The Ministry of Agriculture, Forestry and Fisheries (MAFF) of Japan is once again making waves this Christmas season with its quirky slogan, "Eat Salmon for Christmas!" This initiative, which started several years ago, encourages Japanese consumers to swap out traditional chicken dishes typically served on this festive holiday for salmon instead. The playful campaign leverages the character Samon Shakekistan, originally from the popular Super Sentai television series, to create buzz and engage audiences on social media.
This year's push saw MAFF reviving past success with Samon Shakekistan, the villain from 2018's "Kaitou Sentai Lupinranger vs. Keisatsu Sentai Patranger," who infamously declared, "Eat Salmon, not Chicken!" during the show’s Christmas-themed episode. On December 24, MAFF shared this iconic phrase on their official social media accounts, prompting fans to share their excitement for this peculiar take on holiday dining.
According to reports, the official post prompts discussions around the longstanding Japanese tradition of consuming chicken during Christmas meals—often highlighting roast or fried chicken as the centerpiece. The counter-campaign suggests introducing seafood and particularly salmon as healthier, and perhaps more festive, alternatives. This initiative is not merely about changing dining habits; it aims to combat declining seafood consumption trends seen across the nation. Data suggests the per capita consumption of edible fish and seafood has plummeted since its peak of 40.2 kilograms per year in 2001.
The essence of this campaign is reflected not only through its catchy slogan but also via the cultural presence of Samon Shakekistan. Characters from the Super Sentai series have historically captured the imagination of children and adults alike, providing fertile ground for integrating public health messaging with entertainment. The campaign's playful tone has resulted in viral engagement on platforms like X (formerly Twitter), with hashtags related to the #Christmas Salmon mantra trending significantly.
The distinctive turn of phrase used by Samon Shakekistan has taken on a life of its own, transforming the character from mere television villain to unwitting ambassador for seafood consumption. The MAFF has effectively capitalized on the character’s popularity to promote what they refer to as "salmon harassment"—a humorous term used to describe Shakekistan's antics of replacing chicken with salmon throughout the episode.
This year's campaign builds on previous efforts, with MAFF having introduced similar slogans, like "#Salmon for Christmas" during the holiday seasons since 2021. Each year, MAFF’s posts draw more attention, and Samon's antics continue to endear them to fans. Following last year’s success, MAFF sought to replicate their viral efforts by combining televised promotion with engagement on X.
Social media users have responded enthusiastically, with many sharing images and videos of their holiday feasts featuring salmon, contributing to the growing trend. Users comment on posts related to the campaign, lightheartedly labelling MAFF as being "under Samon’s control" or asserting their allegiance to the new holiday norm of salmon consumption. Such exchanges not only highlight the humorous take on the campaign but also indicate its effectiveness at reaching diverse audiences.
MAFF also tapped the official YouTube channel from Toei, which features the full episodes from the series, including the highlighted Christmas special. The promotion has resulted in significant viewership, allowing new fans to see Samon Shakekistan’s exploits firsthand and garnering new supporters of the fishy Christmas feast.
With the unique narrative framing pitches salmon as not only delicious but culturally relevant, the MAFF’s strategy intertwines public health awareness with festive cheer. The initiative sheds light on the broader issue of declining seafood consumption by appealing to nostalgia and the joyful spirit associated with Christmas festivities.
This holiday season, as the nation decorates Christmas trees and prepares for festive gatherings, the Ministry hopes to create not only memories filled with laughter but also meals rich with fish, all thanks to the antics of Samon Shakekistan. Japan’s unique blend of tradition and modern media makes for fascinating holiday culinary explorations!
