MSC in Japan

The market for MSC-labelled seafood is expanding in Japan, one of the world’s largest fish-consuming countries. The number of retailers selling fish products that carry the MSC label is increasing, and with it consumer awareness of seafood sustainability is improving. With very high per-capita fish consumption in Japan, the choices made by Japanese consumers have a great influence on seafood and fish stock sustainability.

Certified fisheries

The Kyoto Danish Seine Fishery Federation snow crab and flathead flounder fishery was the first Japanese fishery certified against the MSC standard in September 2008. Following the first certified fishery, Tosakatsuo Suisan Japan pole and line skipjack tuna fishery was certified in November 2009. Several other fisheries have completed pre-assessments.

Supply chain

There are more than 30 seafood companies in Japan currently certified for Chain of Custody including leading seafood companies Nippon Suisan Kaisha, Kyokuyo and Maruha Nichiro. With the expansion of the MSC product market, it is expected that the number of companies seeking Chain of Custody certification will further increase.

Retail and brands

Since July 2006, when Tokyo's National Azabu supermarket introduced the first MSC-labelled product to Japanese shoppers, this influential seafood nation has embraced the MSC's message. Aeon, a top national retail chain with 1,200 stores, launched a wide range of MSC-labelled products in November 2006, and has grown its range annually. Aeon actively supports the MSC with a commitment to sourcing sustainable seafood and the promotion of those products to customers.

The Japan Consumers’ Cooperative Union (JCCU), one of the largest national retail chains, launched 17 MSC-labelled products in October 2007, and JCCU’s involvement of the MSC spurred expansion of the MSC in Japan. Other major retailers involved include Seiyu and Daiei. Several middle-sized supermarket chains and department stores have also started selling MSC-labelled products. The rapidly growing supplier of organic foods, Daichi Wo Mamoru Kai, has launched MSC-labelled products.

Foodservice and restaurants

There are currently no restaurants in Japan serving MSC-labelled fish. If you want your restaurant to be the first, find out how.

Find out how your company can get involved in the MSC program.