Ehomaki is said to bring good luck if eaten on Setsubun. The food section on the first basement floor of the main building of Nihonbashi Mitsukoshi Main Store will have a wide selection of ehomaki available for Setsubun on February 3rd.

Ginza Kyubey's ehomaki is a luxurious sushi roll made with carefully selected ingredients, such as marinated and grilled conger eel and a special omelet, using traditional techniques, only a long-established Edomae sushi restaurant can offer. Niku no Uesugi is a hearty product, wrapped in Yonezawa beef loin. Other items on sale include a single-serving ehomaki set from Sharemusubi featuring seven types of sushi rolls representing the Seven Lucky Gods; Sitara Tiara's ethnic ehomaki, with ingredients seasoned with special spices rolled in thin bread; and Ginza Kimuraya's unique ehomaki, with rolled omelet, stir-fried burdock root, and minced chicken wrapped in bread dough. For those who prefer to make it themselves, Takenouchi will also be selling a kit that includes a rolling mat, seaweed, sushi vinegar, kanpyo (dried gourd), egg, beans, and an oni mask. Reservations are being taken until February 1st. They will also be sold in stores without reservations, although numbers are limited.

The most popular theory about ehomaki is that the word "roll" (to roll) means "to roll up good fortune," and "to eat without cutting (to not cut ties)" means "not to cut ties." The lucky direction for 2014 is east-northeast.