How Norway surged Japan
with Salmon sushi
with Salmon sushi
Project japan
Project
japan
Project
japan
How Norway surged Japan
with Salmon sushi
with Salmon sushi
Project japan
Salmon Sushi Is Not
A Japanese Invention
A Japanese Invention
Basically, people in Japan
thought it was gross
thought it was gross
The Japanese considered Pacific salmon
dangerous to consume raw because these wild fish
were exposed to parasites
1974-1985
First wave
Japanese people were eating mostly
fully cooked salmon. They did not like
the grey colour of the Salmon besides
it was simply not safe
fully cooked salmon. They did not like
the grey colour of the Salmon besides
it was simply not safe
Norway was ahead
JAPANESE!
NORWEGIAN!
Salmon Sushi Is Not
A Japanese Invention
A Japanese Invention
Basically, people in Japan
thought it was gross
thought it was gross
The Japanese considered Pacific salmon
dangerous to consume raw because these wild fish
were exposed to parasites
1974-1985
First wave
Japanese people were eating mostly
fully cooked salmon. They did not like
the grey colour of the Salmon besides
it was simply not safe
fully cooked salmon. They did not like
the grey colour of the Salmon besides
it was simply not safe
Norway was ahead
JAPANESE!
NORWEGIAN!
Farm raised raw salmon was not only “safe”
but also had “eye catching” reddish colour.
But overproduction was so bad,
that they started filling industrial freezers
with tons and tons of salmon
but also had “eye catching” reddish colour.
But overproduction was so bad,
that they started filling industrial freezers
with tons and tons of salmon
Back in Norway, the salmon industry
realized what people needed
realized what people needed
that was
a disaster for the industry
a disaster for the industry
cat
that was
a disaster
for the
industry
a disaster
for the
industry
Farm raised raw salmon was not only “safe”but also had
“eye catching” reddish colour.
But overproduction was so bad,
that they started filling industrial freezers
with tons and tons of salmon
“eye catching” reddish colour.
But overproduction was so bad,
that they started filling industrial freezers
with tons and tons of salmon
Farm raised raw salmon was not only “safe”
but also had “eye catching” reddish colour.
But overproduction was so bad,
that they started filling industrial freezers
with tons and tons of salmon
but also had “eye catching” reddish colour.
But overproduction was so bad,
that they started filling industrial freezers
with tons and tons of salmon
Back in Norway, the salmon industry
realized what people needed
realized what people needed
that was
a disaster for the industry
a disaster for the industry
cat
that was
a disaster for the industry
a disaster for the industry
Bjorn Eirik Olsen - Project “Japan”
marketologist
marketologist
Bjorn Eirik Olsen - Project “Japan”
marketologist
marketologist
He spent years trying to understand Japanese
market and continued project after Thor Listau
who actually invented it in 1985.
Bjorn needed just one big sale. He went
to a company called Nishi Rei.
But they refused to deal with salmon
market and continued project after Thor Listau
who actually invented it in 1985.
Bjorn needed just one big sale. He went
to a company called Nishi Rei.
But they refused to deal with salmon
At that time
most popular
sushi were
not salmon
most popular
sushi were
not salmon
1985
Second wave
Despite previous fail Bjorn went straight
to Nishi Rei and told them, I will sell you 5,000
tons of salmon for cheap.
“All you have to do is sell it in the grocery
stores as sushi, just try it”
to Nishi Rei and told them, I will sell you 5,000
tons of salmon for cheap.
“All you have to do is sell it in the grocery
stores as sushi, just try it”
He spent years trying to understand Japanese market and continued
project after Thor Listau
who actually invented it in 1985.
Bjorn needed just one big sale. He went
to a company called Nishi Rei.
But they refused to deal with salmon
project after Thor Listau
who actually invented it in 1985.
Bjorn needed just one big sale. He went
to a company called Nishi Rei.
But they refused to deal with salmon
Despite previous fail Bjorn went straight
to Nishi Rei and told them, I will sell
you 5,000 tons of salmon for cheap.
“All you have to do is sell it in the grocery
stores as sushi, just try it”
to Nishi Rei and told them, I will sell
you 5,000 tons of salmon for cheap.
“All you have to do is sell it in the grocery
stores as sushi, just try it”
He spent years trying to understand Japanese
market and continued project after Thor Listau
who actually invented it in 1985.
Bjorn needed just one big sale. He went
to a company called Nishi Rei.
But they refused to deal with salmon
market and continued project after Thor Listau
who actually invented it in 1985.
Bjorn needed just one big sale. He went
to a company called Nishi Rei.
But they refused to deal with salmon
At that time
most popular
sushi were
not salmon
most popular
sushi were
not salmon
1985
Second wave
Despite previous fail Bjorn went straight
to Nishi Rei and told them, I will sell you 5,000
tons of salmon for cheap.
“All you have to do is sell it in the grocery
stores as sushi, just try it”
to Nishi Rei and told them, I will sell you 5,000
tons of salmon for cheap.
