ASMI International Activity Report ASMI Japan FY17/18 April – June 2018
Japan Market Update
According to a survey by Japan’s Ministry of Internal Affairs and Communications (MIAC), total expenditure on seafood per Japanese household in April 2018 was JPY 5,736 (US$52.15), down 8% down from the previous year in April. In May it was JPY 5,825 (US$52.95), down 7% year-on-year. This marked the largest decline in 14 months. On the other hand, expenditures on fresh meat rose 3% from the previous April (JPY 5,898 = US$53.61), and 2% from May 2017 (JPY 6,055 = US$55.04).
The average CIF of imported Alaska surimi price per kg in March was JPY 319/kg (US$2.90/kg), up 35%, compared with the same month last year. In April, JPY 328/kg (US$2.98/kg), up 21%. Because of the price increase of “A-season surimi,” almost all surimi producers must increase the end prices at an average 10% from end of August, 2018. The imported quantity of surimi from the USA in April dropped dramatically for the first time since 1990 which may trigger competition for surimi products with current high demand from the EU, China, Korean, and Thai markets. Meanwhile, Japanese surimi producers have developed new surimi items such as, “Salad Fish,” as a chicken substitute, popular among female consumers as well as “Imitation eel meat” and other surimi products to add to lunchboxes triggering “Insta-genic” Instagram photos on Japanese social media.
A seafood importer in Japan imported frozen king and sockeye salmon roe by air shipment and produced sujiko in Hokkaido as a first trial. The first wholesale price of the new sujiko in May 2018 was JPY 4,500/kg (US$40.90/kg). Meanwhile, two other importers in Japan imported young sujiko (non-frozen) produced in Alaska with a wholesale price of JPY 6,200/kg (US$56.36/kg), up 30% compared with the same month in the last year.
The wholesale price of 4/5 lb. dressed sablefish which saw a decline in 2017 has increased in value up to JPY 2,700/kg (US$24.54/kg) in recent months. However, the wholesale price for old inventory sablefish dropped dramatically in April and May 2018 because of the previous comparatively higher price; it decreased to JPY 1,750/kg (US$15.90/kg). Some Japanese seafood companies who haven’t sold their old stock just started to sell their old stock below market value (minus JPY 900 – JPY 800/kg = US$8.18 – US$7.27/kg).
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Activity Number: M17GXJAXC1- Consumer Public Relations Activity Budget Spent to Date: $123,906
Activity Description: ASMI targets consumers through magazines and other traditional media as well as online, and activities include interviews with ASMI headquarters and ASMI Japan staff, press releases and press visits to Alaska (both independently as well as in cooperation with the State of Alaska Tourism Office). ASMI also places advertorials with overviews of Alaska seafood, sample recipes and nutrition benefits. Recently, not only is ASMI Japan focusing on placing advertorials in magazines/newspapers/web but also connecting these promotions to real purchasing and/or tasting opportunities through these media networks. In addition to media activities, ASMI also conducts Alaska Seafood Fairs and produces point of sale materials. All activities promote the natural, sustainable, high-quality and delicious aspects of Alaska seafood, and whenever possible also include a call to action such as details on where to buy to how to prepare Alaska seafood.
JJ58: Alaska Finger Food Booklet and Advertorial on Bi-Premium Date of Activity: April 2018 Summary of Activity: ASMI Japan produced an Alaska Seafood Finger Food Recipe Book and an advertorial with Bi- Premium Magazine. The recipe book featured collaborative material with the Japan Finger Food Association, an organization with the aim of promoting finger food throughout Japan. Executive Director Yoshie Maruyama developed eight recipes using Alaska pollock surimi (surimi crab leg), Alaska pollock roe, sockeye salmon and herring roe (two recipes per fish variety). The eight-page booklet includes general Alaska Seafood information and eight finger food recipes using Alaska Seafood. 1,000 copies will be printed for various usage, such as distributing at consumer events. The advertorial consists of five pages for the 2019 Spring issue, featuring Alaska seafood including Alaska pollock surimi (surimi crab leg), Alaska pollock roe, sockeye salmon and herring roe. The advertorial pages in Bi-Premium promote Alaska seafood to the target audience, (mainly women in their 30s and 40s, in an attractive, appealing way.
Results: Five pages of Alaska finger food recipe on Bi-Premium Magazine (circulation 80,000 per month), and 1,000 copies of recipe booklets for distribution.
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JJ58: Alaska Seafood Recipe Card Production Date of Activity: Spring 2018 Summary of Activity: ASMI Japan created the 18 new recipe cards using Alaska seafood: Recipes by Naoyuki Yanagihara 1. Deep fried Alaska pollock 2. A mixture of pollock roe, bamboo shoots and wakame seaweed 3. Herring roe served with spicy pollock roe 4. Grilled POP with Saikyo miso sauce 5. Deep-fried yellowfin sole topped with shaved tororo konbu kelp 6. Shredded Pacific cod, boiled with sugar and soy sauce 7. Sockeye salmon oshizushi (pressed sushi) 8. Snow crab with fine wheat noodles (somen)
Recipes by Maron 1. Black cod dumplings 2. Creamy pasta with black cod 3. Maron-style tartine 4. Potato pancake-style oyaki 5. Pasta salad of grilled Alaska pollock roe and herring roe 6. Sockeye salmon dumplings 7. Creamed pasta of spring vegetables 8. Cold pasta with drizzled oil and herring roe 9. Herring roe sandwich
Recipes by Keita 1. Alaska roll with Alaska pollock roe Results: Greater recognition of Alaska seafood and the Alaska seafood brand through increased access to and awareness of Alaska seafood recipes and the logo in retail stores and at consumer events.
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JJ71: Advertorial in Bon Marche Online, Asahi Shimbun Digital Date of Activity April 2018 Summary of Activity: To encourage consumption of herring roe by generating another event for consumers to purchase herring roe, the Japanese herring roe processors association established "Herring Roe Day" on May 5, 2017 and again on the same date in 2018. The advertorial included three conventional recipes for herring roe, to show that herring roe is not only for New Years but to be enjoyed throughout the year through innovative recipes by Japanese cooking specialist Maron. It also featured information on Alaska-sourced herring roe and Herring Roe Day.
Results: - 1 page of Alaska Herring roe recipes in Bon Marche Online (April 2018 issue), over 10,000 PVs for the tie-up page
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Current Quarter Results: JJ58: Alaska Finger Food Booklet: April 2018, circulation: 80,000 monthly JJ69: Alaska Seafood Recipe Card Production: 18 recipes produced. JJ71: Media tie-up with Bon Marche Online: April 2018; PVs 10,000
Cumulative Fiscal Year Results: JJ01: Collaboration with Costco; Aug 2017 - Feb 2018; 5,544 bags of Alaska pollock Surimi crab leg sold August - mid-September, total value of $84,530 (JPY 9,313,920). JJ02: Advertorial in Saita Magazine and Retail Promotion at Ito Yokado; August 2017; approx. US$545,437 sales of sockeye (95.8% increase y-o-y); SAITA magazine circulation: 180,050 monthly J37: Advertorial in Bon Marche, Asahi Shimbun; Bon Marche circulation: 3,000,000 daily, two herring roe recipe cards: total 10,000 copies. JJ42: Canned Alaska Salmon Promotion support; label with AK Seafood logo printed for canned sockeye salmon: 20,000 cans, and pink salmon: 28,000 cans. JJ30: Sogo Seibu Department Store Gift Season Promotion; November to December 2018; circulation; 600,000 copies annually JJ34: Media Tie Up with Ryori Tsushin; Dec 2017 - Feb 2018, Ryori Tsushin circulation: 80,000 monthly JJ52: Media tie-up with Wine What?! Magazine/online; March 2018; circulation: 40,000 monthly; website PVs: 35,000 JJ53: Media tie-up with Meets Regional Magazine; March 2018; circulation: 150,000 monthly JJ58: Alaska Finger Food Booklet: April 2018, circulation: 80,000 monthly JJ69: Alaska Seafood Recipe Card Production: 18 recipes produced. JJ71: Media tie-up with Bon Marche Online: April 2018; PV 10,000
Activity Number: M17GXJAXC2- Consumer Promotions Activity Budget Spent to Date: $34,902
Activity Description: To increase Japanese consumers’ knowledge of the selling points of Alaska seafood, establish premium positioning and influence purchase behavior, ASMI Japan also conducts outreach activities directly to consumers outside of retail or HRI outlets. These activities often include the chance to try Alaska seafood firsthand, such as Alaska seafood cooking classes, chef demonstrations, taste-tests, events featuring the Alaska Seafood Celebrity Ambassador and large scale consumer shows, such as JATA (Tourism EXPO Japan). ASMI Japan partners with allies such as the ATO, the State of Alaska Tourism Office and Japanese trade promotion partners as often as possible.
