Setsubun (Bean Throwing Festival): Japan’s Ritual to Remove Bad Luck & Welcome Fortune

If you’ve ever seen photos of people in Japan throwing roasted soybeans while shouting, “Oni wa soto! Fuku wa uchi!” (“Demons out! Fortune in!”), you’ve already met Setsubun in its most iconic form.

Setsubun (節分) is one of Japan’s most meaningful seasonal traditions. It blends folk beliefs, Shinto-Buddhist purification culture, community celebration, and lucky seasonal food like ehōmaki sushi rolls. It’s loud, fun, symbolic, and deeply human: a ritual about clearing negativity and welcoming a better future.

This guide covers everything in-depth: history, meaning, rituals, foods, regional variations, the best places to experience it, and a full travel guide.

What is Setsubun? Meaning and Cultural Importance

Setsubun literally means “seasonal division” or “the turning point of the seasons.” Traditionally, Japan marked the day before the start of each season as a spiritually sensitive moment. Over centuries, the most important Setsubun became the one before Risshun (立春), the start of spring in the traditional calendar.

In practice, modern Setsubun is celebrated as a time to:

• cleanse bad luck and misfortune

• protect the household

• reset one’s mind for a fresh season

• invite prosperity, health, and happiness

• strengthen family bonds through ritual

Unlike many festivals that are mostly entertainment, Setsubun is meaningful because it’s something people do with intention, not just watching from the side.

When is Setsubun Celebrated?

Setsubun happens in early February, most commonly on February 3, though the date sometimes shifts due to the solar calendar.

• Typical date: February 3

• Sometimes: February 2 or February 4

If you’re traveling, check the official schedules of temples and shrines because their ceremonial bean-throwing events are planned carefully and are often the biggest crowd-pullers.

Origins of Setsubun: History, Belief, and Folklore

Setsubun has roots stretching back over 1,000 years, shaped by multiple influences:

Tsuina (Ancient Exorcism Rituals)

• Setsubun was influenced by Tsuina, an exorcism ritual introduced from China. The practice involved driving out evil spirits and disease before a seasonal shift.

Japanese Purification Culture

Japan’s spiritual and cultural identity strongly emphasizes purification. That’s why many annual rituals revolve around cleansing:

• spaces (homes, temples, streets)

• bodies (washing hands at shrines, bathing customs)

• intentions (new beginnings, reflection)

Setsubun fits naturally into this mindset.

Oni (Demon) Symbolism

The “evil spirits” of Setsubun are often symbolized as oni (鬼)—demon-ogre figures in Japanese folklore. But oni are not only monsters. In many interpretations, they represent:

• illness and epidemics

• natural disasters

• anger and impulsiveness

• jealousy and negative thinking

• misfortune and bad timing

So when people shout “demons out,” it’s also a mental and emotional reset: removing what harms peace, both inside and outside.

The Main Ritual: Mamemaki (Bean Throwing)

The heart of Setsubun is Mamemaki (豆まき), meaning “bean scattering.”

Why Beans?

Beans are believed to have protective power. Even the wordplay supports this tradition:

• mame (豆) = beans

• mametsu (魔滅) sounds like “destroy evil”

In folk belief, this makes beans the perfect symbolic tool for chasing away misfortune.

What Beans Are Used?

Roasted soybeans, called fukumame (福豆) meaning “fortune beans.”

They are roasted because:

• roasting “purifies” them

• raw beans can sprout, symbolizing the return or growth of bad luck

The Famous Chant

During mamemaki, people shout:

• Oni wa soto! → “Demons out!”

• Fuku wa uchi! → “Fortune in!”

This phrase is simple, but powerful: it turns a home into a protected space through collective belief and action.

How Setsubun is Celebrated at Home (Traditional Method)

Setsubun is one of the most family-centered events in Japan. Here’s how it’s commonly done at home:

Step-by-step ritual

1. Open the door or window

2. Someone plays the “oni” (often the father or older sibling)

3. Family members throw beans at the oni and outside the home

4. They shout the Setsubun chant

5. The door is shut afterward to symbolically block evil from returning

6. Everyone eats lucky beans afterward

Eating Beans for Luck

A key tradition is eating beans equal to:

• ✅ your age or ✅ age + 1 (extra fortune)

This is believed to bring protection for the coming year and good health.

Public Setsubun Festivals: Temples and Shrines

If home Setsubun is intimate, temple Setsubun is dramatic.

