Japan's Ministry of Agriculture, Forestry and Fisheries sparked quite the conversation with its cheeky tweet on December 24, 2024, declaring, "Eat Salmon at Christmas!" The post, which took social media by storm, humorously suggested replacing the traditional holiday roasted chicken with salmon, echoing sentiments from pop culture.
The tweet not only proclaimed, "This year’s Christmas will be all about salmon!" but did so by invoking the iconic phrase of the character Samone Shakikistan from the popular TV series "Lupinranger vs. Patranger." This character is remembered for his quirky insistence on eating salmon instead of chicken during Christmas, making him the perfect mouthpiece for the Ministry's latest culinary push.
The Ministry has been pushing this festive fish agenda since about 2018, attempting to shift consumer perceptions and boost salmon consumption during the holiday season. This year was no different, with the official Tweeter account asserting, "No chicken! If you’re Japanese, eat salmon!" The playful rhetoric drew mixed reactions from the public, stirring both laughter and nostalgia.
Social media users responded with enthusiasm and humor. One user remarked, "Thank you for the reminder. I had forgotten it was Christmas today, and was planning to drink normally, but now I’ll make a trip to the supermarket to buy salmon." This highlights how the Ministry's campaign not only entertains but also fulfills its primary aim: increasing seafood consumption during festive holidays.
The idea behind the annual promotion is twofold: to promote healthier eating habits and support local fisheries. The Ministry’s repeated emphasis on fish during Christmas presents not just culinary choices but also cultural ones—challenging the traditional Western associations with Christmas dinner.
Over the years, the Ministry has introduced various recipes featuring salmon—like the recent post showcasing tuna and avocado with holiday colors, showing the versatility of fish dishes beyond seasonal norms. Users have expressed mixed feelings over shifting classics and some participants playfully labeled the Ministry as having "betrayed" traditional Christmas meals, insisting the best option is the hearty roast chicken.
Despite the jokes and the mock outrage, the humorous approach appears to resonate well with the public, many of whom have started welcoming the seasonal advertisement as part of their festive routines. They seem fully aware of the tongue-in-cheek nature of the campaign and have taken to social media, reposting with their dishes and spins on the campaign’s suggestions, creating their own holiday tradition of consuming salmon.
The character Samone Shakikistan, who is part of the "Gangler" antagonists and known for his peculiar tactics of "salmon harassment"—his catchphrase centering on urging people to eat salmon—played directly to the nostalgia factor for many fans of the series. This year, the Ministry has even partnered with Toei (the show's production company) who lent them images of the character, thereby increasing the authenticity and entertainment value of the campaign.
Translators of the tweet emphasized the light-hearted tone, making it key to its acceptance and spreading it across social media as more humorous content rather than pushing the Ministry’s health agenda too rigorously. Through this integration of pop culture and fun campaigns, the Ministry effectively bridges the gap between governmental health initiatives and everyday culinary choices.
So, as Christmas approaches, throngs of Japanese citizens might just find themselves with salmon on their tables as the witty reminders continue to encourage delicious—and local—alternatives to international Christmas traditions. This delightful confluence of culture, humor, and food is set against the backdrop of the holidays—a perfect recipe for festive cheer. Whether or not salmon officially usurps chicken remains to be seen, but for now, it has certainly stirred conversation and renewed excitement about Christmas dinners.
