Sushiro denies allegations of involvement in cross-border seafood smuggling

Sushi chain Sushiro has defended itself following accusations made in a TVB programme, alleging its involvement in a large-scale seafood smuggling operation from China to local eateries.

Aired on 3 November, TVB’s programme "Scoop" (東張西望) uncovered how parallel traders illegally transport uninspected seafood across the border each day, breaking down the goods into small batches carried by multiple individuals.

Footage showed smugglers using taxis to transport goods after entering Hong Kong, with some drivers stating that this operation has been ongoing for nearly a year. Food items, including seafood, oysters, salmon, razor clams, and meatballs, were often mishandled, with polystyrene boxes stacked on the ground and exposed outdoors.

Additionally, the programme claimed that these illegal food delivery sites are prevalent throughout Hong Kong Island, Kowloon, and the New Territories, with some even supplying a large sushi chain in the city.

A follow-up investigation into the distribution network is expected to air tonight (4 November). In response, Sushiro has strongly denied the accusations, issuing a statement across its social media platforms. The company described the report as inaccurate and one-sided, claiming it made speculative assertions without factual basis.

“This has raised unnecessary concerns among the public. Sushiro Hong Kong strongly protests against the false reporting by the media and will take legal action,” the statement reads. 

Sushiro has reaffirmed that all ingredients are strictly sourced in accordance with the regulations and guidelines set by the Hong Kong government's Food Safety Centre. It has implemented quality control measures to ensure that all food and utensils meet hygiene standards.

Furthermore, Sushiro said it is deeply concerned about the photos of discarded polystyrene boxes being used illegally and has previously clarified the matter with TVB's "Scoop". It said all ingredients are transported to each branch through designated professional logistics companies. “Following inquiries, we conducted a thorough investigation and confirmed with the logistics company that the individuals in the photos are not employees of our company or the logistics firm.”

The individuals in the photos are suspected of collecting discarded Sushiro polystyrene boxes for unauthorised use, it added. Meanwhile, the associated salmon has undergone and completed all customs clearance procedures and inspections.

The company said it has also reminded its staff to exercise extra caution when handling waste from the restaurants to avoid unnecessary misunderstandings and public concerns. “Sushiro will continue to uphold its image as Japan's leading conveyor belt sushi brand by strictly implementing quality control measures to ensure that all food and utensils meet hygiene standards, while continuing to provide customers with an enjoyable dining experience."

Meanwhile, the incident has generated online discussion among Hong Kong netizens, with 676 mentions recorded, according to media intelligence firm CARMA. The online sentiment is largely neutral, with 18.7% positive and 22.9% negative responses.

Netizens express a mix of disbelief and acceptance regarding Sushiro’s statement on the sashimi smuggling allegations. While some are pleased that the company is acknowledging the situation, others debate the ethical implications of using cheaper ingredients and the potential to mislead consumers, according to CARMA. There is also a general consensus of public concern about food safety and a call for stricter import regulations. Keywords generated included smuggling (走私), mainland China (大陸), government (政府) and clarification (澄清).

MARKETING-INTERACTIVE has reached out to Sushiro and TVB for a statement respectively. 

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