Tranh Hoang
In the modern culinary world, it’s hard to imagine a sushi restaurant without salmon nigiri — vibrant orange slices of fresh salmon atop pristine white rice. Yet, few people know this is not a traditional Japanese dish. Back in the 1980s, raw salmon was unimaginable even in the homeland of sushi.
This is the story of how a Nordic country pursued a bold marketing campaign that not only sold salmon but transformed the culinary culture of one of the most conservative food nations in the world.
Born from a Surplus Crisis
By the late 1970s, Norway’s salmon farming industry was experiencing unprecedented growth. The Norwegian fjords, surrounded by mountains, where cold Atlantic waters mix with fresh glacial streams, provided the perfect environment for salmon farming. Advanced aquaculture technology and ideal natural conditions allowed Norway to produce high-quality salmon in massive quantities.
However, this success brought a major challenge: supply outstripped demand. European and North American markets couldn’t absorb the surplus, leaving Norwegian producers at risk of bankruptcy unless they found new markets.
Japan — A Promising but Challenging Market
In the midst of this crisis, Norwegian marketing experts turned their gaze eastward. Japan, with its large population and seafood-loving culture, seemed like a promising market. The Japanese had the highest per capita seafood consumption in the world and were willing to pay a premium for quality products.
But there was a significant obstacle: for centuries, the Japanese had only consumed cooked salmon. This was due to the prevalence of parasites in Pacific salmon native to Japan, making it unsafe to eat raw. This led to a deeply ingrained cultural belief: salmon is not meant to be eaten raw.
The Bold Strategy: Project Japan
Faced with these challenges, Norway launched an ambitious marketing campaign called “Project Japan.” This wasn’t just an ordinary advertising effort — they recognized that success required changing a deeply rooted culinary culture.
Step 1: Building Trust
Norway’s first bold move was to offer 5,000 tons of salmon to Nichirei, one of Japan’s largest food companies, at a special discount. The condition was straightforward yet ambitious: Nichirei had to promote Norwegian salmon as a premium product that was absolutely safe and pure.
Step 2: Winning Over the Chefs
Next, Norway focused on a critical group: Japan’s top sushi chefs. They understood that to change the eating habits of an entire nation, they first had to convince the creators of its cuisine.
Step 3: A Multifaceted Media Campaign
Norway rolled out a comprehensive media campaign that included:
- Organizing tasting events in stores and shopping centers.
- Launching large-scale TV and newspaper advertisements.
- Collaborating with famous restaurants to include salmon sushi on their menus.
Turning “Weakness” into a “Signature Feature”
Initially, the rich fat content of Norwegian salmon was seen as a drawback. Japanese diners were accustomed to lean fish like tuna and mackerel, and the fatty Atlantic salmon seemed “too much” for their traditional palate. However, Norwegian marketers cleverly turned this into an advantage:
- They promoted Norwegian salmon’s fat as being rich in omega-3, beneficial for brain and heart health.
- The natural fat provided a “melt-in-your-mouth” experience, introducing a completely new culinary sensation.
- The salmon’s vibrant orange-pink hue was marketed as an “artistic highlight” on sushi plates.
- Norway’s cold waters were emphasized as the secret behind this unique fat content.
- The smooth, rich texture was compared to France’s luxurious foie gras, already favored by Japan’s elite diners.
Norwegian culinary experts even coined the term “toro-samon” — combining “toro” (the fatty tuna belly prized in Japan) and “samon” (salmon) — to describe the unique richness of Norwegian salmon. This term quickly gained popularity and became a powerful marketing tool.
Through tasting events, the Japanese discovered that the fat in Norwegian salmon enhanced the umami flavor when paired with wasabi and soy sauce. This made salmon sushi appealing not only to sushi newcomers but also to discerning gourmets.
Unprecedented Success
After a decade of persistence, Norway’s efforts paid off spectacularly. By the early 2000s, salmon sushi had become a staple in Japan. Beyond that, its popularity spread worldwide.
A Classic Marketing Lesson
Norway’s salmon story has become a classic case study in marketing, showcasing the power of perseverance and long-term vision. It demonstrates that with the right strategy and determination, even seemingly insurmountable cultural barriers can be overcome.
This success not only brought immense economic benefits to Norway — the country now holds over 50% of the global salmon market — but also enriched global cuisine. From an unfamiliar dish, salmon sushi has become an integral part of contemporary food culture.
gavlin Huynh