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JJ54: Collaboration with US Commercial Service Date of Activity: April 16-18, 2018 Summary of Activity: ASMI Japan cooperated with hosting partner US Commercial Service to support the 2018 delegation from Alaska which included Visit Anchorage and Visit Fairbanks. ASMI played an active role in the same activity in FY14 (JJ06), FY15 (JJ52), FY16 (JJ40) FY17 (JJ47). The purpose of ASMI's support was to promote and educate the Japanese travel industry (as consumers) and media about Alaska seafood and present them with opportunities to taste real Alaska seafood. This year's seminar itinerary was as follows: April 16th - Osaka Seminar (Rihga Royal Hotel – a high-end Japanese hotel chain), April 17th - Nagoya Seminar (Japanese-French fusion restaurant, Tokugawaen), April 18th- Tokyo Seminar (high-end Italian and wedding venue Ange Patio).
ASMI Japan provided various kinds of Alaska seafood for a lunch buffet for attending guests from the travel industry including herring roe and Alaska pollck roe, and asked each chef to develop and prepare their own original recipes. The chefs attended the seminars to educate participants about the delicious taste, quality, safety and sustainability of natural Alaska seafood while guests dined.
Menu_Osaka
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Menu Nagoya Menu Tokyo
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Osaka
N
Nago
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Tokyo
Results: This activity strengthened ASMI Japan's relationships with the US Commercial Service (the US Embassy) and the Alaska state government. The US Commercial Service stated approximately 200 participants attended, including some journalists. ASMI Japan will ensure that the attending media leave with a better understanding of Alaska seafood, and worked with the US Commercial Service in Japan to secure media coverage for Alaska seafood and to convey an attractive image of Alaska in the media.
JJ68: ASMI Cooking School Events Date of Activity: Spring 2018 Summary of Activity:
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ASMI Japan collaborated with Oisix (e-commerce company) and two Japanese cooking specialists to set up the cooking classes listed below in April and May 2018 using Alaska seafood. Sockeye salmon, Alaska pollock roe, herring roe and black cod were used for these cooking lessons.
1. ASMI & Oisix Cooking School tie-up event was held on March 31, 2018. Event participants cooked and tasted an Alaska roll recipe using sockeye salmon and pollock roe following a presentation. Approximately 15 pairs of Oisix members (mainly family target, e.g., mother and child) joined.
2. Maron's, famous food and cooking stylist, held a cooking presentation on April 13, 2018. Maron developed two recipes using black cod. Approximately 30 attendees, mostly media and wholesalers learned new recipes using Alaska seafood.
3. Hobby Cooking seminars were presented by Keita (cooking specialist) on May 3, 2018. Keita created two recipes using herring roe and Alaska pollock roe. 60 members of the public (20 participants x 3 classes) attended during the day.
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Results: * In total 120 participants experienceed and tasted wild, natural and sustainable Alaska seafood. * Some media exposure released from the above cooking classes. (See Free Press Tables)
Current Quarter Results: JJ54: Collaboration with US Commercial Service; Date of Activity; 2018/4/16, 2018/4/17 and 2018/4/18 in Osaka, Nagoya and Tokyo respectively; Approximately 200 members of the Japanese travel industry attended the seminars in total. JJ68 ASMI Cooking School Events; Date of Activity; March 31 (Tokyo), April 13 (Tokyo) and May 3 (Tokyo); Results; Approximately 120 participants in total tasted Alaska seafood.
Cumulative Fiscal Year Results: JJ17: Food Truck Promotion; Date of Activity: 2017/9/28, 10/7 - 9, 10/14, 10/15, 10/22, 10/28; Meets Magazine circulation; 150,000. JJ24: Promotion at NewsPicks Business Sakaba Event; Date of Activity: 2017/11/2; Approx. 2,000 people attended for the event. JJ25: Alaska Seafood Promotion at Wine Event at Warehouse Terrada; Date of Activity: 2017/10/19; Approximately 400 people tasted experienced natural, wild and sustainable Alaska seafood. JJ27: Collaboration with KINECO International Film Festival; Date of Activity: November 2-6, 2017; sales revenue = JPY250,200 ($2,257) JJ33: ASMI’s support for Keita’s Cooking Classes in Osaka; Date of Activity; 2017/11/18, 2018/2/3; Approximately 80 people attended the seminars in total. JJ41 Alaska seafood experience at Junnu, Sogo Chiba; Date of Activity; 2017/12/8; Results; Approximately 500 attendees tasted Alaska seafood and ASMI Japan explained about the sustainable Alaska seafood. JJ54: Collaboration with US Commercial Service; Date of Activity; 2018/4/16, 2018/4/17 and 2018/4/18 in Osaka, Nagoya and Tokyo respectively; Approximately 200 members of the Japanese travel industry attended the seminars in total. JJ68 ASMI’s Cooking School Events; Date of Activity; March 31 (Tokyo), April 13 (Tokyo) and May 3 (Tokyo); Results; Approximately 120 participants in total tasted Alaska seafood.
Activity Number: M17GXJAXT1- Retail Merchandising & Middle-Meal Promo (including fees) Activity Budget Spent to Date: $280,993
Activity Description:
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ASMI will continue to support the supply chain for Alaska seafood in Japan by encouraging origin identifications. The ultimate goal is for vendors to label their Alaska sourced products as from Alaska, with Alaska imagery and the ASMI logo and Japanese tagline if possible.
ASMI also provides a full array of point of sale materials for various species and messaging in the form of posters, shelf talkers, stickers and more, and encourages their use at in store Alaska Seafood Fairs, sometimes accompanied by samplings and cooking demonstrations.
JJ59: Herring Roe Auction in Seattle
Date of Activity: April 10 – 12, 2018
Summary of Activity: ASMI Japan supported the pollock roe auction in Seattle producing an Alaska pollock roe poster and leaflet for the Japanese Alaska pollock roe industry with a giveaway (Frixion Ball point pen). One ASMI Japan team staff attended the auction for two days and arranged those POS materials. ASMI Japan increased awareness among the Japanese Alaska pollock roe industry that ASMI Japan can support promotions of Alaska pollock roe products in Japan.
Leaflet
Giveaway pen and Poster
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Pictures of roe auction in Seattle
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JJ60: Herring Roe Day in Hokkaido
Date of Activity: May 5, 2018 Summary of Activity: ASMI Japan supported several events to promote herring roe through "Herring Roe Day" (May 5th) in Hokkaido. The main event was held at Sapporo New Chitose
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Airport on May 5th during the middle of Japan's Golden Week national holidays (May 3rd - 6th, 2018).
ASMI Japan conducted a cooking demo which included samples of Alaska herring roe, and produced and supplied herring roe recipe cards and POS (banner, recipe card) for additional events held on the same day. The cooking demo was held at Sapporo New Chitose Airport. At the same time sampling opportunities were held at Coop Sapporo stores, and the recipe demonstration was held at a cooking school for families on April 21st at Sapporo Central Wholesale market. This event was announced in Coop Sapporo's free monthly magazine Cho-co- tto as a tie-up advertorial.
The event at the airport was organized by Hokkaido Kako-ren (Hokkaido Seafood Processors Association), to promote herring roe and to increase awareness of May 5th as Herring Roe Day, established to boost sales of herring roe products at a time other than the traditional demand period of the New Year holiday. This year was the second year that this event was held.
Herring Roe Day promotion at Sapporo, Hokkaido
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Cooking school for families on April 21st at Sapporo Central Wholesale market.
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Third Party Contribution
JJ76: Promo with Food Retailer Daichi wo Mamorukai
Date of Activity: May 28 – June 30, 2018
Summary of Activity: Daichi wo Mamorukai is the second largest mail order-based food retailer specializing in high quality foods (mainly organic foods). Founded in 1975, the retailer has approximately 100,000 members nationwide in Japan. ASMI Japan worked with Daichi wo Mamorukai to promote Alaska seafood to their members (consumers) through their network. http://www.daichi-m.co.jp/corporate/
ASMI Japan supported the development of special flyers, which included Alaska seafood information and Alaska seafood recipes to deliver to members. This time, Daichi wo Mamorukai focused on sockeye salmon and Pacific cod.
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Daichi wo Mamorukai purchased 350kg of Pacific cod and 450 kg of sockeye salmon this season. The mail-order based food retailer aims to sell 2,100 packs of Pacific cod, and 2,600 packs of sockeye salmon.
Flyer
Webpage (result of research for Alaska Seafood)
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Result: Total estimated sale value for all stock = JPY 3,199,200 (US$29,083)
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JJ78: Ralse Supermarket Alaska Seafood Fair
Date of Activity: June 23-24, 2018
Summary of Activity: ASMI Japan supported an Alaska Seafood Fair at 70 stores of Ralse supermarket, a member of ARCS Group which includes eight supermarket companies and one other company in Hokkaido and Tohoku (North-East Japan) region. The company’s biggest market share (25.8%) is in Hokkaido. The Fair to promoted black cod, sockeye salmon, sujiko sockeye salmon roe and Alaska pollock roe (Tarako and Mentaiko). The promotion featured samples of grilled black cod with teriyaki sauce.
ASMI Japan sent demonstration staff to seven stores at Sapporo city and three stores in other cities with one demonstration staff per store deployed for seven hours per day. In addition, ASMI Japan distributed a variety of attractive Alaska Seafood POS materials to 70 stores. We created the sales pitches for demonstrators to educate consumers about natural, wild and sustainable Alaska seafood.