Large temples and shrines host grand mamemaki ceremonies, where:

• priests perform purification rites

• monks chant blessings

• performers and community figures join

• huge crowds gather to catch lucky beans

The atmosphere feels like a spiritual festival mixed with a joyful celebration.

Celebrity Mamemaki (Yes, It’s Real)

One of the most exciting parts is when major temples invite:

• celebrities

• actors

• athletes

• sometimes sumo wrestlers

They throw beans from stages or balconies. Catching them is believed to bring special luck.

Setsubun’s Iconic Character: The Oni Mask

The oni mask has become one of the most recognizable visuals of Setsubun. In homes:

• adults wear it for fun

• kids throw beans with excitement (and sometimes fear!)

In public festivals:

• performers dress as oni

• some events include dramatic oni “banishment” performances

In a deeper sense, the oni mask symbolizes something important: we can face our fears directly and still overcome them.

Ehōmaki: The Lucky Sushi Roll Tradition

Modern Setsubun is strongly associated with eating Ehōmaki (恵方巻き), a thick sushi roll eaten for good fortune.

The Rule

On Setsubun night, you should:

• face the year’s lucky direction (ehō / 恵方)

• stay silent while eating

• finish the roll in one go if possible

Why You Shouldn’t Cut the Roll

Cutting symbolizes “cutting fortune” or breaking luck.

What’s Inside Ehōmaki?

A classic ehōmaki often contains 7 ingredients (symbolizing the Seven Gods of Fortune), such as:

• tamagoyaki (sweet omelet)

• cucumber

• shiitake mushrooms

• eel or tuna

• kanpyo gourd strips

• sakura denbu (pink fish flakes)

• crab stick or other fillings

Today, modern versions include everything from spicy tuna to wagyu-style fillings depending on stores and regions.

Regional Variations of Setsubun in Japan

One reason Setsubun is so fascinating is that it changes depending on where you are.

Chant variations

Some regions say:

• “Oni wa soto, fuku wa uchi” (most common)

• others adjust based on local beliefs or temple traditions

Bean alternatives

In some areas, instead of soybeans, people use:

• peanuts (more common in colder areas because they don’t make a mess)

This is a practical twist and shows how traditions adapt without losing meaning.

What to Eat During Setsubun (Seasonal Food Guide)

Setsubun has its own special food culture.

Must-try foods

• Ehōmaki (fortune sushi roll)

• Fukumame (roasted soybeans)

• konnyaku dishes (in some regions for cleansing)

• kenchin-jiru (vegetable soup in some households)

• Japanese sweets & snacks from festival stalls

• amazake (sweet fermented drink at some events)

Festival food stalls also offer classic favorites:

• yakisoba

• takoyaki

• taiyaki

• dango

• grilled corn

• karaage

What to Buy as Setsubun Souvenirs

If you’re traveling during Setsubun season, you’ll find unique seasonal items in supermarkets, temples, and souvenir streets.

Popular Setsubun souvenirs include:

• oni masks (cute and scary styles)

• Setsubun bean packs with fortune messages

• temple lucky charms (omamori)

• ema prayer plaques

• seasonal sweets shaped like oni faces

These make great cultural souvenirs and also help you document the trip meaningfully.

Best Places to Experience Setsubun in Japan (Travel Guide)

Here are the top tourist-friendly and culturally rich places to enjoy Setsubun:

Sensō-ji Temple (Asakusa, Tokyo)

Why it’s great:

• famous temple + iconic location

• big crowd energy

• nearby Nakamise shopping street for food and souvenirs

Travel tip: arrive early for a better view.

Naritasan Shinshō-ji Temple (Near Narita Airport)

Why it’s special:

• one of Japan’s largest Setsubun events

• celebrity participation

• powerful ceremonial feel

Perfect if your Japan trip starts or ends around Narita.

Yoshida Shrine (Kyoto)

Why it’s unique:

• Kyoto’s old ritual culture

• night-time atmosphere is beautiful

• strong traditional identity

Osaka (Kansai Region)

Why you should go:

• ehōmaki tradition is strongest here

• energetic festival streets

• amazing local street food

Best Time to Arrive at Events (Crowd Strategy)

Setsubun temple events get crowded, so planning matters.

