Until the mid 80s, eating salmon as sushi was practically unheard of in Japan: caught in the wild, the fish was not considered suitable for eating raw. However, thanks to the “Project Japan” campaign launched by Norway in 1986, salmon is one of the most popular sushi toppings today.

This year, the Norweigan Seafood Council has launched Project Japan 2.0, with the goal of introducing salmon as Japan’s “fourth meat”, alongside beef, pork and chicken, as it is done in Norway. As part of the campaign, the Salmon-Meat Shop opens in Shibuya for a brief period this November in honor of Good Meat Day. Sample salmon steak, salmon katsu and salmon nanban as another revolution begins in the world of Japanese food.