In a small fishing village in Hokkaido, Shiho Tateoka rises at 6 a.m. and sends her three children off to school before starting a day of handling fish sales.

When that's done, she's back on social media searching for more clients.

The 43-year-old used to live in Tokyo, where she worked both as a nurse and as a saleswoman for a home medical care service. Fish, you might say, couldn't have been further from her mind.