Urayasu City in Chiba Prefecture on the Tokyo Bay used to be a fishing village. A fishmonger there has a unique way of promoting the virtues of eating fish. His name is Tsurizao Morita, and he is the third-generation head of Izugin. Besides working as a fishmonger, Morita is also active as the vocalist of the rock band "Gyoko," which means fishing port. Every song he sings is about fish. We report on his campaign to enhance the popularity of eating fish through the power of music.