Star-Studded Beans and Blessings: Mame-maki Brings Tokyo Together

Star-Studded Mame-maki: Tokyo's Glitzy Bean-Throwing Tradition Merges Folklore with Celebrity Flair

In the heart of Tokyo, a vibrant celebration unfolded on February 2, 2025, at the historic Zojoji Buddhist temple, as hundreds gathered for the lively custom of “Mame-maki.” This annual bean-throwing event, celebrated in various Japanese homes and temples, aims to cast away evil spirits while inviting in good fortune. The day, marking “setsubun”—the final day of winter in the lunar calendar—transforms into a spectacle where prayer meets playful festivity, and this year, celebrity participation turned the event into a star-studded affair.

Dressed in elegant kimonos, a lineup of personalities, including sumo wrestlers and popular actors, took to the elevated podiums with ecstatic shouts of “Oniwa soto, Fukuwa uchi!” which means “Demons out, fortune in!” Dried soybeans flew throughout the crowd, each bean representing a token of luck. Attendees, including young families and children, eagerly stretched their hands upwards, hoping to catch the prized “fukumame”—small packets of soybeans that symbolize vitality and purity in Japanese culture.

Despite a downpour that pushed the event indoors this year, the energy was palpable. Participants like Utako Iibuchi and her husband, Masaaki, accumulated a delightful haul of about 20 packages filled with beans and traditional sweets like “mochi.” Overjoyed at their success, Utako noted, “This is the first time we’ve collected so much.” Their enthusiasm highlighted the communal spirit of Mame-maki, drawing families back to the celebration year after year. The presence of celebrities brought an added level of excitement and intrigue, as fans cheered on their favorite stars engaging in this time-honored tradition.

Alongside the soybean-throwing festivities, the event also featured performances by entertainers dressed as demons, adding a theatrical flair to the proceedings. The actors’ vibrant costumes and exaggerated movements played into the cultural narratives of good versus evil, enhancing the excitement for both the crowd and those participating. Traditionally, the practice at home sees family members donning a red-faced demon mask to chase the younger family members away while hurling soybeans, merging laughter, mischief, and folklore in an all-encompassing celebration.

While Mame-maki primarily serves as a joyous communal event, it also carries significant cultural weight. The ritual reflects Japan's deep ties to seasonal changes and the lunar calendar, emphasizing purification and renewal. However, safety is also a concern. Families often hold their own bean-throwing ceremonies at home, where younger members are typically guided by elders. The Consumer Affairs Agency has advised caution, particularly for young children under five, to prevent choking hazards from the dried soybeans.

In the end, Mame-maki represents far more than a simple tossing of beans; it embodies a cultural rich in history and engaged community spirit. Celebrities stepping into this quirky yet profound tradition bridge the gap between the public and stardom, making the rituals relatable and exciting. Every year, the event not only nurtures the age-old custom but also creatively adapts to contemporary culture, reflecting a seamless blend of tradition and modernity. Whether in the company of beloved celebrities or family, the celebration of Mame-maki brings people together, providing a moment of joy, hope, and communal bonding.