November Fish Day Campaign Promotes Sustainable Consumption for the Future

Celebrating Fish Day: A Step Towards Sustainable Consumption

In a bid to address the long-term decline in the consumption of Japan's seafood products, the Fisheries Agency has designated the period from November 3 to 7 as "Fish Day" and is amplifying its efforts in 2025 under the theme of "Sustainable Consumption." This initiative aims to enhance the appreciation for lesser-utilized fish species, specifically the black sea bream, through various awareness-raising projects and collaborations with a diverse range of stakeholders.

What is Fish Day?

Established in October 2022, Fish Day seeks to promote seafood consumption through a coordinated effort involving both public and private sectors. It has gained significant traction, with a total of 1,072 supporting members as of September 2023, an increase of 444 since its inception. The website for Fish Day offers detailed information regarding its initiatives and events.

Highlights of Fish Day 2025

1. Enhancing Awareness of Black Sea Bream

In 2025, the campaign will prominently feature the black sea bream in a project aimed at enhancing its culinary appeal. Known as the "Black Sea Bream Awareness Project," this venture will raise awareness about the sustainable consumption of seafood by showcasing the black sea bream's taste and versatility in various dishes. Participating municipalities, businesses, and institutions will collaborate to offer events and promotions focused on black sea bream dishes.

2. The 11th Fish-1 Grand Prix

One of the major events during this week is the Fish-1 Grand Prix, scheduled for November 30, 2025, at Hibiya Park in Tokyo. This culinary competition showcases Japan's domestic seafood and features live cooking demonstrations, performances, and exhibits. Participants, including local fisheries and chefs, will compete to create the best seafood dishes, including those made from the black sea bream, with the aim of emphasizing sustainable seafood practices. The Fisheries Agency will also have a booth at the event, introducing new products linked to the concept of sustainable consumption and sharing stories of collaborative efforts across the seafood supply chain.

3. Unveiling the New Support Team

To further energize the Fish Day campaign, a new support team comprising seven members from the Hello! Project will be unveiled at a ceremony on October 31, 2025. This event, designated for media personnel, will create an opportunity to engage with the newly appointed ambassadors and highlight the importance of seafood and sustainable practices. The Fisheries Agency encourages journalists to attend and cover the proceedings, ensuring they follow guidelines provided during the event.

4. Nationwide Campaign Initiatives

The Fisheries Agency, along with supporting members and partners, will hold a series of events across 11 locations nationwide, promoting information regarding Fish Day and sustainable consumption. These events will feature fish menus, cooking fairs, and installations that highlight dietary practices surrounding seafood, aiming to foster heightened interest in fish consumption.

5. Collaborative Efforts by Supporting Members

Support members will also organize a variety of initiatives, including the unveiling of new products that utilize local seafood and underutilized fish, with 52 projects planned nationwide. These collaborations reflect a collective commitment to promoting sustainable seafood consumption and will be continually updated on the Fish Day’s official website.

Conclusion

As we approach Fish Day 2025, it is vital for consumers and stakeholders alike to recognize the importance of sustainable practices within the seafood industry. By engaging with various activities, understanding and appreciating seafood, especially less popular species like black sea bream, we can contribute to a more sustainable future for fisheries and encourage responsible consumption habits among the public. To learn more about up-and-coming events and initiatives for Fish Day, visit the official Fish Day website.