This article was featured in Eurofish Magazine 5 2026.
The first Norwegian mackerel of the season arrived fresh in Tokyo on 11 September under the Saba Nouveau concept, which is now in its sixth year. Saba Nouveau uses mackerel caught between August and November, when Atlantic mackerel have spent several months feeding and are in particularly good condition. Fat content can reach 28%, contributing to the flavour and texture valued by Japanese consumers. The promotion also draws on the Japanese tradition of hatsumono, the appreciation of the first produce of a new season.
Japan has long been one of the most important markets for Norwegian mackerel. In 2015 it was Norway’s largest direct export market for the species. In 2025 Norway exported 207,927 tonnes of mackerel globally, worth NOK8.5bn. Volumes fell 34% from the previous year, but higher prices pushed export value to a record. Around 40% of Norwegian mackerel ultimately went to the Japanese market. Not all this fish is shipped directly. An important part of the trade passes through processing countries such as Vietnam and China before reaching Japan. Whole Norwegian mackerel entering Japan directly faces a 7% tariff and fillets 10%, whereas mackerel processed in Vietnam can enter duty-free. The Saba Nouveau arrival coincided with the Norway Seafood Festival in Tokyo from 11 to 13 September. This year the event also featured Norwegian herring for the first time, alongside salmon and mackerel.
