International Sushi Day. Credit: SJ├©Matstudie Kina
Norwegian salmon marks International Sushi Day (June 18th) this week, once again winning the Centre Stage as the World celebrates 40 years since Norway introduced raw salmon to Japanese national cuisine.
Sushi may be over 500 years old, but the use of raw salmon in it is an incredibly modern invention; do not have of Japanese origin. In fact, it was the Norwegians who first convinced Japan to accept cold water fish for sushi in the 1980s.
As Norwegian Seafood Council Looking back on this anniversary, I praise the now-famous Project Japan, a bold initiative in which Japanese tuna supply was under pressure in the mid-1980s.
“Norwegian salmon is probably not today’s global favorite without the help of sushi,” said Christian Kremer, CEO of Norwegian Seafood Council. “This year, we want to not only celebrate the shared history between Norway and Japan, but also highlight 40 years of salmon sushi.” (Quote) mynewsdesk).
Project Japan
In 1985, a Norwegian delegation led by a former Fisheries Minister travelled to Tokyo on a mission by Thor Listo. At the time, Japan was heavily dependent on tuna, and many saw the idea of eating raw salmon, which they suspected.
“Salmon as a sushi topping never dreamed of becoming a huge trend around the world,” said Bjørn Eirik Olsen, head of market analysis and strategy during the project.
The team set up tastings, served sushi at embassy dinner and launched a salmon PR campaign with shoelaces. It took nearly a decade of relationship building, but their patience paid off. Norway exported just two tons of salmon to Japan in 1980, and 20 years later it reached over 45,000 tons per year.
Salmon sushi is currently dominated all over the world
Norwegian salmon is currently one of the most consumed fish in the world and is the dominant force in the sushi industry. According to Norwegian Seafood CouncilAbout 30% of Norwegian salmon are made from raw sushi.
A 2023 survey in Japan found that 59% of consumers prefer raw salmon in sushi, sashimi or pork bowls, especially when eating out. Only 14% chose shearing or brown salmon instead.
“Japan brought Norwegian salmon to the world and established it as a staple of international sushi culture,” said Johann Kvalheim, Norwegian country director.
Norway currently exports salmon to 113 countries, holding around 53% of the global salmon market. The impact can be seen in sushi bars from Madrid to Malaga, as well as across Europe.
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