Soybeans are thrown in a ritual called "mamemaki" to symbolize the expulsion of demons and negativity. The act of throwing beans is believed to cleanse and purify, bringing good luck.
Oni masks represent demons, and wearing them during the festival allows participants to symbolically drive away these evil spirits by throwing beans at the mask-wearer.
Families celebrate by performing the mamemaki ritual, eating a special sushi roll called "ehomaki," and facing a lucky direction while eating it for good fortune.