Jakarta, 23 November 2025- WWF-Indonesia Foundation attended the national campaign themed "Fish Protein for the Golden Generation" organized by the Ministry of Maritime Affairs and Fisheries (KKP) to commemorate the National Fish Day (Harkannas) 2025.

This campaign invites Indonesians to make seafood the main source of protein in fulfilling daily nutrition, while encouraging more responsible consumption behavior by choosing seafood that is produced in an environmentally friendly manner. This message is important to ensure the sustainability of the ocean as the supports national food and the livelihood of millions of coastal communities.

As an archipelago with abundant marine biodiversity, Indonesia still faces various challenges in maintaining the sustainability of the fisheries sector. The imbalance between high demand and unsustainable fishing and aquaculture practices poses serious threats, such as overfishing, the use of destructive fishing gear, weak supply chain traceability, and significant declines in fish populations. Through this campaign, WWF-Indonesia emphasizes that every consumer decision when buying and consuming seafood has a direct impact on the sustainability of marine resources and the welfare of fishermen.

WWF-Indonesia's Marine and Fisheries Program Director, Dr. Imam Musthofa Zainudin, said that the role of consumers is crucial in driving change towards a healthier and more sustainable seafood supply chain. Consumers play a very important role in creating better and environmentally friendly supply chain changes. A consumer survey conducted by the Marine Stewardship Council in 2021 stated that 79% of Indonesian consumers in big cities are ready to pay more for sustainable seafood products, but 53% stated that they still find it difficult to find environmentally friendly products in the domestic market," he said.

He continued, "To answer these challenges, WWF-Indonesia, through the Seafood Savers program, together with the Directorate General of PDSPKP KKP, provides guidance and assistance throughout the supply chain, from producers, retailers, and MSMEs, to consumers. The goal is to support the realization of food self-sufficiency targets from blue food (blue food) and strengthen the supply of environmentally friendly seafood in the domestic market."

The National Fish Day 2025 campaign is not only a celebration but also a means of education for the public, especially the younger generation, to recognize the variety of consumable fish and the importance of choosing sustainable seafood. Through a fish costume parade, education booths, and various interactive activities, visitors are invited to learn facts about consumed fish, understand the sustainability status through the Seafood Advisor application, find out the nutritional content, and taste various seafood snacks available throughout the festival area.

Minister of Marine Affairs and Fisheries, Sakti Wahyu Trenggono, in his speech, said, "This year's Harkannas theme is 'Fish Protein for the Golden Generation of 2045, ' meaning, fish is an important superfood and will help children grow into a great generation, healthy, smart, and ready to bring Indonesia forward in the future."

"This National Fish Day also invites us to be proud of Indonesia's marine wealth, proud of its fishermen and farmers, and proud of healthy food from our own country. Fulfilling people's nutrition - especially for children - is our duty together. Through the commemoration of National Fish Day, let us strengthen our cooperation so that more and more Indonesian children are healthy, strong, and smart because they are diligent in eating fish," he added.

In addition to the peak event at Anjungan Sarinah, Jakarta, the campaign was also held in three other major cities: Surabaya, Denpasar, and Makassar, organized by the Marine Buddies community. In each city, a series of educational activities was held in public spaces, especially during the Car Free Day (CFD), to reach more people and increase the literacy of sustainable seafood consumption.

The future of Indonesia's marine resources largely depends on changes in people's consumption behavior. Becoming a smart consumer is a simple step but has a big impact on ocean sustainability and the sustainability of coastal communities' livelihoods. Through this National Fish Day 2025 campaign, WWF-Indonesia hopes that more people understand the importance of choosing seafood from legal, healthy, and sustainable sources.

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For more information:

Karina Lestiarsi, Communication Officer | klestiarsi@wwf.id | 0852-1816-1683

About WWF-Indonesia

WWF-Indonesia is a civil society organization with a local legal entity and a global network, supported by over 100,000 individuals. Our mission is to halt the degradation of the Earth’s natural environment and to build a future in which humans live in harmony with nature by conserving the world's biological diversity, ensuring that the use of renewable natural resources is sustainable, and promoting the reduction of pollution and wasteful consumption.

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