MARKETING NEWS
India showcases convenience
products in 21st Japan International
Seafood & Technology Expo (JISTE)
Japanese Seafood Market
Japanese fishery production from capture and culture
resources in 2017 was 3.80 million tons, of which
84 per cent was accounted for by capture fisheries
(GLOBEFISH, 2019). Japan is the 8th largest fish producer
in the world, and its fishing industry is an important
sector for providing a vital source of food protein and
for maintaining local communities. Almost 90 per cent
of Japan's fisheries production is used for domestic
consumption. Japan export of fishery products is
significantly smaller than its import. Japan’s seafood
export around 0.56 Million tons valued at USD 2.3
billion. The major species exported were Mackerel,
Scallops, Salmon, Trout, Tuna, Sea Cucumber, Mussels
and Pearls, which are sent to countries like Hong Kong,
USA, China, Vietnam, Taiwan and Thailand.
Japan is the world's third biggest importer of fishery
products after the USA and China (GLOBEFISH, 2019).
Japan has imported 2.36 million tons of fishery products
2019 SEPTEMBER MPEDA NEWSLETTER 24
worth USD 15.2 billion from around 128 countries in
2018. China is Japan's most important source of fishery
followed by USA, Chile, Russia, Thailand and Vietnam
etc. The main species imported to Japan were Shrimps,
Tuna, Octopus, Trout and salmon and its processed
products. A lot of surimi is also imported to Japan for
making kneaded products. Over the world in the fish
sector, Japan draws a special attention because of
the highly important role of fish in its traditional and
contemporary economy, culture and food pattern.
Japanese people are among the most important
consumers of fish in the world (Per Capita Consumption
was 27.3 kg in 2014). The supply of Japanese market
has changed gradually from a national supply to an
increasing share of imports.
It is a market that looks forward for consistent supply
of quality products in all forms. The Japanese quality
requirements related to residues and contaminants
are stringent than other markets. Besides, the end
users are also concerned about the origin, taste and
MARKETING NEWS
presentation of the product. With Tokyo hosting the
Olympics in 2020, Japanese economy and trade is
expected to be more positive in the coming months
and afterwards. The approach of Olympics is also
expected to boost seafood consumption.
With changed lifestyles and family structure, more
Japanese consumers now prefer ready-to-cook or
ready-to-eat value-added products. Food makers
compete to bring out new varieties of food to the
market on a daily basis.
The country imported seafood worth USD 11.86 billion
in 2018 that falls under Chapter 03 (Table 1), and that
worth USD 1.69 billion and USD 1.46 billion respectively
under Chapter heads 1604 and 1605 (Tables 2 & 3).

Table 1. Import of fish and fishery products under Chapter 03

(Value in USD million)
Exporters Imported Imported Imported Imported Imported
value in 2014 value in 2015 value in 2016 value in 2017 value in 2018
World 11450350 10243438 10795761 11725233 11864088

United States of America 1217274 1260555 1175618 1406687 1349499

Chile 1296444 1027352 1009420 1304755 1290584

China 1107422 992991 1118953 1240431 1271487

Russian Federation 1118032 872774 1018278 1107305 1262258

Norway 868538 831659 957872 926910 949579

Viet Nam 609942 518085 508968 630260 573163

Taipei, Chinese 467696 459306 522336 564175 529692

Korea, Republic of 556205 496685 536125 534803 492410

Indonesia 576963 461961 464727 478291 469238

India 441376 377574 403162 431252 420175

Canada 419542 384787 401412 443673 395330

Thailand 411997 347613 337507 328138 312384

Hong Kong, China 56725 62212 130362 14038 194085

Argentina 190204 165614 177493 230170 186230

Australia 195874 160522 179426 150522 164405

Malta 68768 121229 121105 130723 153338

Morocco 130858 152156 158336 154246 150345

Mauritania 105222 122372 111466 134664 136853

Iceland 105789 100604 112372 124775 135495

Others 1505483 1327386 1350821 1389415 1427539

2019 SEPTEMBER MPEDA NEWSLETTER 25

MARKETING NEWS
Table 2. Import of fish and fishery products under Chapter 16 Sub-heading 04
(Value in USD million)
Exporters Imported Imported Imported Imported Imported
value in 2014 value in 2015 value in 2016 value in 2017 value in 2018
World 1458996 1439740 1444284 1541155 1698030
China 827075 851693 807669 826287 908778
Thailand 311603 286461 302523 324770 370156
Viet Nam 76810 80223 100754 123413 140253
Indonesia 84977 73487 77756 99611 105939
Philippines 52783 50212 68458 64690 69098
Korea, Republic of 34885 18784 18097 20636 28041
United States of America 28640 30483 29930 39078 27655
Taipei, Chinese 3175 15285 4777 4857 8685
Italy 7634 7378 6200 6970 6905
Denmark 1308 1366 1367 1320 3753
India 4792 3505 3270 3449 3386
France 2592 2306 2666 2532 3082
Latvia 347 568 1375 2169 2444
Maldives 2489 2925 1254 2426 2376
Spain 2159 1912 2657 2058 2173
Canada 4404 3355 4913 4280 2041
Germany 683 384 641 1820 1823
Poland 1217 715 1243 1378 1792
Peru 1808 947 1467 1373 1661
Others 9615 7750 7266 8038 7989

