#Japan #Tokyo #sustainable fish #Oisix #Marine Resources

Introduction

On June 8th, World Oceans Day, Oisix, the Tokyo-based food subscription service, has released a study focused on consumer awareness surrounding underutilized fish. This initiative highlights that while approximately 80% of respondents expressed interest in trying these fish, the lack of knowledge regarding cooking methods remains a significant barrier.

The Survey Findings

The survey conducted revealed several insights:

• - Nearly 48% of respondents have never heard of the term 'underutilized fish'. Only 9% claimed to fully understand the context of the term.
• - About 59% of participants have never tried any underutilized fish. However, around 80% expressed a desire to try them whenever given the chance.
• - When discussing the perception of these fish, 43% believe they contribute to reducing food waste, while 57% indicated that they would be more inclined to purchase underutilized fish for the same reason.
• - Barriers to purchase were primarily attributed to a lack of familiarity with cooking methods (17%) and perceived difficulties in preparation (15%).

Oisix's Efforts

Oisix has actively sought to simplify the introduction of underutilized fish into daily meals. Starting June 4, 2026, the company will launch the 'Fish Kebab Sandwich Set' made from underutilized fish, specifically the Marusouda bonito, at a workplace cafeteria in Tokyo. This initiative aims to make cooking with these fish easier and more accessible to the public.

Sustainability Insights

The growing interest in underutilized fish aligns with global trends in sustainable consumption. Oisix aims not only to provide delicious food options but also to reduce food waste significantly. With fish consumption in Japan declining – predicted to drop to 21.3 kg per person in FY 2024 from a peak of 40.2 kg in 2001 – there is a pressing need to understand and incorporate these types of fish into everyday diets.

Addressing Cooking Barriers

The challenge lies not only in promoting these fish but in tackling the psychological barriers around their preparation. Consumers highlighted a strong desire for easier cooking options, with suggestions including ready-to-cook meals or packages that provide preparation instructions. Oisix intends to address these concerns in their product development, making it appealing for consumers who are eager yet uncertain about trying new fish varieties.

Collaborative Development Effort

Oisix collaborated with the student group 'igoan' from Tokyo University of Marine Science and Technology over the past year and a half to develop the 'Fish Kebab Sandwich Set'. This new product is positioned to showcase the Marusouda bonito as not only a sustainable option but also a tasty meal. The fish's natural tartness complements the spices used, creating a dish that is both approachable and satisfying.

Accessibility and Community Engagement

From June 1 to June 12, 2026, the Fish Kebab Sandwich will also be available at the Amaraharu Shokudo, a cafeteria known for its salad bar in Tokyo, giving consumers a chance to try this innovative dish before the official product launch.

Conclusion

Oisix’s initiative reflects a broader commitment to sustainability and responsible consumption in the food industry. With growing awareness among consumers about the need to reduce food waste, the Oisix study reveals a promising opportunity to integrate underutilized fish into mainstream diets. Adaptation of these habits, however, hinges on breaking down the barriers related to preparation and cooking, ensuring these lesser-known seafood varieties find their rightful place on our tables.