New Section

This section discusses the popularity of different types of sushi in Japan and introduces the fact that one type, salmon sushi, was not initially available in Japan.

The Introduction of Salmon Sushi

• In the 60s and 70s, Norway became proficient in fish farming, particularly with salmon.

• They produced more salmon than they could consume domestically and needed to find an export market.

• In 1985, Norway launched "Project Japan" to grow their salmon export business with Japan.

• Their goal was to have their salmon used for sushi due to its higher value.

Challenges Faced by Norway

• Japanese people did not eat raw salmon at that time.

• Japanese salmon was lean without much fat and contained parasites, requiring it to be cooked or cured before consumption.

• Norway's Atlantic salmon was fatty and parasite-free, making it suitable for raw consumption.

• Norway faced difficulties convincing the Japanese market due to safety concerns and cultural differences.

Strategies Used by Norway

• Norway tried various methods but faced resistance from the Japanese market.

• They served salmon sushi in their embassy to showcase its taste and quality.

• Instead of directly promoting parasite-free salmon, they emphasized clean water sources and used imagery associated with nature and traditional fishing practices.

Breakthroughs for Norwegian Salmon

• Targeting famous chefs who endorsed raw salmon helped normalize the concept among the public.

• However, availability remained an issue as stores were reluctant to stock Norwegian salmon as a sushi product.

Nichirei: Pioneering Salmon Sushi in Japan

• To overcome availability challenges, Norway offered their product at a significantly lower price to companies willing to sell it as sushi.

• Nichirei became the first company to offer salmon sushi in Japan, leading to a change in public opinion.

• Salmon sushi gained popularity not only in Japan but also worldwide.

New Section

This section highlights the global success of salmon sushi and its position as a favorite type of sushi.

Global Success of Salmon Sushi

• Salmon sushi exploded in popularity worldwide after its introduction in Japan.

• It is now one of the most popular types of sushi globally.

• The transcript mentions that a Twitter poll confirms its status as a favorite.

Study Notes

• Norway successfully introduced salmon sushi to the Japanese market by targeting famous chefs and offering their product at a lower price to companies willing to sell it as sushi.

• The initial resistance was due to safety concerns and cultural differences between Japanese and Norwegian salmon.

• Salmon sushi became widely embraced both in Japan and around the world, securing its place as a favorite type of sushi.