Photo: Norwegian Seafood Council/FIS

This year's first 'Saba Nouveau' mackerel is launched again in Japan

For the fourth year in a row, the seasonal Norwegian mackerel "Saba Nouveau" has arrived in Japan. The mackerel has become an autumn tradition since it was launched for the first time in 2021. Not least, it has become a taste favorite among Japanese consumers.

Fresh quality mackerel

At Haneda Airport in Tokyo, the year's first mackerel from Norway has finally arrived, completely fresh. The mackerel that has been sent all the way to Japan comes from reception on the coast of Møre and Romsdal, where the annual mackerel fishing is well under way.

"Saba Nouveau" is carefully selected high-quality mackerel. It must have a fat percentage of approximately 30 percent, and a weight of over 500 grams, which is what Japanese consumers prefer.

What is also unique to "Saba Nouveau" is that the product is delivered fresh without being frozen, which ensures high nutritional value and a completely unique taste experience.

There were 25 different media houses present during the grand arrival of "Saba Nouveau" on Friday 20 September. Japan's national broadcaster NHK and Norwegian TV2 were among these. The wide media coverage shows how great the commitment is to this exclusive Norwegian mackerel.

Popular mackerel sold all over Japan

"Saba Nouveau" is sold in select stores and restaurants across Japan, including major chains such as Yok Mart and Queen's Isetan. Mackerel is already an important fish for Japanese consumers, and the exclusive "Saba Nouveau" has therefore taken an already popular product to a new level.

The mackerel that arrived at Haneda Airport on 20 September comes from Vild Seafood, which is owned by Brødrene Sperre on Ellingsøya outside Ålesund.

The mackerel has received a warm reception and has become a favorite among Japanese consumers, who are happy to pay more for the exclusive fish.

The mackerel that arrived at Haneda Airport on 20 September comes from Vild Seafood, which is owned by Brødrene Sperre on Ellingsøya outside Ålesund.

Seafood festival with new mackerel sushi

This year, the new "Saba Nouveau Sushi" is also being introduced at the "Norwegian Seafood Festival 2024", which coincides with the arrival of the fresh mackerel. The new mackerel sushi will be presented here for the first time, and the participants will both taste and learn more about the Norwegian mackerel. In order to be eaten raw and served as sushi, the mackerel has been treated in advance with an efficient freezing technology.

Information about various Saba Nouveau initiatives, sales outlets, sales start dates, and more will be posted on the official Saba Nouveau Instagram account. Sabanouveau official Instagram: https://www.instagram.com/sabanouveau

Facts about "Saba Nouveau":

• "Saba Nouveau" is the name the fresh mackerel from Norway has been given in Japan. The name is inspired by the French red wine "Beaujoulais Nouveau".
• Jin Masuda of Jalux (importer) worked as a mackerel inspector. For several years he traveled to Norway every autumn, where he lived for three months at a time. He selected the very best mackerel for the Japanese market. It was he who "invented" Saba Nouveau.
• For the Japanese, eating the first and freshest of the season, be it wine, fruit or fish, is associated with bringing health and happiness. The term "hatsumono" has a long tradition in Japan. The word means "first of the season". According to popular belief, "hatsumono" will give you a long life, and both luck and happiness. To this day, it is considered "iki", or elegant and refined, to eat the first of the season.
• The Japanese know that mackerel is rich in healthy fatty acids and good for health. All the healthy fat attracts good flavours, and the mackerel is marinated in everything from teryiaki and curry, to sake and soy sauce.

Included in in-flight meals

In response to popular feedback from customers, Japan Airlines will be offering a new menu item, "Mackerel in Shio Soup," for breakfast on JAL domestic first class flights this year so that you can enjoy the fatty "Saba Nouveau" even more.

[Applicable flights]

• September 21st to 30th

Flights arriving at Haneda before 10:29

• October 21st to 31st

Flights departing from Haneda before 10:29

Source: Norwegian Seafood Council

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