Timing tips

• arrive 60–90 minutes early for popular temples

• weekends near Setsubun are extra crowded

• watch from the sides if you want better mobility and photos

• keep cash for food stalls and lucky items

How to Enjoy Setsubun as a Tourist (Practical Tips)

If it’s your first Setsubun, here’s how to make it easy and memorable:

What to do

• buy a small pack of roasted beans

• join a temple crowd and observe rituals

• take photos from respectful angles

• try ehōmaki from a supermarket or restaurant

• visit a traditional shopping street near temples

What to carry

• small backpack

• hand sanitizer / wet wipes (beans + food stalls)

• water bottle

• some cash

• warm gloves in colder cities

Weather During Setsubun (What to Wear)

Setsubun is early February, so it’s winter in Japan.

Typical conditions:

• Tokyo: chilly, dry

• Kyoto: colder at night

• Osaka: mild but windy

• northern Japan: snowy and very cold

Wear:

• warm jacket

• layered clothing

• comfortable walking shoes

• scarf or beanie (especially for Kyoto evenings)

1-Day Setsubun Itinerary for Travelers

Here’s a simple plan that works in Tokyo, Kyoto, or Osaka:

Morning

• explore a shrine/temple quietly

• enjoy fewer crowds and better photography

Midday

• eat nearby street food

• explore markets and shopping streets

Afternoon

• return early to get a good viewing spot

• watch the main mamemaki event

Evening

• eat ehōmaki at your hotel or local restaurant

• shop for Setsubun seasonal souvenirs

Why Setsubun is Still Relevant Today (Modern Meaning)

Even in modern Japan, Setsubun remains popular because it speaks to something universal:

• everyone wants to let go of negativity

• everyone wants a fresh start

• families enjoy shared rituals

• communities reconnect through seasonal culture

Setsubun is a festival, yes — but more than that, it’s a yearly reminder that luck is something you can invite through intention, action, and community.

Setsubun is not just a “bean throwing festival.” It’s a cultural ritual built on ancient seasonal wisdom, purification beliefs, and the hope of renewal. Whether you celebrate it at home with family or experience it in Japan at a grand temple event, Setsubun offers something rare: a tradition that is joyful, meaningful, and easy for anyone to join.

FAQ's

Q: What is Setsubun in Japan?

• Setsubun is a traditional Japanese festival celebrated in early February, where people throw roasted soybeans to drive away bad luck and welcome good fortune. The main ritual is called mamemaki (bean throwing) and is done at homes, temples, and shrines.

Q: Why do Japanese people throw beans on Setsubun?

• Beans are thrown during Setsubun to symbolically chase away evil spirits (oni) and negative energy. The ritual is believed to protect the home from misfortune and invite luck, health, and prosperity for the new season.

Q: What does “Oni wa soto, Fuku wa uchi” mean?

The phrase means:

• Oni wa soto (鬼は外) = “Demons out!”

• Fuku wa uchi (福は内) = “Fortune in!”
  People chant it while throwing beans to remove bad luck and welcome good fortune.

Q: When is Setsubun celebrated in Japan?

• Setsubun is usually celebrated on February 3, but in some years it may fall on February 2 or February 4, depending on the seasonal calendar. It marks the day before the traditional start of spring (Risshun).

Q: What food is eaten during Setsubun?

The most popular Setsubun foods are:

• Ehōmaki (lucky sushi roll)

• Roasted soybeans (fukumame)
  Some regions also eat seasonal soups and temple festival snacks.

Q: What is Ehōmaki and why is it eaten during Setsubun?

• Ehōmaki is a thick sushi roll eaten on Setsubun for good luck. Traditionally, people eat it silently while facing the year’s lucky direction (ehō) without cutting the roll, symbolizing an unbroken flow of fortune.

Q: How do Japanese people celebrate Setsubun at home?

At home, families celebrate by:

1. throwing roasted soybeans outside and inside rooms

2. chanting “Oni wa soto, Fuku wa uchi”

3. eating beans equal to their age (or age + 1) for luck and health

Q: Where are the best places to experience Setsubun in Japan?

Some of the most famous Setsubun celebrations happen at:

• Sensō-ji Temple (Tokyo)

• Naritasan Shinshō-ji Temple (Chiba)

• Yoshida Shrine (Kyoto)

• Several temples and shrines across Osaka (Kansai region)

Q: Can tourists participate in Setsubun festivals?

• Yes. Tourists can easily participate by visiting a shrine or temple during Setsubun, joining the crowd respectfully, and watching or taking part in public bean-throwing events. Many festivals also have food stalls and cultural performances.

Q: What are oni in Japanese culture?

• Oni (鬼) are demon-like figures in Japanese folklore. During Setsubun, oni represent bad luck, illness, disasters, and negative energy, and the bean-throwing ritual symbolically pushes them away.

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