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Result: Total sales value = JPY 6,506,756 (US$59,152)
Current Quarter Results: JJ59: Alaska Pollock Roe Auction in Seattle, April 10-12, 2018 JJ60: Herring Roe Day, 5th of May 2018 JJ76: Promo with Food Retailer Daichi wo Mamorukai May 28 – June 30, 2018; total estimated sale value (for all stock) = JPY 3,199,200 (US$29,083) JJ78: Ralse Supermarket Alaska Seafood Fair, June 23-24, 2018; total sales value = JPY 6,506,756 (US$59,152)
Cumulative Fiscal Year Results: JJ07: Seibu Odawara Alaska Seafood Fair; July 14 to 20, 2017; total sales value = US$1,884 (JPY210,600). JJ08: Seibu Tokorozawa Alaska Seafood Fair, August 11 to 14, 2017; total sales = US$10,145 (JPY1,133,716). JJ09: Seven & I Alaska seafood month. August 2017, total value of Sogo Seibu group promotion sales = US$887,732 (JPY99,191,000); Ito-Yokado = US$545,979 (JPY61,002,000), York Mart = US$59,282 (JPY6,625,000).
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JJ12: Iwaki Gyorui Alaska Seafood Fair, August 19, 2017; total sales value = US$32,904 (JPY 3,677,693). JJ15: Seibu Fukui Alaska Seafood Fair; September 14 to 18, 2017; total sales value = JPY 255,420 ($2,304) JJ18: Seibu Hiroshima Alaska Seafood Fair; October 5 to 9, 2017; total value = JPY 104,700 ($945) JJ19: Coop Sapporo; August 1 to 30, 2017; total value = JPY83,195,015 ($750,348) JJ20: Izumi store; September 18 to 24, 2017; total value = JPY483,060 ($4,358) JJ21: AEON American Fair; October 4 to 10, 2017; total sales value JPY 24.73 billion ($223,188,589) JJ22: Alaska Pacific cod promotion at Costco; October 9 and 14, 2017; total sales value = JPY556,336 ($5,024) JJ38: Herring Roe promotion with Ito-Yokado for new Year period, 28th of December 2017; total sales value = JPY 8,177,729 (US$76,427) JJ43: Sujiko & Herring Roe promotion at Aeon stores, 7th & 8th, 28th of October (sujiko); total sale value = JPY 2,630,000,000 (US$24,579,439) , total sale value (herring roe, Oct. – Dec. 2017, 3 months) = JPY 662,000,000 (US$6,186,915) JJ46: National Den-en supermarket Alaska Seafood Fair, January 26 – 31, 2018; total sale value = JPY 101,192 (US$952) JJ47: Nakajima Suisan Alaska Seafood Fair, February 15– 16 total sales value = JPY 4,900,000 (US$45,794) JJ50: Sogo Yokohama Alaska Seafood Fair, February 2-4, 2018; total sales value = JPY 453,090 (US$4,234) JJ59: Alaska Pollock Roe Auction in Seattle, April 10-12, 2018 JJ60: Herring Roe Day, May 5, 2018 JJ76: Promo with Food Retailer Daichi wo Mamorukai, May 28– June 30, 2018; total estimated sale value (for all stock) = JPY 3,199,200 (US$29,083) JJ78: Ralse supermarket Alaska Seafood Fair, June 23-24, 2018; total sales value = JPY 6,506,756 (US$59,152)
Activity Number: M17GXJAXT2- Trade PR & Advertisement Activity Budget Spent to Date: $19,578
Activity Description: ASMI Japan continues to collaborate with Japanese seafood trade groups, trade press, and industry associations to facilitate informational exchanges within different trade sectors and regions. Efforts are enhanced by ASMI’s newsletters, press releases, interviews, Japanese-language collaterals and ad creative. ASMI also works closely with the U.S. Embassy and the Alaska State Office in Japan to host trade-targeted PR events. Buyer’s Education In order to maintain and develop ‘sustainable’ trade relationships with existing and younger generations in the Japanese seafood industry distribution channels, ASMI will provide year-round
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Alaska seafood information services through sales calls and academic and hands-on forums, both independently and in cooperation with NOAA. A principal focus will be on ASMI’s sustainability platform. ASMI will arrange for prominent sustainability experts from various sectors, both public and private, from the US and Japan, to speak with and educate Japanese industry members. ASMI will also work with US seafood industry organizations to co-sponsor trade seminars and workshops. ASMI will also place advertisements in seafood industry publications to remind the industry of the benefits of Alaska seafood.
JJ72: Trade Ads for Salmon Date of Activity: April 26 - 27, 2018 Summary of Activity: ASMI Japan placed two advertisements in two major seafood industry publications; Suisan Keizai Shimbun and Minato Shimbun. 1. Suisan Keizai Shimbun article "Global Salmon Production" on April 26, 2018 Featured contents: Global production figures for wild and farmed salmon, overseas and domestic salmon supply and demand report, salmon roe supply and demand report, processed salmon products report, salmon processing machinery information, and plans of major salmon player companies in 2018.
2. Minato Shimbun "Salmon Atlas poster" on April 27, 2018 Featured Contents: Top 10 ranking of countries sourcing salmon and their production volume of each species of salmon, import volume data of each species of salmon, import volume data of each major importers of salmon, list of Alaska, Norwegian, and Chilean packers.
Results: Suisan Keizai Shimbun circulation: 59,000/issue, Minato Shimbun: 58,000/issue
Minato Shimbun Suisan Keizai Shimbun
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JJ81: Trade Ads for Surimi and Pollock Roe Date of Activity: June 18 & June 25, 2018 Summary of Activity: ASMI Japan placed two advertisements in two major seafood industry publications; Suisan Keizai Shimbun and Suisan Times. 1. Suisan Keizai Shimbun "Surimi seafood issue" on June 18, 2018 Contents: Surimi seafood products supply & demand report, interview with surimi seafood key persons; the new products of each surimi seafood processor. 2. Suisan Times "Mentaiko pollock roe issue" on June 25th 2018 Contents: Pollock roe supply and mentaiko/tarako production report, plans for 2018 summer gift season of major mentaiko pollock roe processors, market forecast of each category of retail, new product information
Results: Suisan Keizai Shimbun circulation: 59,000 copies, Suisan Times 8,500 copies
Suisan Keizai Shimbun Suisan Times
Current Quarter Results: JJ72: Trade Ads for Salmon; April 26-27, 2018: Suisan Keizai Shimbun circulation: 59,000 copies and Minato Shimbun: 58,000 copies JJ81: Trade Ads for Surimi and Pollock Roe; June 18 and June 25, 2018: Suisan Keizai Shimbun circulation: 59,000 copies and Suisan Times 8,500 copies
Cumulative Fiscal Year Results: JJ06: Ad for Tokyo International Seafood Expo; August 2017; total circulation: 379,000 copies JJ35: Minato Shimbun Trade Ad for Alaska Seafood; October 31st 2017, total circulation: 58,000 copies
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JJ40: Trade Ads for Herring roe on three major trade newspapers; December 2017, Suisan Keizai Shimbun 59,000 copies, Minato Shimbun 58,000 copies, Suisan Times 8500 copies JJ51: Ads for Alaska Seafood and pollock surimi; February 2018; total circulation: 8,500 JJ72: Trade Ads for Salmon; April 26-27, 2018: Suisan Keizai Shimbun circulation: 59,000 copies and Minato Shimbun: 58,000 copies JJ81: Trade Ads for Surimi and Pollock Roe; April 26-27, 2018: Suisan Keizai Shimbun circulation: 59,000 copies and Suisan Times 8,500 copies
Activity Number: M17GXJAXT3- Trade Shows Activity Budget Spent to Date: $46,989
Activity Description: Trade shows offer an opportunity to improve and build new relations with the Japanese seafood trade and educate them about Alaska seafood products and attributes. To increase Alaska seafood exposure to retail and HRI trade, ASMI will participate in the Supermarket Trade Show and target seafood trade through the Seafood Shows in Tokyo, Osaka, and regional wholesale shows nationwide. ASMI will also explore new show opportunities as they become available and based on interest from Alaska seafood industry members.
Cumulative Fiscal Year Results: JJ05: Japan International Seafood Show; August 23 - 25, 2017; 33,858 people visited the show. JJ14 Regional Trade Show; September 13 in Sendai, September 26 in Aomori; 1,500 people and 900 people visited the regional seafood trade shows, respectively. JJ56: Tokai Denpun Food Festival 2018; February 23, 2018; Approximately 2,000 people visited the show.
Activity Number: M17GXJAXT4- Website Development and Maintenance Activity Budget Spent to Date: $15,000
Activity Description: ASMI Japan’s web design team is expanding each section of the website for trade, media, and HRI, making it a one-stop shop for the latest news, collaterals and POS materials (both downloading and ordering), press release archives, photo galleries and other resources for the Japanese seafood industry and media, helping them most effectively market, promote and report on Alaska seafood.
