Setsubun (節分, lit. "seasonal division") is the last day of winter in the Japanese calendar. It usually corresponds to February 3rd in the Gregorian calendar.
A ritual performed on this day is to throw roasted soybeans in order to drive away oni; this is known as mamemaki.
In the Kansai region, it's customary to eat makizushi while facing this year's lucky direction; this practice is known as ehoumaki.