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Iwate brewery turns canned beer into end-of-winter sushi roll

Video footage taken in Ichinoseki, Iwate Prefecture, shows Wataru Sato, president of Seki-no-Ichi Shuzo Co., facing this year's lucky direction of north-northeast and drinking "ehomaki" beer, just as many Japanese will eat the popular large sushi roll on Sestubun, Feb. 3. Sato shows how to make the canned beer look like the real thing by wrapping it with a sticker bearing seaweed laver patterns and another featuring rice and ingredients at the bottom. His sake distillery has sold about 5,000 cans of the novelty beer over the past four years. Setsubun is considered as the day before the start of spring in the old Japanese calendar. (Hideyuki Miura)
Video footage taken in Ichinoseki, Iwate Prefecture, shows Wataru Sato, president of Seki-no-Ichi Shuzo Co., facing this year's lucky direction of north-northeast and drinking "ehomaki" beer, just as many Japanese will eat the popular large sushi roll on Sestubun, Feb. 3. Sato shows how to make the canned beer look like the real thing by wrapping it with a sticker bearing seaweed laver patterns and another featuring rice and ingredients at the bottom. His sake distillery has sold about 5,000 cans of the novelty beer over the past four years. Setsubun is considered as the day before the start of spring in the old Japanese calendar. (Hideyuki Miura)
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DETAILS

Restrictions:
No sales to customers in China or Korea
Credit:
The Asahi Shimbun Video
Editorial #:
1367291232
Collection:
The Asahi Shimbun Video
Date created:
January 22, 2022
Upload date:
License type:
Rights-ready
Release info:
Not released.ÌýMore information
Clip length:
00:01:23:21
Location:
Iwate, Japan
Mastered to:
MPEG-4 8-bit H.264 HD 1920x1080 29.97p
Source:
The Asahi Shimbun Video
Object name:
ehomaki