How Norwegian Salmon Became a Japanese Sushi Staple
Salmon sushi is the ultimate fusion food: Until around 1995, people in Japan didn't eat raw salmon, as varieties of these fish that live in the Pacific Ocean have parasites. Still, they loved fresh seafood and were willing to spend big bucks on a quality catch.
Meanwhile, across the globe, Norway had a salmon surplus, and a too-small market to sell it. Sensing a business opportunity, the Norwegian government hired a man named Bjorn Eirik Olsen to help convince the Japanese that Atlantic salmon was safe to eat raw—and better yet, that it would taste good when made into sushi. Hence, salmon sushi was born.
Learn more about the Norwegian marketing scheme that revolutionized the sushi industry by watching the video below, courtesy of Great Big Story.