The traditional Ehomaki, a sushi roll consumed on Setsubun, is undergoing a transformation with new, unexpected variants becoming popular in Japan. These "unconventional series" Ehomaki have piqued curiosity due to their trendsetting ingredients and creative presentation. While a typical Ehomaki is filled with seven ingredients for good fortune, these new versions feature contemporary choices, making the Setsubun custom even more exciting for consumers.

With a rich history, the Ehomaki is traditionally consumed in silence while facing the year's lucky direction (Eho). The introduction of unique versions is seen as a fresh take on old customs, and a refreshing fusion of tradition and modernity. It exemplifies Japan's distinctive ability to hold onto traditions while embracing novelty and variation.

Much like food fusion trends in the US or EU, where traditional dishes get a modern twist, the funky Ehomaki seems to follow the same road. This trend can be compared to the craze for gourmet burgers or innovative pizza toppings in the US, creating a mingling of tradition with contemporary tastes and preferences.