#Japan #Miyagi #Foodison #Beisia

Miyagi Prefecture's Seafood Festival

Miyagi Prefecture, rich in resources from one of the world's major fishing grounds, is set to collaborate with Foodison, a Tokyo-based company, and Beisia to expand its seafood market in the Northern Kanto region. This initiative comes as part of the "Miyagi Umai Mon Festival," which aims to introduce consumers to the delectable seafood of Miyagi. The festival is positioned to uplift local fisheries and promote sustainable marine industries amid the challenges posed by declining domestic demand and changing marine environments.

Understanding the Background

Miyagi's fishing industry currently faces significant challenges, primarily accelerated by a declining population and aging society, which have directly impacted domestic demand. According to the Statistics Bureau of Japan, the average per household seafood consumption stands at about 1.87 kg nationally, whereas it is lower in cities such as Mito (1.72 kg), Maebashi (1.66 kg), and Utsunomiya (1.56 kg). This decrease in consumption highlights the necessity for the region to adapt and create new markets for its seafood.

In response to these dynamics, the Miyagi Prefectural government is promoting the development of the fishing industry as a growth sector to enhance revenue stability and boost regional revitalization. The festival aims to facilitate a stronger connection between the production sites in Miyagi and the consumers in the Northern Kanto area by leveraging Foodison's fresh produce distribution platform to enhance visibility and sales of local seafood.

Festival Details

The "Miyagi Umai Mon Festival" is scheduled from February 1 to 28, 2026, though specific dates may vary by participating stores. The festival will take place across 150 retail and food service locations, including:

• - Beisia supermarkets (most locations except a few)
• - 23 restaurants across Tochigi, Gunma, Ibaraki, Saitama, and Chiba
• - Six Sakana Bacca outlets located in Tokyo and Saitama

The event will feature:

• - Sales of Miyagi-produced seafood at Beisia and Sakana Bacca
• - Limited-time menu offerings utilizing Miyagi seafood at participating restaurants
• - A giveaway campaign for participants who fill out surveys

Voices Supporting the Initiative

Matsuura, the head of the Miyagi Prefectural Fisheries Promotion Division, emphasizes that the fishing industry in Miyagi is bolstered by the abundant resources found in the Sanriku region. However, given the recent adverse trends such as marine environmental changes and shifting consumer behaviors leading to a lower affinity for seafood, there is an urgent need for revitalization in the sector. The festival serves as an excellent opportunity for residents in Northern Kanto to experience the rich seafood offerings of Miyagi, which is geographically closer than it may seem.

Kinoshita, the director of Foodison's regional revitalization office, points out the importance of ensuring that this initiative does not become a mere temporary event but a sustainable networking effort that solidifies the bond between producers and consumers. By utilizing platforms such as "Uo Pochi," "Sakana Bacca," and "Food Talent Bank," the project aims to streamline the supply chain from procurement to sales, thus securing a stable and sustainable flow of Sanriku's bountiful seafood into the Northern Kanto dining scene.

Partner Profiles

Foodison Inc.

Established on April 1, 2013, Foodison specializes in e-commerce catering to restaurants, seafood selection shops, and staffing services aimed at the food industry. Their mission is to innovate the distribution cycle of fresh produce.

Website: Foodison

Beisia Co., Ltd.

Beisia is a shopping center chain dedicated to providing quality goods at affordable prices. Their philosophy of "For the Customers" drives their approach to meet community needs across various product categories.

Sakana Bacca

With eight locations in Tokyo and one in Saitama, Sakana Bacca focuses on modernizing the local fish market experience, emphasizing fresh deliveries and a wide range of seafood while promoting a deeper understanding of fish consumption.

For more information on the festival, visit their official website: Miyagi Umai Mon Festival