Project Japan

Salmon sushi was not a thing. Norway "invented" it.

In 1986, the Norwegian government launched Project Japan: a marketing campaign that completely changed sushi culture globally.

Norway had surplus of farmed salmon. Japan's demand for tuna exceeded supply.

Japanese consumers were hesitant about raw salmon due to parasite fears, but salmon from Norwegian aquaculture didn't have that problem. The trouble was convincing the Japanese.

A dedicated team from Norway, led by marketing strategist Bjørn Eirik Olsen, ran a decade-long campaign to change public perception and market adoption.

They used a new name, targeted importers and celebrity chefs, served salmon at embassy dinners, ran promotional events and campaigns featuring salmon in sushi.

It worked, despite the initial scepticism. 

Today, Norwegian salmon is not only the world's most popular fish to eat in general, but also the world's most popular sushi fish.

Sometimes markets aren't discovered. They're created through influencing change in human behaviour.

Thanks to Catalina Cendoya, the team at Por el Mar and The GSFR | Global Salmon Farming Resistance for the conversation.