A Japanese fishing industry group is seeking to raise the profile of southern bluefin tuna, including by rebranding it as "Antarctic tuna."
Southern bluefin is regarded as the second highest-quality tuna, after Pacific bluefin, but is not well known among consumers. In Japan, it is also known as Indian tuna, because it is caught mainly in the Indian Ocean.
The fish is usually frozen after being caught, and transported to markets such as the Toyosu wholesale market in Tokyo, where it can fetch high prices almost on par with those of Pacific bluefin tuna.
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