“All you have to do is sell it in the grocery
stores as sushi, just try it”
Squid sushi
Best time: Fall, Winter
Popularity - 7
Best time: Fall, Winter
Popularity - 7
Ottoro Nigiri
Fattiest part of Tuna
Best time: Winter
Popularity - 1
Best time: Winter
Popularity - 1
Ika Nigiri
Raw scallop sushi
Best time: Late fall, Winter
Popularity - 9
Best time: Late fall, Winter
Popularity - 9
Hotate Nigiri
Egg omlet sushi
Best time: All year
Popularity - 3
Best time: All year
Popularity - 3
Tamago Nigiri
Squid sushi
Best time: Fall, Winter
Popularity - 7
Best time: Fall, Winter
Popularity - 7
Ottoro Nigiri
Fattiest part of Tuna
Best time: Winter
Popularity - 1
Best time: Winter
Popularity - 1
Ika Nigiri
Raw scallop sushi
Best time: Late fall, Winter
Popularity - 9
Best time: Late fall, Winter
Popularity - 9
Hotate Nigiri
Egg omlet sushi
Best time: All year
Popularity - 3
Best time: All year
Popularity - 3
Tamago Nigiri
Anago Nigiri
Saltwater Eel sushi
Best time: Summer
Popularity - 14
Best time: Summer
Popularity - 14
Ebi Nigiri
Batterflied shrimp sushi
Best time: Winter
Popularity - 5
Best time: Winter
Popularity - 5
Anago Nigiri
Saltwater Eel sushi
Best time: Summer
Popularity - 14
Best time: Summer
Popularity - 14
Ebi Nigiri
Batterflied shrimp sushi
Best time: Winter
Popularity - 5
Best time: Winter
Popularity - 5
1974-1985
Sudden breakthrue
Once Nishi Rei started selling salmon for sushi,
it somehow seemed more normal. Low price opened
doors for street food vendors.
By the mid-90s, a well trusted Japanese version of Iron Chef
cooking show started endorsing Norwegian salmon on TV.
And that was the start of Salmon sushi expansion
it somehow seemed more normal. Low price opened
doors for street food vendors.
By the mid-90s, a well trusted Japanese version of Iron Chef
cooking show started endorsing Norwegian salmon on TV.
And that was the start of Salmon sushi expansion
project japan
Once Nishi Rei started selling salmon for sushi,
it somehow seemed more normal. Low price opened doors for street food vendors.
A well trusted Japanese version of Iron Chef
cooking show started endorsing Norwegian salmon on TV.
And that was the start of Salmon sushi expansion
it somehow seemed more normal. Low price opened doors for street food vendors.
A well trusted Japanese version of Iron Chef
cooking show started endorsing Norwegian salmon on TV.
And that was the start of Salmon sushi expansion
1974-1985
Sudden breakthrue
Once Nishi Rei started selling salmon for sushi,
it somehow seemed more normal. Low price opened
doors for street food vendors.
By the mid-90s, a well trusted Japanese version of Iron Chef
cooking show started endorsing Norwegian salmon on TV.
And that was the start of Salmon sushi expansion
it somehow seemed more normal. Low price opened
doors for street food vendors.
By the mid-90s, a well trusted Japanese version of Iron Chef
cooking show started endorsing Norwegian salmon on TV.
And that was the start of Salmon sushi expansion
project japan
Arne Hjeltnes
Chief executive at digital advertising agency "Creuna" in Oslo
“They knocked on doors and the Norwegian
ambassador served salmon to all his guests"
ambassador served salmon to all his guests"
SHIMAO ISHIKAWA
Sushi chef with over 40 years of expierence, surves salmon sushi
“I never eat raw salmon, you know”
Bjorn Olsen
Project “Japan” marketing expert
“Every good project has a portion of luck”
Tadashi Ono
He says he remembers trying salmon sushi
“Yeah, at first time I said, eh.. salmon, but, you know,
second time, maybe, third time, OK, you know?
It's actually buttery.
It's creamy, melt-in-your-mouth. it's very soft meat”
second time, maybe, third time, OK, you know?
It's actually buttery.
It's creamy, melt-in-your-mouth. it's very soft meat”
As a result, Norway ended up increasing
its seafood exports to Japan by 250%.
28,000 metric tonnes
of salmon and trout traded
in 1995, 5,000-6,000 of which were
for raw consumption
its seafood exports to Japan by 250%.
28,000 metric tonnes
of salmon and trout traded
in 1995, 5,000-6,000 of which were
for raw consumption
Arne Hjeltnes
Chief executive at digital advertising agency "Creuna" in Oslo
“They knocked on doors and the Norwegian
ambassador served salmon to all his guests"
ambassador served salmon to all his guests"
SHIMAO ISHIKAWA
Sushi chef with over 40 years of expierence, surves salmon sushi
“I never eat raw salmon, you know”
Bjorn Olsen
Project “Japan” marketing expert
“Every good project has a portion of luck”
Tadashi Ono
He says he remembers trying salmon sushi
“Yeah, at first time I said, eh.. salmon, but, you know,
second time, maybe, third time, OK, you know?
It's actually buttery.
It's creamy, melt-in-your-mouth. it's very soft meat”
second time, maybe, third time, OK, you know?
It's actually buttery.
It's creamy, melt-in-your-mouth. it's very soft meat”
As a result, Norway ended up increasing
its seafood exports to Japan by 250%. 28,000 metric tonnes
of salmon and trout traded
in 1995, 5,000-6,000 of which were
for raw consumption
its seafood exports to Japan by 250%. 28,000 metric tonnes
of salmon and trout traded
in 1995, 5,000-6,000 of which were
for raw consumption
“This site is made for educational
purposes only, follow the link
for referencies ”
purposes only, follow the link
for referencies ”
Chalov igor
“This site is made for educational
purposes only, follow the link
for referencies ”
purposes only, follow the link
for referencies ”
Chalov igor
