Why Sustainable Seafood Matters This Chinese New Year

The Chinese New Year will bring families from across Singapore and Malaysia together, sitting down at the dinner table to enjoy steamed fish to mark the occasion.

The topic of how sustainably sourced a meal is is set to be a talking point for families this Lunar New Year. Research from the Marine Stewardship Council (MSC) has shown that more than eight in ten Malaysians (85%) and nearly three-quarters of Singaporeans (74%) say sustainable seafood matters to them.

Bridging the Visibility Gap

Although many Singaporeans actively look for sustainable options, a YouGov survey for the MSC reveals a significant "visibility gap": 58% of shoppers have never noticed an eco-label and only 21% recognise the MSC blue fish mark.

As seafood demand spikes for Chinese New Year, closing this awareness gap is essential for driving sustainable consumption during the festive season. Malaysia is consuming more than double the global average per capita (49 kg versus 21 kg globally), while Singapore imports most of its seafood supply. Without clear labelling and retailer commitment, consumers who want to make sustainable choices often cannot.

All sustainability, net zero and sustainable procurement leaders should attend:

• Procurement & Supply Chain LIVE: The Net Zero Summit - QEII Centre, London, March 4-5
  
  
• Procurement & Supply Chain LIVE: The US Summit - Navy Pier, Chicago, April 21-22
  

Co-located with Sustainability LIVE, these events brings together CPOs, CSCO, CSOs, ESG leaders and senior decision-makers at a moment when sustainability, supply chains and commercial performance are increasingly interconnected.

Tickets can be booked online today for The Net Zero Summit and The US Summit. Group discounts available.

Accountability and local livelihoods

In Malaysia, where fishing remains central to coastal livelihoods, 75% of Malaysians believe support and resources are essential for local fishermen to fish responsibly and sustainably. Because Singapore relies almost entirely on imports, supply chain transparency is a business imperative. Over half of consumers (55%) rely on government benchmarks for confidence, while 54% view clear origin data as a non-negotiable requirement for retailer trust.

When asked what sustainable seafood means to them, consumers demonstrated a sophisticated understanding: 62% of Singaporeans and 56% of Malaysians associate it with well-managed fisheries operating under clear rules.

Anne Gabriel, Program Director for Oceania and Singapore at the Marine Stewardship Council, says: “It’s clear that consumers are ready and willing to seek out credible certification, so we're urging retailers and businesses to make MSC eco-label products visible and accessible.”

Retailers are under the spotlight, with over half of Singaporean shoppers (52%) demanding a formal commitment to sustainable seafood. Even with rising costs, nearly four in ten consumers are ready to pay more for responsible sourcing, proving that sustainability isn't just a luxury – it's a priority.

Clearer labelling is the key to unlocking this "value-driven" spending during the holiday rush. To meet this demand, shoppers can head to MSC partners like Prime Supermarket in Singapore or Village Grocer in Malaysia.

The global demand for sustainable seafood

It is not just Malaysia and Singapore that have this demand. In the UK, MSC report that retailers saw a significant surge in certified sustainable seafood sales over the 2024-25 period. This growth was primarily driven by the fact that 63% of all wild-caught seafood now features the Marine Stewardship Council (MSC) blue label. 

Supermarket own-brands have expanded their commitment to sustainability, now offering 948 MSC-certified products to consumers.

Seth McCurry, MSC UK & Ireland Senior Commercial Manager, says: “With almost a quarter of UK consumers (22%) telling us they won’t buy fish unless it’s sustainable, it’s no surprise to see sales of MSC-labelled products continue to rise significantly.

“Retailers aren’t just listening to their customers either, they’re also working incredibly closely with the fishing industry to ensure there’s a greater range of MSC certified species on their shelves, including locally caught fish and seafood.”