ASMI Japan collects registrations for access to this data, allowing more proactive, categorized promotions in Japan.
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JJ48: Website maintenance April to June 2018 Date of Activity: April to June 2018 Summary of Activity: ASMI conducted updates and maintenance of the latest information, including updated news for the seafood industry trade, press releases for the media, announcements of upcoming consumer events, campaigns, and promotions for Japanese users/site visitors, as well as anyone who has not yet visited the ASMI Japan website.
Result: Update of recipe page, campaign page and other activities. 44 visitors, 39 PVs and 34 unique visitors.
Cumulative Fiscal Year Results:
Q1 Q2 Q3 Q4 Total Visitors 50 57 29 44 180 Page Views 60 66 34 39 199 Unique Visitors 59 48 28 34 169
Current Quarter Results: JJ48: Website maintenance January to April 2018 Update of recipe page, campaign page and other activities. 44 visitors, 39 PVs and 34 unique visitors
Cumulative Fiscal Year Results: JJ39: Instagrammers Japan; March, 2018; 19,358 “likes” in total JJ48: Website maintenance January to April 2018
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Update of recipe page, campaign page and other activities. 44 visitors, 39 PVs and 34 unique visitors
Activity Number: M17GXJAXH1- Foodservice Promotions Activity Budget Spent to Date: $68,725
Activity Description: ASMI Japan regularly conducts Alaska Seafood Fairs and menu promotions at HRI establishments (from high-end to fast food), encouraging them to place Alaska origin identification on the menus and in-store POS. ASMI also works with chefs and chef associations to educate them about cooking with Alaska seafood, with additional focus on Japanese style chefs to overcome the perception that Japanese style recipes must use Japanese ingredients. In addition to promoting Alaska seafood items already popular among chefs (salmon, crab, sablefish and roe) ASMI develops new activities for underutilized species (such as flatfish and new preparations of herring roe) and relatively new-to-market products to be introduced and experimented with by HRI users.
JJ70: Herring roe promotion at Sushi Tsune for Children's Day Date of Activity: May 3, 4 and 5, 2018 Summary of Activity: ASMI Japan collaborated with Sushi Tsune, a Japanese sushi restaurant chain, conducting an "Alaska Herring Roe Fair" at their 20 outlets in the Greater Tokyo Metropolitan area on May 3-5, 2018, in conjunction with Japanese Herring Roe Day on May 5th. See link below for event featured on website: http://www.sushitsune.co.jp/auto/event.php?event_unit_no=801#event Two different herring roe dishes were offered; 1. Kazunoko Nigiri Sushi (hand-pressed herring roe sushi); 2. Kazunoko Tempura (deep fried in batter served on skewers) The promotion offers a maximum of 50 Kazunoko sets (either sushi or tempura as above) with a discount of 50% on all three days. Customers may enjoy tasting natural, wild and sustainable Alaska herring roe.
ASMI Japan supported the promotion by providing POS materials, i.e., table tents (1 table tent x 50 tables x 20 outlets = 1,000 table tents) and Alaska seafood (herring roe) samples.
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Results: Twenty-four Sushi Tsune outlets featured an Alaska seafood menu for staff to recommend to its customers, which was a great opportunity for ASMI Japan to spread awareness. In total, 274 kg of herring roe was sold during the fair.
JJ74: ASMI's Collaboration with Watami Co., Ltd.'s Japanese Casual Restaurant Chains Date of Activity: June 28 2018 to May 2019 Summary of Activity: ASMI Japan has been collaborating with two of Watami Group's (Watami Co., Ltd) Japanese casual restaurant chains (known locally as Izakaya) to promote Alaska seafood, with a focus on sockeye salmon, from June 2018 to May 2019. https://www.watami.co.jp/ir/english/ The promotion was offered at casual dining restaurants that are part of the Watami group; at 131 "Watami” outlets and at 103 "Miraizaka” outlets. 'Alaska-sourced' will be highlighted on both menus as Watami will display the ASMI logo on their menu to increase awareness of Alaska seafood to consumers. They target selling three tons per month.
ASMI International Activity Report Japan March –June 2018 p. 43
Current Quarter Results: JJ70: Herring roe promotion at Sushi Tsune for Children's Day; May 3, 4 and 5, 2018; 274 kilogram of herring roe was sold during three days at 24 Sushi Tsune restaurants. JJ74: ASMI's collaboration with Watami Co., Ltd.'s Japanese casual restaurant chains; June 2018 through May 2019 at 234 Watami restaurant chains nationwide. The June sales figure is not reported yet, but they target selling three tons per month.
Cumulative Fiscal Year Results: JJ10: Alaska Seafood Seminar with Kakiyasu; August 30, 2017; 40 people attended. JJ13: Tokyo Jazz Festival; September 1 to 3, 2017, sales of smoked salmon sandwiches totaled US$2,683 (JPY 300,000). JJ16: Toray Pan Pacific WTA Tennis Tournament - Collaboration with SHIDAX; September 16 to 24, 2017; Results: US$10,869 (JPY1,217,300) JJ29: Alaska Seafood Lunch Seminar at Sapporo Grand Hotel; Date of Activity: 2017/10/27; more than 100 people attended the seminar and Alaska Seafood lunch. More than 10 Alaska seafood varieties were offered for tasting.
ASMI International Activity Report Japan March –June 2018 p. 44
JJ55: Alaska Pollock Surimi Event; February 24, 2018; 20 people attended. JJ70: Herring roe promotion at Sushi Tsune for Children's Day; May 3, 4 and 5, 2018; 274 kilogram of herring roe was sold during three days at 24 Sushi Tsune restaurants. JJ74: ASMI's collaboration with Watami Co., Ltd.'s Japanese casual restaurant chains; June 2018 through May 2019 at 234 Watami restaurant chains nationwide. The June sales figure is not reported yet, but they target selling three tons per month.
ASMI International Activity Report Japan March –June 2018 p. 45
Free Press Table:
Publication Audience Distri Circulation Readershi # of EAV $ bution p pages Name (Consume (daily/ # of copies or Circ. X (or word Equivalen r trade or weekl online hits readers count, t HRI) y/ per copy pls Ad value month indicate) (US$) ly etc.) Q1 FY17/18 Yamagata Shimbun Consumer daily 211,028 211,028 1 2,055 paragraph Nikkan Suisan Keizai Consumer daily 61,000 61,000 3 562 Shimbun paragraph Suisan Times Consumer daily 8,500 8,500 3 1,053 paragraph Instagram of keitalastella Consumer daily 947 947 1 post 1,054 (Food Specialist) Instagram of Consumer daily 118 118 1 post 1,054 tomiko_kitchen (Instructor in cooking class) Seibu Odawara-ten Consumer daily N/A N/A 1 page 1,054 website Twitter of Seibu Consumer daily 491 491 1 tweet 1,054 Odawara-ten Facebook of Seibu Consumer daily 245 245 1 post 1,054 Odawara-ten Twitter of Seibu Consumer daily 491 491 1 tweet 1,054 Odawara-ten Facebook of Seibu Consumer daily 245 245 1 post 1,054 Odawara-ten Facebook of Seibu Consumer daily 245 245 1 post 1,054 Odawara-ten Twitter of Seibu Consumer daily 491 491 1 tweet 1,054 Odawara-ten Bi Premium website Consumer daily N/A N/A 1 page 1,059 Minato Shimbun Trade daily 58,000 58,000 1 635 paragraph Seibu Tokorozawa-ten Consumer daily N/A N/A 1 page 1,059 website Facebook of Seibu Consumer daily 983 983 1 post 1,059 Tokorozawa-ten Twitter of Seibu Consumer daily 477 477 1 tweet 1,059 Tokorozawa-ten Facebook of Nippon Consumer daily 111 111 1 post 1,059 Shunsaitei Sakabar Cooking expert Kishida Consumer daily N/A N/A 1 post 1,059 Yuko official blog
