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Iwate Prefecture canned mackerel brand launched in 2013 as part of the recovery effort following the Great East Japan Earthquake. Created jointly by Higashi no Shoku no Kai, Iwate Kanzume Co., Ltd., and Iwate Kensan Co., Ltd., with mackerel sourced from the Sanriku coast. The name plays on the Japanese word for mackerel, saba, and the French phrase meaning how are you, sending a message of resilience from the affected region. The bold yellow packaging designed by akaoni studio sparked a nationwide premium canned mackerel boom, with cumulative sales exceeding 12 million units. The line ran to five flavour varieties including olive oil, lemon basil, and paprika chilli sauce. Production was discontinued after the Kamaishi factory suspended operations due to declining mackerel catches and rising costs.