Nissui hosts Harajuku event to promote fish consumption among youth

Nissui is hosting a limited-time event in Harajuku, Tokyo, from November 5 to 8, featuring a new fish snack called “GYONIPO.” The snack, which resembles French fries but is made from fish sausage, aims to provide a convenient, snack-like way for younger generations to enjoy fish.

The initiative responds to declining fish consumption in Japan, which has nearly halved per capita since 2001. Research by Nissui indicates that while many young adults (ages 18 to 29) do not regularly purchase or cook fish, a significant portion expresses a desire to eat it more frequently if it is easy to consume.

“GYONIPO” was developed based on consumer ideas from previous events. The snack is made by cutting “Osakana Sausage” into strips, coating them in flour, and frying them to achieve a crispy texture. The event, held at Tokyu Plaza Harajuku, coincides with “Ii Sakana no Hi” (Good Fish Day) to encourage interest in seafood through modern, handheld food formats.