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TOKYO, JAPAN - DECEMBER 18: (NO SALES TO JAPANESE BROADCASTERS) (COMPILATION) (AUDIO OMITTED) Ehoumaki rolls of Setsubun stand on display on December 18. 2024 in Tokyo, Japan. The Ehoumaki, a thick sushi roll believed to bring fortune if eaten silently facing the year's good luck direction, is a traditional Japanese food containing shrimp, salmon roe, eggs, and other ingredients. It is eaten on Setsubun, a Japanese traditional event that originally means the division between winter and spring in February. In 2025, however, the price of the ingredients have hiked, with rice, accounting for 60% of Ehoumaki, being 1.6 times more expensive than in 2024. The price of salmon roe have doubled. In an effort to reduce food loss, the market is now offering a wide variety of Ehoumaki in sizes that can be eaten by one person, such as one-third the size of the original. Also, there is a growing interest in Ehoumaki that is limiting the costs by using single ingredient such as tuna or shrimp. (Footage by Fuji Television Editorial/Getty Images)