Norwegian seafood exports to Japan

It has now been 40 years since the work to introduce Norwegian salmon as a sushi topping in Japan began. After years of dedicated efforts, salmon has become a natural part of sushi both in Japan and globally.

In Tokyo, the Norwegian Seafood Council is represented by our envoy Johan Kvalheim and market advisor Paul Y. Tsai. The Council’s work in Japan primarily focuses on the marketing of Norwegian salmon, mackerel, and cod.

Japanese consumers eat an average of 45 kg of seafood per person annually, placing Japan among the top ten seafood-consuming nations in the world. In 2024, Japan imported seafood worth NOK 132 billion, equivalent to 1.9 million tonnes.

Imports account for approximately 40 percent of the Japanese seafood market. Shrimp, salmon, and tuna are the most important imported species, while salmon and mackerel are the key species for Norwegian exports to Japan.

Norwegian Salmon Exports to Japan

Norwegian Atlantic salmon competes with other salmon species in the Japanese market. Atlantic salmon accounts for around 12 percent of the total salmon market, which reached 52,000 tonnes in 2024.

Norway holds a market share of approximately 70 percent, with Chile (20 percent) and Australia (5 percent) as the main competitors. For fresh salmon, Norway’s share is even higher—around 84 percent.

The market is dominated by refreshed products from other salmon species, while Norwegian salmon is sold fresh and at a higher price point. In a fragmented retail market, which accounts for 90 percent of salmon sales, it is crucial to differentiate Norwegian origin and build on the strong awareness of Norway.

Product innovation can help reach new consumer groups. Another key focus going forward is market access, where Norwegian salmon faces less favorable conditions compared to its competitors.

Norwegian Mackerel Exports to Japan

Japan is by far Norway’s most important mackerel market, and Norwegian mackerel enjoys a strong reputation for quality throughout the Japanese value chain. Japanese mackerel consumption was estimated at 260,000 tonnes in 2024, with Norway accounting for around 50 percent.

The main competitors are the United Kingdom, Ireland, and Iceland. British exports have especially increased due to improved tariff conditions and new origin rules, allowing more products to carry British labeling.

More than half of Norwegian mackerel is processed in third countries, primarily China and Vietnam, before reaching Japan. Despite a high market share, awareness of Norway as a mackerel nation remains low (28 percent).

Nevertheless, Norway—alongside Japan—is the only country with a clear position among Japanese consumers. Increasing origin labeling in stores will be important to strengthen Norway’s visibility and communicate its quality advantages—especially considering the market’s price sensitivity. Lower domestic catches in Japan also present an opportunity for Norway to reinforce its role as a stable supplier of high-quality mackerel.

Market Plans for Japan