Two Japanese companies announced that they are developing a plant-based tuna alternative mimicking the taste and texture of sashimi that is much lower in price than the real tuna. Mitsui DM Sugar and NH Foods say that their product addresses concerns about mercury and overfishing. These innovations could reshape Japanese cuisine, balancing culinary authenticity with environmental responsibility. Although some sashimi enthusiasts remain skeptical about plant-based alternatives, both firms believe that their products will persuade chefs and guests, as reported by several Japanese news outlets.

Mitsui DM Sugar aims to launch a product next year that will attract budget-conscious consumers and is a sustainable breakthrough for environmentalists and vegetarians. NH Foods (Nippon Ham) has an alternative tuna sashimi made from konjac flour and dietary fiber that is initially sold to restaurants and the catering industry. It plans to expand its plant-based seafood alternatives in response to consumers’ demand.

Filipino tuna brand Century Pacific, known for its unique marketing techniques, has introduced a food truck. It will ride around the city of Manila in October and November to ensure consumers get a taste of delicious tuna delicacies made from Century Tuna products, which are a favorite of Park Seo-joon, a popular South Korean actor who is also the brand’s ambassador. Century Tuna hopes this will attract Gen Z. The initiative has been given the hashtag #ProteinFit on social media. The first stop will be on October 16 in Eastwood City. The truck will be active for another two days this month and four days in November, with all details given on Century Tuna’s social media pages.

Century Tuna is also hosting a photo booth where visitors can get their pictures taken, to be featured on a tuna can, as a keepsake to take home. A spokesperson for Century Pacific Food said: “We wanted to bring together the idea of fun, healthy food, and K-culture so that people can experience for themselves how delicious and exciting a protein-powered lifestyle can be.”

WILDish Spicy Tuna Fried Rice is a new product created by combining Dongwon F&B Spicy Tuna with the fried rice of the Japanese brand WILDish, owned by food company Maruha Nichiro. The merger product was released at the 60th anniversary celebration of the normalization of diplomatic relations between Korea and Japan on October 12 in Seoul.

Two dishes from both countries were combined in one: the Korean characteristic smoky flavor created by stir-frying various ingredients with tuna and the Japanese popular fried rice. WILDish Spicy Tuna Fried Rice comes in a package applying Maruha Nichiro’s developed technology, which can be cooked in the microwave and eaten right out of the bag. The 220 g portion is perfect for one meal. The product was introduced in Japan in August and over 100,000 units were sold within a month. Dongwon F&B and Maruha Nichiro plan to expand their cooperation in various fields, including pet food, in the future.