Japan celebrates arrival of one-of-a-kind, seasonal Norwegian ‘Saba Nouveau’ mackerel
The highly anticipated delivery of premium mackerel from Norway coincides with Norway Seafood Festival in Tokyo. This year, Norwegian herring also makes an appearance for the first time.
September 11, 2026, marks the arrival in Japan of the ‘Saba Nouveau’ mackerel, flown in 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 and tells a lesser-known story of how a seasonal fish from Norway’s cold waters has travelled to the other side of the world and earned a distinctive place within Japanese food culture.
Inspired by the Beaujolais Nouveau French wine tradition, which celebrates the first red wines of the region’s new vintage, Saba Nouveau is delivered fresh to Tokyo through a collaboration with Japan Airlines and JALUX, preserving its premium quality and taste.
Blue-striped seasonal delicacy
Recognisable by its distinctive blue stripes, Norwegian mackerel is considered one of a kind. In addition, the Saba Nouveau mackerel has become a sought-after seasonal delicacy in Japan, ideal for special occasions and celebrations. Mackerel has a natural richness that allows for simple preparation, while its versatility lends itself to both traditional and more modern Japanese dishes, such as Saba misoni (mackerel simmered in miso) or Saba no shioyaki (salt-grilled mackerel). If the mackerel is frozen beforehand, it can also be used in sushi. The most common and popular method of preparation, Saba no shioyaki, involves simple salting and grilling over a strong heat to draw out the flavour.
Short season makes for exclusive mackerel
The Saba Nouveau mackerel’s exclusivity lies in its short season, which runs from August to November, when large shoals of Atlantic mackerel arrive in Norwegian waters after months of feeding. By this point, the fish has reached its peak condition, developing a naturally high fat content that can reach up to 28%, which contributes to the natural rich flavour, juicy texture and high 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, as they contribute to healthy and normal bodily functions.
Norway–Japan tradition
Saba Nouveau taps into Japan’s appreciation for seasonal firsts, known as hatsumono. Whether it’s fruit, wine or fish, consuming the first produce of the season is traditionally associated with good health and fortune. Now, Saba Nouveau has become a 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 the 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 marking 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 experiencing increased attention in Japan, and the convenience giant 7/11 recently launched salted grilled Norwegian herring across almost 22,000 stores.
Johnsen explains 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 effortlessly versatile, Norwegian herring is ideal for grilling, frying and pickling. Sourced from responsibly managed fish stocks, herring’s sustainable credentials will appeal to Japanese consumers looking for adaptable, highly nutritious seafood that offers everyday value.
Festival attendees will be able to taste the freshly delivered Saba Nouveau mackerel in sushi and chargrilled dishes, alongside grilled herring serves, and salmon in both barbecued and sushi formats.
Together, Saba Nouveau and herring are two chapters in the story of 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.
Main Image © NSC
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