A Japanese fishing industry group is working to elevate the status of southern bluefin tuna by rebranding it as “Antarctic tuna.” The goal is to increase consumer awareness adn appreciation of this high-quality fish.

Southern bluefin is considered the second highest-quality tuna, after Pacific bluefin. Tho, it remains relatively unknown to consumers. In Japan, it’s also referred to as Indian tuna as it is indeed primarily caught in the Indian Ocean.

Typically, the fish is frozen instantly after being caught and then transported to markets such as the Toyosu wholesale market in Tokyo. There, it can command prices nearly as high as those of Pacific bluefin tuna.

The Tuna Market and Consumer Perception

The rebranding effort aims to bridge the gap between the tuna’s quality and its market recognition. By associating it with the Antarctic, the group hopes to create a stronger image of purity and exclusivity.

Southern bluefin is regarded as the second highest-quality tuna, after Pacific bluefin.

Efforts to Increase Awareness

The fishing industry group plans to launch a marketing campaign highlighting the tuna’s unique characteristics and culinary versatility. They also intend to collaborate with chefs and restaurants to feature southern bluefin tuna on their menus.