However, it is also said that the tradition that ehomaki 'must be eaten with one bite' was a story made up by Masahiko YAMAJI, the president of 'Takomasa,' who began selling ehomaki to promote the sale of nori (dried sheets of a type of red algae).
しかし、「一気に丸かぶりしなければいけない」ということは、海苔の販促として恵方巻を売り出した、「たこ昌」の代表取締役である山路昌彦の作り話とも言われる。