Japanese companies are rallying behind the domestic seafood industry following China's move to suspend imports.
Beijing imposed the blanket restrictions after Japan began releasing treated and diluted water from the Fukushima Daiichi nuclear power plant in late August.
The Watami chain of Izakaya pubs is running a 10-day campaign focused on scallops from Hokkaido. More than 100 of its restaurants are taking part. Scallop sushi is one of the dishes on the menu.
A Watami official said wholesalers it did business with are in need of help, adding that everyone needed to promote seafood consumption.
Leading supermarket chain Aeon is testing seafood it sources from Fukushima in a move to reassure consumers.
The treated water at the Fukushima plant is released into the sea after diluting it to reduce tritium levels. The final level is about one-seventh of the World Health Organization's guidelines for drinking water.
Aeon says its tests have found tritium to be below the detectable amount. It's making the results public on its website.
An Aeon Retail official said the company was aiming to offer safe, delicious and fresh fish from Fukushima and "took pride in what it sells."
The Japan Business Federation is on board too, calling on its members to do whatever they can to boost consumption of local marine products.
Meanwhile, the Japan External Trade Organization is working on foreign markets. It's set up a task force to explore new sales channels for Japanese seafood.