Saba Nouveau Celebrates Five Successful Years in Japan

2025 marks the fifth anniversary of “Saba Nouveau,” a premium mackerel brand that has captured the hearts of seafood lovers in Japan. Launched in 2021, this Norwegian export has quickly evolved into an autumn tradition, akin to the celebrated Beaujolais Nouveau wine that inspired its catchy name.

Quality and Freshness: The Saba Nouveau Promise

Each Saba Nouveau mackerel is flown fresh from Norway, ensuring an unblemished taste experience. With a remarkable 30% fat content and a weight exceeding 500 grams, these meticulously selected fish epitomize quality. Partnering with Japan Airlines and the Norwegian embassy, Saba Nouveau promises freshness without the need for freezing, setting a new benchmark in seafood excellence.

New Culinary Highlights in 2025

In a significant expansion of its offerings, Japan Airlines will introduce Saba Nouveau mackerel in both domestic first-class breakfasts and international business-class meals. This elevated dining experience aims to showcase the exquisite flavors of this sought-after fish and make it accessible to a wider audience.

A Festive Arrival in Japan

The inaugural shipment of the 2025 season arrived at Tokyo’s Haneda Airport on September 19th, coinciding with the kickoff of the Norwegian Seafood Festival at Tokyo Solamachi. This event not only celebrates Saba Nouveau but also commemorates forty years since Norwegian salmon first made its debut in Japan, enhancing the significance of this momentous occasion.

Exciting Events and Tastings

Visitors to the Norwegian Seafood Festival can indulge in free tastings of both salmon and mackerel dishes, which celebrate five vibrant years of Saba Nouveau. It’s an ideal opportunity for local seafood enthusiasts to experience the exquisite flavors directly from Norway.

Upcoming Saba Nouveau Week in Kamakura

Later this month, the historic coastal city of Kamakura will host its very own Saba Nouveau Week. Local restaurants will design unique menus centered around the exceptional fish, providing a platform for culinary creativity and a celebration of this special product.

The season’s first shipment of Saba Nouveau premium Norwegian mackerel arrives at Tokyo’s Haneda Airport on Sept. 19, 2025, flown in fresh without freezing. Photo: Norwegian Seafood Council