The highly anticipated delivery of premium mackerel from Norway coincides with Norway Seafood Festival in Tokyo. This year, Norwegian herring also makes an appearance for the first time.
Today marks the arrival in Japan of the Saba Nouveau mackerel, flown in fresh from Norway to celebrate the first catch of the season. Now in its sixth year, this become an autumn tradition and tells a lesser-known story of how a seasonal fish from Norway’s cold waters has travelled to the other side of the world and earned a distinctive place within Japanese food culture.
Saba Nouveau is delivered fresh to Tokyo through a collaboration with Japan Airlines and JALUX, preserving its premium quality and taste. The Saba Nouveau mackerel has become a sought-after seasonal delicacy in Japan, ideal for special occasions and celebrations.
Mackerel has a natural richness that allows for simple preparation, while its versatility lends itself to both traditional and more modern Japanese dishes, such as Saba misoni (mackerel simmered in miso) or Saba no shioyaki (salt-grilled mackerel). If the mackerel is frozen beforehand, it can also be used in sushi. The most common and popular method of preparation, Saba no shioyaki, involves simple salting and grilling over a high heat to draw out the flavour.
The Saba Nouveau mackerel’s exclusivity lies in its short season, which runs from August to November when the fish are in peak condition with a naturally high fat content that can reach up to 28%. This contributes to the natural rich flavour, juicy texture and high nutritional value.
Saba Nouveau taps into Japan’s appreciation for seasonal firsts, known as hatsumono. Whether it’s fruit, wine or fish, consuming the first produce of the season is traditionally associated with good health and fortune. Now, Saba Nouveau has become a part of this tradition, combining Norway’s seafood expertise with Japan’s appreciation for seasonality and high-quality mackerel.
‘We’re proud to welcome the first Norwegian mackerel of the season back to Japan,’ said Norwegian Seafood Council country director in Japan Jan Eirik Johnsen.
‘This tradition has become special to both our countries. A distinctly Norwegian seasonal catch has found a natural place within Japan’s own appreciation of hatsumono, creating a tradition that connects our two countries.’
In 2025, Norway exported 207,927 tonnes of mackerel worth NOK 8.5 billion, with Japan remaining its
largest mackerel market and accounting for around 40% of the total volume exported.
The arrival of Saba Nouveau coincides with the Norway Seafood Festival, a three-day event taking place from September 11–13 at Tokyo Solamachi’s Sky Arena. This year, Norwegian herring joins the festival for the first time. This is experiencing increased attention in Japan, and the convenience giant 7/11 recently launched salted grilled Norwegian herring across almost 22,000 stores.
‘Looking at the success of Norwegian salmon and mackerel in Japan, we wanted to incorporate another important species in this year’s festival – our Norwegian herring. With less supply of mackerel globally and increased prices, Japanese importers, processors and consumers have looked for alternatives for tasty, healthy and affordable products, and found it in Norwegian herring,’ Jan Eirik Johnsen said.
‘Maybe herring can become even more of an expected staple in Japan, the same way the other species have.’
