International Sushi Day. Credit: Sj├©matstudie Kina
Norwegian salmon is taking centre stage again this week as the world marks International Sushi Day (June 18), celebrating 40 years since Norway introduced raw salmon to Japan’s national dish.
Sushi might be over 500 years old, but the use of raw salmon in it is a surprisingly modern invention, and not of Japanese origin. In fact, it was Norwegians who first convinced Japan to accept their cold-water fish into sushi back in the 1980s, sparking a global culinary trend that shows absolutely no signs of slowing.
As The Norwegian Seafood Council reflects on this anniversary, it’s crediting the now-famous Project Japan, a bold initiative launched in the mid-1980s when tuna supplies in Japan were under pressure.
“Norwegian salmon wouldn’t be the global favourite it is today without the help of sushi,” said Christian Chramer, CEO of the Norwegian Seafood Council. “This year we want to celebrate the shared history between Norway and Japan, as well as highlight 40 years of salmon sushi” (Cited by MyNewsDesk).
Project Japan
In 1985, a Norwegian delegation led by former Minister of Fisheries Thor Listau travelled to Tokyo with a mission: to get raw Norwegian salmon accepted as a sushi ingredient. At the time, Japan relied heavily on tuna, and many viewed the idea of eating raw salmon with suspicion.
“I never dreamed that salmon as a sushi-topping would be such a huge trend all across the world,” said Bjørn Eirik Olsen, then Head of Market Analysis and Strategy during the project.
The team set up tastings, served sushi at embassy dinners, and even launched a salmon PR campaign on a shoestring. It took nearly a decade of relationship-building, but their patience paid off: Norway went from exporting just 2 tonnes of salmon to Japan in 1980, to over 45,000 tonnes annually 20 years later.
Salmon sushi now dominates worldwide
Norwegian salmon is now one of the world’s most consumed fish – and a dominant force in the sushi industry. According to the Norwegian Seafood Council, around 30 per cent of Norwegian salmon ends up as raw sushi.
A 2023 study in Japan found that 59 per cent of consumers prefer raw salmon when eating out, particularly in sushi, sashimi or poke bowls. Only 14 per cent chose seared or browned salmon instead.
“Japan brought Norwegian salmon to the world, establishing it as a staple of international sushi culture,” said Johan Kvalheim, Norway’s Country Director to Japan.
Norway now exports salmon to 113 countries and holds about 53 per cent of the global salmon market. Its influence can be seen in sushi bars from Madrid to Malaga, and across Europe.
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