ASMI International Activity Report Japan March –June 2018 p. 46
Minato Shimbun Trade daily 58,000 58,000 3 7,938 paragraph Minato Shimbun Trade daily 58,000 58,000 5 2,222 paragraph Shimin Times Trade daily 69,136 69,136 1 648 paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 1 141 Shimbun paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 9 5,080 Shimbun paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 6 4,233 Shimbun paragraph Nikkan Suisan Keizai Consumer daily 61,000 61,000 1 141 Shimbun paragraph Seibu Odawara-ten Consumer daily N/A N/A 1 page 1,059 website Sogo Yokohama-ten Consumer daily N/A N/A 1 tweet 1,059 website Suisan Times Trade daily 8,500 8,500 3 1,764 paragraph Suisan Times Trade daily 8,500 8,500 3 1,764 paragraph Suisan Times Trade daily 8,500 8,500 5 1,764 paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 4 1,411 Shimbun paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 1 112 Shimbun paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 4 2,822 Shimbun paragraph Nikkan Suisan Keizai Trade daily N/A N/A 1 1,059 Shimbun (web) paragraph Instagram of keitalastella Consumer daily 1,218 1,218 1 post 1,059 (Cooking expert) Instagram of y.koshida Consumer daily 747 747 1 post 1,059 (Cooking expert) Seibu Funabashi-ten Consumer daily N/A N/A 1 page 1,059 website Instagram of keitalastella Consumer daily 1,218 1,218 1 post 1,059 (Cooking expert) Twitter of Seibu Consumer daily 17,089 17,089 1 tweet 1,059 Shibuya-ten Facebook of Kakiyasu Consumer daily 15,239 15,239 1 post 1,059 Honten Twitter of Kakiyasu Consumer daily 7,964 7,964 1 post 1,059 Honten
Nikkan Suisan Keizai Trade daily 61,000 61,000 1 1,411 Shimbun paragraph
Kurorisa (Japanese Consumer daily 87,303 87,303 1 post 1,059 influential blogger) Official Blog
ASMI International Activity Report Japan March –June 2018 p. 47
Nikkei Ecology Consumer daily 16,625 16,625 1 798 paragraph Bi Premium Consumer Quarter 80,000 80,000 1 pages 35,752 ly Instagram of Consumer daily 30,994 30,994 1 post 1,069 fudanpremium Instagram of Consumer daily 30,994 30,994 1 post 1,069 fudanpremium Yamagata Shimbun Consumer daily 211,028 211,028 1 694 paragraph Living Chiba Consumer daily 202,150 202,150 3 3,465 paragraph Living Funabashi- Consumer daily 100,780 100,780 3 2,815 Narashino paragraph Living Saitama Consumer daily 232,250 232,250 3 3,465 paragraph Living Tokyo Consumer daily 155,000 155,000 3 3,465 Fukutoshin paragraph Living Tokyo Minami Consumer daily 155,545 155,545 3 3,465 paragraph Living Yokohama Consumer daily 178,500 178,500 3 3,465 Higashi paragraph Living Yokohama Consumer daily 184,000 184,000 3 3,465 Minami paragraph Minato Shimbun Consumer daily 58,000 58,000 3 1,282 paragraph Suisan Times Consumer daily 8,500 8,500 4 356 paragraph Nikkan Suisan Keizai Consumer daily 61,000 61,000 4 988 Shimbun paragraph Minato Shimbun Consumer daily 58,000 58,000 2 1,282 paragraph Asahi Shogakusei Consumer daily 349,500 349,500 1 605 Shimbun paragraph Seibu Fukui-ten website Consumer daily N/A N/A 1 page 1,069 Seven & i Holdings Consumer daily N/A N/A 1 page 1,069 Facebook of Seibu Consumer daily 592 592 1 post 1,069 Fukui-ten Twitter of Seibu Fukui- Consumer daily 509 509 1 tweet 1,069 ten Twitter of Seibu Fukui- Consumer daily 509 509 1 tweet 1,069 ten Nihon Keizai Shimbun Consumer daily 450,913 450,913 1 page 18,050 Web Nikkei Sangyo Shimbun Consumer daily 180,433 180,433 8 3,172 (All 2 editions) paragraph Instagram of keitalastella Consumer daily 1,250 1,250 1 post 1,069 (Cooking expert) Wine-What!? Online Consumer daily N/A N/A 1 page 1,069 Meets Regional Consumer daily 150,000 150,000 1/8 page 947 Q1 FY17/18 total: - - 4,069,858 4,069,858 - 160,397
ASMI International Activity Report Japan March –June 2018 p. 48
Q2 FY17/18 Publication Audience Distrib Circ. Readership # of pages EAV $ ution Fukui Shimbun Consumer daily 209,572 209,572 1 1,452 paragraph Facebook of Taverna Consumer daily 1,225 1,225 1 post 1,043 Esquina Sogo Hiroshima-ten Consumer daily N/A N/A 1 page 1,043 website excite News Consumer daily 209,727 209,727 1 page 16,156 Instagram of Consumer daily 995 995 1 post 1,043 meets_regional Facebook of Taverna Consumer daily 1,225 1,225 1 post 1,043 Esquina Instagram of keitalastella Consumer daily 1,286 1,286 1 post 1,043 (Cooking expert) Facebook of Taverna Consumer daily 1,225 1,225 1 post 1,043 Esquina Facebook of Taverna Consumer daily 1,225 1,225 1 post 1,043 Esquina Facebook of Sogo Consumer daily 1,669 1,669 1 post 1,043 Hiroshima-ten Twitter of Sogo Consumer daily 2,619 2,619 1 post 1,043 Hiroshima-ten Instagram of ryutakijima Consumer daily 2,112 2,112 1 post 1,043 (Cooking expert) Facebook of Taverna Consumer daily 1,225 1,225 1 post 1,043 Esquina Facebook of Taverna Consumer daily 1,225 1,225 1 post 1,043 Esquina Kurashi no Fusen (blog) Consumer daily N/A N/A 1 post 1,043 Instagram of Consumer daily 1,131 1,131 1 post 1,043 meets_regional Instagram of Consumer daily 228 228 1 post 1,043 mizuironomado Nikkan Suisan Keizai Trade daily 61,000 61,000 6 1,668 Shimbun paragraph Nikkan Suisan Keizai Trade daily N/A N/A 2 lines 1,043 Shimbun (web) Instagram of meets Consumer daily 1,169 1,169 1 post 1,043 regional Nikkan Suisan Keizai Trade daily 61,000 61,000 1 278 Shimbun paragraph Facebook of Taverna Consumer daily 1,225 1,225 1 post 1,043 Esquina Instagram of Consumer daily 48 48 1 post 1,043 enisi.foodcooking Facebook of Taverna Consumer daily 1,225 1,225 1 post 1,043 Esquina Wine-What!? Online Consumer daily N/A N/A 1 page 1,043 Instagram of Consumer daily 331 331 1 post 1,043 naonao2909
ASMI International Activity Report Japan March –June 2018 p. 49
Instagram of keitalastella Consumer daily 1,334 1,334 1 post 1,043 (Cooking expert) Meets Regional Consumer Monthl 150,000 150,000 2 page 9,248 y Bi Premium Consumer Quarter 80,000 80,000 10 page 88,082 ly Minato Shimbun Trade daily 58,000 58,000 3 1,391 paragraph Instagram of keitalastella Consumer daily 1,351 1,351 1 post 1,031 (Cooking expert) Nihon Keizai Shimbun Consumer daily 1,826,571 1,826,571 1 2,887 (Tokyo edition) paragraph Coop Tohoku Consumer daily N/A N/A 1 page 1,031 Hokkaido Shimbun Consumer daily 418,209 418,209 2 2,803 Evening (Sapporo paragraph edition) Instagram of keitalastella Consumer daily 1,369 1,369 1 post 1,031 (Cooking expert)
Instagram of Consumer daily 226 226 1 post 1,031 tomiko_kitchen (Instructor in cooking class) Sogo-Seibu Newsletter Consumer Monthl N/A N/A 1/3 page N/A y Meets Regional Consumer Monthl 150,000 150,000 1/20 page 228 y Meets Regional Consumer Monthl 150,000 150,000 1/3 page 2,284 y Minato Shimbun Trade daily 58,000 58,000 3 1,895 paragraph Minato Shimbun Trade daily 58,000 58,000 2 315 paragraph Minato Shimbun Trade daily 58,000 58,000 2 1,579 paragraph Suisan Times Trade daily 8,500 8,500 4 935 paragraph Suisan Times Trade daily 8,500 8,500 5 105 paragraph Seven & i Holdings Consumer daily N/A N/A 1/6 page 1,053 The Cuisine Press Consumer daily N/A N/A 3 pages 1,053 Instagram of keitalastella Consumer daily 1,419 1,419 1 post 1,053 (Cooking expert) Twitter of Living Chiba Consumer daily 1,754 1,754 1 tweet 1,053 Instagram of keitalastella Consumer daily 1,419 1,419 1 post 1,053 (Cooking expert) Instagram of keitalastella Consumer daily 1,427 1,427 1 post 1,053 (Cooking expert) Instagram of keitalastella Consumer daily 1,427 1,427 1 post 1,053 (Cooking expert) Wine-What!? Trade daily 40,000 40,000 1/10 page 207 Q2 FY17/18 total: daily 3,638,193 3,638,193 - 166,997