2019 SEPTEMBER MPEDA NEWSLETTER 26

MARKETING NEWS
Table 3. Import of fish and fishery products under Chapter 16 Sub-heading 05
(Value in USD million)
Imported Imported
Imported Imported Imported
Exporters value in value in
value in 2015 value in 2017 value in 2018
2014 2016
World 1502171 1334995 1353250 1443667 1467902
China 613163 518302 544428 590186 590679
Thailand 333688 295257 301728 305454 315999
Viet Nam 291473 255644 257011 291707 307328
Indonesia 97564 100185 98952 110021 114850
Korea 64382 52009 51880 54185 41368
Republic of Peru 9377 10730 15952 12758 15540
India 10211 14369 12619 13395 13807
Chile 15249 18800 11773 10098 9508
Canada 15865 14355 12534 12122 8817
Greenland 5402 10477 4092 7189 8267
Bulgaria 5302 7074 6591 6229 6820
Turkey 4702 2235 3235 2602 4456
Philippines 2102 2076 1842 2636 4220
Myanmar 4794 4755 2973 3558 4128
Lithuania 3738 2897 2852 3561 3832
United States of America 2037 3502 6729 3919 3713
New Zealand 3264 3812 3906 3616 3036
Russian Federation 2974 2572 847 1531 2986
Australia 5916 4489 4443 3931 2803
Others 10968 11458 8865 4969 5746

Indian seafood exports to Japan
India is in the 10th position in supplies under Chapter 03
and 1604, while it is ranked 8th under head 1605 in terms
of value. Indian exports to Japan mainly comprise of
frozen shrimps, which includes farmed Vannamei, Black
Tiger, and other sea caught varieties. Frozen Surimi, fish
meal, lobster, frozen fish, products of squids, cuttlefish,
octopus, clam and other value-added products are also
exported. During 2018-’19, the country has exported
81,773 MT of seafood worth USD 575 million to Japan
(Table 4).
With changing market preferences, Indian processors
also started offering value-added products such as
cooked shrimp, nobashi shrimp, kneaded products,
peeled deveined shrimps, peeled deveined tail on
shrimps, marinated shrimps, tray pack cephalopod
products, seafood mix and fish fillets.
However, the percentage of value addition done in
India is relatively small compared to that in Thailand,
Indonesia, Vietnam or China. Many Japanese importers
ship raw material from India to the Southeast Asia or
China, add value and import to Japan. Further Japan is
having good scope for chilled/fresh sea foods.
The quality standards prescribed by the Japanese for
fresh fish items are quite high, which is an impediment
in exports of chilled cargo by air. The non-availability
of direct flight connectivity to Japan from Chennai,
Kolkata, Mumbai and Trivandrum also affects the trade
of air cargo.

2019 SEPTEMBER MPEDA NEWSLETTER 27

MARKETING NEWS
Japan International Seafood &
Technology Expo 2019
The Japan International Seafood & Technology Expo is an
international show that brings together the professionals
and experts of the industry and showcases the best of
the premium sea products and also the technology part,
which include food processing machinery, aquaculture
technology, freshness keeping technology, and cutting
edge fishing technology. The 21st Japan International
Seafood and Technology Expo 2019 (JISTE), which was
endorsed by the Japan Fisheries Association, took place
at Tokyo International Exhibition Centre, Tokyo Big Sight,
Japan from August 21 to 23, 2019. The event featured
by participating countries around the world. This show
provides great opportunity for overseas exporters who
want to deal directly with Japanese buyers. Many major
players of the trade such as China, Japan, South Korea,
Indonesia, Malaysia, Norway and Scotland had put up
attractive country pavilions.
The exhibition was opened at 9 AM with inaugural
kagami biraki (breaing the sake drum) ceremony, which
was attended by Dr. Satyapal Kumar, First Secretary
(Trade), Embassy of India, Tokyo. Mr. Kumar has also
visited and interacted with the officials of MEDA and
the Indian seafood exporters.

