Yoshinoya, the popular beef bowl fast food chain in Japan, has recently introduced its own version of the traditional Setsubun ehomaki, a type of uncut sushi roll consumed to symbolize prosperity for the upcoming year. As Setsubun approached on February 3, 2024, our Japanese-language reporter, Seiji Nakazawa, decided to try Yoshinoya’s take on the ehomaki and share his experience.

Seiji visited the Ikebukuro Metropolitan Street branch of Yoshinoya, which specializes in takeout orders, to pick up the ehomaki on February 2. He discovered that Yoshinoya offers two variations of the ehomaki: a plain version priced at 645 yen (US$4.35) and a pickled ginger cheese version priced at 699 yen. Seiji purchased one of each to compare their flavors and ingredients.

Upon retrieving the ehomaki, Seiji noticed condensation on the bag, indicating its freshness. He was pleased to find Yoshinoya’s logo on the nori wrapping, adding a fun touch to the packaging. The plain ehomaki contained a filling of beef and onions, while the pickled ginger cheese version also included pickled ginger and cheese. Interestingly, both rolls used regular steamed rice instead of vinegared sushi rice.

Seiji found that the plain version offered a consistent taste, while the ginger cheese one had a good balance of flavor at the edge where the pickled ginger complemented the beef. However, he noted that the ginger cheese flavor occasionally overpowered the meat, resulting in an inconsistent taste experience.

Overall, Seiji’s experience with Yoshinoya’s take on the Setsubun ehomaki was mixed, with the plain version standing out for its consistent quality. Despite some inconsistencies in flavor, the ehomaki provided a unique twist on the traditional dish, offering customers an alternative way to celebrate Setsubun.