The Japanese convenience store chain, Lawson, will begin accepting pre-orders for its “Ehomaki” sushi rolls for the 2026 Setsubun festival starting December 9, 2025. This year’s lineup is specially designed with various innovations to help people enjoy the seasonal event despite rising prices.
Setsubun is a day in Japan that celebrates the beginning of spring, with a custom of throwing beans to drive away oni (demons, symbolizing bad luck). A popular tradition is to eat a special sushi roll called an Ehomaki to wish for good fortune in the coming year. The rule is to face the year’s lucky direction, known as “Eho,” and eat the entire roll in silence while making a wish. Every year around this time, convenience stores across Japan line their shelves with a unique variety of Ehomaki.
In recent years, prices for various products have been rising in Japan, with the price of rice, a staple food, remaining particularly high. While many people are budget-conscious, there is also a growing desire to “splurge a little on special occasions.” To meet these complex consumer sentiments, Lawson is offering both new, budget-friendly Ehomaki and luxurious Ehomaki that serve as a special treat.
As part of an effort to reduce food waste, Lawson’s Ehomaki are sold primarily through a pre-order system. Pre-ordering via the “Lawson App” is especially convenient, and its use appears to be growing year by year.
A Diverse Ehomaki Lineup
Now, let’s take a closer look at the featured product lineup.
Calrose Happy Maki
The most talked-about item this time is the “Calrose Happy Maki.” To keep the price down, it uses about 10% American “Calrose rice” for the first time, in addition to Japanese rice. Calrose rice is known for a slightly different, lighter texture compared to Japanese rice.
The fillings include salmon, imitation crab, thick rolled omelet, and cucumber. It’s finished with a Western-style flavor, featuring a pepper-infused cream cheese mayonnaise. This roll is recommended for those who want to enjoy a new style that’s a little different from traditional Ehomaki. It is available exclusively through app pre-order and will only be sold in Tokyo and its neighboring areas (Kanagawa, Saitama, and Chiba).
Luxurious Hon-maguro Ehomaki (with Akashari)
For those who think, “I want to eat something delicious, especially on a special day,” this luxurious roll is the perfect answer. It features the king of sushi toppings, hon-maguro (bluefin tuna). The shari (sushi rice) is “akashari,” made with “akazu” (red vinegar) instead of regular vinegar, which imparts a sweet, floral aroma and deep richness. It’s truly the perfect Ehomaki for a special treat.
Seven-Ingredient Ehomaki
This is the classic, traditional style of Ehomaki. It’s packed with seven lucky ingredients, including grilled conger eel, thick rolled omelet, koyadofu (freeze-dried tofu), and cucumber. It’s a foolproof choice for those who prefer traditional flavors. A set of three easy-to-eat short-sized rolls is also available.
Kaisen (Seafood) Ehomaki
For sashimi lovers, the “Kaisen Ehomaki” is irresistible. It’s loaded with popular seafood like minced tuna, salmon, and shrimp. This is a perennially popular item that lets you fully enjoy the umami of seafood.
Salad Ehomaki
The “Salad Ehomaki” receives immense support from children and mayonnaise lovers. Centered around a tuna-mayonnaise mixture, it includes imitation crab, shrimp, and cucumber, creating an Ehomaki that you can eat like a salad.
Three-Variety Ehomaki Set
For those who can’t decide which one to choose, this set is the perfect recommendation. It’s a great value set that allows you to enjoy three popular varieties at once: the “Seven-Ingredient Ehomaki,” “Kaisen Ehomaki,” and “Salad Ehomaki.” It’s also fun to share with family and friends to try all the different flavors.
“Demon Slayer” Ehomaki
And for anime fans, the collaboration Ehomaki with the hit anime “Demon Slayer” (Kimetsu no Yaiba) is a must-see. It contains a pork fillet cutlet, komatsuna (Japanese mustard spinach), and pickled dried radish for a nice texture, all seasoned with an aurora sauce made from ketchup and mayonnaise. It’s a hearty and special roll that everyone from children to adults can enjoy.
Lawson’s Ehomaki fuse Japanese culture with the latest trends. If you have the chance to be in Japan during the Setsubun season, be sure to experience this unique food culture. Why not find a delicious, luck-bringing roll at your local Lawson?
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