Japan’s Plant-Based Tuna to Debut as Low-Cost Sashimi Alternative

Scott Mathias
Oct 1
1 min read

Mitsui Sugars Plant-based tuna visual media

Japan’s sushi scene may be heading for a quiet revolution. As wild tuna stocks dwindle and prices soar, Mitsui DM Sugar is preparing to launch a plant-based tuna sashimi brand next year that undercuts the market cost of maguro. This isn’t just a vegan niche product — it’s a calculated strike at the heart of Japan’s seafood economy, where raw tuna is both cultural currency and a disappearing resource.

By setting a price point near ¥2,000/kg against an average wholesale of more than ¥3,200/kg, Mitsui is wagering that hospitals, schools, restaurants, and even convenience stores will make the switch. The target isn’t just health-conscious millennials, but institutions relying on stable, affordable protein.

But this also triggers a new question - will sushi chefs and diners embrace faux maguro as a cultural lifeline or see it as a betrayal of tradition? With NH Foods already in the game, Japan could be on the brink of a tuna showdown that will test the future of sushi itself.

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