ASMI International Activity Report Japan March –June 2018 p. 50
Q3 FY17/18 Publication Audience Distri Circ. Readershi # of EAV $ bution p pages @nifty News Consumer daily 859,880 859,880 1 page 29,764 auone News Consumer daily 246,429 246,429 1 page 17,070 Biglobe News Consumer daily 1,122,038 1,122,038 1 page 45,802 Cube News Consumer daily N/A N/A 1 page 1,037 dmenu News Consumer daily N/A N/A 1 page 1,037 excite News Consumer daily 209,727 209,727 1 page 16,057 goo News Consumer daily 928,041 928,041 1 page 29,764 Infoseek Rakuten News Consumer daily 781,232 781,232 1 page 29,764 Jiji.com Consumer daily 47,189 47,189 1 page 6,912 Livedoor News Consumer daily 298,861 298,861 1 page 17,070 mixi News Consumer daily 3,235,036 3,235,036 1 page 209,664 MSN News Consumer daily 10,486 10,486 1 page 2,410 News Cafe Consumer daily N/A N/A 1 page 1,037 Yahoo! Finance Consumer daily N/A N/A 1 page 1,037 Yahoo! News Consumer daily 22,472,227 22,472,227 1 page 209,664 Iwate Nichinichi Consumer daily 55,600 55,600 1 page 566 Kushiro Shimbun Consumer daily 63,500 63,500 1 page 798 Tomakomai Mimpo Consumer daily 62,212 62,212 1 page 367 View point Consumer daily N/A N/A 1 page 1,037 Mutsu Shimpo Consumer daily 53,500 53,500 1 page 592 Instagram of keitalastella Consumer daily 1,458 1,458 1 post 1,037 (Cooking expert) First Kitchen Consumer daily N/A N/A 1 page 1,037 Instagram of keitalastella Consumer daily 1,458 1,458 1 post 1,037 (Cooking expert) Mezase Oriental Beauty Consumer daily 1,001 1,001 1 page 1,037 (blog) Wendy's First Kitchen Consumer daily N/A N/A 1 page 1,037 @nifty Business Consumer daily 859,880 859,880 1 page 29,764 @nifty News Consumer daily 859,880 859,880 1 page 29,764 Asa Days... (blog) Consumer daily 326 326 1 page 1,037 Biglobe News Consumer daily 1,122,038 1,122,038 1 page 45,802 Dream News Consumer daily N/A N/A 1 page 1,037 Entabe Consumer daily 1,000,000 1,000,000 1 page 1,838 excite News Consumer daily 209,727 209,727 1 page 16,057 FIDELI Consumer daily 220,900 220,900 1 page 1,037 Fresh Eye News Consumer daily N/A N/A 1 page 1,037 Gunosy Consumer daily 12,000,000 12,000,000 1 page 12,255 Infoseek Rakuten News Consumer daily 781,232 781,232 1 page 29,764 Infoseek Rakuten News Consumer daily 781,232 781,232 1 page 29,764 Instagram of Consumer daily 604 604 1 post 1,037 31margindrive Instagram of Consumer daily 1,321 1,321 1 post 1,037 keiko.kusakabe Instagram of youmiho Consumer daily 1,342 1,342 1 post 1,037
ASMI International Activity Report Japan March –June 2018 p. 51
Instagram of yuko__888 Consumer daily 18,214 18,214 1 post 1,037 Keitan no Chicchai Consumer daily 558 558 1 page 1,037 Shiawase Mitsuketa (blog) Kodawari no On-na no Consumer daily 3,517 3,517 1 page 1,037 Hitorigoto (blog) Mapion News Consumer daily 146,809 146,809 1 page 14,452 MarketZine Consumer daily 124,250 124,250 1 page 7,878 Midori no goo Consumer daily N/A N/A 1 page 1,037 mixi News Consumer daily 3,235,036 3,235,036 1 page 209,664
Miya Biz Consumer daily N/A N/A 1 page 1,037 Miyanichi e Press Consumer daily N/A N/A 1 page 1,037 N+ News Release Consumer daily N/A N/A 1 page 1,037 News Navi Consumer daily N/A N/A 1 page 1,037 News Walker Consumer daily 3,750,000 3,750,000 1 page 7,003 Niconico News Consumer daily 1,331,765 1,331,765 1 page 45,802 Oricon News Consumer daily 120,593 120,593 1 page 13,006 Peachy Consumer daily 298,861 298,861 1 page 17,070 Rakuten Woman Consumer daily 781,232 781,232 1 page 29,764 Sacchi to Yuyu no Ikuji Consumer daily 441 441 1 page 1,037 Funtoki (blog) SEO Tools for Consumer daily N/A N/A 1 page 1,037 Webmaster Shi no blog Consumer daily 687 687 1 page 1,037 So-net Consumer daily 178,268 178,268 1 page 16,057 StartHome Consumer daily 275,000 275,000 1 page 1,750 The Asahi Shimbun Consumer daily 2,250,000 2,250,000 1 page 10,505 Digital [and] men Tokushima Shimbun Consumer daily N/A N/A 1 page 1,037 Web Toremaga News Consumer daily N/A N/A 1 page 1,037 T-SITE Consumer daily N/A N/A 1 page 1,037 Value Press! Consumer daily N/A N/A 1 page 1,037 Yahoo! Beauty Consumer daily N/A N/A 1 page 1,037 Yomerumo News Consumer daily N/A N/A 1 page 1,037 CHIZU STYLE (blog) Consumer daily 1,396 1,396 1 page 1,037 Erion no Blog (blog) Consumer daily 986 986 1 page 1,037 KIRIMI-chan Osakana Consumer daily N/A N/A 1 page 1,037 Navi Nikkan Suisan Keizai Trade daily 61,000 61,000 1 page 2,349 Shimbun Tokyo Morning Biyori Consumer daily 19,148 19,148 1 page 1,037 (blog) IkukoDays (blog) Consumer daily N/A N/A 1 page 1,037 Nagiru no Blog Consumer daily 226 226 1 page 1,037 Secret Box of OZ (blog) Consumer daily 125 125 1 page 1,037
ASMI International Activity Report Japan March –June 2018 p. 52 d menu News Consumer daily N/A N/A 1 page 1,037 GIGAZINE Consumer daily 57,675 57,675 1 page 7,680 goo Gourmet & Ryori Consumer daily N/A N/A 1 page 1,037 goo News Consumer daily 928,041 928,041 1 page 29,764 Livedoor News Consumer daily 298,861 298,861 1 page 17,070 Gaishoku.biz Consumer daily N/A N/A 1 page 1,037 Gunosy Consumer daily 12,000,000 12,000,000 1 page 12,255 Pansta Consumer daily N/A N/A 1 page 1,037 The Cuisine Press Consumer Monthl N/A N/A 1 page 1,037 y Instagram of keitalastella Consumer daily 1,458 1,458 1 post 1,037 (Cooking expert) Anna Ito Official Blog Consumer daily 229 229 1 page 1,037 Facebook of Anna ITO Consumer daily 3,406 3,406 1 post 1,037 Facebook of Live Consumer daily 2,431 2,431 1 post 1,037 GARDEN Bici Stelle Instagram of Consumer daily 1,471 1,471 1 post 1,037 chikanakamura.bicycle Instagram of Consumer daily 262 262 1 post 1,037 tomiko_kitchen (Instructor in cooking class) Gekkan Teion Ryutsu Consumer daily N/A N/A 2 N/A paragraph Minato Shimbun Trade daily 58,000 58,000 5 1,607 paragraph Suisan Times Trade daily 8,500 8,500 7 119 paragraph Suisan Times Trade daily 8,500 8,500 1 893 paragraph Shokuhin Sangyo Trade daily 107,000 107,000 3 857 Shimbun paragraph Shokuhin Kagaku Trade daily 26,000 26,000 3 792 Shimbun paragraph Facebook of Sogo Consumer daily 4,082 4,082 1 post 1,072 Yokohama-ten Sogo Yokohama-ten Consumer daily N/A N/A 1page 1,072 website Twitter of Sogo Consumer daily 4,503 4,503 1 post 1,072 Yokohama-ten Chukyo Sports Consumer daily 256,100 256,100 3 11,442 paragraph Osaka Sports Consumer daily 397,600 397,600 1 post 15,403 Sogo Yokohama-ten Consumer daily N/A N/A 1 post 1,072 website Tokyo Sports Consumer daily 1,169,500 1,169,500 3 19,071 paragraph Hamburger Street (Blog Consumer daily N/A N/A 1 page 1,072 edition) Instagram of keitalastella Consumer daily 1,470 1,470 1 post 1,072 (Cooking expert)
ASMI International Activity Report Japan March –June 2018 p. 53
