The practice of applying the MSC "marine ecolabel Eon seafood, signifying that it was obtained from sustainable fisheries, is becoming increasingly popular around the world. Although originating in Europe and America, it has spread rapidly in Japan since its launch by large-scale retailers. As the spread of the MSC ecolabel in a seafood consumer superpower such as Japan could make great contributions toward sustainable use of the world's marine resources, further efforts to raise awareness of the ecolabel are being called for.