From just 2 tonnes of salmon to Japan in 1980 to accounting for approximately 53% of the global salmon market and exporting to 113 countries

Norwegian Salmon Celebrates 40 Years as Global Sushi Staple, Revolutionizing Japanese Cuisine

NORWAY
Wednesday, June 11, 2025, 05:40 (GMT + 9)

A visionary 1980s initiative, 'Project Japan,' introduced raw salmon to a skeptical market, transforming it into the world's most popular sushi topping and a cornerstone of Norway's seafood exports.

OSLO – As International Sushi Day nears on June 18, Norway is marking the 40th anniversary of the inception of "Project Japan" – the pivotal initiative that ultimately led to the widespread popularity of salmon sushi. While Norwegian salmon is now globally synonymous with sushi, its journey to Japanese tables was a gradual one, beginning in 1985 with a broader trade mission.

Norwegian delegation in Japan (1985). Photo: Norwegian Seafood Council

Today, salmon is globally recognized for its nutritional value and taste, playing a vital role in establishing a worldwide preference for raw fish. The Norwegian Seafood Council (NSC) estimates that approximately 30% of all Norwegian salmon exports are destined for raw consumption, primarily as sushi.

From Skepticism to Global Dominance: The 'Project Japan' Legacy

In the mid-1980s, facing a significant salmon surplus, a Norwegian delegation embarked on what would become known as "Project Japan." While their initial mission in 1985 was to establish broader trade relations and sell various types of fish, they soon discovered an audacious opportunity: to convince Japan, a nation with centuries of sushi tradition, to embrace raw salmon as a new ingredient.

It was a couple of years after the project's inception that the potential for high-quality raw Norwegian salmon in sushi and sashimi was truly identified. This realization coincided with a developing tuna shortage in Japan in the years following 1985, creating a growing need for alternative fish options in their raw fish cuisine.

Bjørn Eirik Olsen, a key figure in those early efforts, reflects on the journey: "I never dreamed that salmon as a sushi-topping would be such a huge trend all across the world."

The initiative involved tirelessly experimenting with salmon in sushi dishes, serving it to importers and restaurants, and hosting events at the Norwegian Embassy in Tokyo. Despite initial resistance, this decade-long commitment to relationship-building and innovation yielded astounding results. From exporting just 2 tonnes of salmon to Japan in 1980, Norway's annual salmon exports to the country soared to over 45,000 tonnes by 2000, solidifying salmon's place as a global sushi staple.

"Norwegian salmon wouldn’t be the global favourite it is today without the help of sushi," states 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."

Shaping International Palates and Sustaining Growth

This unique partnership saw Norway introduce salmon as an ingredient, and then Japan, through its refined culinary traditions, brought salmon sushi to the world stage, establishing it as a staple of international cuisine. "This partnership between Norway’s high-quality salmon production and Japan’s refined culinary traditions helped shape one of today’s most celebrated food trends," adds Johan Kvalheim, NSC Country Director to Japan.

The success of salmon in sushi not only paved the way for Norway’s massive salmon exports but also spearheaded its use in other globally recognized raw dishes like sashimi and poke bowls. Recent NSC research underscores this popularity, revealing that salmon is the most preferred sushi topping in 17 out of 20 countries studied. Furthermore, a recent NSC study on Japanese eating habits confirms raw salmon as the number one choice for consumption, with 59% of consumers preferring it raw in sushi, sashimi, or poke, significantly outpacing other preparations.

Photo: Norwegian Seafood Council

With Norway accounting for approximately 53% of the global salmon market, exporting to 113 countries, these figures underscore the enduring legacy and continued promise of this remarkable cross-cultural culinary collaboration.

editorial@seafood.media
www.seafood.media

Print