Launching the Miryo Gyo Project: Discovering Delicious Unknown Fish

In recent years, changes in the marine environment and other factors have led to changes in the species landed at production areas and the timing of catches. At the same time, various regions have fish that remain unknown to consumers despite their deliciousness and appeal, as well as fish expected to offer opportunities for expanded use and increased added value.

Since June 2025, the Fisheries Agency has been developing the Black Sea Bream Deliciousness Awareness Improvement Project, advancing information dissemination and product sales through cooperation among production areas, local governments, companies, and others. Based on the knowledge gained, it will launch a new project targeting fish, including underused and less-utilized species. The Black Sea Bream Project will continue in parallel.

The name Miryo Gyo expresses the desire to focus on the appeal and value that each fish inherently possesses and to increase the number of fish that captivate many people. Based on the sustainable use of resources, the project aims to promote the sustainable use of fishery products through cooperation among stakeholders.

The project will provide consumers with information about the initiatives, the deliciousness and appeal of currently caught fish, and restaurants where they can be enjoyed. An official SAKANA NO HI LINE account will be launched and linked with information disseminated through the official website.

A broad range of stakeholders, from production areas through distribution, processing, food service, and retail, will work together to share information about the deliciousness of fish and ways to enjoy them, while advancing product development and market development.

The project aims to create opportunities for consumers to learn about, eat, and choose unfamiliar fish, thereby promoting the sustainable use of fishery products.

The priority species were selected comprehensively, taking into account proposals from SAKANA NO HI supporting members and experts, the potential for demand expansion through broad-area collaboration and deployment, the prospects for a certain level of supply and sustainable use, and the clarity of challenges and possible solutions for expanding consumption. Information dissemination, business matching, product development, and other efforts will be promoted with a particular focus on the four species.

Rabbitfish is identified as one of the causes of barren rocky reefs and is considered a delicious fish without a characteristic seaside or fishy odor when promptly processed after being caught. Mullet is a delicious fish that was considered a luxury species during the Edo period, despite its image of having an unpleasant odor. Stingray (elasmobranchs) feed on shellfish such as clams and are delicious because of the chewy texture of their cartilage. Dolphinfish is a luxury fish called mahi-mahi in Hawaii, and its fishing grounds are moving northward.

The open seminar will be held with the cooperation of the Japan Fisheries Association at the venue of the Japan International Seafood Show. The program will include an explanation of the purpose, a keynote speech, introductions to initiative examples, and a progress report on the Black Sea Bream Project. The venue will be Seminar A in Halls 2 and 3 of the East Hall at Tokyo Big Sight. Information on how to register will be announced later on the Seafood Show website.

Support will be provided for the development of new products, market development, participation in business meetings, and other activities by utilizing programs such as the Fisheries Processing Collaboration Plan Support Project. In the first phase, 11 initiatives by SAKANA NO HI supporting members will be implemented, and interviews about each initiative will be accepted through the contact information listed in Appendix 5.