Inaugural kagami biraki ceremony of the 21st Japan International Seafood and Technology Expo

Indian Pavilion of Mr. Jun Nakayama, Executive Assistant, MPEDA Trade

Promotion office, Tokyo. The trade enquiries received
The India pavilion was organised by MPEDA at Booth at the Show are added separately in this Newsletter.
CA 38, South Hall 1 and measuring 128 sq. m. area. It had
seven exporters as co-exhibitors. The pavilion was open Co-Exhibitors of Indian Pavilion
from all sides and the MPEDA stall was open from three
sides. The back drop with the theme “Indian Seafood The co-exhibitor exporters were extremely happy with
Winning Hearts around the World” attracted many. business orders, trade enquiries. and overall arrangements
in the MPEDA pavilion. In addition, one Indian exporter
The frozen value-added products samples like breaded firm has also exhibited their products and another five
and battered shrimps, burger, IQF PD, PUD and Skewers came as delegates.
shrimps, IQF Squid Rings, Cuttlefish Whole Cleaned
Accelerated Freeze dried shrimps, MSC certified dried Those who joined the India Pavilion at JISTE 2019 were
clams, Heat & Serve products i.e., Malabar Shrimps M/s. S. A. Exports, Kolkata, M/s. Ulka Seafoods, Mumbai,
Biriyani, & Fish curry and surimi imitation products were M/s. Forstar Frozen Food Pvt. Ltd., Mumbai, M/s. Seabay
displayed in the MPEDA stall. Fisheries, Trivandrum, M/s. Sashimi Foods Pvt. Ltd.,
Bangalore, M/s. Gadre Marine Exports Private Limited,
The stall of MPEDA had cooking demonstrations, which Ratnagiri and M/s. Blueline Foods (India) Pvt. Ltd.,
attracted many visitors. The India pavilion was organised Mangalore.
by Dr. Ram Mohan M.K., Joint Director (Marketing) and Mr.
M. Sakthivel, Assistant Director, MPEDA with the assistance Indian exporters will actively pursue with Japanese

2019 SEPTEMBER MPEDA NEWSLETTER 28

MARKETING NEWS
importers to foster tie-up in exporting new varieties as
value-added products that suits the Japanese palette
to minimize the over dependence on shrimp. Items such
as Surimi value-added products, chilled and marinated
fish products, soft shell crabs, cephalopods and clams
etc. enjoy regular demand in Japanese market.
Value addition in India is economical and will help to
judiciously utilize our resources ensuring sustainability
and constant supply, besides effective utilization of
the processing infrastructure and better employment.
Mr. Sakthivel A., Assistant Director, MPEDA
attends a visitor
Dr. Ram Mohan M. K., Joint Director and Mr. Sakthivel A., Assistant
Director, MPEDA attend a buyer in MPEDA stall
Visit to Toyosu Fish Market
The newly constructed Toyosu Fish market, Tokyo, is
one the largest fish market in the world. The market
occupies a built-up area of 40 ha, which is almost double
the size of the old Tsukiji market, Japan. The Toyosu fish
market has three halls, one for live fish, one for chilled/
fresh fish and another exclusively for tuna auction. All
three halls are completely covered by refrigeration unit
to control the required temperature.
MPEDA officials deputed for JISTE, Dr. Ram Mohan M.
Promotion of MSC certified Short neck clam
The short neck clam fishery (Paphia malabarica) of the
Ashtamudi Lake is the first fishery that obtained Marine
Stewardship Council (MSC) certification in India. Since
Japan is a good market for certified products, MPEDA
has displayed products of MSC Certified Accelerated
Freeze Dried Clam and Clam Powder in its stall at JISTE
2019 for market promotion of MSC certified products.
A standee on MSC certified Ashtamudi Lake Clam was
also placed in the stall.
Dr. Satya Pal Kumar, First Secretary (Trade), Embassy of India, Japan
is briefed on seafood trade by Dr. Ram Mohan M. K., Joint Director
and Mr. Sakthivel A., Assistant Director, MPEDA
Dr. Satya Pal Kumar, First Secretary (Trade), Embassy of India, Tokyo
interacts with Dr. Ram Mohan M. K., Joint Director in the MPEDA
Pavilion
K., Joint Director and Mr. Sakthivel A., Assistant Director,
visited Toyosu fish market on August 22, 2019. They
observed the tuna auction process and had first-hand
information on the quality perceptions of tuna and
other fish, as well as on the handling practices followed
there. It was a very informative visit for them, helping to
understand the handling of fishes, tuna auctioning and
sashimi grading in order to promote export of Indian
yellow fin tuna to Japan market.
It is important to note that a cold chain is maintained
throughout the process from Japanese fishermen
2019 SEPTEMBER MPEDA NEWSLETTER 29
MARKETING NEWS
to processor. The Tuna auction hall building has an
advanced tuna receiving platform separated by air
curtains and auto opening doors to the auction hall.
The auction has hygienic floor with facilities for fast
drainage, cold storage with capacity to store tuna at
minus 20 or less degrees, auction platforms etc. The
Tuna auction process at Toyosu fish market
Visit to Funabashi fish landing centre
MPEDA officials visited the Funabashi fish landing centre
in Tokyo on August 23, 2019 morning to get first-hand
information on the hygienic handing and packaging
practices followed for fishes and on the landing centre
facilities. It is worth to mention that Japanese fishermen
Fishing boat at Funabashi Landing Centre, Japan
Handling of fishes with ice slurry at Funabashi landing centre, Japan
building for stalls have pre-designed stall with facilities
for display, dressing and filleting the fish, waste disposal
etc in a most modern manner. No one is allowed into
Toyosu fish market auction hall without proper attires
and gum boots.
Live cargo section of Toyosu fish market
as well as processors value the quality of fishes and
maintain it with utmost care throughout supply chain.
Even in a small landing centre like Funabashi there are
facilities such as ice machine with crusher, packing
conveyor system, weighing machine, hydraulic vehicle
for lifting the packed boxes, plastic containers for making
slurry ice, jet washing machine and chill rooms.
Handling and packaging of fishes at the landing centre
2019 SEPTEMBER MPEDA NEWSLETTER 31
MARKETING NEWS
World Sushi Cup @ JISTE 2019
Japanese market is very famous for Sushi and Sashimi
products. Preparations of these products are possible
only from superior of quality raw material. There are 10
companies from different countries are participated in
the Sushi Expo 2019. Indian companies were not in the
position to compete in the expo due to quality of raw
material. It is clear indication that India was facing first
mile connectivity gaps in the fishing vessel and fishing
harbour for handling and preserving of raw material,
which is being addressed on priority by MPEDA through
improving the infrastructure facilities in the fishing
harbour and fishing vessels.

