Alaskan Tanner crab, also known as Bairdi, is set to receive a significant boost in Japan during the New Year season thanks to a nationwide sales promotion by Aeon Retail, one of the country's largest supermarket chains.

The campaign, organized in partnership with the Alaska Seafood Marketing Institute (ASMI), spotlights the product under the brand name "Alaskan Queen Crab." Running from Dec. 13 through Jan. 5, the promotion spans 350 stores nationwide.

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This marks the second consecutive collaboration between Aeon Retail and ASMI, building on the success of their 2023–24 campaign. The promotion focuses on frozen portion products, making the premium crab more accessible to consumers.

"Crab has consistently been the best-selling category during the year-end and New Year period," said Kinzo Matsumoto, general manager of Aeon Retail's seafood products department, at a press event on Dec. 13. "At Aeon, we are dedicated to providing sustainably sourced seafood to our customers. With this year's New Year holidays potentially extending to nine days, we hope families will enjoy the festive indulgence of Alaskan Queen Crab."

 "Alaskan Queen Crab is renowned for its thick, firm meat and rich, flavorful taste," Aeon Retail emphasized in a statement. "Harvested under strict fishery management practices, it is a product we proudly recommend to our customers."

A screenshot featuring Asana Mori (right), Alaska's Seafood Special Advisor, introduces the charm of Alaska queen crab on the YouTube channel "Sakana-ya no Mori-san." Credit: Youtube Channel "Sakana-ya no Mori-san"

Adding further appeal to the campaign, Alaska Seafood Special Advisor Asana Mori promotes the crab's unique qualities and shares indulgent holiday recipes on her YouTube channel, Sakanaya-no (Fishmonger's) Mori-san. Her videos showcase Alaskan Queen Crab's versatility and festive appeal, making it a centerpiece for holiday feasts.