#Japan #Tokyo #JAL #Saba Nouveau #Norwegian Mackerel

Introduction to Saba Nouveau

On September 19, 2025, the season of Saba Nouveau — a premium Norwegian mackerel — officially begins its fifth year in Japan. This culturally significant fish, which captivates the taste buds of locals each autumn, is the result of collaboration between Japan Airlines (JAL), JALUX, and the Fishery Section of the Norwegian Embassy. Each year, select high-fat and larger specimens of Norwegian mackerel are air-freighted directly from Norway, ensuring quality and freshness without freezing.

What is Saba Nouveau?

Saba Nouveau refers to Norwegian mackerel that boasts a fat content of around 30% and weighs over 500g. This nutritious and seasonal delicacy is flown into Japan at its peak freshness, mirroring the French concept of Beaujolais Nouveau. Approximately half of the mackerel sold in Japan is sourced from Norway, with optimal catches occurring in autumn when the fish are most abundant. Utilizing JAL’s extensive air transport expertise ensures that the highest quality mackerel reaches consumers.

For more than two decades, JALUX has meticulously curated mackerel purchases in Norway, enforcing strict quality checks. The chosen specimen of Saba Nouveau delivers a soft, juicy texture that Japanese consumers admire. The product development team is now also focused on introducing various processed products to expand distribution nationwide.

Celebratory Events for 2025

To commemorate the arrival of Saba Nouveau, the Norwegian Seafood Festival 2025 is set to take place from September 19 to 21 in Tokyo’s Skytree Town, Sky Arena. This event celebrates the 40th anniversary of Norwegian salmon entering the Japanese market and the five-year milestone since Saba Nouveau’s initial importation. During the festival, 1,800 servings of Norwegian Salmon BBQ skewers and sushi, along with 3,200 servings of Saba Nouveau barbecue and sushi, will be offered for free to attendees, all catered by the Norwegian Embassy’s fisheries department.

Event Details:

• - Location: Tokyo Solamachi 4F Sky Arena
• - Schedule: September 19 (Friday) - 21 (Sunday), 11:00 AM - 8:00 PM (first day only from 1:00 PM)

Following this, Kamakura Saba Nouveau Week 2025 will be held from September 27 to October 13, introducing a diverse array of original dishes at 25 participating retail and dining establishments throughout Kamakura. This follows the successful debut of the event last year in this historic coastal city.

Kamakura Saba Nouveau Week Details:

• - Schedule: September 27 (Saturday) - October 13 (Monday)
• - Location: Various eateries and retail shops in the Kamakura area

Expanding Availability of Saba Nouveau

This year’s Saba Nouveau marks an expansion of purchase areas, reaching even more regions across Japan. Utilizing advanced rapid freezing technology, Saba Nouveau Sushi will become available for fresh consumption at select supermarkets and restaurants. Notable participating retailers include Summit, York Foods, Ito-Yokado, and more. Dining options will include renowned establishments like SABAR and Uoriki.

For ongoing updates regarding sales and availability, check the official Saba Nouveau website and Instagram:

• - Official Website: sabanouveau.com
• - Instagram: @sabanouveau

In-flight Offerings

This year marks an exciting milestone as Saba Nouveau will be served on JAL's international flights for the first time. To provide more passengers the delightful experience of tasting this exquisite mackerel, a new dish—Miso Grilled Mackerel—will be available for breakfast in JAL’s domestic first-class cabins. On international routes, Saba Grilled with Wakayama Mikan Pepper Flavor will be featured in business-class meals.

Domestic Flights Offer Periods:

• - Period 1: September 21 - 30, 2025, on select routes between Tokyo (Haneda) and several cities, including Sapporo (New Chitose), Osaka (Itami), and others.
• - Period 2: October 21 - 31, 2025, across various routes.

International Flights Offer Period: October 1 - November 30, 2025, on specific routes to Bangkok and Los Angeles.

Conclusion

Through the collaborative efforts of JAL, JALUX, and the Norwegian Embassy’s Fisheries Department, the tradition of Saba Nouveau enriches Japanese dining while contributing to the growth of Norway’s fisheries industry.