EventsA taste of Japan’s Tsukiji Market in Manila

A taste of Japan’s Tsukiji Market in Manila

The latest collaboration between JETRO and homegrown premium store Dough & Grocer gave visitors more reasons to love seafood


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It was a journey through the flavors of Japan’s seascape as the Japan External Trade Organization (JETRO) teamed up with Dough & Grocer to present “Bringing You A Taste of Japan: Seafood Market” last February 29 to March 3, 2024 at Dough & Grocer, Estancia Mall.

This partnership celebrated the greatness of Japanese seafood and the world-class potential of homegrown brands.

Custom Chirashi-don with fresh seafood from Japan

“Dough & Grocer carries many premium Japanese food products and offers an authentic Japanese food experience to Filipinos,” said Makoto Sudo, director of JETRO Philippines. “JETRO is working with Mitsukoshi BGC to offer Japanese seafood products mainly to Filipinos who love Japan, and by working with Dough & Grocer, we hope to make even more people aware of the appeal of Japanese seafood products.”

The famous Tsukiji Fish Market has been hailed as the world’s largest wholesale fish and seafood market, renowned for its vibrant atmosphere and unparalleled variety of fresh catches. This Japanese landmark served as the inspiration behind the Seafood Market at Dough & Grocer, where guests had the opportunity to immerse themselves in the essence of this iconic culinary destination.

A wide variety of fresh and seasonal seafood was flown in from Japan, and new dishes were created specifically for this event. “It’s a must-try experience because the seafood that we’re bringing in aren’t the common ones you’d find always readily available in the Philippines,” said Alyanna Uy, founder and CEO of Dough & Grocer, prior to the event.

Diners savored the best of Japanese seafood three ways: the Chef’s Choice Donburi (rice bowl), DIY Chirashi Bowl (rice bowl with seafood toppings) and through a Sushi/Sashimi Set.

Diners picked from seven kinds of Donburi, each one highlighting combinations of premium seafood from across Japan: Kaisen Don (Akami, Madai, Fujisan Salmon, Hamachi, Kinmedai, and Tamagoyaki), Bara Chirashi Don (Akami, Madai, Fujisan Salmon, Tamagoyaki, and Tobiko), Ryoshi Don (Ma Saba, Asajime Hamachi, and Akami), Toyama Don (Hotaru Ika, Kurobai Gai, Asajime Hamachi, Kinshi Tamago), Hokkai Don (Zuwaigani, Uni, Hotate, and Kinshi Tamago), Hotate and Asari Don (Simmered Hokkai Asari, Simmered Baby Hotate, Simmered Hotate, Shiitake Mushroom, and Kinshi Tamago), and Kaki Shigureni Don (Simmered Kaki Oyster and Shimeji Mushroom).

Mr. Makoto Sudo, director of JETRO Philippines, oversees the first ever “Seafood Market” at Dough & Grocer

Meanwhile, the DIY Chirashi Bowl was best for adventurous foodies who wanted to choose their own toppings for the Yumepirikai Sushi Rice, which came in variations of three, five, and seven kinds of toppings of their choice. With every rice bowl order, guests got free additional toppings of Ikura, Amaebi  (Sweet Shrimp), and Hotate (Scallops).

Those who chose the Sushi/Sashimi Set picked from among three sets: Aburi Shime Saba Oshi Sushi, 3-Kinds Omakase Sashimi (with Fujisan Salmon, Suzuki, and Ma Aji), and 5-Kinds Omakase Sashimi (with Fujisan Salmon, Asajime Hirame, Asajime Shimaaji, Suzuki, Ma Aji). Each came with two additional pieces of Temaki (sushi hand-roll) free of charge, Ikura Temaki and Hotate-Amaebi Temaki.

Some of the premium Japanese seafood available at the Seafood Market were the rich, buttery Asajime Hamachi (Yellowtail) from Ehime Prefecture as well as Asajime Shima Aji and Asajime Hirame, the succulent and sweet Chutoro and Otoro from Nagasaki, and the delicately textured Kaki Oyster from Iwate.

Hotate (Hokkaido Scallops) and Hirame flown from Japan for the recently concluded “Seafood Market”

Hotate (Hokkaido Scallops) and Hirame flown from Japan for the recently concluded “Seafood Market”

From the pristine waters of Awaji-Hyogo, guests relished Madai (Sea Bream) and Ma Aji, while Fujisan Salmon from Shizuoka gave a melt-in-your-mouth experience like no other. Kinmedai (Red Bream) from Shizuoka, Ikura and Hotate (Scallops) from Hokkaido, Baby Hotate from Aomori, and Kurobai Gai (Black Japanese Ivory Shell) from Kumamoto offered delicate flavors. Diners also enjoyed premium Suzuki (Japanese Sea Bass) from Kanagawa and Ma Saba (Wild-Caught Mackerel) from Ofunato, along with Uni (Sea Urchin), a prized delicacy from Hokkaido.

Guests further savored Hokkai Asari (Clams) from Nemuro Hokkaido, Hotaru Ika (Firefly Squid) from Hyogo, and even some sought-after Zuwaigani (Snow Crab) sourced from the finest locations in Toyosu, each offering a unique taste of Japan’s coastal bounty.

Every afternoon, diners and mall-goers got to watch the delicate art of slicing fresh fish performed by experts from Dough & Grocer using knives such as Sujihiki and Gyuto (specialized blades made for cutting fish), resulting in the perfect sashimi every time.

The Seafood Market at Dough & Grocer was just one of the many activities mounted by JETRO as part of the “Bringing You A Taste of Japan” campaign in the Philippines. For updates, visit


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