Despite being centuries-old, the core traditions of Setsubun can seem as silly as its common English rendering, The Bean-Throwing Festival. Once a year in early February, households across Japan toss roasted soybeans outside their doors, with folklore saying the practice will ensure prosperity for the next 12 months by driving off the ogre-like creatures called oni.
Perhaps the oddest thing is the way the oni are depicted in illustrations and popular culture. Generally obese and clumsy, they seem to present little if any threat, and the fact that they can be undone by a scattering of legumes doesn’t do anything to help them win street cred, either.
But what if the oni improved their eating habits and started hitting the gym? Would that make them terrifying once again? Maybe, but it also just might make them dead sexy, as shown in this stylish Japanese ad.