Industry Insights
03 Jan 2026
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Japanese Scallop Export Promotion Association Survey Finds High International Tourist Interest in Japanese Scallops
The Scallop Export Promotion Association of Japan (J-HOTATE Association), aiming to expand exports of Japanese scallops, conducted a survey to understand overseas consumers' awareness, purchase intentions, and taste preferences regarding Japanese scallops. The survey was carried out in Osaka during the 2025 Japan International Exposition (Osaka-Kansai Expo) and involved 113 international visitors from 34 countries.
The results showed that respondents’ awareness of Japanese scallops stood at 45.1%, below the median level. However, 74.4% said they would purchase Japanese scallops if available locally, indicating strong purchase intent. Additionally, 65.5% expressed interest in trying raw scallops, reflecting growing global interest in consuming seafood raw, influenced by Japanese culinary culture.
When asked about preferred cooking methods for scallops, over 50% of respondents selected grilling, frying, and sushi/sashimi respectively, demonstrating broad consumer interest across various preparation styles. This highlights the versatility of scallops in diverse dishes as a key reason for their popularity in overseas markets.
The survey further confirmed that Japanese scallops are highly valued not only for their flavor, size, quality, and freshness but also for their nutritional benefits and adaptability to multiple cooking methods. At the same time, relatively low consumer awareness continues to hinder sales growth. Providing tasting opportunities and experiential events could effectively address this challenge.
The Scallop Export Promotion Association of Japan will continue leveraging the global popularity of sushi and sashimi to promote Japanese scallops worldwide through multilingual communication and outreach campaigns, aiming to broaden market reach.
About Japanese Scallops
Japanese scallops (pronounced HOTATE [Hoh-Tah-Teh] in Japanese) are renowned for their flavor, size, and quality. Thanks to Japan’s environmentally responsible farming and fishing practices along with advanced preservation technologies, fresh scallops are available year-round. Producing regions such as Hokkaido, Aomori, Iwate, and Miyagi benefit from nutrient-rich ocean currents and rank among the world’s top scallop-producing areas.
Scallops are a healthy seafood choice, rich in nutrients such as vitamin B1 (which helps reduce fatigue and improve concentration) and taurine (which supports heart and liver function and may help prevent diabetes). Moreover, scallops are high in protein yet low in calories, making them a superfood.
What sets Japan apart is that its fishing grounds are located close to ports, allowing scallops to be processed and distributed immediately after harvest—fostering a long-standing tradition of eating scallops raw. Today, rapid freezing technology enables scallops to be exported overseas while maintaining premium quality.
About the Scallop Export Promotion Association of Japan (J-HOTATE Association)
Established in October 2023, the Scallop Export Promotion Association of Japan (J-HOTATE Association) aims to expand exports of Japan’s high-quality, healthful scallop products through sustainable aquaculture. The association currently consists of 74 members, including producers (fisheries cooperatives), processors, seafood distributors, and traders across Japan.
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