The highly anticipated arrival of premium Norwegian mackerel coincides with the Norway Seafood Festival in Tokyo, with Norwegian herring also making its first appearance this year.
September 11, 2026 marks the arrival in Japan of ‘Saba Nouveau’ mackerel, flown fresh from Norway to celebrate the first catch of the season, according to the Norwegian Seafood Council (NSC).
Now in its sixth year, the arrival has become a highly anticipated autumn tradition, highlighting how a seasonal fish from Norway’s cold waters has travelled to the other side of the world and established a distinctive place in Japanese food culture.
Inspired by the French Beaujolais Nouveau wine tradition, which celebrates the first red wines of the region’s new vintage, Saba Nouveau is delivered fresh to Tokyo through a collaboration between Japan Airlines and JALUX, helping to preserve its premium quality and taste.
Blue-striped seasonal delicacy
Recognisable by its distinctive blue stripes, Norwegian mackerel is considered one of a kind. The Saba Nouveau mackerel has also become a sought-after seasonal delicacy in Japan, suited to special occasions and celebrations.
Mackerel’s natural richness allows for simple preparation, while its versatility lends itself to traditional and modern Japanese dishes such as Saba misoni (mackerel simmered in miso) and Saba no shioyaki (salt-grilled mackerel). If frozen beforehand, it can also be used in sushi.
The most common and popular preparation is Saba no shioyaki, which involves simply salting and grilling the fish over high heat to draw out its flavour.
Short season makes mackerel exclusive
The exclusivity of Saba Nouveau lies in its short season, which runs from August to November. During this period, large shoals of Atlantic mackerel arrive in Norwegian waters after months of feeding.
By this point, the fish has reached peak condition, developing a naturally high fat content of up to 28%. This contributes to its rich natural flavour, juicy texture and nutritional value.
Norwegian mackerel is naturally rich in omega-3 fatty acids, vitamin D and high-quality protein. These nutrients are among some of the most important, contributing to healthy and normal bodily functions.
Norway–Japan tradition
Saba Nouveau taps into Japan’s appreciation for seasonal firsts, known as hatsumono. Whether fruit, wine or fish, consuming the first produce of the season is traditionally associated with good health and fortune.
Saba Nouveau has now become part of this tradition, combining Norway’s seafood expertise with Japan’s appreciation for seasonality and high-quality mackerel.
NSC’s country director in Japan, Jan Eirik Johnsen, said: “We’re proud to welcome the first Norwegian mackerel of the season back to Japan.
“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.”
Japan’s importance to the wider Norwegian mackerel story is reflected in export figures. 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.
Norway Seafood Festival highlights
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.
Last year, the festival celebrated 40 years of Norway’s Project Japan, which was responsible for the introduction of salmon sushi, as well as five years since Saba Nouveau was first introduced in Japan.
This year, Norwegian herring joins the festival for the first time. Herring from Norway is receiving increased attention in Japan, with the convenience giant 7/11 recently launching salted grilled Norwegian herring across almost 22,000 stores.
Johnsen explained the new introduction: “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.
“Maybe herring can become even more of an expected staple in Japan, the same way the other species have.”
Affordable, rich in flavour and versatile, Norwegian herring is suited to grilling, frying and pickling. Sourced from responsibly managed fish stocks, its sustainable credentials will appeal to Japanese consumers looking for adaptable, nutritious seafood that offers everyday value.
Festival attendees will be able to taste freshly delivered Saba Nouveau mackerel in sushi and chargrilled dishes, alongside grilled herring and salmon served in both barbecued and sushi formats.
Together, Saba Nouveau and herring represent two chapters in the enduring relationship between Norway and Japan: one an established seasonal tradition that continues to gain momentum and the other offering new opportunities in Japanese food culture.
