Setsubun: the Japanese festival where kids throw beans at demons

By Jérémy, Dai Yokai founder · @dai.yokai Published: May 2026 · Updated: May 2026

Picture this: a grown man wearing a horned Oni mask runs through a Japanese living room while children pelt him with roasted soybeans, screaming at the top of their lungs. Nobody calls the police. It's February 3rd, and this is Setsubun (節分).

I make Oni masks year-round from my workshop in Brittany, France. Setsubun is the one day when my creations go from wall decoration to live-action prop. One of my Etsy customers sent me a video last year of his kid absolutely losing it with joy while chasing him around the garden. That's the kind of feedback that makes my job worth it.

What Setsubun actually means

The word breaks down simply: setsu (season) + bun (division). Originally, Japan had four setsubun per year, one for each seasonal shift. But in the old lunar calendar, the start of spring (risshun) marked the New Year. It was the transition that mattered most.

Over centuries, "setsubun" narrowed to mean just the eve of spring, February 3rd or 4th. Think of it as a spiritual New Year's Eve: clean house, kick out bad energy, start fresh.

Chinese roots, Japanese soybeans

The ritual traces back to tsuina (追儺), a court exorcism imported from China during the Nara period (8th century). A shaman with golden eyes led a procession with reed arrows to chase invisible plague demons.

When the practice spread beyond the aristocracy, commoners replaced arrows with what they had: soybeans. Turns out roasted soy works just fine against evil spirits.

Mamemaki: the bean-throwing logic

The core ritual is mamemaki (豆撒き), literally "bean scattering." You use roasted soybeans called fuku-mame (fortune beans).

The choice isn't random. In Japanese, mame (豆) means bean. But ma (魔) means demon, and me (滅) means destroy. So ma-me (魔滅) reads as "destroy the demon." Japanese wordplay at its finest.

One rule: the beans must be roasted. Raw beans might sprout in your garden, and the superstition says that means bad luck taking root in your home.

The formula: Oni wa soto, Fuku wa uchi

You shout it while throwing: "Demons out! Fortune in!" First, you throw beans from inside toward the door to drive the Oni away. Slam the door fast so they can't sneak back. Then throw beans inside to invite good luck.

After the battle, everyone eats the number of beans matching their age. Some regions add one extra for good health in the coming year.

Why the Oni mask matters

Setsubun needs a villain. In most families, dad (or the oldest sibling) puts on an Oni mask and plays the demon invading the house. The kids throw beans to drive him out. It's cathartic. Children get to "fight" the authority figure, who embodies everything scary. When dad takes off the mask, the house is safe again.

The mask color matters too. Red Oni represents greed. Blue Oni represents anger. Black Oni represents doubt and ignorance. Each maps to a Buddhist concept of spiritual poison.

Beyond beans: ehomaki and sardine heads

Mamemaki gets the attention, but Setsubun has other traditions. Ehomaki is a fat, uncut sushi roll (cutting it would "cut" your luck) eaten in silence while facing that year's lucky direction. Seven fillings for the Seven Gods of Fortune.

Then there's hiiragi iwashi: a grilled sardine head on a holly branch, hung by the front door. Oni hate sharp things (holly pokes their eyes) and bad smells (sardine). Brutal but effective. Similar logic to the Onigawara roof tiles that scare demons away from buildings.

The Watanabe exemption

If your surname is Watanabe, you can skip the whole thing. Legend says the hero Watanabe no Tsuna cut off the arm of the demon Ibaraki-Doji at Modoribashi bridge (more on that in the Shuten Doji article). Oni have feared the name ever since. No beans required.

A mask that survives the ritual

A flimsy cardboard mask from the convenience store breaks the spell in seconds. My Dai Yokai masks are 3D-printed in PETG with hand-painted finishes that handle soybean impacts without chipping. After February 3rd, the mask moves from face to wall, becoming a year-round guardian for your home. It's the same principle as the Onigawara tiles that protect Japanese rooftops.

FAQ

Can you use peanuts instead of soybeans?

Yes. In northern Japan (Hokkaido, Tohoku), families throw peanuts in their shells. Easier to find in the snow, cleaner to eat afterward.

Is Setsubun a national holiday?

No. Schools and offices stay open. Rituals happen in the evening after everyone gets home.

Looking for an Oni mask that can take the hits?

→ Browse the full collection: Dai Yokai Oni Masks