ehoumaki

Ehoumaki (恵方巻き, lit. "ehou Makizushi") refers to the custom in the Kansai region of eating a futomaki (a type of sushi) on the evening of Setsubun (February 3rd) while facing "Ehou" (the lucky direction that changes according to the year) or to the makizushi itself. Much like Valentine's Day chocolate, it is almost a man-made custom spread by promotional activities of concerned bodies for reasons purely related to profit and sales.