Celebrating Setsubun in NYC

Winter may still have a firm grip on New York, but in Japan the calendar is already shifting. Setsubun marks the quiet threshold between seasons: a moment to reset, brush off lingering misfortune, and prepare for the year ahead. Observed on February 3, the tradition blends ritual, food, and community in ways that feel especially resonant during the coldest stretch of the year.

What is Setsubun?

Literally meaning “season division,” Setsubun falls on the day before spring, at least according to the Lunar calendar. The change is marked with rituals that drive out evil spirits, known as oni, by throwing roasted soybeans (fukumame) and yelling “Oni wa soto! Fuku wa uchi!” (“Demons out! Fortune in!”)

After dispersing the soybeans, it’s customary to count out the number of beans that corresponds to your age—called toshinokazu—and eat them for good luck and good health. Food plays an equally symbolic role in the celebration, particularly ehomaki, thick sushi rolls with fillings that represent good health, prosperity, and happiness.

In New York, these traditions now extend beyond the home, with restaurants and community spaces offering their own ways to observe Setsubun.

Now through Tuesday, February 3

• Wasan Brooklyn
  440 Bergen Street, Brooklyn
  Japanese restaurant Wasan Brooklyn is observing Setsubun with two types of eho-maki. Place your order at the restaurant’s website or visit in person.

Sunday, February 1

• Japan Village
  934 3rd Avenue, Brooklyn | 2nd Floor LOFT
  1:00 p.m. until 2:30 p.m.
  Admission: Free
  Head to Japan Village for an afternoon of cultural performances and hands-on traditions celebrating Setsubun. Guests can enjoy music, stories, and hands-on traditions. Learn more at Japan Village’s website.
  You can also purchase eho-maki at Obentoyasan in the Japan Village food court on February 1 and February 3.

Tuesday, February 3

• Izakaya Mew
  53 W. 35th Street, Basement
  Only on Setsubun, Izakaya Mew will offer their substantial eho-maki in person or delivery. Check out their Instagram post with the details.
  Lunch: Noon until 2:15 p.m.
  Dinner: 5:00 p.m. until 9:30 p.m.

• Sunrise Mart
  SoHo: 494 Broome Street | 11:00 a.m. until 8:00 p.m.
  Midtown: 12 E. 41st Street | 10:00 a.m. until 8:00 p.m.
  The Manhattan locations of this popular Japanese grocery store will sell eho-maki on February 3 only.

In whatever way it’s observed, Setsubun is a reminder that the new season has already begun—even if winter hasn’t quite gotten the message yet.

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The JapanCulture•NYC Holiday Gift Guide – Part III

Here’s a sweet and savory idea for the foodies on your gift list. For this list, we’re focusing on holiday items from Sunrise Mart.

Let them eat cake!

Christmas cakes, to be more specific.

Panya Bakery and Café Japan in Japan Village at Industry City in Brooklyn are taking preorders for their gorgeous and festive Christmas-themed cakes. Limited quantities will be available for in-person purchase at both locations beginning Monday, December 21.

Take a look at this mouth-watering list of cakes!

🍓 Strawberry Shortcake — $31 (8”)   $28 (6”)

🌰 Chestnut Cream Cake — $30 (6”)

🍵 Green Tea Tiramisu — $25 (6”)

🍫 Raspberry Chocolate — $28

🎂 Buche de Noel — $31

How to Preorder

In person at Café Japon at Japan Village – 934 3rd Avenue, Brooklyn, NY 11232

Email info@japanvillage.com

Preorders close on December 19

Holiday Gift Boxes! 🎁

For a limited time, all Sunrise Mart locations are stocked with a variety of gift items. From beautifully packaged cookies to artisanal rice crackers, they’re a delicious, last-minute gift item!

For the New Year

Christmas cakes and cookies are a tasty way to celebrate the holidays, but New Year’s Day is the most important holiday to the Japanese. Osechi Ryori, or traditional New Year’s Day cuisine, is key.

Osechi will be available to pick up from Tuesday, December 29 through Thursday, December 31. You can make your reservation now at all Sunrise Mart locations and online at sunrisemart.com.

Sunrise Mart’s Osechi Menu

Broiled Spanish Mackerel in Citrus Soy Sauce

Boiled Shrimp in Sweet Dashi Sauce

Marinated Octopus in Sweet Vinegar

Roast Pork

Fried Chicken

Washugyu Beef in Sweet Soy Sauce

Red and White Fish Cake

Year-Crossing Noodles

Sunrise Mart’s handmade Toshikoshi Soba for crossing over to the New Year will be available at Gohei in Japan Village the last week of December.

Kagami Mochi

The traditional New Year decoration of kagami mochi is also available at all Sunrise Mart locations. Make sure to pick up a few different styles to add a touch of kawaii to your gift giving!

New Year’s Raffle Day

Sunrise Mart is keeping its New Year’s Raffle Day tradition alive! From Friday, January 1 through Sunday, January 3 at each Sunrise Mart location, everyone is a winner! Simply show a receipt of purchase for every $10 spent, and you’ll be entered into the raffle for a chance to win amazing prizes such as Japanese candy, premium produce, kitchen tools and appliances, and more! You can keep your prizes to yourself, or use them as late Christmas gifts for others!

Support Local Japanese Restaurants!

Buy gift cards from your favorite Japanese restaurants during this holiday season! They make great presents for your foodie friends and will help the restaurants survive during the ongoing pandemic.