Kyokuyo employees sharing the company-provided bento

Kyokuyo campaign to increase employee fish consumption: 'If you're a seafood company, eat fish!'

JAPAN
Thursday, July 17, 2025, 06:00 (GMT + 9)

• The company launches "Eat Fish!" Campaign, Distributes Free Eel Bento to Employees Nationwide
  

• In a unique effort to boost fish consumption, Japanese fisheries giant Kyokuyo Co., Ltd. is distributing free eel bento lunches to its employees across Japan. The initiative, timed with the traditional Doyo no Ushi no Hi, aims to highlight the deliciousness and health benefits of seafood while promoting industry-wide fish consumption.

TOKYO – Kyokuyo Co., Ltd., a leading Japanese fisheries company headquartered in Minato-ku, Tokyo, is taking its "Eat Fish, If You're a Fisheries Company!" campaign to a new level. From July 15th to July 18th, the company will distribute complimentary eel bento lunches to its employees nationwide, ahead of the traditional Doyo no Ushi no Hi (Day of the Ox) on Saturday, July 19th, a day often associated with eating eel for stamina.

Eel bento by Kyokuyo

This initiative is part of a broader campaign launched earlier this year by Kyokuyo, spearheaded by CEO Makoto Inoue, to increase fish consumption among its workforce and, by extension, within Japan. While the initial bento distribution in March was limited to employees in the Akasaka area of Tokyo, this latest effort expands its reach to staff working at seven branch offices across the country. This wider distribution aims to raise awareness about the importance of eating fish among a much larger segment of its employee base.

Kyokuyo President Makato Inoue | Photo courtesy of Kyokuyo -->

Kyokuyo hopes this campaign will serve as a catalyst for individuals to rediscover the deliciousness and significant health value of fish. The company plans to collaborate not only internally but also with external partners and supporters of the campaign. The ultimate goal is to transform this into a major nationwide initiative, contributing to a broader increase in fish consumption across Japan and, consequently, aiding in the revitalization of the domestic fishing industry.

The company has indicated its commitment to this cause, stating that it plans to continue implementing various projects in the future as part of its ongoing drive to promote seafood consumption.

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