Core Insights - The emergence of seafood rice restaurants across the country marks a growing trend, combining fish sashimi with vinegar rice, leaning towards Japanese cuisine [1][3][5] - The popularity of seafood rice has surged, with significant social media engagement, indicating a shift in consumer preferences towards this dish [3][14] Market Trends - Seafood rice has been gaining traction in various cities, with numerous specialized restaurants opening recently, despite the market still being dominated by cooked food [5][6] - The rise in seafood rice's popularity is attributed to the increasing acceptance of raw fish dishes among consumers, influenced by the success of other raw seafood trends [12][14] Cost and Supply Dynamics - The cost of seafood, particularly salmon, has decreased due to advancements in cold chain logistics, making seafood rice more accessible to consumers [9] - The wholesale price of Norwegian salmon has dropped from a peak of 120-130 yuan per kilogram to around 79 yuan per kilogram, enhancing affordability for consumers [9] Consumer Behavior - There are concerns among consumers regarding the safety of raw fish, influenced by cultural dietary habits and recent events, which may hinder broader acceptance [11][12] - Despite safety concerns, a segment of consumers is willing to try seafood rice, driven by the desire for fresh and unique culinary experiences [12][14] Future Outlook - The seafood rice market has potential for growth, as consumer demand for fresh, healthy, and visually appealing food continues to rise [14] - Establishing trust through food safety management and quality sourcing can enhance brand competitiveness in the seafood rice segment [14]