Instagram of keitalastella Consumer daily 1,470 1,470 1 post 1,072 (Cooking expert) Kyushu Sports Consumer daily 406,800 406,800 3 15,403 paragraph Anna Ito Official Blog Consumer daily 229 229 1 page 1,072 Facebook of Anna ITO Consumer daily 3,413 3,413 1 post 1,072 Instagram of keitalastella Consumer daily 1,486 1,486 1 post 1,072 (Cooking expert) Wine-What!? Online Consumer daily N/A N/A 1 page 1,072 Anna Ito Official Blog Consumer daily 229 229 1 post 1,072 Facebook of Anna ITO Consumer daily 3,418 3,418 1 post 1,072 Facebook of Wine- Consumer daily 4,436 4,436 1 post 1,072 What!? Facebook of Sapporo Consumer daily 13,714 13,714 1 post 1,072 100 miles Facebook of Wine- Consumer daily 4,436 4,436 1 post 1,072 What!? Facebook of Wine- Consumer daily 4,436 4,436 1 post 1,072 What!? Facebook of Wine- Consumer daily 4,436 4,436 1 post 1,072 What!? Instagram of keitalastella Consumer daily 1,496 1,496 1 post 1,072 (Cooking expert) Instagram of keitalastella Consumer daily 1,496 1,496 1 post 1,072 (Cooking expert) Instagram of keitalastella Consumer daily 1,496 1,496 1 post 1,072 (Cooking expert) Instagram of keitalastella Consumer daily 1,496 1,496 1 post 1,072 (Cooking expert) Instagram of keitalastella Consumer daily 1,496 1,496 1 post 1,072 (Cooking expert) Instagram of keitalastella Consumer daily 1,496 1,496 1 post 1,072 (Cooking expert) Instagram of keitalastella Consumer daily 1,496 1,496 1 post 1,072 (Cooking expert) Instagram of keitalastella Consumer daily 1,496 1,496 1 post 1,072 (Cooking expert) Instagram of Consumer daily 525 525 1 post 1,072 yumi.caketeacher (Instructor in cooking class) Instagram of Consumer daily 525 525 1 post 1,072 yumi.caketeacher (Instructor in cooking class) KIRIMI-chan Osakana Consumer daily N/A N/A 1 page 1,072 Navi Nikkan Suisan Keizai Trade daily N/A N/A 1 page 1,072 Shimbun (web) Kamaboko Tsushin Consumer daily N/A N/A 1 page 1,072 (blog)
ASMI International Activity Report Japan March –June 2018 p. 54
Gekkan Aqua Net Consumer Monthl 28,000 28,000 2 page 1,944 y Suisan Times Trade daily 8,500 8,500 3 609 paragraph Nikkei MJ Consumer daily 248,279 248,279 1paragraph 702 Nikkan Suisan Keizai Trade daily 61,000 61,000 6 1,461 Shimbun paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 4 1,169 Shimbun paragraph Instagram of konos.lily Consumer daily 62 62 1 post 1,097 Instagram of hideaki888 Consumer daily 54 54 1 post 1,097 Anna Ito Official Blog Consumer daily 231 231 1 page 1,097 Facebook of Anna ITO Consumer daily 3,420 3,420 1 post 1,097 Facebook of Ashita Tsuri Consumer daily 50,276 50,276 1 post 1,097 Iko! Tu-shin Steam it of Consumer daily 45 45 1 page 1,097 sweetsqueenyumi Instagram of keitalastella Consumer daily 1,512 1,512 1 post 1,097 (Cooking expert) Q3 FY17/18 total: - - 77,345,458 77,345,458 - 1,435,951 Q4 FY17/18 Publication Audience Distrib Circ. Readership # of pages EAV $ ution Suisan Times Trade daily 8,500 8,500 3 496 paragraph Suisan Times Trade daily 8,500 8,500 4 521 paragraph Le Coeur Consumer daily N/A N/A 1 page 1,118 The Cuisine Press Consumer daily N/A N/A 1 page 1,118 Facebook of Digital Consumer daily 211 211 1 post 1,118 Kitchen Facebook of maron Consumer daily 1,348 1,348 1 post 1,118 maron Facebook of marons.net Consumer daily 354 354 1 post 1,118 Instagram of Consumer daily 223 223 1 post 1,118 digital_kitchen_sang Instagram of Consumer daily 1,388 1,388 1 post 1,118 maronmagic (Food stylist) Instagram of Consumer daily 2,401 2,401 1 post 1,118 yoshie_maruyama (Finger food specialist) Instagram of Consumer daily 2,401 2,401 1 post 1,118 yoshie_maruyama (Finger food specialist) Maron Official Site Consumer daily N/A N/A 1 page 1,118 Instagram of keitalastella Consumer daily 1,522 1,522 1 post 1,118 (Cooking expert) Instagram of keitalastella Consumer daily 1,522 1,522 1 post 1,118 (Cooking expert)
ASMI International Activity Report Japan March –June 2018 p. 55
Facebook of Digital Consumer daily 211 211 1 post 1,118 Kitchen Facebook of marons.net Consumer daily 354 354 1 post 1,118 Instagram of Consumer daily 223 223 1 post 1,118 digital_kitchen_sang Maron Official Site Consumer daily N/A N/A 1 page 1,118 Instagram of keitalastella Consumer daily 1,522 1,522 1 post 1,118 (Cooking expert) Minato Shimbun Trade daily 58,000 58,000 5 1,676 paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 7 2,086 Shimbun paragraph Nikkan Suisan Keizai Trade daily N/A N/A 1 page 1,118 Shimbun (web) Nikkan Suisan Keizai Trade daily 61,000 61,000 1 298 Shimbun paragraph Facebook of U.S. Consumer daily 1,980 1,980 1 post 1,118 Consulate Nagoya Facebook of Hobby Consumer daily 793 793 1 post 1,118 Cooking Fair Instagram of keitalastella Consumer daily 1,522 1,522 1 post 1,118 (Cooking expert) Bon Marche Online Consumer daily 10,000 10,000 1 page 1,118 Facebook of Digital Consumer daily 211 211 1 post 1,118 Kitchen Facebook of maron Consumer daily 1,348 1,348 1 post 1,118 maron NIKKEI STYLE Consumer daily 450,913 450,913 1 page 18,880 Bi Premium Consumer Monthl 80,000 80,000 5 page 47,200 y Wing Travel Daily Consumer daily 76,000 76,000 1/3 page 4,504 Instagram of keitalastella Consumer daily 1,526 1 post 1,078 1,526 (Cooking expert) Nikkan Suisan Keizai Trade daily 61,000 1 5,173 61,000 Shimbun paragraph Nikkan Suisan Keizai Trade daily 61,000 10 287 61,000 Shimbun paragraph Travel Journal Gateway Consumer daily 10,151 10,151 1 page 9,834 Twitter of Nikkei Style Consumer daily 1,401 1 post 1,078 1,401 Gourmet Club myfood.jp Consumer daily N/A N/A 1 page 1,078 Wing Travel Weekly Consumer daily 8,900 8,900 1 / 5 page 633 Trade daily 58,000 3 1,939 Minato Shimbun 58,000 paragraph Facebook of Hokkaido Consumer daily 82 1 post 1,078 Suisanbutsu Kako 82 Kyodo Kumiai Rengokai Instagram of keitalastella Consumer daily 1,526 1 post 1,078 1,526 (Cooking expert) Nikkan Suisan Keizai Trade daily 61,000 7 4,023 61,000 Shimbun paragraph Instagram of keitalastella Consumer daily 1,526 1 post 1,078 1,526 (Cooking expert)
ASMI International Activity Report Japan March –June 2018 p. 56
Suisan Hokkaido Blog Trade daily N/A N/A 1 post 1,078 Nikkei ESG (web) Consumer daily N/A N/A 1 page 1,078 Trade daily N/A 1 1,078 Minato Shimbun (web) N/A paragraph 1,078 Consumer daily 3,267 1 post
Instagram of 3,267 roseroom.rose
Instagram of Consumer daily 2,679 1 post 1,078 yoshie_maruyama 2,679 (Finger food specialist) Nikkei ESG Consumer daily 16,625 16,625 2 page 1,626 Consumer daily 76,000 3 4,504 Wing Travel Daily 76,000 paragraph Instagram of keitalastella Consumer daily 1,526 1 post 1,078 1,526 (Cooking expert) Nikkan Suisan Keizai Trade daily 61,000 1 5,173 61,000 Shimbun paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 10 2,284 Shimbun paragraph Trade daily 58,000 58,000 3 1,606 Minato Shimbun paragraph Consumer daily 38,270 38,270 1 542 Hakodate Shimbun paragraph Facebook of Akaboshi to Consumer daily 1,519 1,519 1 post 1,071 Kumagai Instagram of Consumer daily 484 484 1 post 1,071 akaboshi.kumagai Trade daily 58,000 58,000 2 1,285 Minato Shimbun paragraph Trade daily 58,000 58,000 1 1,606 Minato Shimbun paragraph Instagram of Consumer daily 484 484 1 post 1,071 akaboshi.kumagai Facebook of Akaboshi to Consumer daily 1,519 1,519 1 post 1,071 Kumagai Instagram of maki9379 Consumer daily 210 210 1 post 1,071 Trade daily 58,000 58,000 6 160 Minato Shimbun paragraph Nikkan Suisan Keizai Trade daily 61,000 61,000 3 1,142 Shimbun paragraph Instagram of Consumer daily 351 351 1 post 1,071 tomiko_kitchen (Instructor in cooking class) Instagram of keitalastella Consumer daily 1,630 1,630 1 post 1,071 (Cooking expert) Gekkan Teion Ryutsu Consumer daily N/A N/A 1 page N/A Q4 FY17/18 total: - - 1,520,597 1,520,597 - 153,988
ASMI International Activity Report Japan March –June 2018 p. 57
