PHILIP FONG/AFP via Getty Images The convenience store chain 7-Eleven is responsible for bringing a new tradition to an age-old Japanese holiday. Setsubun, celebrated on Feb. 3, marks the beginning of spring and the banishment of evil spirits. The holiday has traditionally involved throwing soybeans at demons, but for the past 25 years, growing numbers of people have celebrated by silently eating an entire, uncut futomaki sushi roll known as ehōmaki, while facing a specific, auspicious direction. The new-ish trend can be traced back to 7-Eleven, which began selling ehōmaki in 1989 as a “lucky direction roll,” The Japan Times wrote. “It sounds just whacky enough to be an old custom, but it turns out to be a fairly recent trend.” |