omelet), vinegared lotus root with mayonnaise
From Classic to Unique! FamilyMart’s Diverse Ehomaki Lineup
In addition to the luxurious collaboration products, FamilyMart also offers a wide lineup of annually popular classic Ehomaki and new-style Ehomaki.
Kaisen Ehomaki (Seafood Ehomaki)
This roll is packed with popular seafood ingredients like marinated salmon, minced raw tuna, and shrimp. For the 2026 version, it has been changed to use hand-rolled nori seaweed that you wrap just before eating, allowing you to enjoy its crisp texture.
Ehomaki
A traditional, classic flavor using seven lucky ingredients (such as tamagoyaki, Koya-dofu, and conger eel). If you want to know the basics of Japanese Ehomaki, this is the one to start with.
Salad Ehomaki
A modern-style Ehomaki enjoyed by everyone from children to adults, made with tuna mayonnaise, shrimp mayonnaise, and imitation crab. It has even more shrimp mayonnaise filling than last year for greater satisfaction.
2-Variety Ehomaki Set (Ehomaki & Kaisen Ehomaki)
For those who want to eat both the classic and seafood versions, this is the perfect set, offering both the Ehomaki and Kaisen Ehomaki at a great value. They come in a slightly smaller size, making them ideal for those who want to try different flavors or for smaller households.
Enjoy Sweets for Setsubun Too! Cute Demon-Themed Desserts
The fun of Setsubun isn’t limited to Ehomaki. FamilyMart is also releasing adorable, limited-time sweets for the season.
Setsubun Choco Banana Crepe
A classic crepe filled with chocolate whipped cream, regular whipped cream, and a banana. The chocolate coating on the inside of the crepe batter is a unique touch that represents the pants of an “Oni” (demon) that appears during Setsubun.
Setsubun Shio Mame Daifuku (Salted Bean Daifuku, 2 pieces)
A Japanese sweet made with mochi dough kneaded with salted red peas, wrapping a chunky red bean paste from Hokkaido. “Daifuku,” with its exquisite balance of sweet and salty, is a confection that has been loved in Japan for a long time.
Setsubun Fruit Roll
A visually gorgeous roll cake made with five kinds of fruit: strawberry, pineapple, yellow peach, kiwi, and apple. It has a refreshing taste that combines the moist sponge, cream, and the tartness of the fruits.
Setsubun Roll Cake (Strawberry & Milk, 2 pieces)
A set of two roll cakes: a pink one with strawberry jam and a white milk roll cake with condensed milk sauce. The red and white coloring adds to the festive atmosphere, making it perfect for a Setsubun celebration.
The seasonal items offered by Japanese Konbini provide a fantastic opportunity to easily experience the country’s culture and trends. If you find yourself visiting Japan during this season, be sure to stop by a FamilyMart and try a delicious Ehomaki to usher in good luck.
Source (Japanese): 江戸前寿司の銘店『銀座おのでら』焼肉の銘店『焼肉トラジ』『刀剣乱舞ONLINE』コラボも！ファミマの恵方巻12月19日（金）予約開始 早期予約とファミマオンラインから2品購入で最大300円相当おトク
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