Over the past two decades, per capita seafood consumption in Japan has nearly halved as more Japanese consumers opt for red meat and poultry, which is more affordable and easier to prepare. In this diminishing market, where are the opportunities for global seafood and aquaculture suppliers targeting Japan? What are the promising products, forms, and channels? What shapes the seafood taste and buying choices of Japanese consumers? Are consumers interested in global trends like sustainability? What are the cultural attitudes towards seafood versus aquaculture, and how do they impact the growth of the sectors in Japan?