Sashimi Products on display at JISTE 2019

Sushi products displayed in the JISTE 2019

Table 4. Item wise export of marine products to Japan

Q: Quantity in M T, V: Value in Rs. Crore, $: US Dollar Million
ITEM 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19*
FROZEN SHRIMP Q: 28719.00 30434.00 34204.00 31284.00 33828.00 36402.00
V: 1892.29 2116.82 2044.29 2019.74 2126.76 2162.75
$: 315.06 350.72 316.34 304.95 334.31 313.58
FROZEN FISH Q: 462.00 841.00 335.00 119.00 1589.00 259.00
V: 10.74 10.11 10.48 3.71 14.50 8.78
$: 1.82 1.67 1.62 0.56 2.28 1.24
FR CUTTLE FISH Q: 130.00 73.00 148.00 86.00 67.00 21.00
V: 3.60 1.78 3.90 3.15 2.34 0.98

2019 SEPTEMBER MPEDA NEWSLETTER 32

MARKETING NEWS
$: 0.60 0.30 0.60 0.48 0.37 0.14
FR SQUID Q: 1738.00 1225.00 1246.00 1366.00 1710.00 1013.00
V: 76.38 40.69 47.54 66.30 90.29 58.31
$: 12.83 6.73 7.30 10.00 14.19 8.50
DRIED ITEM Q: 5855.00 7314.00 1414.00 616.00 2816.00 6056.00
V: 42.18 65.99 14.52 5.26 23.70 53.48
$: 7.03 10.75 2.25 0.79 3.73 7.50
LIVE ITEMS Q: 2.00 3.00 2.00 1.00 2.00 1.00
V: 0.70 0.68 0.77 0.87 0.61 0.81
$: 0.12 0.11 0.12 0.13 0.10 0.12
CHILLED ITEMS Q: 2.00 1.00 1.00 0.00 0.00 3.00
V: 0.05 0.04 0.06 0.02 0.01 0.10
$: 0.01 0.01 0.01 0.00 0.00 0.01
OTHERS Q: 34576.00 38882.00 38043.00 35568.00 45639.00 38018.00
V: 437.89 804.16 489.17 522.32 588.08 1593.73
$: 73.49 132.00 75.24 77.60 90.30 243.98
TOTAL Q: 71484.00 78772.00 75393.00 69039.00 85651.00 81773.00
V: 2463.83 3040.26 2610.74 2621.37 2846.30 3878.93
$: 410.95 502.29 403.48 394.50 445.26 575.07

2019 SEPTEMBER MPEDA NEWSLETTER 33