Ehomaki, or "ehomaki," is a traditional sushi roll eaten while facing the direction of good fortune to attract good fortune. With Setsubun on February 3rd approaching, sales of ehomaki are reaching their peak in the grocery section on the basement floor of Isetan Shinjuku. We spoke with a buyer at Isetan Shinjuku, which stocks over 40 varieties, about this year's unique ehomaki and popular trends. "There are seven categories of ehomaki sold at Isetan Shinjuku: premium types incorporating high-quality ingredients from all over Japan; traditional types made by established restaurants and sushi shops; fish types using fish like sea bream and eel; meat types using rare cuts of meat or roast beef; unique types wrapped around shumai or tempura; international types incorporating Indian, Korean, and Thai cuisine; and, this year, the focus is on 'evolutionary ehomaki,' using unprecedented ingredients," explains Yokoyama, buyer in charge of ehomaki.

Our recommended evolved ehomaki are the "Kameido Masumoto Macrobiotic Ehomaki" (1 roll/1,000 yen), which uses ingredients based on macrobiotic principles such as brown rice and vegetables, and the "Okowagome Hachikichiho Ipponjime" (1 roll/1,000 yen, half roll/640 yen), which features ingredients wrapped in glutinous vinegared rice, resulting in a chewy texture. For premium sushi, try the "Sushi Avenue K's Kaiho Setsubun Maki" (1 roll/7,000 yen, half roll/3,500 yen), which generously uses luxurious ingredients such as king crab, bluefin tuna, sea urchin, salmon roe, and botan shrimp, and is sure to bring good luck to anyone who eats it.

For meat lovers, we recommend the "Yonezawa Kohakudo Yonezawa Beef Aitchbone Steak Ehomaki" (1 roll/3,500 yen), which is luxuriously wrapped around a rare cut of Yonezawa beef aitchbone steak. For fish lovers, we offer the "Delicious Plus One and Only Natural Red Sea Bream Special Thick Roll" (1 roll/1,300 yen), a healthy ehomaki made with natural red sea bream marinated in sesame sauce and low in sugar and calories.

For those looking for a classic ehomaki, the "Kanda Shinota Sushi Ehomaki" (1 roll/960 yen, half roll/480 yen) is popular. It's a dish packed with six ingredients that carry on the traditional seasoning. The rule for ehomaki is that each person eats one thick roll in silence, facing the lucky direction while making a wish. Choosing the ehomaki that will bring you good luck is a serious challenge. Once you've chosen one that appeals to you, face north-northwest, the lucky direction of the year, and eat it all in one go.