In a recent online event in Japan, completely farmed eel (known as unagi) sold out within just two minutes. The surge in sales highlights consumer interest in farmed eel, a more sustainable alternative to wild-caught. The fast sell-out also indicates the potential of online platforms to revolutionize the traditional market for this beloved culinary staple in Japan.

In Japan, unagi is not just a food, but a deeply rooted part of the culinary culture, with high demand especially during summer. As the wild eel population dwindles due to overfishing, farmed eel is promoted as a sustainable alternative. Japanese consumers care deeply about the environmental impacts of their food choices, hence this quick acceptance of farmed unagi.

In the EU and US, sustainable fishing and agriculture practices are similarly encouraged. While eel isn’t as culturally significant as it is in Japan, there are parallels with other seafood markets such as salmon or lobster. Just like in Japan, purchasers in the US and EU are increasingly turning to online platforms for buying food, especially during the COVID-19 pandemic.