Audience Distribution Circ. Readership # of pages EAV $ Cumulative - - 86,574,106 86,574,106 - 1,817,333 total:
FY17/18 Advertisements/Advertorials Publication Target Audience Distribution Circulation Readership # of Pages Cost Date/s
Saita Consumer/Women Monthly 180,500 180,500 2 pages $24,000 August 2017 20s-30s
August 21st Suisan Keizai Shimbun Trade Daily 61,000 61,000 5 column $5,382.91 2017
August 18th Minato Shimbun Trade Daily 58,000 58,000 5 column $4,806.17 2017
August 21st Suisan Times Trade Weekly 8,500 8,500 5 column $3,204.11 2017
December Bon Marche Consumer Daily 3,000,000 3,000,000 5 column $3,700 13th 2017 Suisan Keizai Shimbun Trade Daily 61,000 61,000 2 column $500 December 2017 Minato Shimbun Trade Daily 58,000 58,000 5 column $1,000 December 2017 Suisan Times Trade Weekly 8,500 8,500 5 column $1,000 December 2017 October 31st 2017 Minato Shimbun Trade Daily 58,000 58,000 5 column $5,000
November Be-premium Consumer Monthly 80,000 80,000 10 pages $15,000 2017 February Suisan Times Trade Daily 8,500 8,500 5 column $2,500 2018
Instagrammers Japan March 2018 Consumer Daily 120,000 120,000 1 page $15,000
Consumer Monthly 70,000 70,000 4 pages $30,000 March 2018 Ryori Tsushin Wine What? Consumer Monthly 40,000 40,000 5 pages $20,500 March 2018 Consumer Monthly March 2018 Meets Regional 150,000 150,000 2 pages $13,500
ASMI International Activity Report Japan March –June 2018 p. 59
Consumer Daily Bon Marche Online 10,000 10,000 1 page $1,118 April 2018 Trade Daily 17cm x Suisan Keizai Shimbun 59,000 59,000 $2,200 April 2018 18.9cm Trade Daily 17.3cm x Minato Shimbun 58,000 58,000 $2,700 April 2018 12.8cm Trade Daily 17cm x Suisan Keizai Shimbun 59,000 59,000 $1,000 June 2018 18.9cm Trade Daily 17.3cm x Suisan Times 8,500 8,500 $1,000 June 2018 12.8cm Total - - 3,962,000 3,962,000 - $104,518 -
RETAIL MERCHANDISING ACTIVITIES: Exchange Rate: JPY107 Contribution Volume Sold Value Sold Promotion Activity Description During Dates / Nº of Previous Trade Partner ASMI Third Party Promotion Previous Period Current Period Outlets and Period (kg) Species Promoted (kg) Store Days July 14 to 20 JPY210,600 Seibu Odawara 1 outlet, 5 store Sales demonstration US$4,881 US$2,000 0 US$1,863 days August 11 to 15 Seibu JPY 1,133,716 1 outlet, 5 store Sales demonstration US$9,795 US$2,000 0 Tokorozawa US$10,033 days August 25 & 26 Sogo/Seibu JPY99,191,000 10 outlets, 20 Sales demonstration US$25,744 US$5,000 0 Group US$877,800 store days August 11 to 15 JPY65,382,637 JPY61,002,000 Ito-Yokado 150 outlets, 750 Sales demonstration US$6,930 US$1,000 US$578,607 US$539,841 store days August 19 & 20, JPY8,172,000 JPY6,625,000 York Mart 78 stores,156 Sales demonstration US$8,726 US$1,000 US$72,319 US$58,628 store days
ASMI International Activity Report Japan March –June 2018 p. 60
September 14 to JPY225,420 Seibu Fukui 18, 1 store, 5 Sales demonstration US$5,541 US$2,000 0 US$1,995 store days August 19 & 20, JPY3,800,000 JPY3,677,693 Iwaki Gyorui 10 stores, 10 Sales demonstration US$9,488 US$1,000 JS$33,628 US$32,546 store days
Total Q1 251 stores, JPY81,154,637 JPY172,065,122 US$71,105 US$14,000 Results 951 stores US$718,182 US$1,522,706
Cooking demonstration, October 3 to 9, Sales demonstration, POS JPY104,700 Seibu Hiroshima 1 store, Sockeye salmon, salmon roe, US$3,855 US$3,000 - US$935 7 store days black cod, Pacific cod, Pollock roe, rock sole, Atka Mackerel Sales demonstration, POS, August 1 to 30, Sockeye salmon, salmon roe, JPY89,295,810 JPY83,195,015 Coop Sapporo 100 stores, black cod, Pacific cod, Pollock US$33,340 US$3,000 US$797,284 US$748,170 300 store days roe, rock sole, Atka Mackerel, POP, rock fish, herring,
9/24, Sales demonstration, POS JPY483,060 Izumi Store 3 stores US$611 US$200 - Sujiko (sockeye salmon roe) US$4,313 3 store days
10/4 to 10, Sales demonstration, POS JPY20,857,000,000 JPY22,100,000,000 AEON 225 stores, US$35,116 US$1,000 Pacific Cod, US$186,223,214 US$197,321,428 1,575 store days
10/9 & 10/14 Sales demonstration, POS JPY556,336 COSTCO 26 stores US$4,975 US$500 -- Pacific Cod US$4,967 26 store days
ASMI International Activity Report Japan March –June 2018 p. 61
Total Q2 355 stores JPY 20,946,295,810 JPY22,184,339,111 US$77,897 US$7,700 Results 1611 store days US$187,020,498 US$198,074,456
12/28 Sales demonstration JPY8,177,729 Ito-Yokado 40 stores US$7,678 US$1,000 -- Kazunoko (Herring Roe) US$76,427 40 store days
10/7-10/8, 10/28 Sales demonstration JPY2,630,000,000 AEON 99 stores US$23,356 US$1,000 -- Sujiko(Salmon Roe) US$24,579,439 99 store days
12/29-12/30 For 3 months For 3 months Sales demonstration, POS AEON 50 stores US$13,655 US$1,000 JPY607,000,000 JPY662,000,000 Kazunoko (Herring Roe) 50 stores day US$5,672,897 US$6,186,915
1/26-1/31, 2018 2 items Sales demonstration National Den-en 1 store US$546 US$500 -- JPY101,902 Black Cod, Sockeye Salmon 2 store days US$952
Sales demonstration 2/15-2/16, 2018 Pacific Cod, Milt, Chum Salmon JPY7,900,000 JPY4,900,000 Nakajima Suisan 19 stores Sujiko (Sockeye salmon), US$4,114 (4 days) (2 days) 19 store days Pollock roe, Black Cod, Red US$73,831 US$45,794 King crab, Thornyhead, Sockeye Salmon, Pollock roe, 2/2-2/4 JPY389,894 JPY453,090 Thornyhead, Black Cod, Sujiko Sogo Yokohama 1 store US$2,230 (5 days) (3 days) (Sockeye salmon), Ikura (salmon 3 store days US$3,643 US$4,234 roe)
Total Q3 210 stores JPY615,289,894 JPY3,305,632,721 Results US$51,579 US$3,500 213 store days US$5,750,371 US$30,893,763
ASMI International Activity Report Japan March –June 2018 p. 62
5/30- until sold Estimated Daichi wo out Sockeye Salmon, Black Cod, US$8,096 JPY3,199,200 Mamorukai Website US$29,083
Cooking demonstration for 10 6/23-6/24 stores, POS materials JPY6,506,756 Ralse 55 stores Sockeye Salmon, Pollock roe, US$4,567 US$500 US$59,152 110 store days Black Cod, Sujiko (Sockeye salmon), Ikura (salmon roe)
Website Total Q4 JPY9,506,756 55 stores US$12,663 US$500 Results US$88,235 110 store days
Cum. 871 stores US$210,468 US$25,700 US$187,738,680 US$223,172,897 Year Results 2885 store days
HRI PROMOTIONAL ACTIVITIES: Exchange Rate: Contribution Volume Sold Value Sold During Restaurant/ Promotion Dates Activity Description Third Previous Previous Current ASMI Promotion Partner / Nº of Outlets Party Period (kg) Period Period Species Promoted (kg)
Tokyo Jazz September 1 to 3, JPY300,00 Kitchen car promotion US$13,473.11 n.a. Festival 1 outlet, 3 days (US$2,683)
Toray Pan Pacific Sep 15 to 24, 1 JPY1,217,300 Restaurant and bar promotion Tournament outlet, 9 days US$4,251.14 (US$10,869)
Total Q1 US$17,724.25 US$13,552 Results
ASMI International Activity Report Japan March –June 2018 p. 63
Lunch seminar at Seminar October 13, Sapporo Grand Sockeye salmon, Pacific Cod, US$22,170 US$200 n.a. n.a. 1 outlet Hotel Pollock roe, salmon roe,
Total Q2 1 outlet US$22,170 US$200 Results
Event February 24, Alaska Pollock Alaska Pollock 2018 US$5,189,52 US$200 n.a. n.a. Surimi Event (Surimi Products) 1 outlet
Total Q3 Results US$5,189.52 US$200
Sushi Tsune 244 Herring roe Sushi May 3,4,& 5 Herring roe US$5,760.53 US$1,000 n.a. US$14,573 kilogram Fair
Watami 3 tons per US$72,273 sockeye salmon June 2018 Sockeye salmon US$9.032.61 US$500 month 0 per month menu promotion (expected) (expected)
Total Q4 3244 US$14,793.14 US$1,500 Results kilogram
Cumulative. US$59,876.91 US$1,900 US$100,398 Year Results