TOKYO -- The Japan Scallop Export Promotion Association (“J-HOTATE Association”), which aims to expand the export of Japanese scallops, conducted a survey to understand awareness, purchase intent, and taste preferences among overseas consumers. The survey was carried out in Osaka during the 2025 Japan International Expo (Osaka-Kansai Expo), targeting 113 international visitors from 34 countries.
The results showed that awareness of Japanese scallops was 45.1%, below the halfway mark. However, 74.4% of respondents said they would purchase Japanese scallops if available in their home countries, indicating strong purchase intent. Furthermore, 65.5% expressed interest in trying scallops served raw, suggesting growing curiosity toward raw seafood consumption inspired by Japanese food culture.
When asked about preferred cooking styles of scallops, barbecue, fried dishes, and sushi/sashimi each exceeded 50%, showing broad interest across diverse cooking styles—from grilled and fried dishes to raw. This suggests that the adaptability of scallops across many types of dishes contributes to their appeal in overseas markets.
The survey also reaffirmed that Japanese scallops are valued not only for their flavor, size, quality, and freshness but also for their nutritional benefits and suitability for various culinary uses. At the same time, low awareness remains a barrier to expanding purchases. Providing tasting opportunities and experiential events is expected to be effective in addressing this challenge.
The J-HOTATE Association will continue to promote the appeal of Japanese scallops worldwide leveraging the global popularity of sushi and sashimi as gateways to discovery through multilingual communication and promotional initiatives aimed at expanding market reach.
