
We try out an exquisite gilded sushi roll, inexplicably packaged in cheap plastic.
Last Friday, 3 February, was Setsubun in Japan. It is an old fashioned day in which some households throw beans to ward off evil and invite good fortune into their lives. That custom is said to be gradually fading away, however, only to be replaced by the custom of eating huge sushi rolls known as ehomaki (lucky direction sushi roll).
Since luck is at stake, Mr. Sato decided not to pussy-foot around this year and tracked down the most expensive ehomaki he could find. Located in the basement of the Shinjuku Isetan, the sophisticated Tokusen Kaisen Jyuni Hitoe Maki came with a hefty price tag of 10,800 yen (US$96).
The name references the 12 main ingredients, seafood items carefully selected from all across Japan. Apparently, in an effort to keep costs from going too out of control, the Tokusen Kaisen Jyuni Hitoe Maki is served in a quaint plastic tray with two colors of tissue paper.
No problem, though. There real party is happening in the middle of this ehomaki. Here’s a rundown of what’s inside:
- Tuna from Oma, Aomori
- Japanese puffer fish from Hyogo
- Red sea bream from Nagasaki
- Longtooth Grouper from Nagasaki
- Oval squid from Nagasaki
- Kuruma prawn from Ehime
- Steamed abalone from Miyazaki
- Boiled conger eel from Miyazaki
- Boiled horsehair crab from Hokkaido
- Salted herring roe from Hokkaido
- Salmon roe pickled in soy sauce from Hokkaido
- Raw sea urchin from Hokkaido
Almost as impressive as this list of premium seafood is how they managed to cram it all into a single sushi roll. Like a congested freeway overpass of luxurious food during rush hour, all of the items push the rice to its structural limits. Luckily it is held together not only by seaweed but a thin sheet of gold leaf.
Here’s how it looks from the side.
Things have been going fairly well for Mr. Sato recently with him accidentally becoming a poster boy for human rights in America. So, he thought this lucky ehomaki would be wasted on him. Instead he tracked down the most downtrodden, loserish person at RocketNews24 he could find.
If anyone needed a gilded cylinder of luck, it was our eternally single Seiji Nakazawa. Also, as a native of the Kansai region where the ehomaki originated, he was the biggest fan of these tubular talismans.
Without needing instruction, Seiji pointed the ehomaki north-by-northwest, the lucky direction prescribed for 2017 and took a big hopeful bite.
Needless to say it was delicious. A magnificent blend of some of the finest seafood in the entire country was destined to be great. If anything it was too much, but “too much” is what an ehomaki is all about.
As for the luck factor… Well, we’ll have to wait and see what this year has in store for Seiji. Maybe – just maybe – he’ll get that call from the guys in Guitar Wolf he’s been hoping for.
Photos: ©RocketNews24
[ Read in Japanese ]








$89 “Phantasmal Sushi Roll” fancies up life with Matsusaka beef and truffle salt 【Taste Test】
American ehomaki? Searching for lucky Setsubun sushi rolls in the U.S.【Taste test】
Tokyo to be treated with too many tantalizing ehomaki sushi rolls this Setsubun
Lucky sushi rolls coming to Kansai Aeon stores again for “Summer Setsubun”
Everyone in the office works together to make a “Dark Ehomaki Sushi Roll” for Setsubun
Japan now has human refrigerators inspired by Japanese vending machines
Hatsune Miku collaborates with Hokusai’s art in new Vocaloid ukiyo-e illustration series [Pics]
Studio Ghibli releases anime T-shirts that pay homage to one of Hayao Miyazaki’s most personal films
Starbucks Japan releases exclusive new Bearista collection…with beary cute details
Family Mart’s new Tokyo flagship convenience store doesn’t feel convenient, but is that a problem?
Starbucks Japan releases new Discovery Series collection celebrating local regions and traditions
Defacing the Japanese flag is now a crime, says government, punishable by up to two years in jail
Tokyo’s viral 90-yen cafe pop-up returns to Harajuku with yogurt coffee
Japan’s ultracompact kei car taxis are now ready for travelers to ride, if you know where to find them
Teen girl in Japan refuses to be victim, personally escorts train pervert to police for arrest
Cup Noodle unveils first-ever cold-water instant ramen in Japan
Japanese government ID card and app to be required for certain Pokémon card purchases next month
Uniqlo looks back to the very start of Pokémon with new black-and-white pixel art T-shirts[Pics]
Studio Ghibli has a new anime out, and there’s only one place in the world where you can see it
Is Japan’s tourism boom slowing down? Foreign visitor numbers fall for first time in five years
Family Mart opens new “Famima” flagship store in Tokyo that’s like a tourist attraction
Japan announces sudden 400-percent increase in visa fees for foreigners entering the country
Japanese ninja certification exam attracts 131 candidates from Japan and abroad
Salomon releases Japan-exclusive Mt. Fuji hiking gear that doubles as an amazing souvenir
Japan triples departure tax, foreign tourists and locals now must pay more to leave country
Japan launches first overnight Shinkansen bullet train between Tokyo and Osaka this summer
Studio Ghibli store Donguri Republic announces opening of first-ever store in America
Japanese sweets shop sells an ohagi so exquisite it sells out by noon
Japan’s human washing machines will go on sale to general public, demos to be held in Tokyo
Starbucks Japan releases new drinkware and goods for Valentine’s Day
Starbucks Japan releases new sakura goods and drinkware for cherry blossom season 2026
Japan’s newest Shinkansen has no seats…or passengers [Video]
Put sesame oil in your coffee? Japanese maker says it’s the best way to start your day【Taste test】
Japan reportedly adding Japanese language skill requirement to most common foreigner work visa
The greatest sushi roll in Japanese history is actually nine sushi rolls in one【Photos】
Japan’s crazy 6,000-calorie sushi roll includes a pizza as a topping
Cost of uneaten ehomaki sushi rolls in 2022 estimated to be over one billion yen
We try Yoshinoya’s take on Setsubun ehomaki lucky sushi rolls with mixed results
Start saving room now – Japanese grocery store’s biggest sushi roll yet is coming for Setsubun
Sushiro celebrates a traditional Japanese holiday with this…sushi thing
We summon the Devil’s “sushi roll” in Tokyo because we need to eat this 6,000-calorie thing
Which Japanese convenience store has the best lucky sushi roll? Unclear results show clear winner
Wish your loved ones great success this year with a slab of breaded beef in a sushi roll
These convenience stores really, really want you to buy their ehomaki Setsubun rolls
Lucky Chinese dumpling sushi rolls coming in February
Can you make a proper ehomaki lucky sushi roll with Daiso equipment?
Celebrate the coming of spring by feasting on an enormous, $200 luxury Ehomaki roll!
Dean & DeLuca now has fancy good luck sushi rolls to help Japan celebrate Setsubun【Photos】
How to deal with sushi harassment in the workplace