By CHIKA YAMAMOTO/ Staff Writer
February 3, 2026 at 16:45 JST
The four-variety futomaki (thick sushi roll) set offered by Yaoko Co. for Setsubun (Provided by Yaoko Co.)
The soaring price of rice is putting a bigger dent in wallets as shoppers clear the shelves of their favorite “ehomaki” sushi rolls this Setsubun season on Feb. 3.
The average price for an ehomaki is now 1,173 yen ($7.60) including tax, an 11.7 percent jump from last year, according to private research firm Teikoku Databank Ltd.
This marks the second consecutive year of a price hike exceeding 10 percent.
The survey polled 104 major convenience stores, restaurant chains and supermarkets nationwide for the price of standard five- and seven-ingredient ehomaki rolls, which are eaten for good luck on Setsubun, the last day of winter on the lunar calendar.
It found the average price increased 123 yen from last year's average of 1,050 yen. Two years ago, the average price was 949 yen.
While 30 percent of businesses raised prices by less than 100 yen, more than 20 percent implemented hikes of 150 yen or more—the first time that threshold has been crossed since 2022.
However, a third of retailers kept their prices unchanged, showing a clear difference in strategy.
Soaring ingredient costs are the primary driver, according to Teikoku Databank. The firm estimates that rice prices alone have jumped 30 percent year-on-year, with nori seaweed and eggs rising by 10 percent.
To combat food waste of unsold ehomaki and control costs, nearly all companies now rely on a pre-order system for the seasonal dish.
However, not all retailers are raising their prices.
Supermarket chain Yaoko Co., based in Saitama Prefecture, has held its ehomaki prices steady.
The company said it is offsetting higher ingredient costs by promoting pre-orders to minimize waste and by offering value-priced sets.
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