Savor Good Fortune: Umai Sushikan Unveils Exquisite Ehomaki Reservations for Setsubun 2026
From Classic Delights to Luxurious Tuna Rolls, Each Hand-Crafted by Artisanal Chefs to Bring You ‘Umai!’ Happiness.
Umai Sushikan, a renowned sushi establishment operated by Amino Co., Ltd. (Headquarters: Sendai City, Miyagi Prefecture), has announced that reservations for its special Ehomaki rolls will commence on January 5, 2026. These meticulously prepared rolls, crafted with a commitment to “umai!” (deliciousness) and featuring exceptionally fresh, specially selected ingredients, are designed to bring good fortune and ward off misfortune for the year ahead. A total of five distinct varieties are available, promising a delightful experience for everyone.
Ehomaki is a traditional Japanese thick sushi roll eaten during Setsubun, the day before the start of spring in the traditional Japanese calendar, which falls on February 3rd. The custom involves consuming the entire roll in silence while facing the year’s “Eho” (lucky direction) – which for 2026 is South-Southeast – to ensure good health and prosperity. Umai Sushikan’s skilled sushi chefs carefully hand-roll each Ehomaki, balancing premium ingredients to create a truly satisfying culinary experience.
Reservations for these celebratory rolls are open from January 5, 2026 (Monday) until February 3, 2026 (Tuesday). Customers can pick up their reserved Ehomaki on February 3, 2026 (Tuesday), with preferred pick-up times available for selection at the time of reservation. Please note that same-day orders will be subject to availability, as ingredients are limited.
The Five Varieties of Umai Sushikan Ehomaki:
All Ehomaki rolls are approximately 19cm in length.
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Ehomaki
This classic roll offers a gentle sweetness popular with all ages, featuring ingredients like egg, steamed shrimp, seasoned shiitake mushrooms, kanpyo (dried gourd strips), cucumber, and denbu (sweet-savory shredded fish floss).-
Price:
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Kaiten Sushi/Yutorogi stores: ¥980 (¥1,058 incl. tax)
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Tohoku Taimei Sushi stores: ¥1,080 (¥1,166 incl. tax)
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Kanto/Tokai region stores: ¥1,080 (¥1,166 incl. tax)
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Jo Ehomaki (Premium Ehomaki)
A vibrant and perennially popular choice, this roll showcases fresh seafood such as tuna, salmon, and ikura (salmon roe), alongside egg, anago (sea eel), and cucumber. Kanto region stores offer an increased portion of ikura.-
Price:
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Kaiten Sushi/Yutorogi stores: ¥1,500 (¥1,620 incl. tax)
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Tohoku Taimei Sushi stores: ¥1,680 (¥1,814 incl. tax)
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Kanto/Tokai region stores: ¥1,850 (¥1,998 incl. tax)
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Tokujo Ehomaki (Special Premium Ehomaki)
Indulge in the “ultimate luxury” with this roll, where the rich fattiness of chu-toro (medium fatty tuna) beautifully complements and enhances the flavors of every ingredient. It contains chu-toro, fresh salmon, amberjack, steamed shrimp, egg, ikura, and cucumber.-
Price:
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Kaiten Sushi/Yutorogi stores: ¥2,680 (¥2,894 incl. tax)
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Tohoku Taimei Sushi stores: ¥2,780 (¥3,002 incl. tax)
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Kanto/Tokai region stores: ¥3,080 (¥3,326 incl. tax)
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Maguro Zeitaku-maki (Luxurious Tuna Roll)
A celebration of tuna, this roll generously features Umai Sushikan’s prized maguro. The exquisite balance and quantity of ingredients allow the rich umami of tuna to spread delightfully with every bite. It includes chu-toro, lean tuna, negitoro (minced fatty tuna), takuan (pickled daikon), and shiso (perilla leaf).-
Price:
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Kaiten Sushi/Yutorogi stores: ¥2,580 (¥2,786 incl. tax)
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Tohoku Taimei Sushi stores: ¥2,780 (¥3,002 incl. tax)
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Kanto/Tokai region stores: ¥3,080 (¥3,326 incl. tax)
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Anago Ehomaki (Sea Eel Ehomaki)
This masterpiece is a testament to the chefs’ dedication, featuring rich anago, the aromatic and textural delight of yamagobo (pickled burdock root), kanpyo, cucumber, and seasoned shiitake mushrooms. The sushi rice is specially mixed with anago sauce to enhance the flavor.- Price (all regions): ¥1,780 (¥1,922 incl. tax)
How to Reserve Your Ehomaki
Reservations can be made directly at the counter or by phone at any participating Umai Sushikan or Yutorogi store. Early booking is highly recommended as the number of rolls that can be made daily is limited, and reservations may close once the maximum capacity is reached. To ensure a smooth experience, pre-payment is also accepted to reduce congestion on the day of pick-up.
For a list of participating stores and their contact information, please visit:
https://umaisushikan.com/shop/
Please note that certain locations, including Sohonten, Ginza Honten, Bekkan Sushimasa, and Ginza Sushimasa, are not participating in this Ehomaki offering.
Umai Sushikan: A Commitment to “Umai!” and the Environment
Originating from Ishinomaki, Umai Sushikan has grown to operate across Miyagi Prefecture, Tohoku, Kanto, Tokai, and even internationally. The company prides itself on its direct sourcing model, where a dedicated team procures fish from markets in Sendai, Ishinomaki, and Toyosu. These fresh catches are then expertly prepared by seasoned sushi chefs, ensuring that customers receive the freshest and most delicious sushi possible. Food culture enthusiasts often say that the true joy of Ehomaki lies not just in the eating, but in the shared anticipation of good fortune, a sentiment that aligns perfectly with Umai Sushikan’s dedication to quality.
Beyond the plate, Umai Sushikan demonstrates a deep commitment to environmental sustainability through its unique tree-planting initiative. Believing in the vital connection between healthy forests and thriving oceans—where substances like fulvic acid iron, originating from mountain trees, nourish marine plankton and support the entire food chain—the company actively engages in planting trees along mountainsides and the Sanriku coast. This initiative is a heartfelt endeavor to give back to the ocean and safeguard precious marine resources for future generations.
Umai Sushikan’s dedication to both exceptional culinary experiences and environmental stewardship reflects a holistic approach to Japanese food culture. As the tradition of Ehomaki gains increasing recognition globally, Umai Sushikan’s offering provides a delicious and authentic way for people everywhere to participate in this charming custom, celebrating good health and happiness while appreciating the profound connections between land and sea.
