Trung Phan
Up to the 1990s, raw salmon sushi was not eaten...
Up to the 1990s, raw salmon sushi was not eaten in Japan. What changed? Norway went on a 10-year marketing campaign to sell Atlantic salmon in the East Asian country. And the plan worked. Here’s a story 🧵
Since advertising Atlantic salmon as “parasite free” wasn’t very inviting, Norway focused its messaging on the country’s “fresh waters”. (View Highlight)
Project Japan also included ▫️Serving raw Atlantic salmon at the embassies in Norway ▫️Getting celebrity chefs in Japan to use Atlantic salmon ▫️Partnering with Japanese suppliers (View Highlight)
Project Japan costed ~$30m. The return: Norway went from selling 2 metric tons of salmon to Japan in 1980 to 28,000 metric tons by 1995. (View Highlight)