A popular character has been appointed as a "Let's eat fish ambassador" in an attempt to encourage people to eat more fish. The character is Sanrio Co.'s "Kirimi-chan" in the shape of kirimi, or fish fillet, of salmon.
Japan is a world-leading fishing nation with large catches and consumption.
However, the amount consumed is decreasing, according to a recent report. The Agriculture, Forestry and Fisheries Ministry decided to ask popular character Kirimi-chan to publicize the appeal of fish.
Kirimi-chan is quoted as saying, "I'll do my best so that people will come to eat a lot of fish."