Why the Name 'Maruha Nichiro' Trended in Japan Over Year-Old News on Farmed Pacific Saury

The name "Maruha Nichiro" recently shot to the top of social media trends in Japan, capturing widespread attention. The catalyst was the viral spread of news that the company had "successfully farmed Pacific saury (sanma) and raised them to shipment size." However, this viral wave has sparked a mix of confusion and earnest wishes from consumers online.

Many users posted hopeful comments, saying things like, "Way to go, Maruha Nichiro!" and "Maybe this will make Pacific saury cheap again." With catches of Pacific saury declining in recent years and driving prices sky-high, there is a strong desire for the fish to return to its status as an affordable staple for everyday households. In particular, many comments eagerly anticipated a price drop for the company's highly popular canned kabayaki (sweet soy-glazed) Pacific saury.

However, as the news continued to spread, a growing number of users pointed out that "this is an article from one year ago (2025)." It appears that many users reshared the post thinking it was breaking news without checking the date. Some expressed confusion online, with posts like, "A lot of people don’t seem to realize this is last year's news" and "Why is this suddenly going viral now?"

Adding to the confusion was the fact that the company has actually changed its name. It is now known as "Umios," prompting baffled reactions online such as, "I tried to look up their stock price, but nothing came up in my search," and "Does the company Maruha Nichiro not even exist anymore?" At the same time, many users expressed their fondness for the long-familiar former brand, commenting, "Maruha Nichiro still sounds much better," or "I'm only just getting used to Umios."

Although the news itself was old and the corporate name change added to the lag in understanding, this sudden trending topic highlighted both the intense public interest in Pacific saury in Japan and the overwhelming brand recognition of the former "Maruha Nichiro."

The Context

Pacific saury, known as sanma in Japanese, is a beloved autumn delicacy in Japan, traditionally cherished as a cheap and delicious meal for average households. However, in recent years, severe poor catches due to climate factors have led to soaring prices, making it a luxury for many. This explains why news about successful farming—which could stabilize supply—elicited such an enthusiastic response. Additionally, the company formerly known as Maruha Nichiro is one of Japan's largest seafood and food processing conglomerates. The viral confusion over its name change to "Umios" underscores how deeply the historic brand remains ingrained in the Japanese public consciousness.